Integrated Campaigns
Recently, I was reading an article in AdAge about a new study Google conducted attempting to show the relevance of its Content Network. The article states that nearly 20 percent of clicks coming from over 25,000 advertisers and representing some 7 billion clicks were from the Content Network. With 20 percent of clicks going into display advertising, I cannot help but wonder what does the massive amount of money going to search ultimately mean to the online advertising landscape.
Is search the ultimate conversion driver? And does it justify the uneven amounts of money flowing into it?
Without showing the inherent role of assisting search that display and rich media assets play in the online advertising funnel you are missing part of the equation. In fact, I read an article today that emphasizes the point that most planners still view search and display as separate entities. This seems like backwards logic in today’s integrated online world. With so much Research available online that shows search and display together can lift your online performance planning these together becomes crucial. In fact, marketers are leaving money on the table when they view campaigns as separate entities.
A quick look at estimated advertising spend from analysts would appear that search alone can conquer the web without any help from display. But the truth of the web is that conversions are varied and full of many different intents and assisted from various angles. One conversion could be from search and another from email marketing. The reality is that both users were exposed to some form of branding before they actively engaged your product.
The realization that search and display work together will be a fundamental element of planning’s evolution. Furthermore as marketing progresses on the internet expect planners to begin integrating these processes much more.
Disclosure - I work for Microsoft Advertising’s Atlas Media Console.
