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JupiterResearch Finds Vertical Search Providers Must Act More Like Content Sites To Drive Traffic and Revenue

Posted on: Monday, 24 September 2007, 12:00 CDT

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies, has found that adding new features, improving content, and forming alliances with existing media sites could result in significant growth for the vertical search market. The findings are highlighted in a new report published by JupiterResearch, "Vertical Search: Learning Lessons from Shopping".

Mature categories such as retail and travel will continue to lead vertical search spending. However, the best opportunity for vertical search is in growth categories such as financial services, automotive, and health, in which combined search spending will grow more than 94 percent to $3.4 billion in 2011.

"Shopping or retail, as a relatively mature online category, leads the way in attracting spending and can provide critical lessons for other vertical categories," explained Sapna Satagopan, JupiterResearch Analyst and lead author of the report. "This category is focused on developing and growing the engagement on site, a critical element to building consumer traffic and consequentially, marketer spending."

Vertical Search sites, according to the report, must also experiment with ad formats, especially categories that are not quite as adept at implementing the pay-per-click model of advertising. In addition, taking advantage of partnerships formed with sites that already have a dedicated following will be key to driving vertical search traffic and enhancing content without incurring additional costs, which could make such a tactic prohibitive.

"As vertical search sites focus on integrating various types of content, differentiation will increasingly depend on organization of the content and useful site features," said David Schatsky, President of JupiterResearch. "Shopping search sites are essentially research destinations that provide rich content, information, and tools to help lead searchers to the right sites or merchants. These elements will become especially important as the process of aggregating data becomes relatively more streamlined and searchers look to address specific needs."

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterresearch.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Search Marketing research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.

Source: Business Wire

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