Search Engine Marketing: content network is growing faster

Figures coming from the last comScore research, about US search engine market in February ‘08, show that the amount of money invested online outside the “pure” Search Engine Marketing (e.g. Google AdWords) is getting every month more relevant.

comScore underlines that the reach of advertising networks is far broader than the one of its homepage: 90 percent of U.S. Internet users saw a page served by advertising network Platform A, and 88 percent a page from advertising.com, both of which are part of AOL network. Besides, only 49 percent of user hit an AOL.com page.
Similarly, in February, sites from Yahoo’s advertising network were visited by 85 percent of Internet users, while only 51 percent get to Yahoo.com home page.
About the “Big G”, 79 percent of web surfers saw a page coming from Google’s advertising network, whereas visitors getting to Google homepage was only 69 percent.
Finally, MSN network (MSN and Windows Live services) hit 56 percent, while MSN.com reached only 31 percent.

This trend could be very relevant for an online advertising strategy, that should be developing and investing not only in a contextual targeting model, but in a behavioral way of thinking the online advertising market: more time a user spend into a network, more important is going to be his behavior inside that network.

Here in 77 we believe (and we know) that content network is becoming more important in order to set a successful advertising campaign, even though we are talking about a search engine advertising campaign, traditionally considered mostly “search oriented”. The relevancy of content network can offer new opportunities in investing online for a business, opportunities that are going to be an added-value beside search engine marketing activities.

This entry was posted on Friday, March 21st, 2008 at 4:09 pm and is filed under Search Engine Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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