Search spending is on the rise, gaining and getting close to equaling spending levels of last year after many quarters of decline.
Search spending was up 10% from the second quarter among SearchIgnite clients, including Avis, Office Depot, and E-Trade, and up 5% at Efficient Frontier, whose clients include CapitalOne, Bankrate, and BabyCenter.com.
Microsoft put $100 million into marketing Bing and it is slowly starting to see gains, but ad spending is up as well.
SearchIgnite has spending on Bing up 15% from the same period last year and Efficient Frontier said spending on the search engine is up 20%. Bing accounted for 5.32% to 6% of all search spending in the third quarter.
Google and Yahoo accounted for 74-77% and 17-21%, of spending.
"Marketers spend where they make money -- they are agnostic to Google or Yahoo or Bing," said said Roger Barnette, president of SearchIgnite, which manages $350 million in search advertising a year.
"It's the most fluid form of online media with the least amount of planning so it's probably the most accurate marketing bellwether for the overall consumer," he said.
Paid search advertising is the fastest marketing indicator of spending because it is immediate as apposed to display advertising, which take months to plan.
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