Airbnb is the top advertiser in search sentiment, closely followed by Viacom and Netflix, according to a new analysis of the top 100 advertisers.
Why we care. Looking at search sentiment can help marketers better understand how consumers feel about them in real time and what contributes to brand loyalty and sustainability. AirBnB made a significant shift from search marketing to brand marketing. Since they’ve taken the lead in this search sentiment report, it will pique the curiosity of other advertisers to follow the same path to improve customer sentiment rankings.
The general picture. The results illustrate what it takes to have strong customer sentiment over an extended period.
Brands with positive sentiment are likely to hold it for 15 months, and the same goes for negative sentiment. Long-term perception has a significant impact on sentiment. Consistency over time is better for long-term sentiment.
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Volume and feeling. There is no direct correlation between search volume and sentiment. However, search volume can improve sentiment, serving as an amplifier that advertisers should consider in their strategies.
For example, if a business has positive sentiment but low search volume, it would be beneficial to focus on campaigns to increase volume. Conversely, launching ads to counteract negativity and promote a positive message could be effective for those with negative sentiments but with high volume.
Top 10 advertisers by search activity. Airbnb, ViacomCBS and Netflix were the top three ranked brands. The others were:
Richemont Financial Company NBA Inspire Brands Sony Group Corp. P&G Apple Walt Disney Co.
Main advertisers by sector. These were the top advertisers in the 10 categories analyzed in the report:
Journey: Airbnb
Retail: Richemont Financial Company
Packaged consumer products: Procter and Gamble
Financial services: American Express
Restaurants: Inspire Brands
Entertainment and media: ViacomCBS
Automotive: volkswagen
Telecommunications: T-Mobile
Consumer technology: apple
Alcohol: AbInBev
About the data. The analysis has been carried out by captivate (registration required), which collects data from over 1 billion searches on 3 million websites on 2 billion devices daily.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (mainly but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspiring leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
