1% of advertisers control 80% of search clicks and traffic, says new Kantar report

By Jennifer Faull | Deputy Editor

Kantar Media

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Search article

March 14, 2014 | 2 min read

A minority (one per cent) of highly successful advertisers, dominate paid search advertising, controlling 80 per cent of estimated paid search clicks across all categories.

In Association with the Festival of Media, Kantar Media released the findings after its search marketing intelligence division, AdGooroo, analysed 151 million clicks and 705,000 total advertisers across 10 different business categories on Google AdWords in the US, UK and France.

Overall it found that the results were most prominent in two telecommunications categories: cable and internet services and wireless and phone services, where one percent of advertisers controlled an average of 91 per cent and 88 per cent of estimated paid search clicks, respectively, across the US, UK and France.

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The top one per cent of search advertisers in mass retail, hotels and resorts and computer hardware generated an average of 82 per cent of search clicks in each category across the three countries.

On the low end of the scale was the consumer packaged goods category, where the top one per cent of search advertisers in the three countries were responsible for an average of 71 per cent of total paid search clicks.

Richard Stokes, founder and CEO of AdGooroo urged marketers “to stay well informed to compete with the elite one percent of advertisers who are controlling 80 percent of search clicks and traffic.”

“That means utilising competitive intelligence to identify the top players in your category and understand both their strategies and how your program is performing in relation to them,” he continued.

The data was gathered during January 2014 on behalf of the Festival of Media which takes place in Rome in early April.

The Festival of Media takes place in April, and will be headlined by Hollywood actor Kevin Bacon discussing the impact of his own brand on the world.

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