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Google widens Sensis link
Julian Lee
January 25, 2011
GOOGLE has signed Telstra to be a "reseller" of its keywords as it continues its march on the $1 billion market for directory listings and search advertising in Australia.
The telco's directory arm, Sensis, is to sell search terms to its Yellow Pages customers and take a commission from Google.
Google gains access to those customers, while Sensis maintains its reach by ensuring its customers' ads can be found when people are searching the web.
Much like other print media, Sensis has been battling the drift in readers and revenue to the internet. Its cornerstone printed directory, Yellow Pages, has borne the brunt of the structural changes.
In the most recent financial year, revenue for Yellow and White Pages fell by 2.9 per cent with revenue from the print edition down 6.9 per cent. Revenue from digital and mobile versions grew by 10 per cent.
Sensis said the deal further cements its ties with Google. Since 2008, Yellow Pages business listings have appeared in Google maps.
Google also powers Sensis's search engine, which has failed to pose a credible threat; Google accounts for at least nine out of 10 online searches in Australia.
A Sensis spokeswoman, Danielle Horan, denied the deal was tantamount to admitting it could not compete with the search behemoth.
She emphasised the benefits to its small business customers. "It's about making sure that we are getting the content of our directories out to as many people as possible," she said. More such deals were likely in coming weeks.
She would not say how much extra Yellow Pages customers would pay to have their business name at the top of a Google page. "It will form part of an ad solution," she said.
The media research company MagnaGlobal forecasts the market for advertising on directories or search, worth nearly half the $2.2 billion online ad industry, will grow by 30 per cent. The bulk will be in search advertising rather than directories
Link @
http://www.smh.com.au/business/google-widens-sensis-link-20110124-1a2v8.html
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