A report released by SearchIgnite yesterday concluded that U.S. paid search increased almost 27% in the third quarter of 2008 compared to the year-ago period. It looks like sellers have shifted more money into interactive advertising from traditional marketing as of late.However, the same report stated that retail advertisers upped their search spending in the Q3 period only by 1.5%. Roger Barnette, SearchIgnite's president, stated in the report that, "Retail had issues throughout the year, but it hasn't affected all sectors." Barnette concluded by saying that travel, media and the non-mortgage area of financial services didn't dip like traditional retailers this past quarter.
Adding to a general retail pull-back dlately, the report also stated that retail sellers cut back on paid search spending by 10% in September. Whether retailers continue to curtail paid ad spending in Q4 amidst the most tumultuous market and consumer outlook in a long time remains to be seen, but market sentiment thinks it will. Overall September sales slowed down at a pace not seen in three years and October may not be any better. Less sales = less paid ad spending? Pretty likely.
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