High Demand for Search Advertising Outpaces Supply, Underscoring Need for Innovation by Search Engin
High Demand for Search Advertising Outpaces Supply, Underscoring Need for Innovation by Search Engines, According to Nielsen//Netratings
Search sessions increased by 30 percent between May 2003 and May 2004
Co Za Search NEW YORK July 19, 2004 Nielsen//NetRatings, the global standard
for Internet audience measurement and analysis, reports today that
growth in demand for paid search advertising outpaces growth in
supply, leading to higher prices and threatening to slow the growth
of search advertising. However, the imbalance
can be mitigated with continued investment aimed at improving
search relevancy, according to the report released to clients last
week.
Conversations with several advertisers reveal that, even with
recent increases in price, search engine
advertising is still cost
effective, said Ken Cassar, director Strategic Analysis,
Nielsen//NetRatings. However, if prices continue to rise, this will
not indefinitely be the case. The low hanging search opportunities
are nearly picked over.
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Website The report identified potential areas of growth to increase the available supply of search inventory. Improvement of search relevancy requires significant investment by search engines, highlighting the opportunity for increased personalization for better targeting, localization to support local purchases, and specialization to narrow the scope of search results.
What is the difference between domains A) There isnt really any difference aside from the name and slight price variation. Q) Why are different domains such as co.za used then A) It is simply an easy way of signifying information related to your organisation such as the geographic location, type of organisation etc... Q) Does the domain have to be hosted in the same country that it represents For example does a co.za domain have to be hosted in South Africa.
Email The future of search is dependent on advertisers continued refinement and understanding of their own valuation metrics and of search providers continued innovation which will be principally driven by localization, personalization and specialization, said Cassar.
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Bokweb The report offered search advertisers guidance on the continuing efficacy of the channel despite rising prices. Search advertisers must continue their efforts to track the effectiveness of their search dollars. Search advertisers must look to integrate their search advertising initiatives with non-search initiatives, such as keyword purchases coordinated with a television campaign. Finally, search advertisers must exercise discipline by not paying huge premiums on top of economically justifiable prices in order to prevent competitors from gaining key real estate on the portal sites.
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Springbok Americans generated 1.2 billion search sessions during May 2004, a 30 percent rise from May 2003. The principal driver of growth in sessions between May 2003 and May 2004 was a 15 percent increase in the online audience. Growth in the number of search sessions per person was a positive 11 percent during the period, while growth in search reach was only two percent.
Instant Domain Checker This easy tool will allow you to check the availability of domains instantly. There is no page load, you simply type your domain and the system will automatically query your input. Start your domain searching today! Check a domain name (Do not enter domain extension) Check for domains ending with .com .net .info .co.uk and .com .net .info .co.uk.
Zulu Co Za Because the vast majority of the online population already uses search and because the size of the online population will inevitably begin to slow, future growth must come from growth in the frequency of searches per person, said Cassar.
Samatch Report Availability
For more information regarding the report, please contact Gwen
Chia at gchai@netratings.com.
Sedo Com About Nielsen//NetRatings
Nielsen//NetRatings (Nasdaq: NTRT) is the global standard for
Internet audience measurement and analysis and is the industry's
premier source for online advertising intelligence with its
NetView, AdRelevance, @Plan, WebRF, LemonAd, MegaPanel and
SiteCensus services. Covering 70 percent of the world's Internet
usage, the Nielsen//NetRatings services offer syndicated Internet
and digital media research reports and custom-tailored data to help
companies gain valuable insight into their
business. For more information,
please visit www.nielsen-netratings.com.
Editors Note: Please source all data to Nielsen//NetRatings.
Cctld NetRatings, Inc. Jennifer Fan (408) 941-2951
Marla Dierkes (408) 941-2931
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