Back in March of this year I read the article Japan: URL’s Are Totally Out, which showed the trend amongst advertisers in Japan to forsake URLs and instead show a search term (read the article; it explains better than I can).
So I was intrigued when I saw what I believe may be the first instance of this strategy being used here, for Orange’s new “I am” campaign:
I queried the top four search engines here in the UK (Google, Yahoo!, MSN, Ask) and a link has been sponsored on all four. However, top results were returning a variety of different results, none of them relating to this campaign.
Like the author of the Japan article, I wonder how susceptible this is to counter‐attacks from rival advertisers (or mischief‐makers) who could game negative results to the top of the rankings? It’ll be interesting to see how this develops.