comScore: Search, job categories continue to be hot

With New Year's many marketers threw out the old and rang in the new, but that could be a mistake. Rather than tossing out 2008, there are things we can all learn from the year. For instance two of the hottest ad categories in 2008 were job and search. Can these categories still be expected to hold the keys to high campaign ROI?

by Kristina Knight

First, we need to look at the numbers.

For search, metrics firm comScore found that query volume over the five most-trafficked engines grew by 20%. This trend is a continuing indication that consumers are performing search queries for product information rather than going to manufacturer or retail websites for that information.

For the job category researchers noted that year over year unique visitors to job sites grew by 51%, likely because of the temperamental economy throughout the world.

Second, we must break down the numbers to determine if the trend is likely to continue. None of us has a crystal ball that shows what will happen in 2009, but there are other indicators from which information can be gleaned. Primarily the continuing volatile economy. Because of the economy, consumers will continue looking to job sites to prepare for the future. Consumers will also continue searching for the best product prices and deals.

For marketers, then, the indicators point to the job and search categories being a good investment for that next online campaign.

Tags: advertising trends, career advertising, comScore, paid search, search marketing, search queries