Based on a report from SearchIgnite and RBC Capital Markets, there’s considerable discussion, in advance of Yahoo’s Q3 earnings reporting later today, that Yahoo may be gaining momentum and grabbing some incremental search spending. MediaPost summarizes the report:
The research found that advertisers were spending more in Q3 than Q2–and that they were more apt to put those extra dollars into Yahoo, as Yahoo’s percentage of incremental media spend increased by 7.8% in Q3.
The Web giant’s uptick was buoyed by increases in July and August (and slightly tempered by a dip in September). Meanwhile, marketer spend on Google dipped in July and August and jumped back up in September–but overall spending on a same-client basis only increased by 0.8%.
If this is accurate it will be good news for Yahoo, which is under pressure to demonstrate concrete gains from its various reorgs and initiatives. Om Malik has some additional detail on the numbers.