It’s no secret: Google dominates search advertising (PPC). We often say that for anyone to legitimately challenge their dominance, they’ll have to capture more of the search advertising market. (Of course, to do that, you usually have to catch more market share, which you usually do by advertising, which you usually do with the extra revenue. . . .)
And now it looks like Yahoo might have a chance. According to 500 marketers surveyed by SearchIgnite and RBC Capital Markets, search advertising was up 7% in Q3 this year—and most of that 7% went to Yahoo.
The researchers found third quarter spending on Yahoo’s percentage of media spend increased 7.8 percent over the prior quarter. SearchIgnite and RBC noted spending on Google for the same period increased only 0.8 percent. MSN’s share increased from 5.1 percent in Q2 to 5.8 percent in Q3, but suffered a total spending drop of 3.4 percent.