MarketingVOX: Early results for Yahoo’s Panama platform point to better ad performance for brand advertisers and more efficient search results for users.
Search and media management firm SearchIgnite notes that the early results from its clients and those of sister firm 360i show that Yahoo’s market share among advertisers stabilized after Panama launched, after having declined last year, ClickZ reports.
SearchIgnite also found that clickthrough rates have improved for those clients since Panama’s launch, while cost per click has held steady.
The report, “Early Returns From Panama,” was released by SearchIgnite and the research arm of RBC Capital Markets. The study tracked more than 7.5 billion impressions and 85 million clicks from more than 500 marketers, beginning in 4Q06 and running through February 24.
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