Adobe: Bing, Yahoo at risk of losing market share

Adobe: Bing, Yahoo at risk of losing market share

Summary: Bing and Yahoo are at risk of losing market share, according to the Adobe Digital Index: Global Digital Advertising Update report.Covering the state of search and display marketing, this quarterly report focused on the growth of emerging channels such as mobile as well as social media advertising.

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Bing and Yahoo are at risk of losing market share, according to the Adobe Digital Index: Global Digital Advertising Update report.

Covering the state of search and display marketing, this quarterly report focused on the growth of emerging channels such as mobile as well as social media advertising.

As far as Bing and Yahoo are concerned, researchers noted that the two search engines did yield higher revenue per click (RPC) and return on investment (ROI) than Google for the past few quarters.

Simply put, the ROI advantage that Bing and Yahoo maintained over Google no longer exists thanks to decreased costs per click (CPC) on Google matched by an 18 percent CPC increase for Bing and Yahoo.

Overall, search still remains the biggest driver of ROI for marketers, absorbing the majority of biddable digital advertising spend while continuing to expand with a 16 percent year-over-year increase in the United States. Thus, domestic search spending is expected to increase by a rate of 10 to 15 percent for the rest of 2012.

However, Facebook is doing pretty well in digital marketing circles. Facebook post engagement has increased 176 percent year-over-year, and brand presence is predicted to double in 2012 as they continue to seek out "fans" for their pages.

Adobe researchers asserted that Facebook engagement rates will grow as more brands convert to a maximized timeline.

Here are some other highlights from the survey:

  • Traffic on mobile devices (especially tablets) has increased fourfold year-over-year
  • Mobile spend reached 8 percent of all search spend in the U.S. and 11 percent in the UK during Q1 2012.
  • Tablet and mobile spend will make up 15 to 20 percent of all search spend by the end of 2012. Investments in tablet advertising will grow as tablet visitors are said to be rapidly increasing.

For reference, data for this report was derived from the former Efficient Frontier, which was acquired by Adobe in January.

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Topic: Enterprise Software

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6 comments
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  • Doesn't matter

    Doesn't matter because Google will pick up the slack for them!

    http://www.cnn.com/2012/04/09/tech/web/google-popular-apple-poll/index.html
    slickjim
  • nothing to panic

    With Windows 8, Bing will go up
    With Nokia partnership, it can only go up
    With Facebook using default Bing search, share can only go up

    More number of users = more ads revenue.

    Stop panicking, this battle is far from over. Its a long term battle.
    animageofmine1
    • What if..........

      What if Windows8 does not go well?
      NOKIA is not doing great, and what if Limia 800/900 flunks?
      FB does not matter much. Today Google is on top, weer people like it or not, and there is only one way for GOOGLE, that's going up. MS has a lot more issues to address then resloving BING. Survival first, growth next
      krishnansriram
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    Owns <a href="http://www.true-religions.net">True religion outlet</a>, which have provided the company with a platform to showcase the entire breadth of the product offering. The company also plans to roll out branded retail stores in Europe, Asia and Canada in 2012.True Religion Outlet is and always will be Timeless, Hippie, Bohemian, Chic.Now True Religion Outlet Online Store in canada are more and more popular.
    vannyxin
  • Adobe: Bing, Yahoo at risk of losing market share

    We know what we have to do, we must use Bing more. Ever since Bing started their reward points I've been using it a lot more for searches.
    Loverock Davidson-
  • I don't think they've mentioned the interesting part here...

    Google's decline in CPCs has been driven by higher mobile usage. Mobile usage on Bing and Yahoo would be minimal at best, and this is a HUGE long term threat - Meaning, the market share slide has just begun.

    http://www.tech-thoughts.net/
    sameer_singh17