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February 08, 2005
Search Projections now $13.5bn by 2007
An article in MediaPost has suggested search marekting spend will be above $13.5bn by 2007. This is an interesting statistic and is based upon 4 factors... smaller compaines becoming interested in search, international expansion, local and contextual search and finally the recognition of search as a branding vehicle.
It's an interesting number and there are, in my opinion, two of the three that are major factors. The first is branding and the second is the international expansion. It is clear that from a branding perspective the power of branding via search is important. In the next article I publish on PPCA I'll talk about branding and awareness via search, but interestingly enough it is further backed up by this data. The second area is international expansion, without this the engines will not grow as fast. The international market in some sectors is greatly defined but in others in a fledgling state and as such improvements in international coverage will definately be the key.
The only question that I have relates to availability... How will the engines be able to manage this increased number of smaller advertisers with only a limited amount of screen real estate?
Here is the article: http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203
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