AOL Mobile Search Beta Makes Debut; Integrates Mobile Content But Comes Up Short On Mobile Advertising
That’s the verdict on AOL’s new version of its AOL Mobile search product (powered by Google). The new interface promises a more streamlined search experience, but there’s a bit of a gap between what the service offers in theory and the results it delivers in practice, as this post in Search Engine Journal points out. Nonetheless, AOL gets high marks for its smart integration of properties from its own content stock, including Moviefone, MapQuest, and AOL CityGuide. [The service covers the bases with local listings (powered by CityGuide), relevant maps (via MapQuest), movie times and theater information (from Moviefone), and news and stock tickers from AOL News.] Another plus is the emphasis on relevant results and the intelligence that effectively prioritizes results.
But you might have to take off points for the clunky shift between result categories. I also miss a more path-breaking approach to location search and services. No mobile search service really pushes the envelope here yet – but AOL could. (I’m thinking of AOL’s recent tie-up with Skyhook Wireless, a company that has developed the first ever metro-area positioning system that leverages Wi-Fi rather than GPS satellites or cellular towers, to deliver location-based presence to AIM users via the AIM Location plug-in. AOL has already demonstrated a strong interest in delivering services based on user context, and could/should leverage this capability to deliver contextual mobile search and advertising. Maybe this is the next step?)
Speaking of mobile advertising, that could be precisely where this news service shines or falls short, depending on what you read. AOL certainly went all out to offer a suite of mobile advertising solutions, including the usual mix of display banner ads served up by Third Screen Media (TSM) and pay-per-call schemes delivered by Ingenio. These updated and integrated features should be a real boon to mobile advertising. But this post at GoMoNews has serious doubts about the breadth and depth of current inventory. It seems the service is a breeze to search but fails to deliver sponsored ads. However, this might be a sign that the integration with TSM’s vast ad inventory is taking some time…
