Gap Between Search and Display Ads Widens

Advertising GraphOnline advertising, as a successful platform that facilitates the buying and selling of advertising space on websites ; continues to grow rapidly as it attracts more and more web-surfers through the promotion of goods, services, and ideas. Like modern finance, this critical financial internet-component, which now accounts for almost a seventh of all advertising spending and contributes to the majority of revenues for most websites, relies systematically on advanced economic and statistical methods. Based on statistics, consumers are now spending more time online on their PCs and the numbers, participation-wise, are in upward trajectory as additional devices such as smartphones and televisions are connected to the web.

The WSJ is reporting that despite the softening economic conditions, spending on Internet advertising rose 20% in the U.S. in Q2’08. In fact, more advertisers are now willing to spend money on search ads. However, not every form of advertising is sustaining same growth levels. The gap between spending on simple search ads, where Google Inc.’s (GOOG) dominance is already known, and spending on flashier display ads (a spending projected to reach $5.2 billion this year, up from $4.5 billion in ’07) is currently widening.

According to research firm eMarketer, search-ad spending will reach $10.4 billion this year, double what will be spent on display ads.

With search-ads growing faster than display-ads, Google, which controls more than 70% of the U.S. search-ad market, stands to benefit the most as search ads will represent 42% of all advertising spending whereas display ads will account for just 21% of all online ads. This underscores the fact that business owners and corporations will stick to what they view as the safest way to reach online customers directly and spend the majority of their marketing budget toward the plain text ads that appear on search-result pages.

The trend, notes WSJ – comes as Google rivals Yahoo (YHOO), Microsoft (MSFT) and Time Warner Inc.’s (TWX) AOL have invested billions of dollars in new display-ad technology aimed at delivering more relevant and engaging ads to users on their sites.

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About Ron Haruni 1067 Articles
Ron Haruni is the Co-Founder & Editor in Chief of Wall Street Pit.

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