Lots of talk today about a SearchIgnite/RSBC study on Q3 search spend. The finding: search spending in Yahoo is up 2% over last quarter. My question: how much of the uptick represents a Yahoo dominance in mobile search?
Marissa Meyer, Google SVP of Product Development, once discussed the summertime drop in desktop-browser search and corresponding uptick in mobile search. Both are caused by people leaving their desks and using their hand-helds when the weather gets warm. If marketers are responding well to Yahoo summertime advertising, is that a 1) vote in favor of Yahoo overall—or 2) a reaction to more use of Yahoo mobile that’s affecting the marketing mix? If it’s #2, we might see Yahoo’s 2% spend gain drop down again when the weather gets cold.
