The global launch of Vista last week could pose a new challenge for advertisers. The program has an inbuilt search facility that enables users to bypass popular search engines. Advertisers could find themselves being bypassed, but it’s expected that Microsoft would also have a plan to allow advertisers to access search terms in the program.

Rick Bruner, the head of internet search advertising specialist DoubleClick told yesterday’s ad:tech conference in Sydney, that Vista’s inbuilt search engine, has the ability to cut out the likes of Google and Yahoo. This could be a serious problem.
Mr. Bruner went on to say; “It is too early to say whether these things are going to be an interesting development for the future or if they are just a passing fad and are going to go away,” Mr Bruner also said it was still difficult to read what impact the emergence of new operating systems, social networking and online videos would have on internet advertising.

Amateur video and blogs will become long-term investment channels for advertisers rather than being “fundamentally disruptive”.
Despite the rise of consumer generated video, professionally made entertainment will still be at the fore front for audience draw.

The ongoing question of measurement was another theme at the conference, with several speakers warning that marketers could be in danger of over-analyzing the huge amount of data that marketing on the internet creates. Until there is a way around the new Vista software, the more specific the search the better the find.

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