Let me clarify in the end everything is content. but for all practical purpose let us segregate SEARCH from CONTENT. SEARCH is something-some action taken when exact location of content is not known to the user. (This statement can be extended to the physical world as well with some refinement). So we can presume in 75% to even 90% times CONTENT requirement is initiated through SEARCH result. Now question comes where to put your brand advertising?
1) On the SEARCH page itself (chances more eye-ball catch)
2) On the page along side content (searched result) (chances lesser eye-ball catch compare to putting with SEARCH result
what is your call on it?