For the first time we compare Y/Y data for our UK Search Engine Performance Report. Since we started reporting on UK statistics in 2008, we reported Q/Q but now the useful insight comes from the comparison to the previous year. Our recent Q4 UK Search Engine Performance report shows UK Search Engine Marketing spend grew by 11% from Q4 2007 to Q4 2008, as marketers continue to invest a significant proportion of their budgets in Search.
It is no surprise that the report found that Search spend increased by 14% between Q3 and Q4 2008 as is usually the case of increased online shopping over the Christmas period but should the numbers have trended the other way, this would have made a significant sign of the times. The report also illustrated that Google (the clear industry leader) captured market share from Yahoo, whose market share dropped from 13.9% to 8.4% Y/Y, which represents a 40% drop. Microsoft Live Search was able to maintain its presence in the UK market at 3.4% market share. It is interesting that while Google's Content Network (Adsense) grows in popularity due to it's strong ROI, Yahoo has confirmed they are scrapping their European contextual advertising at the end of March 2009 to focus on Search.
Never has the maths been so important as it is now to Search marketers. Paid Search is the most accountable medium in the ad-world and as such the recession has strengthened the reputation of search. The term "accountability" will be the new phrase for 2009. This crucial element of Search makes it the best option for marketers navigating their brand through a recession into brighter times.
The complete UK Search Engine Performance Report: Q4 2008 is available for download from the Efficient Frontier website at:
uk.efrontier.com/resources/research/getResearchQ408uk.html
David White
General Manager, Europe
Comments