Advertising Widely Viewed As a Threat
week, European online and print directory publisher Eniro AB announced
a partnership with search provider Google. This is just the latest in
a flurry of deals to come out of what might loosely be called the "search
arena." The official Eniro press release stated that the company's general
search solutions will now be based on Google's search technology and that
the deal would involve "evaluation of future business opportunities, including
search and advertising services." Whether that means that Eniro will utilize
or distribute Google's pay-for-performance (PFP) advertising technology
and inventory is unclear, but it must certainly be under consideration.
The rise of PFP/search-based
advertising has been almost meteoric so much so that it is now
"top of mind" for people throughout the directory industry. As a result,
The Kelsey Group (TKG) conducted an online survey for clients and other
directory industry insiders to sample attitudes toward PFP/search and
determine whether it was considered a "threat" to Internet Yellow Pages
(IYP) and/or the printed product.
As of this writing,
the survey has received 54 responses, with slightly more than half coming
from North American print Yellow Pages publishers. The results, of course,
are not scientific. However, the written comments are some of the most
detailed, thoughtful and passionate in any of our online surveys to date,
indicating how important an issue search-based advertising has become.