As more early results roll in, it appears that Yahoo's Panama platform is delivering as promised, improving ad performance for big-brand marketers and quality of results for searchers.
Last week, we saw results from Avenue A | Razorfish that supported this. Among that agency's clients, search impressions were up an average of 5 percent, cost per click (CPC) prices were down an average of 6 percent, with clickthrough rates up an average of 10 percent.
This week, we have similar early returns from search and media management firm SearchIgnite and RBC Capital Markets' research arm. A study of results from clients of SearchIgnite, and sister firm 360i showed that Yahoo's market share among those advertisers stabilized after Panama launched, ending a steady decline for the past year. It also found that clickthrough rates improved since Panama's launch, while cost-per-click has held steady.
You'll find the details in today's SearchDay, "Early Returns Encouraging for Panama."
Meet Your Favorite Search Engine Watch Contributors
Many of SEW's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Thom Craver, Josh Braaten, Lisa Barone, Simon Heseltine, Josh McCoy, Lisa Raehsler, Greg Jarboe, Dan Cristo, Joseph Kerschbaum, John Gagnon, Eric Enge and more!