That Ad Slowdown Hasn’t Hit Google
But here’s the counterpoint: Search — which means Google — appears to be doing just fine.
Citigroup’s Mark Mahaney has been checking with search marketers, who tell him that Q4 looks a whole lot like the rest of 2011, except maybe a bit better: “Our panel is tracking U.S. Search spend to be up between 15% and 27% Y/Y, rates that are largely in-line with or faster than Q1-Q3 trends.”
Mahaney notes that Efficient Frontier, the search marketer Adobe plans on buying, says its Q4 numbers show a “slight deceleration” from the rest of the year. But compared to the sour faces I’ve seen from some ad guys in recent weeks, that’s fine.
Also of note: Mahaney says that mobile advertising, which has generated lots of hype but not that many dollars, may finally be here, at least when it comes to search. There’s a “a clear consensus that Mobile Search spend is becoming material,” he writes, and will account for 10 percent or more of many search buyers’ spend.