Today SEMPO released its 2008 Market Survey. This data was gathered by Radar Research, who surveyed 890 search engine marketing agencies. Its key findings were:
Behavioral Targeting:
- 75% of respondents said that they would pay more for clicks targeted toward in-market consumers.
- The average advertiser would be willing to pay 10% more for demographic targeting, daypart targeting, and 13% more for behavioral search targeting.
- Two in five advertisers said they are not currently targeting or re targeting searchers but plan to in the next 12 months.
Local Search:
- 34% said that they had tried locally targeted search and thought that “it works okay.”
- 62% said that they are willing to pay premiums of 1%-5% for local targeting, increasing nearly 1/5th from last year.
- One in five said they are willing to pay between 6%-10% premiums, 1/3rd said the same last year.
- 80% of advertiser respondents said that they use Google AdWords local targeting.
- 56% of advertisers said that they use Yahoo! Search’s Local Match paid placement program.
Video Search
- 54% of respondents expressed interest in contextually targeted advertising on to video search results.
- Two in five advertisers said that they want to pay the same for video search as for traditional search.
- Amidst those willing to pay a premium for video, most preferred 20% or less.
Mobile Search:
- 48% expressed interest in contextually targeted advertising targeted to mobile search users.
- Near 2/5ths of advertisers expressed the desire to pay the same for mobile search as for traditional search.
- Amidst those willing to pay a premium for mobile search, most were unwilling to go above 30%.
Social Media
- Over 40% of advertiser said they use in-house marketers to actively promote their brand on social media.
- Among advertisers which perform social media marketing, over 80% are using Facebook
- With more than two-thirds of advertisers using it, Digg is the second most popular social media site for advertising.
- Del.icio.us, StumbleUpon, Reddit and Technorati round out the most popular sites to promote brands.
