SEMPO 2008 Market Survey | Cardinal Path Blog
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SEMPO 2008 Market Survey

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.

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