Google Closes in on Yahoo's Leadership in Display Advertising
Research firm Advertiser Perceptions shared with Advertising Age the results of its latest Advertiser Intelligence Report, a poll of 1,212 executives at agencies and marketers involved in online advertising. The results won't leave anyone at Yahoo sleeping well at night: Google is making inroads on the display-ad side and is now perceived to be Yahoo's equal in many key metrics -- yet Yahoo hasn't made commensurate gains in search.
"Perceptions of Yahoo are strong and are improving, but what's surprising is how well Google's display efforts have succeeded in creating equally strong perceptions on Yahoo's turf," said Advertising Perceptions CEO Ken Pearl. "Since positive perceptions lead to increasing ad revenue, it will be interesting to see how the online-display market plays out over the next several months."