Stanley Wong's Blog » Search http://stanleywong.org Musings from the Interactive Ad Man Thu, 16 Dec 2010 06:38:38 +0000 en hourly 1 http://wordpress.org/?v=3.0.3 Online Advertising Continuing Growth and Taking Share http://stanleywong.org/2010/12/09/online-advertising-continuing-growth-and-take-share/ http://stanleywong.org/2010/12/09/online-advertising-continuing-growth-and-take-share/#comments Thu, 09 Dec 2010 08:22:32 +0000 swong http://stanleywong.org/?p=63

eMarketer put out a new round of forecasts for the coming new year and beyond.

Display Advertising - Branding is driving growth in display advertising, where online video is they key component with the greatest amount of growth. Overall, Display Advertising growth is outpacing Search. My POV: Online display has a higher upside, representing much greater (& higher growing) amounts of available inventory than search, and the continuing move towards inventory transparency and automated purchasing (via Ad Exchanges, Demand Side Platforms, & Real Time Bidding). Premium online video inventory continues grow giving brand marketers more opportunities to move from traditional media to online.

Search - eMarketer estimates US advertisers will spend $12.37 billion on paid search, compared with $8.88 billion on online display ads. My POV: Search will continue to be the performance leader for most marketers and hence the dollars will continue to flow there.  The huge limiting factor are the constraints on search inventory growth.

US Online Display & Search Growth, 2009-2014Online Display & Search Ad Spending, 2009-2014

Local Mobile - Huge growth expected in this area where US local mobile ad revenues are set to increase at a compound annual growth rate (CAGR) of 57% from 2009 through 2014, according to a forecast by BIA/Kelsey. My POV: We are still in the very early stages of the mobile advertising market. Lots of experimental budgets being used to test this medium. What are the tipping points to get Local Mobile down stream towards SMBs? My guess is automated self service marketplaces and better tracking in order to measure ROI. Lot of work still left to do here.

US Local Mobile Ad Revenues, 2009-2014

Here’s to another banner new year in online advertising!

]]> http://stanleywong.org/2010/12/09/online-advertising-continuing-growth-and-take-share/feed/ 1 My Yahoo! Buzz Index Patent Has Been Granted http://stanleywong.org/2007/01/12/my-yahoo-buzz-index-patent-has-been-granted/ http://stanleywong.org/2007/01/12/my-yahoo-buzz-index-patent-has-been-granted/#comments Fri, 12 Jan 2007 19:51:54 +0000 swong http://stanleywong.org/?p=22

Last month, I found out the patent for the Yahoo! Buzz Index (US Patent 7,146,416) has been granted. I had a great time working with Janice Yoo, Elliot Yasnovsky, and KT Lim on building this project. From Search Engine Land:

Yahoo’s Buzz
This patent had me wondering how Yahoo presently measures trends in topics searched for on their search engine and portal, selected in their directory, and from people’s usage of the many services they offer; and how the company might be analyzing and using that information.
Web site activity monitoring system with tracking by categories and terms
Invented by Janet Yoo, Kian-Tat Lim, Stanley Ben Wong, and Elliott Yasnokvsky
Assigned to Yahoo
US Patent 7,146,416
Granted December 5, 2006
Filed September 1, 2000
Abstract

A traffic monitor provides statistics of traffic using an activity input for receiving data related to activity on a server system. Events being monitored are binned by topic or term, where the terms are associated with categories. The categories can be a hierarchy of categories and subcategories, with terms being in one or more categories. The categorized events include page views and search requests and the results might be normalized over a field of events and a result output for outputting results of the normalizer as the statistical analyses of traffic.
The Yahoo! Buzz Index goes way beyond what you see on the public version of the site. Back when I was at Yahoo! we conceived of this product as a marketing dashboard that would give you all types of insight on arguably one of the largest online panels in the world.
The client version of the Buzz Index empowers marketers to slice and dice data to find out aggregate information (without personally identifiable information) about who was engaging with a brand, concept, or search term. These insights leverages Yahoo!’s unparalleled number of consumer profiles (over 250 Million when I last looked). Google’s Zeigeist and Google Trends are similar but lacks the insights contained by the behavioral patterns enhanced with the sheer number of profiles. For example, a brand manager can find out whether or not Pepsi’s brand profile on the web engaged with younger female audiences than Coca-Cola’s and how they compare.
It was a lot of fun dreaming up that product when I was at Yahoo! It was fun to work at Yahoo! during those times when we were routinely innovating with new concepts and technology. In fact, the Yahoo! Buzz Index predated Google’s Zeigeist and Google Trends by over 4 years. Glad to finally see the patent has been granted.
]]> http://stanleywong.org/2007/01/12/my-yahoo-buzz-index-patent-has-been-granted/feed/ 0