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interactive local media

Interactive Local Media Advisory

Sensis Aims to Be 'Synonymous with Search'
Greg Sterling , 7/20/2004

Summary: Last week, Australian directory publisher Sensis launched its long-awaited search site, The new site offers general Web search but also includes Yellow and White Pages, classifieds, city guides and mapping.

With a platform provided by enterprise search purveyor Fast Search & Transfer, the site offers both local and general search results and mixes Yellow Pages and other local data with Web results. It seeks to go head to head with Australian search market leader Google. And later this month, Sensis plans to introduce a pay-per-click (PPC) product it calls "BidSmart," which appears to be based on the search assets from LookSmart that the company acquired late last year.

With this strategy, Sensis is hoping to achieve several things: gain usage from young people; offer consumers a competitive alternative to leading search engines; and prevent small-business advertisers from defecting to local paid search offerings.

It's a bold strategic initiative that other directory publishers will be watching closely.

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