According to data from the Chitika Ad network (since when did Chitika publicly become a data mining and reporting property?), Microsoft Bing driven users click on ads on 3rd party sites at a much higher click thru rate than both Yahoo & Google.
The study seems to have been put together specifically for coverage on TechCrunch, so let’s look at some of the numbers shared by Erick Schonfeld :
Chitika looked at the clickthrough rates from 32 million ad impressions across its network of more than 50,000 sites in a week in July. Visitors from Bing clicked on an ad 1.5 percent of the time on average, versus a 0.97 percent clickthrough rate for Google visitors and a 1.24 percent clickthrough rate for Yahoo.
Of course, Bing only has a search engine market share of about 8%, and Bing users may be just getting accustomed to the format, but these numbers may further explain why a Yahoo Microsoft Deal is even more important and makes so much sense, as the two search engines do attract similar audiences because of their content networks and would combine for a 30% market share if Yahoo were to power its search via Bing.
Post Yahoo deal, given the increase in 3rd party CTR% and other numbers, one would think that a centralized Microsoft Ad Serving system across Yahoo, Bing & MSN aligned properties would be an easy sell… especially with Yahoo serving ads on the sites which it sometimes directs users to, for example via the Newspaper consortium.
Credits to: Loren Baker & Search Engine Journal
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