eCommerce retailer Amazon.com is the top paid-search advertiser in the U.S., but a margin of two-one over the next-biggest search advertiser, according to fourth-quarter 2010 data released this
morning by WPP's Kantar Media unit. The data is the first from a new syndicated research service tracking and reporting paid-search advertising in the U.S.
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