Efficient Frontier's ”Global Digital Marketing Performance Report: Q4 2010” found that expenditures on paid search advertising posted fourth quarter growth of 23% compared with the same period a year earlier. Performance was driven by cost-per-click increases, particularly in the travel sector, up 42%, followed by the auto industry (33%), finance (30%) and retail (18%).
Search advertising was boosted by strong results from Google's AdX service, derived from its 2008 acquisition of DoubleClick Ad Exchange. Efficient Frontier said the Google service represented about 70% of advertisers' display media spending.
Efficient Frontier's report was based on data from the company's clients and its index of large scale U.S. search engine advertisers across multiple sectors.