US Paid Search Ad Spend Growth Slows To 12%, In Part Due To A Still-Nascent Yahoo Gemini

Search spend growth in the US slowed for the second consecutive quarter in the 3Q15, according to IgnitionOne’s latest digital marketing report. The firm points to expected seasonality, as well as to the fact that advertisers are holding back from Yahoo’s still-limited ad platform, Gemini.
As a result of Yahoo’s and Bing’s transition after renegotiating their search deal, “a significant portion of traffic is out of reach of most advertisers due to Gemini limitations. This may cause “budgets to decrease because of traffic loss or to increased inefficiency,” the report finds. The firm believes advertisers will continue to underfund Gemini for some time but expects to see slow adoption, particularly for brand and core terms.
Because of the traffic shifts, IgnitionOne did not report on the individual performance of Bing and Yahoo but said Google ad spend was up 14 percent year over year among the client set measured.
Though growth slowed over two quarters, the report notes that the overall year-over-year growth of 12 percent is

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