SEMPO 2007 State of Market Survey Data- A surprising Major Online Ad Spend Trend

May 15, 2008 | 2,588 views | by Navneet Kaushal
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Search Engine Marketing Professional Organization (SEMPO) conducted the SEMPO 2007 State of Market Survey, in which it found that about 80 % of the participating advertisers are more than willing to pay more for Behavioral Targeting. That in itself indicates towards a major shift in the Online Advertisement Spend Trend. The survey included the participation of 867 search engine advertisers and search engine marketing agencies

According to SEMPO, four out of five advertisers are not hesitant in increasing their online advertising budget to add behavioral targeting to their pay-per-click campaigns. Demographic targeting such as age and gender also saw a lot of willing takers, amounting to 57% of advertisers who were ready to spend more. On an average, advertisers are ready to increase their budget spending by 11% for both behavioral and demographic targeting. However, the actual investment in behavioral targeting is far lower than the interest shown in this field by the advertisers. 40% of the participants stated that as of now they aren't targeting or retargeting searchers, but they have been planning to do so in the next 12 months

Dayparting also showed a lot less interest by the advertisers. According to the survey, only 30% advertisers are interested in increasing their bids based on dayparting. In addition, 9% of advertisers confessed that the budget spending depended on their comfort levels.

According to Kevin Lee (Member SEMPO Board of Directors), “The next best thing to an impression or click from a search result is the ability to serve a highly relevant and targeted graphical or textual ad to a consumer while they are still very interested in their search. Online advertisers are always faced with the challenge that there is a finite number of searches occurring daily. Behavioral targeting gives advertisers an opportunity to expand the search marketing universe.”

This new developing trend in Online Advertisement Spending indicates a change of strategies by advertisers and will also compel online marketing companies to make some changes to their strategies as well.

4.thumbnail SEMPO 2007 State of Market Survey Data  A surprising Major Online Ad Spend Trend

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail SEMPO 2007 State of Market Survey Data  A surprising Major Online Ad Spend Trend
4.thumbnail SEMPO 2007 State of Market Survey Data  A surprising Major Online Ad Spend Trend