Tag Archives: Yahoo!

Yahoo!/Bing Secures Biggest US Search Market Share since Before Search Alliance

IgnitionOne released a Q4 2014 report today, highlighting trends and data for digital marketing across search, programmatic display, social and mobile. During this time the Yahoo!/Bing partnership grabbed the largest share of the US paid search market since 2008 following two quarters of strong growth. Mobile devices also show strong growth in both search and display advertising.


Key findings in the report:

  • Yahoo!/Bing shows historic growth at best share since 2008: Yahoo!/Bing continued to chip away at Google’s huge lead and now holds with 26.3% of US search spend versus Google’s 73.7% in Q4. This is the highest market share and largest growth in share over consecutive quarters since the inception of the Search Alliance and equates to a 25.8% jump. The last time growth was close to this robust was in the period of Q4 2007-to-Q1 2008 when they saw a 20% jump.
  • 2014 ends with a strong Q4 for Paid Search: Ending a robust holiday shopping season, US Paid Search saw advertising spend up 11% YoY in Q4. This is the highest rate of growth in 2014.
  • Phones and Tablets pull even in spend share growth: Spending growth YoY for tablets is up 37% while phone spend is up 78%. As marketers become more sophisticated, creating stronger mobile-specific experiences, and consumers embrace a multi-device lifestyle, mobile becomes more attractive to marketers for effective reach.
  • Mobile display growth continues – Mobile continues to see strong growth, limited only by inventory available. Most interesting is YoY growth for Android impressions far outpacing iOS, peaking on Thanksgiving Day with 57.8% of impressions.
  • Healthy growth in programmatic display: Marketers continue to move budget to programmatic display ads due to stronger, trackable results with spend up 35% YoY. Contributing factors to increased effectiveness include better use of data feeding smarter strategies, and greater message relevance based on use of consumer data.

“These numbers show significant growth of mobile across the board, so it’s becoming more important for marketers to get a clear view of the customer across devices and across interactions,” said Roger Barnette, president of IgnitionOne. “Our IgnitionOne data management platform fuels messaging across search, display, social and mobile, making reports like this possible. Pulling together first- and third-party data allows for optimization of all interactions and increased relevance of messaging served.”

This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at http://www.ignitionone.com/thought-leadership/

Weekly News Roundup

Adapt or Die: The 4 Trends Shaping the Evolution of Digital  Advertising

With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.

Facebook asks: does this feel like an ad?

Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.

The CMO and CIO: a new powerhouse for digital transformation

Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.

Yahoo Earnings: Display Ad Revenues Disappointing, But Mobile And Video Platform Gains Traction

Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.

Romania Makes it into European Digital Ad Spend Top Ten

Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.

Source: Spanish News Today
Source: Spanish News Today

IgnitionOne Q4 report – PLAs take center stage

IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.

Key Findings:

  • 2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
  • Tablet growth normalizes while smartphones soar– Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
  • Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
  • Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.

IgnitionOne’s complete Report can be downloaded here.


This report is the latest in a series of IgnitionOne whitepapers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded at bit.ly/ignitiononeresearch

IgnitionOne’s June Industry Digest

IgnitionOne in the News

You Don’t Need to Search Far for Fun on Amelia Island
May 1, 2013

An article that details the events of a Search Inside Summit on Amelia Island, as well as a brief history of the meetings, mentions Roger Barnette as an attendee at the May 2013 Summit.

Ebay Plans to Share its Users’ Data with Brands
May 5, 2013

IgnitionOne’s CEO, Will Margiloff, describes eBay’s data as “close to first party data [as] you can get for performance, [but] the devil is in the details. Will it be broken out into deep enough segments with full e-commerce and demographic segmentation?”

IgnitionOne Drives Integrated Marketing across Search, Display and Social Channels
May 14, 2013

A Yahoo! Q&A with Roger Barnette covers the IgnitionOne President’s opinions regarding the greatest opportunity for search marketers over the next several years, a prediction for the future of the digital marketing industry, technology trends and much more.

SEO Diagnostics with Google Analytics
May 16, 2013

In an article about SEO and diagnosing changes in organic traffic and user behavior, IgnitionOne is mentioned as a search platform.

The Bid Management Tools Arms Race
May 17, 2013

A rapid expansion of automated bidding into new media is turning core bid technology into a commodity. This article mentions IgnitionOne as a search marketing player in the tools arms race.

Social Success Requires Clear Goals
May 20, 2013

In an OMMA Social panel, IgnitionOne’s VP, Strategic Solutions, Chris Knoch, is quoted saying that in terms of defining objectives in social media strategies, “you only hit what you aim at.”

In Defense of Attribution
May 20, 2013

An OMMA Social panel began discussing the need for attribution. In this context, Chris Knoch noted that “if you’re still doing last click attribution, you are light years behind.”

Meet the New AdWords Flexible Bid Strategies
Search Engine Watch
May 29, 2013

This article outlines the new bid rules available for AdWords and mentions IgnitionOne as an advanced paid search management tool.

Marketers Still Don’t Get Attribution
May 30, 2013

Mentions the enhancements made to IgnitionOne’s LiveMarketer in an article that discusses the increasing importance of attribution.

Is the Era of Bargain-Priced Mobile Paid Search Nearing the End?
Mobile Marketer
May 31, 2013

Roger Barnette, President of IgnitionOne, is quoted regarding Enhanced Campaigns, noting that many sophisticated marketers are switching to Enhanced Campaigns with conservative budgets but that IgnitionOne’s clients’ results have been very positive thus far, giving them “a no-excuses reason to really embrace mobile search, something they may have let lag for some time.”

IgnitionOne Enhances LiveMarketer, Real-Time Data Visualization Tool
May 31, 2013

Announces IgnitionOne’s enhancement to the LiveMarketer, which allows marketers to see where each website visitor is within the purchase funnel by product or content category as well as detailing all cross-channel exposures that led them to the site through real-time visualization and the ability to look beyond static reports and analytics to get a dynamic visualization of the real-time interest and actions on their site.

Thought Leadership

IgnitionOne, RTB and AdX: a Global Case Study
May 1, 2013

A Google case study reveals how IgnitionOne expanded its global presence and unlocked new opportunities in emerging markets by working with DoubleClick’s Ad Exchange (AdX).

Centralizing Data to Optimize your Marketing
May 2, 2013

In the final installment in a series of integrated marketing webinars, Dave Ragals, SVP Client Services at IgnitionOne, explains how centralized data taken from one central platform rather than various point solutions is the key to understanding one’s audience and understanding how to best interact with them.

Brave New Search World
May 2, 2013

Roger Barnette, President of IgnitionOne, reflects on the pros (better answers, innovation and more available options) and cons (user experience and a surge in marketing channels) of fragmentation within the search landscape, and illustrates how this shift presents an opportunity for savvy marketers.

Search Marketing for Retailers: Media Levers
May 6, 2013

In an age where audiences are becoming less and less receptive to traditional marketing, paid search remains one of the only areas where marketing has not been rejected by consumers. Katherine Wrobleski, Associate Account Manager at IgnitionOne, discusses several steps that marketers can take to ensure success in paid search.

Achieving Accurate Currency Tracking: Reporting and Optimization in Ecommerce
May 13, 2013

Ed Dann, Technical Lead at IgnitionOne in Europe, discusses the issues companies face when they sell their products online globally – namely, the different currencies used throughout the world – and what companies can to do avoid these issues.

Why Marketers Are Bullish on Video
May 16, 2013

As consumers have become more connected online, video has grown to become one of the most popular formats for sharing content digitally. A look at how video has evolved to become a leading marketing tactic, and its pros and cons.

One Year and Counting: Review of Facebook Post-IPO Anniversary
May 24, 2013

Rachel Young, Marketing Coordinator and IgnitionOne EU, discusses the developments at Facebook one year after its IPO – most notably, how it has evolved to become a central figure in the marketing landscape.

IgnitionOne Enhances LiveMarketer, Real Time Data Visualization Tool
May 29, 2013

IgnitionOne announces the release of an updated version of the LiveMarketer, which provides marketers with a more clear view of the user’s path to conversion.

Industry News

What Marketers Can Teach Each Other About Metrics
May 8, 2013

A look at the dichotomy that exists between performance indicators used by brand and direct marketers (comprehensive metrics versus specific cost-base measurements), and how each could benefit by employing that of the other.

E-Commerce Outlook Is Bright
May 10, 2013

While the possible enactment of a bill requiring state taxation on online purchases looms in the distance, research shows that the online retail sector is stronger than ever and is here to stay.

Jump Start Innovation To Leverage Digital Potential
May 13, 2013

Innovation is widely considered one of the key markers of a successful company; however, it is also one of the hardest to execute and maintain. In a world that is increasingly reliant on technology, so too, is innovation.

Technology is Changing the Way We Market – and Spend
May 17, 2013

How and why traditional budgets are being reallocated to account for increasing spending on marketing; namely, a new focus on customer engagement and risk that reflects the emergence of digital marketing.

Why Everyone’s Confused About Native Advertising
May 21, 2013

Marketers are faced with the challenge of engaging consumers in new and original ways. Among the solutions to crop up recently is native advertising; however, given the already hard-to-define nature of digital marketing, native advertising has proven difficult to pin down – though this in no way has hampered its success.

Retailers Use Attribution Modeling to Measure the Touchpoints Driving Sales
May 28, 2013

Until recently, many retailers only paid attention to “last click” attribution; however, new research shows that, in order to account for any and all factors that converts a potential customer, retailers are turning towards multi-channel attribution.

KPCB Internet Trends 2013
May 29, 2013

The latest edition of the KPCB Internet Trends shows continued online growth and opportunity. The number of Internet users grows daily, as does mobile usage; time spent online has shifted to become more social and content-rich, with a focus on visual, video, and audio; and, looking ahead, KPCB forecasts technology that focuses on further connecting people.

13 Alarming Stats About Retail in Digital
May 29, 2013

Despite the increasing reach of digital technology and all that it offers for marketers, few retails have taken full advantage of it.


FBX Gets More News Feed Inventory And Dynamic Creative Options
May 7, 2013

Facebook recently announced plans to make more media space available for RTB through their Facebook Exchange program – a move precipitated by FBX’s overwhelming success in its first six weeks. The company also announced further enhancements to the program that aims to meet and surpass advertiser demand.

Yahoo to Bring More Ad Formats to Tumblr
May 20, 2013

In a move that is a dramatic departure from Tumblr’s traditionally negative view of advertising, Yahoo CEO Marissa Mayer announced that the site will soon be host to more “native advertising.” A look at how Yahoo now plans to establish a balance between generating advertising revenue and maintaining the spirit of Tumblr.

Forget the Year of Mobile – It’s Actually the Year of Video
May 17, 2013

Antony Young, CEO of Mindshare, discusses the increasing importance of video in advertising, both on- and offline. Citing the ever-increasing reach advertisers have over consumers and the emerging role of dynamic content, Young explains that video is poised to be the most effective method of advertising, and urges marketers to take advantage of it.

Ad Agencies See Effectiveness in Online Video
May 22, 2013

Research shows that the growing popularity and complexity of online video advertising is a function of its performance with consumers. As positive consumer feedback grows, so too does online video advertising’s prominence.


Facebook: 30% of Our Revenue Now Comes from Mobile
May 1, 2013

Since its IPO last year, Facebook has vastly expanded its business from a largely PC-based social network to mobile (attributing for 1/3 of its Q1 ad revenue), and has continued to grow through acquisitions, and the Facebook Exchange which has made Facebook a more appealing platform for direct response marketers.

Facebook Marketplace vs. Exchange Ads: 3 Important Differences
Search Engine Watch
May 2, 2013

This article discusses the different approaches to data, types of intent, and approaches to buying on Facebook Exchange compared to Facebook marketplace.

Social Ads Continue to be Exceptionally Good at Delivering High Quality Users
Marketing Charts
May 8, 2013

An Aggregate Knowledge study, “Global Media Intelligence Report,” found that social performed 65% better than the industry overall in delivering quality users and 33% better than the next-best channel, portals. The study also demonstrates that the value of social continues to be underestimated when using a pure last-touch attribution model, which is the most commonly used model.

One Year After IPO, Facebook’s Biggest Bets Could Take a Long Time to Pay Off
All Things D
May 18, 2013

Following its one year IPO-anniversary, goals of Facebook are scrutinized as well as attempts at generating revenue. All the while, “the needle hardly moves on Facebook’s stock ticker.”

Twitter is Said to Ready Customer-Matching Ad Tool
May 23, 2013

Twitter (privately) plans to release a feature that is similar to Facebook’s custom-audience feature that will allow marketers to use email addresses to identify and target Twitter users who match up with their company’s own customer lists.

Two out of Three Marketers Doubt Facebook Ad Effectiveness
May 29, 2013

According to a new survey conducted by Social Media Examiner that questioned over 3,000 marketing professionals, marketers think Facebook is an important advertising platform, but they also doubt the effectiveness of their efforts on the world’s largest social network.


Marissa Mayer’s Moonshot: Yahoo! on Every Device
May 7, 2013

In the last several months, Mayer has introduced product updates at a more rapid rate, killed a bunch of products, launched new video programs, focused on mobile, extended its search relationship with Microsoft, and acquired several small companies, including Summly – all in an attempt for Yahoo to have a presence on the devices of the billion Internet users they are missing out on.

Did Google Just Try to Totally Change How Search Works?
May 15, 2013

Google is making searches more personal by tying data from say, your calendar into search results. For instance, you can ask Google to find a restaurant near your next appointment and the results will reflect the neighborhood that you will be in.

What Yahoo Sees in Tumblr: A Logged-In, Cross-Channel Audience
May 20, 2013

Yahoo! acquired Tumblr in part for its psychographics profiles which are different than what Yahoo has, enriching the user base. Whereas Yahoo! is known for its strength in finance, news and sports, Tumblr is a hotbed of fashion, design, architecture, and art. So the profile data Yahoo! uses to reach Tumblr users across websites and devices may be linked to related advertising categories.


50 Mobile Marketing Facts that Will Blow You Away
Social Media Today
May 2, 2013

Most notable include: (2) 70% of mobile online searches lead to an action within an hour, while 70% of desktop online searches lead to an action within a month; (5) 74% of smartphones users use their phones for shopping, and of that 79% make a purchase as a result of using their phones; and (10) 95% smartphone users looked up local information, of that 61% called and 59% visited the business.

Tablets More M-Commerce-Friendly than Phones
May 13, 2013

A Forrester report projects that m-commerce, on smartphones only, will more than double from $12 billion this year to $27 billion by 2016. While growing quickly, mobile retail will remain a small portion of total U.S. e-commerce sales – rising from 5% to 8% in the next three years, while eMarketer estimated that tablets this year will drive the bulk of US m-commerce sales.

‘Geo-Conquesting’ Drives Higher Mobile Click Rates
May 17, 2013

Geo-conquesting, where a retailer or brand will geo-fence the locations of nearby rivals to pull in consumers, led to a 30% higher click-through rate than standard geo-fencing during the week prior to Mother’s Day, driving foot traffic to over 7,000 stores.

Consumers Want Mobile-Optimized Web
May 28, 2013

According to a Kentico Digital survey, 85% of smartphone owners use their mobile devices to compare information about companies, products and pricing before making a purchase.

Five Ways to Maximize your Digital Marketing Team

Jani Rayner joined the London IgnitionOne office as an Account Manager more than a year ago. Originally from New Zealand, Jani pursued her passion for computing and creativity by completing a Bachelor of Business Degree, majoring in Information Technology and Advertising, which started the launch of her digital career.


Based on the digital account management experience under her belt, Jani has shared some tips below that have helped to get the best from the digital teams she has worked in.

  1. Use an integrated solution like a Digital Marketing Suite (DMS)– With a platform like this, your team can manage all publishers and most, if not all channels in one place. This saves time on multiple log-ins as well as aligning your data in one place, allowing you to centrally manage, attribute and optimise all aspects of the account. With a DMS, your budgeting decisions are also more educated and informed through easier access to cross channel insight.  Within the DMS, there may be many bulk options that can save the team time in terms of campaign creation/modifications including those all-important bid changes and optimisation.
  2. Integrate your individual teams – It is important to encourage the Display, Social and Search teams to work closely together – you will be surprised (or perhaps not) how often this doesn’t happen. Ensure that all team members are attending training sessions for new features and are setting up frequent, regular cross-channel meetings. Try to get each team member contributing to a client to sit together. This exposure can help the team to increase their skill set and keep work life fresh and interesting. This is of course in addition to the benefit to campaigns when all channels are on the same page.  Share knowledge is also key during the flu season when extra cover is needed!
  3. Promote technology usage among social teams  – Creating, monitoring and optimizing Facebook advertising can be time consuming.  By leveraging a Facebook management tool can save  a lot of time and money through the ability to create advertisements in bulk.  Especially within a social space like Facebook, it’s important to keep your advertising relevant and interesting.  Within the IgnitionOne Digital Marketing Suite there are some great features for automatic optimization.
  4. Scheduled regular reports – It is imperative to keep a track of your daily budget and performance, so set up a report to be delivered each day and make it a point for this to be one of the first things you look at. Weekly and Monthly reports can be more focused on overall performance. Having a reports automatically generated will save you time and also serves as a reminder to check month on month performance.
  5. Benefit from outside experts –  Your partners have a wealth of knowledge and they want to help you succeed, whether coming from your Yahoo/Google rep or your technology provider. Encourage team members to attend training sessions. A decent hour learning about innovations, recent releases and best practices will save time in the long run. Treat these resources like true strategic partners and you will reap the rewards.

Fun Facts about Search Engines

  1. On September 11, 1990, a young MBA student of McGill University in Montreal, Alan Emtage, emailed a newsgroup about a “nifty new tool for net users.” The “archive server,” or “Archie,” as it was later named, became the first search engine that paved the way for such monster companies as Yahoo! and Google, by gathering script-based data in response to user queries. 
  2. Before it was Google (in 1996), Larry Page and Sergey Brin had high hopes for a search engine they named “BackRub.” 
  3. When Google moved to their Paolo Alto office in 1999, the company was composed of only 19 employees. As of March 31, 2012, there are over 33,000 employees in 13 countries.
  4.  Google’s search technology, PageRank, is named after Larry Page.
  5. Google’s first rented office space was a garage in Menlo Park, California. 
  6. The Google Doodle originated as an out of office message. In 1998, Brin and Page attended the Burning Man festival in Nevada. They designed a burning man doodle to indicate that they were not in the office to fix technical issues in the event of a server crash. 
  7. Yahoo! stands for “Yet Another Hierarchical Officious Oracle.”
  8. Yahoo! was initially named “Jerry’s Guide to the World Wide Web,” in 1994, and served as a way for Jerry Yang and David Filo to keep track of their online interests.
  9. Terry Semel, then CEO of Yahoo!, almost purchased Google for $5 billion in 2002, but he didn’t because the price was too high. Google is now worth over $250 billion.
  10. Google rents goats to mow their grass and clear fire hazard brush on its Mountain View campus. 
  11. It is rumored that Bing stands for “Because It’s Not Google,” because it’s not Google! Bing is marketed as a “decision engine,” not a “search engine.”