Marketers are failing to embrace the search engine marketing trend, with industry sources claming that advertisers are ignoring this popular consumer routine in their marketing campaigns.
Increasing numbers of consumers are using the internet to research products they have seen advertised through different media. As online users grow, so does the potential market for advertisers.
According to Peter Hershberg, managing director at search agency Reprise Media, search should be at the “hub of an integrated advertising campaign.”
Google currently holds 46.11% of the search advertising market, Yahoo has 15.91%, MSN at 12.28%, Google Image, 5.63%, Ask.com, 2.28%, with others holding the remaining 17.84% share.
Search engine revenues are expected to continue to grow, with eMarketer forecasting Google to account for nearly a quarter of online ad revenue in 2006, while Yahoo! is expected to enjoy an 11.2% share.
A recent study by Outsell, claims that search engine advertising expenditure will rise by 26% in 2006, with online advertising expected to be used by 90% of marketers by 2008, up from the current 80% (see Search Engine Adspend To Rise By 26% In 2006).
The strong performance forecast for search engine advertising in 2006 is confirmed by an earlier study from interactive marketing experts, 24/7 Real Media, predicting the medium to reinvent itself as a lead-generation channel (see Search Engine Marketing To Enjoy Popularity Surge In 2006).
Elsewhere, paid search is also expected to enjoy a healthy 2006, with a recent report from Piper Jaffray predicting the medium to generate more than $14 billion globally over the coming year, enjoying an increase of 41% from the estimated $10 billion that it made in 2005 (see Search Engine Marketing To Enjoy Popularity Surge In 2006).
Related Links
