The idea of using search for branding is not new. It has been around for a few years and the notion has been validated by research that shows the synergy between search, display, and brand (post link here). However, as a direct branding vehicle, search is not there, yet.

Search 2.0 may be the next step for branding. Currently, video and image search is focused on SEO. This leaves too much to chance. If we are going to use the search space for branding then we will need to buy and place search ads for image and video. This will come.

The focus of search 1.0 is lower funnel, near purchase / action queries. As the searcher is closer to the sale, advertisers are willing to pay more. As technology facilitates more branding level ads, the experience makes sense farther up the funnel. In otherwords, Search 2.0.

If some one types in “car safety features”, I can see a video taking the searcher through the safety features of a new car, with a link to the site for more information. If the query is “[brand] dealer”, then the normal text ad linked to a dealer may make more sense. There are cross over terms where the right delivery may not be clear. Point is, the world of Search 2.0 will allow not only messaging, but media targeted toward intent.

What will challenge the engines is deriving a price point that will allow it to sustain branding efforts. In the auto world, search CPM equivalent can range from $600 to over $2000… hardly the economics of Branding. In general the average search CPM equivalent is roughly $560. When I bought general media, I would pay anywhere from $6 to $90 depending on the demo (12-16 teens was a real bear to hit). Targeted search need not come down to this level, and shouldn’t. But, it can not be the same as the current cost.

If we can solve the economics of this equation, then the media will prove to be a great benefit for Branding.