As Diane Wong of the Australian iProspect SEO shop noted earlier this year, a newborn, all-Aussie Yahoo-MSN ad alliance pits Bing Against Google and Yahoo! in Search Advertising.
It got me thinking, but not necessarily thinking straight. Bear this in mind in perusing the following.
It’s now been 4 months since Mi9 launched Bing Ads in Australia & New Zealand. In Australia, Google has around 93 per cent search market share and still remains the most obvious choice of platform for paid search advertisers. So as the Google versus Bing debate continues, will Google’s dominance continue to grow or is Bing’s entry to the Australian market going to overtake Yahoo’s previous market share?
This is happening in Brazil as well, as when the two ur-portals signed off on an online marketing partnership with an eye to slicing off a piece of as a yet underdeveloped market. This was in April 2013. I wondered whether channels of connectivity observable in the field might explain some inconsistencies. The trade-off with sociometric institutional analysis is often that jobs and those who do them do not follow the organization chart. The result can be a VNO, a “virtual networked organization” in which links in the value chain do not correspond to how things really get done … a clever strategy for the giant institutions — academia, government, civil society — to pursue ends they would rather not be seen as pursuing.
Not long ago, Prisa and Santillana, the Spanish publishing treasure galleons, were beginning their run for the gold, burning to achieve market share comparable to the multimedia empire of Televisa (75% of the national market!)
Yahoo! and Bing share a network, after Yahoo! signed on the dotted line with Microsoft Advertising.
On Friday, August 2, Microsoft will launch a sponsored link service called Bing Ads, to be run by Microsoft Advertising. The service allows the user to manage both Yahoo! and the Bing search engine, in a single central office. The company hopes to stimulate competition among equals with Google, which operates in advertising through the AdWords program.
What can lay reader understand about the whys of this competition and all these strategic gambits, I wondered? Anything? I have collected — so far — a sample of 12,869,601 from 800,000 sites — using a Web crawler developed at the University of Chile — then used SNA techniques to focus on results from the .br TLD.
That data can be sorted somewhat intuitively — the coal has been carted away so the diamonds are more likely still here. I have begun trying various ways of interpreting these data.
[To be continued]
I am curious, for instance, about content provision agreements among the major metro dailies and the mega-portals: the Estado de S. Paulo and Folha de S. Paulo and Globo. Estado
now feeds national news to the Yahoo! Brasil site, and there seem to be such convenants to take into account. Much of the foreign news comes from EFE.
The selection of the Editora Abril as the Brazilian franchise of the Huffington Post, after conversing on the subject for the past couple of years. There are several other portals in the space as well — iG, Terra, and R7 (Rede Record) who have displayed signs of rethinking their presence to the reader.
Also curious is the case of Universal Online, a Web portal married not many years ago to the output of the Folha de S. Paulo …
Illustrated: the “social media effect,” in which shared platforms and Web services in the cloud and all do what they are expected to do — direct traffic and introduce customers to consumers.
A more pejorative variant is “the hairball,” as you know; the phrase addresses the difficulty of reducing data down to a human scale without losing its statistical rigor.
The structure that emerges from all this creeping and crawling looks something like the by-now familiar “multistakeholder” theory — a curiously hierarchical state of affairs in which local, regional, and national, and all very trade-union like, impose standards and strict discipline from the top down.
Reflected in the census of SIPIAPA-aligned publications, naturally, is that the eternal damnation The Beard draw nigh.
This view has been color-coded to indicate graph centrality. It seems to have detect a great deal of anti-Castro hacktivism, as I said.
Bada Bing! Microsoft Lobbies Hard
Here things get interesting. The Estado de S. Paulo has some kind of contract to provide content to the Brazilian MSN, perhaps under the terms of a swap. I really cannot say. Write me a memo! A schematic of the Globo media empire follows.
Tinted blue in the diagram at the head of this section: reflections of a request of support from Globo for MSN?
Above, color-coded in terms of proximity and distance of relations with content producers and consumers — Yahoo! partnered with MSN and the Estado de S. Paulo and its Agência Estado AP-in-miniature . Reuters, Bloomberg, FT, and Economist have taken concrete steps to encounter the Brazilian reader.