For a while now, Pontiac has told people in its TV ads that people should go to Google to search for information on their vehicles. Huh? Not to Pontiac.com? Or GM.com? Tonight, I noticed CBS' "60 Minutes' doing the same sort of thing.
The ad said that you could go to Yahoo and search for "60 Minutes" to find out more about tonight's stories.
That's right: they didn't say go to 60minutes.com, or cbs.com, or cbsnews.com.
They sent you to Yahoo to find CBS' own content.
It's not news that CBS and all other old media are constantly seeking content partnerships. There may be a new battle brewing for building search partnerships.
AOL pioneered this with AOL Keywords. Google has sold its Adwords to the highest bidder, with great success. Without using the term, I think we're seeing Yahoo Keywords, Google Keywords, and MSN Keywords -- registered keywords that are uniquely owned by the advertiser or content partner.
