Google Retains #1 Position Among 34 Online Portals/Ad Networks Sales Organizations

In Myers Publishing39s39 recent Survey of Advertising Executives on Online Portals Ad Networks and Search Engine Sales Organizations Google remained 1 in the industry Google39s performance score increased from 64 in 2007 out of a possible 100 to 69 in the 2008 survey followed by Yahoo at 55 and Yahoo Search and AOLPlatform A at 53 MSN aQuantive scored 40 and MSN Search 33 CNET a strong performer throughout the Myers study for the second year in a row achieved a 51 overall performance score among total respondents and 48 among those most involved in online media Yahoo last week hired former Microsoft executive Joanne Bradford to head its sales operation as David Karnstadt departed for Redpoint Ventures Also last week the Association of National Advertisers ANA advised the US Justice Department that it opposes the collaborative search venture between Google and Yahoo Yet advertiser and agency executives acknowledge Google39s supportive efforts in managing its industry relationshipsAdvertising executives assign nine portals and search engines an overall average performance score of 50 on a scale of 1 100 based on respondents who spend more than 75 percent of their time working with online media By comparison 26 leading ad networks achieve an overall performance score of only 39 The score is based on an aggregated and weighted average of eight performance attributes including the percentage of respondents who met with each sales organizationWhile MSN aQuantive and MSN Search both improved significantly year over year the organizations continue to rank sixth and seventh respectively among the seven portals and search engines for overall performance and while MSN Search improved among total respondents its performance ratings actually declined slightly Among this group Yahoo39s organizational performance improved 21 percent and AOLPlatform A improved 13Comparing Portals and Search Engine sales organizations to ad network sales organizations Google and Yahoo retain their 1 and 2 ranking for overall performance among those execs spending more than 75 of their activity working on online media and Breakcom Vibrant Media and TheEggNetwork outperform AOLPlatform A with strong performance turned in by Centro Specific Media Google Ad Network and Tremor Media Among those spending the large majority of their time on online media AOLPlatform A ranks first for responsive sales reps the attribute ranked as most important to respondents in contributing to their decisionmaking process CNET and Google are the only organizations generating very goodexcellent ratings by more than 50 of respondents for Organization Delivers on Promises with MSN MSN Search Amazon and Monster significantly underperforming the competition Google is a dominant leader for Delivers Value for the Investment rated as very goodexcellent by 62 of total respondents and 71 of those spending 75 of their time with online media Only CNET and Google are recognized by a majority of respondents for excellence in Delivers More TargetedEngaged Audiences reflecting a missed opportunity by industry leaders to focus on an emerging priority among marketers With click fraud generating increased industry concern sales executives are seeking to ensure trust among advertisers and appear to be achieving their goal CNET is ranked as very goodexcellent 67 by more than 70 of respondents for Provides Trusted Environment for Advertising with only MSN Search Monster and Amazon falling below 50 of respondents rating them highly Although Portals and Search Engine sales organizations are not perceived as offering excellent Innovative and NonTraditional Opportunities Google surprisingly leads the group and is the only organization generating very goodexcellent ratings among more than 50 of respondents 53 This is an opportunity for sales organizations to differentiate and brand themselves In the category Organization Offers Relevant Research Insights CNET captures a dominant market position with 57 of respondents rating the organization very goodexcellent Google ranks second with 40 very goodexcellent ratings Yahoo third at 37 MSN aQuantive at 33 and AOLPlatform A demonstrating a competitive weakness with only 22 reporting very goodexcellent research performanceNew surveys are in the field now offering advertising and agency executives the opportunity to evaluate the performance of national television sales organizations and the sales organizations of online branded websites These executives are urged to link to the appropriate survey and share your feedback and insightsNational Television Sales Organization Surveyhttpwwwsurveygizmocoms58208jackmyers2008surveyofadvertisingexecutivesontelevisionsalesorganizationbestpractices72408Online News Information Sports Entertainment Media and Video Sites Sales Organization Surveyhttpwwwsurveygizmocoms58270jackmyers2008surveyofadvertisingexecutivesonbrandedsitessalesorganizationbestpractices72408

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Google Retains #1 Position Among 34 Online Portals/Ad Networks Sales Organizations

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Jack Myers

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Google Retains #1 Position Among 34 Online Portals/Ad Networks Sales Organizations

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