The race between online display advertising and paid search ads to acquire ad dollars (and advertiser attention) is heating up. “A new report”:http://www.clickz.com/news/article.php/3550221 from JupiterResearch is predicting that paid search revenues will “outpace” display advertising by 2010.
With its pay-for-performance model and reliability where delivering a positive return on investment is concerned, we all knew search engine advertising was going to be huge. There’s some concern, however, that advertisers are relying too heavily on their paid search campaigns. The pay-per-search industry (as it was once known) got its start supporting display campaigns, after all; if banner placements were the jabs thrown at a fellow boxer for show, then the paid search placements were the uppercut that ensured a knockout performance. Increasingly, though, advertisers are forgoing display ads, choosing instead to rely almost entirely on the more dependable search variety. Is this a wise decision?
Category: Tessa Wegert
Think a web site is a necessity when running an online advertising campaign? Think again. Pay Per Call, a take on pay-per-click search engine advertising (or “paid search”) in which marketers pay for calls to a toll-free number instead of clicks, is quickly changing the Internet marketing rules.
When San-Francisco-based “Ingenio”:http://paypercall.ingenio.com/default.aspx pioneered this ad model in September of 2004, it couldn’t have known how fast its brainchild would grow. Just a year later, “a report from the Kelsey Group”:http://www.kelseygroup.com/sum/tkradv0513.htm has found that Pay Per Call advertising could generate as much as $4 billion in revenue by 2009.
If you haven’t yet started to explore mobile marketing, now’s the time. According to a new study from “global research company TNS”:http://www.tns-global.com, about 66 percent of Canadian Internet users now own a mobile phone, up from 57 percent in 2001.
This penetration is consistent with the U.S. — where mobile marketing is quickly becoming the modern marketer’s go-to medium for reaching young, tech-savvy consumers — but is well below the European average (mobile phone penetration in Western Europe currently sits at about 80 percent among all consumers).