Search will grow thanks to mobile, video and social

Fri 10 April 2009 14:02, Bas van den Beld

If the US market is a prediction of what will be happening in the European market the future looks bright for search, social and mobile. SEMPO (the Search Engine Marketing Professional Organization) conducted a survey under 890 search engine advertisers and SEM agencies in North America. The results show that Video, Social and Mobile search are going to push the search market even more forward.

The survey also tried to make an estimate of the amount of money which was going around in the SEM industry in 2008. A total of no less than $13.479.782 was estimated. Most of it was spent in paid placement ($11.913.431). SEMPO expects this number to double in the next four years. in 2013 they predict a spending of $26,1 billion.

The results of the research show that 75% of the researched companies are willing to pay an average of 10 percent more for behaviorally targeted to in-market consumers clicks. They feel they should focus on Video, Mobile and Social Media search.

54% percent of the researched marketeers have a great believe in video search. They feel contextual advertising next to video results is the way to go. Almost as many are interested in mobile search. 48% believes contextually targeted ads sent to mobile search users are worth paying for. Social Media finally is rated by 40% as a good place to do promotion for your brand. They feel Facebook, Digg, Delicious and Stumbleupon are the best places to target audience.

In the US Google and Yahoo are still the most popular search media companies. Google Adwords has the most reach, 98% of respondents said to be running campaigns on Adwords, with 68% using Yahoo. Especcially the high Adwords usage is remarkable.

Search engine marketing is mainly used to increase brand awareness and to sell products, services or content. On the other hand only 11% of advertisers uses search engine marketing to provide informational or educational content, which shows the business is all about the money.

More research results can be found on the SEMPO website.

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