The UK paid search market is expected to rise by 14% in 2012 and reach £4.19bn by the end of the year, according to the Econsultancy Paid Search Agencies Buyer’s Guide published today.
The valuation reflects the total amount spent on paid search, including media spend, and money spent on agency management services, technology and consultancy.
The report, which is aimed at companies looking for agencies to assist with their paid search advertising, contains profiles of 36 leading specialist agencies who together manage billions of pounds of paid search spending each year. In addition, the report identifies key trends within the paid search marketplace and contains expert commentary from key figures and experts in the field.
The document is relevant for anyone considering using paid search as part of their marketing efforts, but also for those looking to change agency. It also serves as a useful document for agencies who wish to compare their offerings against those available on the market.
Andrew Warren-Payne, Research Analyst at Econsultancy, said: “Despite continuing economic pressures on business within the UK, companies have been increasing the amount they spend on paid search advertising as they look to focus their spending on areas with proven potential for driving a return on investment.”
He added: “The ability to target customers in a highly specific and measurable way, and to alter campaigns quickly in line of rapid market changes, continues to ensure that paid search remains a highly attractive channel for marketers.”
The increased market valuation, up from £3.20bn in 2010 and £3.68bn in 2011, is in line with the recently published Econsultancy / NetBooster UK Search Engine Marketing Benchmark Report, which showed that 49% of companies are planning to increase their paid search budget this year, with 35% of those changing budgets increasing their spending by more than 20%.
Trends highlighted by the guide include:
-) Google continues to dominate search
-) The speed of change is increasing with Google’s ongoing innovation
-) Microsoft and Yahoo attempt to capture market share
-) Social platforms become increasingly important in the pay-per-click mix
-) Growth in mobile creates challenges and opportunities for paid search
About the Paid Search Agencies Buyer’s Guide
Econsultancy’s Paid Search Buyer’s Guide is the ideal starting place for anybody researching new suppliers in paid search. It contains in-depth profiles from 36 leading agencies to help quickly evaluate suppliers and service providers, as well as market analysis to help put things into perspective.
Which agencies are featured in the buyer’s guide?
4Ps Marketing, Barracuda Digital, Browser Media, ClickThrough Marketing, Efficient Frontier, Epiphany Solutions, Equi=Media, Essence, Found, Greenlight, Harvest Digital, iCrossing, iProspect, I Spy Marketing, Jellyfish, Koozai, Latitude, LBi bigmouthmedia, Leapfrogg, MakeitRain, MediaCom, Media Contacts, Mindshare, NetBooster, Net Media Planet, OMD, Periscopix, Propellernet, Search Laboratory, SiteVisibility, STEAK, Stickyeyes, Strategy Internet Marketing, Summit, VCCP Search, and Vertical Leap.
Andrew Warren-Payne, Research Analyst, Econsultancy
e: andrew.warren-payne AT econsultancy.com
T: +44 (0)207 269 1457
Linus Gregoriadis, Director of Research, Econsultancy
e: linus.gregoriadis AT econsultancy.com
T: +44 (0)207 269 1465
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Published on: 11:00AM on 30th May 2012