Guys are also particularly active in online shopping, according to digital marketing agency iProspect.

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Timothy Cadogan, vice president of search at Yahoo, figures there are at least 150 companies working as search engine marketers, including Efficient Frontier, Performics, Avenue A and Iprospect.

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Nigel Morris is CEO of Aegis Media Americas and EMEA, one of the biggest media and marketing services companies globally, overseeing Carat, iProspect, Vizeum, Copernicus, Team Epic, Posterscope The Story Lab, ICUC, and RoundarchIsobar.

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Adidas, for instance, with its agency partner iProspect, determined that including the real value of a click on a store locator button, which it had identified from store data, proved that mobile ads were paying off in in-store sales.

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