Google has become practically omnipresent among marketer’s media buys, but that’s led to some lazy strategies in some circles. Chris Copeland, CEO at GroupM Search in the Americas, talked at the Search Insider Summit about other options to reach consumers.
Copeland argued that marketers should make use of multiple mediums like contextual and mobile, as well as search and display ads on Bing and Yahoo. “But it’s not enough to buy just display or search,” he says. “You need to look at behavioral and retargeting options, too.”
There were 15.4 billion searches in March by Americans, and Google sites accounted for nearly two thirds of all searches. Yahoo Sites accounted for 16.9 percent and Microsoft Sites came in at 11.7 percent; Ask Network and AOL brought up the rear with 3.8 and 2.5 percent of search marketshare.
Source: MediaPost {link no longer active}
