Got Ads?
3/13/2005
  The PPC ad world is under-covered

I think the PPC market is not deeply covered by the traditional tech media. Considering the amount of money flowing through PPC advertising, and the importance of search technology to the success of the internet, you'd think the analysts and press would be all over it.

When speaking to reporter Susan Kuchinskas of internetnews.com, I asked her about her beat. She covers a huge range of technology from RFIDs to Enterprise Software to Google and Yahoo. So she can't spend a lot of time focusing specifically on search and PPC. I don't think there are any traditional tech media outlets that have reporters that have gotten deep into the PPC / Search space. There also aren't really any analysts staking the area as their own. Charlene Li of Forrester may be the closest thing we've got - she covers the marketing space and just touches on PPC.

I think this is a blind spot for the old-school tech media, and perhaps it's an area best covered by bloggers and specialists like Danny Sullivan. Majestic Research is also taking an innovative approach from a financial analysis perspective - and their blog is more informative than their company website. For example, Seth Goldstein provides more support for my "under-covered" thesis:

Jordan Rohan a solitary sell-side analyst came out with a note that claimed paid search keyword prices were rapidly declining. this appears to have been based on a single anecdotal conversation with a 3rd tier search engine off-the-record. The entire sector plummetted.

...

Investors are gasping at any evidence of a turn for the worse (or the better) for GOOG and YHOO, and to a lesser extent, EBAY and AMZN. Almost a quarter-trillion dollars of market capitalization is currently being waged on the fortunes of these companies.

There's a lot of leverage for anyone who says anything about the search space, because there is not a lot of reliable, well-recognized coverage. Perhaps Tom Foremski at Silicon Valley Watcher has the right model - by scoping out rumors and news in the space, he'll build a valuable property. There's enough real-estate for somebody to win big, just by being the go-to expert from the traditional tech media.

 


Links to this post:

Create a Link



<< Home

Subscribe to GotAds?



Links



Recent Posts

The PPC ad world is under-covered


Archives

February 2005 /  March 2005 /  April 2005 /  May 2005 /  June 2005 /  July 2005 /  August 2005 /  September 2005 /  October 2005 /  November 2005 /  December 2005 /  January 2006 /  February 2006 /  March 2006 /  April 2006 /  May 2006 /  June 2006 /  July 2006 /  August 2006 /  September 2006 /  October 2006 /  November 2006 /  December 2006 /  January 2007 /  February 2007 /  March 2007 /  April 2007 /  May 2007 /  June 2007 /  July 2007 /  August 2007 /  September 2007 /  October 2007 /  November 2007 /  December 2007 /  January 2008 /  February 2008 /  March 2008 /  April 2008 /  May 2008 /  June 2008 /  July 2008 /  August 2008 /  September 2008 /  November 2008 /  December 2008 /  January 2009 /  March 2009 /