Search sponsored link impressions grow 16% in 6 months
The number of sponsored link advertising impressions on the Google and Yahoo ad platforms grew 16%, from 55.4 billion in August to 64.3 billion in January, Nielsen/NetRatings reports. Google users saw sponsored link ads 41.1 billion times; Yahoo users, 23.2 billion.
The measure accounts for sponsored link impressions not only on the Google and Yahoo web sites, but also in their search and contextual advertising networks.
“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, chief analyst, Nielsen/NetRatings. ”While Google, in particular, seeks to diversify its revenue, it is a positive sign that its core search advertising business remains robust.”
Nielsen/NetRatings reports that Yahoo is gaining ground on Google in sponsored link impressions. During the last six months, Yahoo`s sponsored links have grown 21% while Google`s have grown 14%.
EBay Inc. is the primary sponsored link advertiser on both sites, Nielsen/NetRatings reports. EBay`s Shopping.com is Google`s No. 2 sponsored link advertiser, followed by Local.com, Target Stores and Expedia. Shopping.com is also Yahoo`s No. 2 sponsored link advertiser, followed by University of Phoenix, Lending Tree and Target Stores.
“E-commerce advertisers, eBay chief among them, represent the top advertisers on both Yahoo and Google. It is becoming increasingly clear that sponsored link advertising is a necessary cost of doing business for e-commerce companies,” Cassar said.
Google`s Top 5 sponsored link advertisers in January 2006 and their impressions were:
eBay, Inc., eBay.com, 984,204,000
eBay, Inc., Shopping.com, 447,591,000
Interchange Corp., Local.com, 279,250,000
Target Corp., Target Stores, 218,140,000
InterActiveCorp, Expedia Inc., 197,329,000
Yahoo`s Top 5 sponsored link advertisers in January 2006 and their impressions were:
eBay Inc., eBay.com, 537,137
eBay Inc., Shopping.com, 501,195
Apollo Group Inc., University of Phoenix, 151,642
InterActiveCorp, LendingTree Inc., 116,303
Target Corp., Target Stores, 79,013
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