Yahoo Gains Marketshare in US and APAC According to Covario’s Global Search Spend Analysis
Second Installment in Quarterly Analysis Series Covers Latest Spending Trends in Paid Search Advertising for 128 Brands at 12 of the World’s Largest Technology Companies, Including Adobe, Intel, Lenovo and RIM
SAN DIEGO--(BUSINESS WIRE)--Covario, Inc., the leader in interactive marketing analytics, today announced the release of the Q2 2008 edition of its Global Search Spend Analysis series. For the first time in two years, Yahoo has grown the percent of spending it commands with major technology advertisers in North America and Asia Pacific (APAC) at the expense of Google. In addition, Covario is beginning to see the first examples of compression in paid search spending growth. This is evidenced by a dip to 43 percent from 52 percent growth rate in the previous quarterly analysis. This dip is in part due to budgetary pressures resulting from economic conditions, as well as better optimization allowing for similar return results at lower spend levels.
“It is very exciting for us to be able to observe first-hand such trends as the bucking of the biggest losing streak in the paid search market – the loss of market share by Yahoo to Google.”
This second installment in Covario’s analysis series shows the latest global paid search spending allocation patterns for 128 brands at 12 major technology organizations such as Adobe Intel, Lenovo and RIM between Q1 2007 (Q1 ’07) to Q2 2008 (Q2 ’08). The combined paid search advertising spend of the analyzed brands represents more than $225 million. Below are some additional highlights from the analysis:
Changes in Regional Spending Allocations by Search Engines
Changes in Regional Spending Allocations
“Our client roster inspired us to launch this analysis series due to our customers’ unique positions in the advertising ecosystem – they are US-based, but also global in the scope regarding their paid search advertising programs, so they tend not to be retailers or ecommerce vendors who focus on one geographic region,” said Craig Macdonald, vice president of marketing and product management at Covario. “It is very exciting for us to be able to observe first-hand such trends as the bucking of the biggest losing streak in the paid search market – the loss of market share by Yahoo to Google.”
This analysis leverages the advanced analytics of Covario™ Paid Search Insight and the paid search advertising data for more than two dozen of the world’s largest advertisers including Adobe, Intel, Lenovo and Research In Motion (RIM) to determine global spending trends and performance.
Additional findings and graphical representations of these trends are available in Covario’s Global Search Spend Analysis Vol. 2 (Q1 2007 to Q2 2008). The analysis results will also be presented by Macdonald in a webinar format on August 14, at 11:00 a.m. PDT. To register, please use the following link: http://www.covario.com/Q208PaidSearchSpend.shtml.
About Covario, Inc.
Covario, Inc. is the leader in Interactive Marketing Analytics (IMA) software. The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for display advertising, paid search advertising and organic search engine optimization across the enterprise and throughout the channel. Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels and languages. Headquartered in San Diego, Covario’s growing customer list include some of the world’s best known brands in high tech manufacturing, financial services, electronics, media and publishing and consumer packaged goods, such as Intel, Hewlett-Packard, Lenovo, iVillage – a division of NBC Universal, and AIG among others. For more information on Covario, call 858.397.1500 or visit http://www.covario.com.