Search Advertising to Lose Importance

Strategic Threat to Google, Say IDC

[julinho]

Search advertising will retain its number 1 position as the advertising format garnering the most ad spend. However, even though absolute spending on search advertising will continue to increase, its market share will slowly decline from 40% in 2006 to 32% in 2011 as video advertising grows.

Link is here [idc.com].

[natural number]

Search advertising will probably begin to grow again as they figure out ways to stop click fraud.

[Sharpseo]

Text ad campaign production cost: ~$100 labor?
Video ad product cost: > $100 (maybe $10k - $100k for something decent, dunno really.)

Text ads: targeted audience, PPC, easy setup.
Video: harder to target, probably CPM, and even by 2011 a large % of users will still be on dial-up.

The numbers in the study are waaayyy too specific to be taken seriously:

its market share will slowly decline from 40% in 2006 to 32% in 2011

No "estimated", "we believe", "approximately". They flat out state what's going to happen. What a joke.