New comScore Service Measures Rival Search Campaigns' Effectiveness

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Market researcher comScore Media Metrix has launched Competitive Search Marketing Reports, a service that lets agencies, publishers and online marketers compare how effective their online search campaigns are when matched up to efforts run by rivals.

This offering came about after comScore examined the effectiveness of search campaigns conducted by rival online travel agencies www.expedia.com, www.orbitz.com, www.travelocity.com and www.cheaptickets.com.

"With search advertising accounting for roughly 40 percent of total online spending, it's clear that advertisers view the medium as a critical component of the advertising mix," said Peter Daboll, president/CEO of comScore Media Metrix, Chicago.

"This is particularly true for the leading online travel agencies, which receive nearly two-thirds of their search-generated click-throughs from sponsored ads," he said.

ComScore's research shows 50 percent of the total click-throughs to these sites were produced through sponsored ads, as opposed to just 11 percent across all Web-search activity.

Orbitz.com and CheapTickets.com were the leaders of the pack, each in receipt of approximately 72 percent of click-throughs from sponsored ads.

Travelocity.com is the most effective sponsored search advertiser, with a 6.5 percent click-through rate, comScore claimed.

"Although both Expedia and Orbitz demonstrate leadership in total ad exposures and sponsored click-throughs, our analysis shows that Travelocity is making very effective ad placements," Mr. Daboll said.

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