IT.com Launches Enterprise IT Webcast Search
IT.com, an enterprise IT search vertical, today announced the launch of webcast search, a natural fit considering the kinds of content that enterprise IT companies create to sell/educate their prospects.

They're "currently featuring content from Jupitermedia, Ziff Davis Media, and Accela Communications, and are making the engine available for free to any publishers that wish to participate."

So, IT marketers, submit your webcasts!

I called Jason Pratt, Operating Vice President of IT.com, and asked what was the market pressure that showed a need for the webcast tab.

It started with research by Milward/Brown that Google commisioned (from AdWords "For Your Industry" section). Specifically, the Demystifying Search Advertising in the Technology BtoB Space white paper (registration required to download).

This research revealed that "calls to “view a webcast” had a negative effect on the click-through rates of traditional search advertising."

Using this research along with the knowledge that webcasters sought better targeting for audience development, they created webcast search in a place that already has an IT audience.

They index webcasts "using the same proprietary vertical search engine technology that powers the rest of IT.com. We use a combination of webcast page indexing, transcript data (where available), and XML metadata to produce the results."

They currently have well over 1000 webcasts. Closing in on 2000.

And of course they will sell search ads for upcoming webcasts to enterprise IT webcast audience developers. Assuming there's a search demand for webcasts. I didn't see much demand in wordtracker or overture for crm webcast, erp webcast, it webcast or enterprise webcast.

The tab itself will drive webcast search demand at IT.com though I suspect.
Garrett French - MarketSmart Interactive | permalink | +marktd |