Overture around the table with company guides
Overture will cooperate with Gouden Gids-style parties to jointly carry out its local search strategy in Europe. That says Ruud Smeets, who is responsible for local search Europe within Overture, in an interview with Emerce. Smeets is currently engaged in discussions with various parties in England, Germany and France
Overture will cooperate with Gouden Gids-style parties to jointly carry out its local search strategy in Europe. That says Ruud Smeets, who is responsible for local search Europe within Overture, in an interview with Emerce. Smeets is currently engaged in discussions with various parties in England, Germany and France. These are the countries where local search is the first to be introduced in Europe.
Smeets hopes to put a European 'local search' product on the market before the end of the year. The Overture local search product is developed together with Yahoo. According to Smeets, Yahoo is primarily responsible for the user experience. In other words: how does the user deal with local search? Smeets primarily looks at the position of the advertiser within local search on behalf of Overture. According to Smeets, that local advertiser wants maximum targeting, a certainty that he does not miss out on customers and convenience. Ultimate goal of Overture and Yahoo is that dentists in Badhoevedorp, butchers in Heemstede and pizza deliverers in Venlo are easier to find.
An essential part for local search is having a database with company information. Overture does not have these company guides. The company therefore thinks of whether to buy a database with company data or to enter into partnerships per country.
At this moment there is already negotiation with various parties in Germany, France and England. Then parties like Yell, Thomson and BT should be considered. The intention is that Overture and the Yellow Pages-like parties will jointly put advertising products on the market, of which both parties will become financially better. Exactly what the business model is going to look like, Smeets does not want to lose yet. He hopes to have a European local search product ready by the end of the year. In the course of 2006, that product must be optimized.
"We have come to think that in principle we will work with an organization in each country, " says Smeets. According to Smeets, it is necessary to think of Gouden Gids-style parties and in some cases perhaps the Yellow Pages themselves. "What we want is that we have access to their data, but that this data remains their property. We then run our algorithm on that database so that we can seamlessly connect with our 'web search.' Because we will direct that traffic to that database, that database will become more valuable to advertisers and a new set of advertising opportunities will be created within that database. "
According to Smeets, the strength of Overture is the knowledge of the searching consumer, the large amount of search traffic and the knowledge of search engine marketing. "If you combine that with the knowledge that Golden Pages-like parties have of the small and medium-sized businesses and their excellent database, you can serve both the searching consumer and the local advertiser properly. The result of such a collaboration is a relevant local search engine. "
According to Smeets, SMEs worldwide spend $ 22 billion on local advertising (in local fools, local radio, etc.). According to Smeets, only 4 percent of this goes to search engine marketing, 39 percent still goes to the Yellow Pages. On the other hand, people increasingly search the Internet for companies instead of using the paper version of the Yellow Pages. Overture wants a larger piece of the cake that is called local advertising. "We see that consumers increasingly grab the web search. We also looked at why SMEs do not yet spend dozens of percent of their advertising budgets on search engine marketing, while their customers can be found there. "
Research shows that only 30 percent of SMEs understand something from online media, and search engine marketing is a much more complex issue. It should therefore be simpler as far as Smeets is concerned. "That is why we are looking for partnerships with parties that are successful in selling advertisements to SMEs in a certain geographical area. Then you should think of Yellow Pages like parties. They have an interest in this because they get access to the local internet search for the first time via Overture. "
According to Smeets, 74 percent of people do a local search and 20 percent of all searches on the internet are local. According to Smeets, that will only increase. "As more people have broadband connections, they will more often search for local information via the internet, " he continues.
"Ultimately you strive for the perfect search result for the consumer and for the advertiser to the perfect ad targeting and for our distribution partners, such as Wanadoo and msn, you aim for the highest revenue per search. And you have to set it up in such a way that it also works on the various devices. So on the desktop, on the mobile phone and on the interactive television. "