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21

Top Search Providers and top Ad Networks

Posted by Brian Bowman, CMO, Reply.com
Filed Under Ad Networks, Click Marketplace, Enhanced Clicks, Online Marketing, Search

According to Neilsen, these are the Top 10 Search Providers for April 2009 (US Only). Based on our internal online advertising experience, we have found that as we purchase ads from lower ranking sources, the quality decreases and bounce rate increases.

RANK	Provider	Searches (000)	YOY Growth	%of all Searches
	All Search	8,608,488	4.40%	100.00%
1	Google Search	5,510,366	7.80%	64.00%
2	Yahoo! Search	1,406,416	-2.80%	16.30%
3	MSN/Windows Live Search	852,998	7.20%	9.90%
4	AOL Search	321,205	-8.80%	3.70%
5	Ask.com Search	181,617	5.90%	2.10%
6	My Web Search Search	59,110	3.60%	0.70%
7	Comcast Search	45,338	-1.80%	0.50%
8	Yellow Pages Search	37,160	N/A*	0.40%
9	NexTag Search	22,845	3.90%	0.30%
10	Dogpile.com Search	17,010	3.10%	0.20%

Source: Nielsen MegaView Search
*A year-over-year comparison is not possible because of a definitional change to yellow Pages Search.

According to comScore’s April 2009 rankings, here is the list of top Ad Networks.

Niche Ad Networks Emerge for Audience-Specific Targeting

As ad networks have expanded reach, a new networks surface that are targeted to pyschographics or behavioral segements. The reach of these new ad networks are small by comparison to the above list but they are highly targeted which helps advertisers reduce wasted ad impressions.

For example, Snap Shots Network, delivers ads to users of Snap.com’s Snap Shots. The network reached more than 18 million U.S. Internet users in March.
Widgetbucks Network delivers contextually relevant ads through a widget, with a reach of 9.5 million.
NeoEdge Game Network, delivers ads through games, had a reach of nearly 1 million.
HispanoClick by Batanga (Hispanics)
Indieclick (young influencers or “tastemakers”)
The Heavy Men’s Network (men).

Selected Niche Ad Networks
March 2008
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix

Independent if you are buying PPC text-based advertising or display media via an Ad Network, targeting is critical. Reply! offers precise geo-targeted and category-specific Enhanced Clicks and also provides the added benefit of equalizing quality by running consumers through a two-click process. If you are actively enaged in purchasing advertising online, check out our solution, quality and conversion metrics. We would love to hear from you once you do.

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