Commentary

Voice Search: "It's A New Something" That's For Sure

How does the rise of voice search impact the traditional search market itself and the very art of buying keywords? That was a very hot topic at this spring's Search Insider Summit. Is this a new threat to search or an opportunity, asked MediaPost's Ross Fadner. "It's a new something," quipped Jenna Watson, VP, Digital Media, DAC Group. Bidding against voice questions may seem terrifying to media buyers now, she admits, but sometime soon the engines themselves will develop algorithms to help. And while there may be fewer searches overall, suggests Beeby Clark + Meyler's Amy McClain, we may see more engagement and more sales as the engines push more relevant options to the user and relieve some of the research burden.  

MODERATOR Ross Fadner, Director, Event Programming, MediaPost. PANELISTS Elizabeth Cagen, VP, Performance Media Director, Ecselis; Amy McClain, Director, Performance Media, Beeby Clark + Meyler; Jenna Watson, VP, Digital Media, DAC Group.


Find the rest of this session, and more, at our Search Insider Summit Agenda page.

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