AlphaNumeric#1

We Can't Afford a Search Monopoly, Even If It Kills Yahoo

Yahoo will still be a strong competitor to Google. Here's why....

A study run by Yahoo and ComScore entitled “Close the Loop: Understanding Search and Display Synergy,” "found that when combined, search and display advertising deliver profoundly better results than when used independently. The study showed a significant lift in onsite engagement and an increase in online and offline purchasing by consumers who are exposed to integrated campaigns that employ both types of online advertising."

Another study run by Atlas (a Microsoft Company) found "When marketers supplement search with display impressions, they get a significant lift in conversions. Unfortunately, most advertisers that run both search and display are unaware of this...” The study demonstrated that "users exposed to both search and display ads convert at a higher rate: an average of 22 percent better than search alone and 400 percent better than display only."

Yahoo undestands the value of search because of the powerful combination it has with display (which is Yahoo's bread and butter). This is why Apt will be such a strong product. Once display gets going on Apt, search will be rolled onto the platform allowing advertisers to easily buy and sell display and search nder one roof.

For more information about the studies above, you can visit: mattlillig.blogspot.co...