Google Serves Most Search Results and Ads -
Nielsen Ratings Reports Yahoo and MSN Show Gains As Well
February
7th 2006
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Google Leads Pack |
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Nielsen//NetRatings
Media company compared Yahoo and Google paid search results and
found that Google is still leading in the contextual advertising
business, although Yahoo has gained ground since August after
launching their publisher network. December is a big month for paid
search advertising because the “things” people are searching for pay
better. For instance: an ad with the relevant keyword “iPod” will
likely pay better than an ad for “politics”.
Ken Cassar, chief
analyst for Nielsen//NetRatings said while consumers' use of search
engines also grew last year, the growth in paid search ads doesn't
necessarily correlate with the growth in volume of searches, reports
Wendy Davis of Media Post Productions. Not all ad searches pay the
same either.
"Despite the
overwhelming market share that Google and Yahoo! search enjoy, they
continue to see strong growth in the volume of sponsored links,"
said Ken Cassar, in a Yahoo Press release. "While Google, in
particular, seeks to diversify its revenue, it is a positive sign
that its core search advertising business remains robust."
Ebay was the
number one ad purchaser for both search firms. The eBay company,
Shopping.com, was Google’s number 2 sponsored link advertiser
followed by Local.com, Target Stores and Expedia.
Yahoo enjoyed
increased revenue in December as well. Their number two sponsor was
Shopping.com as well, but followed by the University of Phoenix,
Lending Tree and Target Stores.
Cassar said “It
is becoming increasingly clear that sponsored link advertising is a
necessary cost of doing business for e-commerce companies," as
reported in Media Post Productions. Traditional print advertisers
will likely start turning to paid search advertising more and more.
We include a couple charts here from data collected from Nielsen//NetRatings
Media and listed in the Yahoo press release.
|
Number of Link Impression
(in billions) |
| |
Aug05 |
Sept 05 |
Oct 05 |
Nov 05 |
Dec 05 |
Jan 06 |
6 Month
Growth |
| Google |
36.2 |
34.1 |
37.4 |
35.1 |
38.1 |
41.1 |
14% |
| Yahoo |
19.2 |
20.0 |
20.7 |
19.1 |
25.5 |
23.2 |
21% |
|
Yahoo's Top 5 Sponsored Link Advertisers Jan 2006 (US) |
| Company / Division Advertiser |
Sponsored Link Impressions |
| eBay Inc. (eBay.com) |
537,137,000 |
| Shopping.com (an eBay Company) |
501,195,000 |
| Apollo Group (University of Phoenix) |
151,642,000 |
| InterActiveCorp (LendingTree.com) |
116,303,000 |
| Target Corporation / Stores |
79,013,000 |
Dan Wilson
Best Syndication staff writer
Computers
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