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Digital marketing closed strong in Q4

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Sunnyvale, Calif.—The last quarter of 2010 ended a strong year for the digital marketing industry, with substantial growth within search marketing, according to a report from search engine technology company Efficient Frontier.

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.

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