“Instant” recently became the buzzword thanks to the launch of Google Instant last Wednesday. When someone is searching in an online database, he expects the result in an instant - an infinitesimal space of time.

Observing this need for immediate results, Google has launched the trend of “instantization,” quickly followed by its competitors. There is nothing better for a search engine to retain its users than by offering them a real-time search.  Indeed, the time spent typing is much longer than the time spent scanning results (300 milliseconds between keystrokes compared to 30 milliseconds to glance at another part of the page). Google understood this and launched Google Instant last week, a new search enhancement that shows results as you type. It means that you can get the results of your search before having to type every letter or word, and be able to adapt your search while you are typing key words. After the Google Instant announcement, a student of Stanford University, who became famous in a few days, Feross Aboukhadijeh, built the real-time YouTube video search, YTInstant.com, in 5 hours. Apple’s iTunes also jumped on the Instant bandwagon, creating iTunes Instant, thanks to the work of Stephen Ou, a 15-year-old student. Google Instant showed to every media company that it’s easy to reproduce this technology and offer a new real-time search feature to its users. A few days later, Twitter Instant, Flickr Instant, WikiInstant (wikipedia), Feediop (RSS Instant), App Store Instant, Instant Live Search (Bing) were launched. We can easily imagine that every search engine is going to do the same, after observing the efficacy of this innovation and the rush to implement it across the Web. L’Atelier’s team thinks it is a huge gain of time per search. This marketing innovation of Google is going to be rapidly flooded by other launches of real time search ads. What will be the next trend launched by Google? Maybe, they would have been thinking about commercializing a new reference-mark which could take in account the first 2 letters of a URL.

By Laura Tisserand