Kantar said the new service was created to help marketers and agencies investing in paid search to track the expenditures, keywords purchased and the number of clicks keywords receive.
The initial fourth-quarter 2010 data released this morning, which reflects the 2010 eCommerce holiday marketing season, not surprisingly shows significant keyword spending by online retailers and travel marketers. It also shows healthy search spending by telecommunications, financial services and insurance marketers (see data below).
Top 10 Advertisers Ranked By Search Advertising Spend1: Oct-Dec 2010
Rank on $ | Advertiser | Search Total |
1 | Amazon | $51 million |
2 | AT&T | $27 million |
3 | Capital One | $26 million |
4 | Target Department Store | $25 million |
5 | Expedia | $23 million |
6 | Ebay | $22 million |
7 | Progressive | $19 million |
8 | Sprint | $17 million |
9 | Geico | $16,5 million |
10 | State Farm | $16,2 million |
Source: Kantar Media
1: Paid Search advertising estimates for Google U.S. activity
For more info. on paid search reporting: http://kantarmediana.com/intelligence/press/paid-search-advertising-launch