Google Overtakes Sensis As Top Digital Earner With 108% Growth
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Richard Kimber from Google
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GOOGLE has become the biggest earner in Australia’s digital marketing industry, increasing its paid search revenue to $206 million during 2006 – an increase of 108% over the previous year.
A special internet edition of BRW Magazine, in which this estimate has been made, also reveals that eight million Australians – or 76% of the online audience - now use Google every month.
BRW believes the company has an even larger share of the paid search market at 89%, a figure some in the industry think may be a little on the high side.
Former digital earnings leader Sensis, which has an estimated 98% share of the web directory market, largely through Yellow, earned $192 million from its properties during 2006.
Despite Sensis revenue growing at 36%, its share of the overall digital ad market fell by an estimated 4%.
Other publishers and search providers in the BRW Top 10 include:
#3 – Fairfax Digital: revenue $115, up 77%
#5 – ninemsn: revenue $92 million, up 39%
#7 – Yahoo!7: revenue $42 million, up 75%
#9 – News Digital Media: revenue $34 million, up 26%
The balance comprises Seek (#4), Real Estate.com.au (#6) and Carsales (#8).
Report author Foad Fadaghi said the research confirmed Search as the fastest-growing digital advertising sector.
Fadaghi said Search now has 23% of the total digital ad market … directories has 15%, Classifieds 30% and Display 32%.
It estimates the paid search market share breakdown to be: Google 89%, Yahoo! Search Marketing 5%, ninemsn 3%, News Digital Media and Fairfax Digital 1% combined.
He said the figures used above were based on extensive interviews with industry participants.
BRW’s ‘Australia Online’ edition will be on sale until April 4.
Search Engine Room
February 28, 2007
