2010 Search and Display Results Point to Marketer Path for 2011

Business alliances and new technological developments added complexity to the online advertising market in 2010. But the market showed no signs of slowing down. Marketers appeared eager to navigate the new Bing/​Yahoo! alliance and the newly popular social networking sites to roll out their search and display advertising efforts. This eagerness will likely continue in 2011.

comScore analysts, in their 2010 U.S. Digital Year in Review report,  note that the partnership between Bing and Yahoo grabbed a significant percentage of the search market. With a nearly 30% control of the search market, these companies can better compete with Google which still has over 65% of the market.

Consumers made the following vendors the most popular paid search terms in 2010:

  • Netflix
  • Verizon Wireless
  • Home depot
  • Lowes
  • Walmart
  • Mapquest

Other top paid search phrases related to service providers such as Google, yellow pages and white pages.

Consumers were also busy viewing display ads. They were served up 4.9 trillion display ads (not video) during the course of 2010. However, the places they saw these ads changed from the previous year. The following list shows which sites  served up the most display ads while the numbers in parentheses show the change from 2009.

  • All other 30% (-10%)
  • News/​information 8% (+2%)
  • Entertainment 11% (+1%)
  • Portals 17% (-4%)
  • Social networks 34% (+11%)

In 2010, Facebook​.com became the top publisher of display ads. This trend is not surprising as Facebook surpassed Google as the most visited site in 2010 and it fueled the growth of social networks as leading servers of display ads. Data shows that Facebook now enjoys up to 13% of all consumer leisure time spent online compared to Google’s 10% share. Facebook’s upward trajectory may well continue this year, possibly at the expense of Yahoo! and AOL.

comScore analysts say that 2011 may well be the year that search results become integrated with social data. In addition, “ marketers [will] increasingly require deep, accurate and holistic insights to guide their pre- and post-​campaign strategies.” The new efforts by marketers on online marketing all but ensure that more money will be spent in this channel in 2011.

[Source: The comScore 2010 U.S. Digital Year in Review. comScore​.com. Feb. 2011. Web. 23 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.