Dave Williams, chief strategist of 360i, a search engine marketing firm, claims that Microsoft's new demographics-driven MSN AdCenter is producing better results for search advertisers than Google or
Yahoo. Williams says the demographic info including age, sex, and location is what sets AdCenter apart from its competitor's systems. An MSN exec said the ability to parse the data into various
permutations gives search marketers the opportunity to modify their campaigns to certain demos with specific keywords. While all this is fine and good for marketers who buy on MSN Search, the fact
remains that Microsoft's search doesn't have near the volume of Google or even Yahoo, which receives less than half as many search queries as Google. According to Nielsen/NetRatings December 2005
data, Google controls 48.8 percent of the search market, followed by Yahoo at 21.4 percent and MSN at 10.9 percent. It should be said that both Google and Yahoo have hinted at offering a similar
demographics service in the near future.
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