Panama was launched amid huge expectation, both on the part of Yahoo! and publishers. Yahoo! was fast losing out in the search and advertisement market to Google. Publishers, who still hadn’t lost hope with Yahoo!’s failure to launch Panama still hoped for some wonder product.
The new ad program was launched on February 5. In less than two month of the launch, the rate of clicks on Yahoo! ads have gone up by 10%. According to a post at Bloomberg, click-through-rates on Yahoo! ads rose by 5 % within the first week of launch and reached 9% in the second week. The data is provided by ComScore.
The increase in click rates may also bring about a 5% increase in Yahoo!’s quarterly sales. In the beginning of this month we reported about Encouraging Initial Feedback for Panama.
According to UBS AG analyst Ben Schachter “It's just working quicker and better than people had expected." In fact, Yahoo! stock has already gained 23 percent and the shares have risen by 10 cents.
Though Yahoo! would be too pleased with the early harvest, Google has not lost any market share so far. On the contrary, Google’s share of the US market has gone from 42% to 48% in February. The net sales of Google may be around $12 billion while the figures are far lower at $5.47 billion. So at this point of time, Yahoo! would be hoping that the growth rate continues for a longer period of time.
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