Online Search Advertising Hasn’t Weakened

Online Search Advertising Hasn't WeakenedDespite the plethora of new tactics and platforms optimized for digital marketing, good old fashioned online search advertising hasn’t lost its luster.

According to a new report from Frost & Sullivan, a powerful example illustrating this reality can be found in Australia.

The Australian online search advertising market grew 23% from June 2012 to June 2013.

“Its strong growth rate is predicted to continue at a Compound Annual Growth Rate (CAGR) of 16% between 2013 and 2018,” the report reads. “Continuing its historical trend, online search outperformed all other major online advertising segments, including online general advertising which includes sponsorships, integrated site content and e-newsletters; online classifieds and online directories.”

Search is now expected to continue outpacing the online directories market and its proportion of the total online search and directories market is forecasted to increase from 83% in 2013 to 91% in 2018.

Not surprisingly, the boom in mobile device adoption is helping to drive this mammoth growth.

“The volume of local searches conducted via the mobile web is growing at a much faster rate than via fixed internet connections,” attests  Phil Harpur, a Senior Research Manager with Frost & Sullivan. “Search results from mobile searches are becoming more distinct to fixed internet searches, with a high proportion of mobile searches optimized for location based material. Also click-to-call features are becoming more prominent in mobile search advertising.”