Search engine marketing continues to drive growth in online advertising, reveals research firm Outsell in its recent report, “Annual Ad Spending Study: Where and Why Advertisers Are Moving Online.” The report projects search engine ad spend will grow by 26 percent in 2006, while the total ad spend for online marketing will grow at a rate of 19 percent.
While SEM often grabs the spotlight, companies are spending 33 percent of their online budget on site optimization, which is double the amount spent on search engines (16.2 percent). Outsell attributes this to better natural search results from site optimization, which, in turn, fuels growth in Web marketing services. Other online advertising avenues projected to see strong growth in 2006 are weblog marketing (43 percent), webinars (25 percent), sponsored content (19 percent), and wireless marketing (19 percent).
—Lisa Yorgey Lester
To learn more about search engine marketing, turn to our special report on page 37.