The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Increased advertising from outside the U.S. contributed to a 12% increase in the number of first-page advertisers for Yahoo during the first quarter, according to research firm AdGooroo.
Increased advertising from outside the U.S. contributed to a 12% increase in the number of first-page advertisers for Yahoo during the first quarter, according to the quarterly Search Engine Advertising Update from research firm AdGooroo LLC. The study also shows Yahoo attracted 27.6% of advertisers in February and March, a long-term high.
“The data suggests that much of this growth may be coming from outside the U.S.,” AdGooroo says. “Yahoo international ad coverage reached a high of 4.7 ads per keyword in February, the most ads they’ve shown since July of 2007.”
Google continued to capture the lion’s share of the market with 79.5% of advertisers in March, and 5.12 ads per keyword, while 11.1% of advertisers used Bing, which displayed 3.48 ads per keyword. AdGooroo’s figures account for the fact that many advertisers use more than one search engine.
Amazon.com was the top advertiser for all three search engines during the first quarter, AdGooroo says.
Despite the sluggish economy, search advertising grew during the first quarter in several categories, including travel and women’s fashion, the study found. Advertising for women’s fashion web sites have been steadily trending upward since July 2009, AdGooroo says. There also were atypical gains in search advertising for computer hardware and mobile/carriers and equipment, it adds.
However, AdGooroo found reductions in search ads related to education and home loans, which have been declining steadily since July 2008, the company says.