Realtime Search and Monetizing the Realtime Web
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Presentation given at SMX West, 3/2/10, for the panel "Real Time Search Beyond the Majors". Note - the "script" is in the note section of the ptt, if you download it.
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Realtime Search and Monetizing the Realtime Web
- 1. OneRiot Realtime Web Search and Ads for the Realtime web Tobias Peggs GM | OneRiot Twitter: @tobiaspeggs
- 2. Who searched the web today?
- 3. Who searched to find out what’s going on right now?
- 4. User Search Behaviors The Inner Workings of a Realtime Search Engine http://bit.ly/WhitePaper2
- 5. User Search Behaviors The Inner Workings of a Realtime Search Engine http://bit.ly/WhitePaper2
- 7. Finds news, videos and images that people are buzzing about right now
- 12. 50,000,000
- 14. PulseRank = PageRank for the realtime web
- 16. Distribution 97% of OneRiot searches are performed on partner sites, enabled by our API
- 17. Partner Network Serving over 50 million searches per month across the OneRiot Partner Network. 100% quarterly growth. 100+ partners
- 18. Taptu Mobile Search 1 minute ago
- 21. Search Growth
- 22. Monetizing the realtime web
- 23. RiotWise = Ad market place for realtime web
- 24. Good ads match user intent
- 25. User intent on realtime web is to find out what’s going on
- 26. Good realtime web ads helps user find out what’s going on
- 27. “ SeaWorld” query volume over time Biggest query volume for people wanting to know “what’s going on?” Realtime web is bursty
- 28. “ SeaWorld” query volume over time You want ads to show up here Realtime web is bursty
- 29. “ SeaWorld” query volume over time Not here Realtime web is bursty
- 30. Ads for the realtime web Advertiser Content (e.g. Huffington Post) is indexed by OneRiot as it gets published in realtime.
- 31. Ads for the realtime web Advertiser Content (e.g. Huffington Post) is indexed by OneRiot as it gets published in realtime. OneRiot ad system constructs ad creative on-the-fly, determined by key words in the Content. Ads are displayed relating to search terms or today’s trending topics.
- 32. Ads for the realtime web Advertiser Content (e.g. Huffington Post) is indexed by OneRiot as it gets published in realtime. OneRiot ad system constructs ad creative on-the-fly, determined by key words in the Content. Ads are displayed relating to search terms or today’s trending topics. Users are trying to find out what’s going on right now. Ads are highly relevant in that context. Advertiser pays on a CPC basis. OneRiot shares revenue with ad distribution partner.
- 33. Serving over 50 million searches per month across the OneRiot Partner Network. 100% quarterly growth. Partner Network
- 35. TwitIQ Twitter web client
- 36. Ad Growth
- 37. PulseRank
- 40. OneRiot Realtime web search and Ads for the realtime web Tobias Peggs GM | OneRiot Twitter: @tobiaspeggs
Notas del editor
- Hello Tobias Peggs GM of OneRiot – we do realtime web search, and have the first market place to monetize the realtime web We’re a VC backed company of about 30 people – based in Boulder Co, and San Francisco
- Let’s start with a question. Who will search the web today?
- And who will search to find out what’s going on right now… … for an particular subject?
- Well, if you look at search behaviors across all types of search engines, then anywhere from 20-40% of searches display an intent that would be best be served by results from a realtime search engine. These are users rocking up to the search box and typing something like “Tsunami” or “Britney Spears” – and expecting their search engine to tell them what’s going on right now for that subject.
- That’s where OneRiot is focused
- So, OneRiot is a realtime search engine
- And it finds the content that reflect what’s going on right now. Last week when I did these screen shots, I searched for “SeaWorld” OneRiot gives you 10 blue links to web pages about “SeaWorld” – but web pages that other people buzzing about right now The news, stories and videos that reflects what’s going on right now.
- Obviously this is pretty different to twitter.
- On twitter you search for SeaWorld and you see what people are saying – the conversation and the chatter
- Lots of it
- Lots and lots of it
- 50m tweets per day
- What we’re doing is filtering through that social noise, determining the web content around a search term that’s really hot right now, influenced by the links people are sharing on twitter
- and then ranking that content in realtime using our PulseRank Algorithm – which like a PageRank for the realtime web On OneRiot the top results will be the news the should read, the video you should watch, or the blog you should comment on – as informed by all the realtime activity across the social web
- That means looking at more than twitter, of course. We ingest multiple sources of social status updates, and mine the links that people are sharing with friends in realtime Then we serve those results out to our users
- More accurately, I should say our partner’s users. 97% of our searches come through our API.
- That’s partners tapping into our realtime search API to show realtime results to their users
- So a partner like Taptu – pure-play mobile search engine, will use OneRiot to offer their users the latest buzzy information Here I’m searching for “Arsenal” the soccer team and getting realtime scores and match reflections…
- A meta crawler like Scour will use OneRiot’s API to display realtime results to complement library-style results from major search engines You’ll see here the scores and news from OneRiot, and then Wikipedia pages and well SEO’d results from the majors
- Or a publisher like the Guardian in the UK will use the API to determine the stories across its network that people are really engaging with right now… … and show that information to help with Content Discovery.
- So that API has really fuelled OneRiot growth in the last 9 months…
- The second major product at OneRiot is are ads for the realtime web
- If we go back to the SeaWorld screen shot, and zoom out, you’ll see ads in the right rail. We call those “RiotWise”
- So, at 50,000 ft, when we designed this product we realized that a good ad needs to match a user’s intent
- And we also realized that the user intent on the realtime web – through apps like realtime search engines, or twitter apps, etc is essentially to find out what’s going on right now.
- So a good ad for the realtime web needs to help a user find out what’s going on. If I’m searching for SeaWorld, on a realtime web app, two minutes after I head about a Killer Whale killing a trainer, it’s probably not because I want a ticket to SeaWorld So don’t serve me that ad Serve me an ad that helps me get what I want… i.e. some realtime information.
- The addition thing we grappled with was the burtsy nature of the realtime web “ SeaWorld” is suddenly the hot thing, it becomes a trending topic on twitter, everyone is searching for it right now… but that quickly dies off as people move on to the next big thing .
- So if you are going to monetize searches for that query, you want “realtime ads” – ads that show up ahead of the curve
- Not after it. Which means traditional AdSense models of buying keywords, and creating copy, and placing a bid, and getting it approved, and… It all takes to long. By the time your ad shows, it’s too late. People aren’t searching for that term anymore.
- So with the first version of RiotWise, we’ve focused on working with publishers of timely content, and we index their stuff in realtime. They sign up with a budget, and set a CPC, and leave the rest to us
- When a user does a “realtime web search”, we then create the ad copy on the fly, linking to content that has _just_ been published. You can get a highly relevant ad in front of users – and ahead of the surge in query volume. We’ve driving page views to publishers, and they are obviously monetizing their own pages views.
- From a user perspective, the ad helps that user find out what’s going on right now – i.e. matches the user intent. And so the CTR is very healthy.
- And of course, we can distribute through the same partner network that we’ve built up for search
- So a blackberry twitter client like Ubertwitter can show RiotWise ads in the stream
- Or TwitIQ, a web-based twitter client, can show RiotWise ads on their page
- We launched that system in November, and will probably serve more realtime ad impressions than searches this month
- So, that’s a quick wizz through OneRiot. It boils down to three things 1 – relevance of realtime results; which we get with realtime indexing and our PulseRank algorithm
- 2 – monetizing realtime web searches and applications with RiotWise
- 3 – the API, which is fuelling the growth
- Happy to take any questions…