Real-Time Opportunities for Marketers (6:34)

Posted on by Abby Johnson |

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The explosion of social media has given consumers a strong desire to know what is happening in real-time. Real-time search engines, such as OneRiot, have responded to this desire. WebProNews spoke with Tobias Peggs to find out how the search engine is providing a real-time solution for consumers.

As he explains, real-time content doesn’t exist very long and contains a lot of noise. For this reason, OneRiot takes the process of filtering it very seriously. The search engine developed a ranking algorithm called PulseRank, which ranks content in a way that reflects the current social buzz.

Peggs also says OneRiot pays very close attention to the content publishers and their credibility. For the people who create meaningful posts, the search engine applies more authority. On the flip side, the people who typically post spammy content will not rank very well.

So, what opportunities exist for marketers? According to Peggs, if you look at search behavior across all traditional search engines, you will find somewhere between 20-40 percent of searchers reveal an intent for the real-time information that real-time search engines offer. Given those percentages, he says it produces a need for monetization.

However, it is a challenge since an ad that tries to prompt a purchase is not relevant to the consumer’s immediate need. OneRiot created the first advertising network for the real-time Web that includes fresh ads from media companies. Peggs says the ads provide additional value to the overall consumer experience.

Are you utilizing these opportunities?

Posted in: Advertising and Marketing, Applications, Blogging, Real-Time Search, SMX West 2010, Social Media, Tobias Peggs
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