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Research firm Advertiser Perceptions shared with Advertising Age the results of its latest Advertiser Intelligence Report, a poll of 1,212 executives at agencies and marketers involved in online advertising. The results won't leave anyone at Yahoo sleeping well at night: Google is making inroads on the display-ad side and is now perceived to be Yahoo's equal in many key metrics -- yet Yahoo hasn't made commensurate gains in search.
The data break down like this: Advertisers give Yahoo very high marks for the results of their ad campaigns and for the marketing services Yahoo provides. But in a survey conducted in November, Google bested Yahoo when it came to results advertisers felt they were getting from campaigns: Advertisers rated Yahoo 29% better than the average of the 150 online media companies in the survey, but Google rated 43% better.