The keyword-search type of advertising reaches 80 percent of Taiwan’s Internet users, InsightXplorer Ltd’s (創市際市場研究顧問公司) latest report showed.
Of online users, 52.8 percent were attracted by associated discount programs and other promotions shown in ads, the report said.
The placement of keyword advertising on Web sites has had an effect on the click-through-rate (CTR). For instance, ad placements on the left-hand side of a Web page generates significantly more visits than those that appear on the right-hand side, the Taipei-based online marketing research company said.
Keyword advertising is becoming the new marketing option in Taiwan, with many companies combining it with other media formats, such as TV, and adding “search for keywords online” to their commercials to encourage searches for products on the Internet after ads are shown on TV.
Among the mediums available for keyword ads, TV attracts the most attention. Almost 56 percent of TV viewers search for keywords after seeing a TV commercial, the report said.
InsightXplorer conducted the study between Aug. 30 and Aug. 31 and collected 4,423 samples.
The target population was Taiwanese Internet users.
Of the 80 percent of Internet users who engage in keyword searches, 67.3 percent said they “sometimes” conduct searches and 13.3 percent said they always did, the report said.
Of the 19.4 percent who did not search for keywords, 38.8 percent said “the keyword itself does not appeal to me,” while 34.2 percent said “the overall content of the ad does not appeal to me.”
InsightXplorer also found out that 70 percent of Taiwanese have shopped online in the past three months.
When they made purchases on the Internet, 74.5 percent did so on the Yahoo-Kimo Inc (雅虎奇摩) Web site.
However, when they sold items online, 56.7 percent preferred to do so on Ruten.com (露天拍賣), an auction site company hosted by PCHome and eBay.
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