A new service has been launched that allows advertisers to access the underground world of P2P Search,
writes Jon Healey. Whether brands feel ready to enter such unchartered territory remains to be seen but they may think twice as figures about its scale begin to emerge. "Just compare Web searches to the activity on file-sharing networks. According to comScore,
Web search engines answer queries about 400 million times per day.
Those searches generate more than $20 billion a year in advertising.
But by data security firm Tiversa's count, file-sharers search for content on p2p networks about 1.5 billion times daily. That's almost four times the volume of Web searches." This is a tricky play, fraught with legal greyness. One the one hand it could be a way to finally legitimise the vast world of P2P services such as LimeWire. However, can Hollywood bring itself to provides revenues to organisations they have been trying to close down for more than a decade? Maybe the pirates will get their gold after all!
(Btw, P2P Words sounds like a great cockroach).
The article mentions Beta campaigns with 50 Cent. Isn't he an artist with one of the Warner labels? Maybe Hollywood's acceptance won't be so hard to come by.
Posted by: Andrew | October 23, 2008 at 02:52 PM
Hi Andrew, yes indeed, it seems there are always a few brave souls prepared to give something new a go. Until the lawyers spot what they are doing that is! I think the P2Pwords concept is bang on. But I still can't see Hollywood's legal fraternity going for it. Which presumably will mean there is plenty of opportunity for the braver brands. Maybe from FMCG categories.
Posted by: James Cherkoff | October 23, 2008 at 03:00 PM