Taiwan lagged far behind South Korea in keyword advertising, which only makes up 40 percent of the nation’s total Internet advertising, a recent research report said.
The Internet Marketing Council of Korea’s (IMCK) 2007 report said that South Korea was the world’s most advanced country in the field of keyword advertising, which held a 60 percent market share of South Korean Internet advertising — also beating out the US’ 40 percent and Japan’s 30 percent.
Market capitalization devoted to keyword advertising reached NT$24.6 billion (US$762.6 million) in South Korea last year, compared with Taiwan’s NT$1.59 billion.
Taiwan’s Yahoo-Kimo Inc (雅虎奇摩) recently sent a team to visit Yahoo Korea to learn about South Korea’s keyword advertising success.
Overture Korea, the country’s largest paid keyword advertising Web portal, said that it had more than 99 percent arrival rate and more than 80 percent of local market share.
James Kim, general manager at Yahoo Korea and Overture Korea, said: “The reason why Overture Korea is so well-received is due to its understanding of local needs in the country.”
Shopping, video and brand matching are three strategies Overture Korea and Yahoo Korea offer. When a Web user searches for any words on Yahoo Korea, customized pop-up ads appear on the user’s Web page related to the search word.
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