Finely eMarketer approaches a topic near and dear to my heart. I have been talking with my customers for years now about the importance of backing your search campaign with a display campaign.
Overcoming the challenges can bring efficiency and performance
Search and display bring distinct strengths to the marketing table and typically complement each other. Too often, though, separate, siloed groups within companies buy and measure the two interactive ad formats. Integrating search and display can bring greater efficiency and greater understanding of how well marketing efforts are working.
Tools for integrating display and search into holistic campaigns, such as attribution modeling, offer marketers detailed pictures of their work, which can yield more efficient and effective results.
“Most conversions occur as the result of long-term, complex interactions among a variety of ads and marketing channels,” said David Hallerman, eMarketer principal analyst and author of the new report, “Integrating Search and Display: Tactics for More Effective Advertising.” “However, even after years of research, some marketers still give more weight to the consumer’s last click—often on search results, both ads and organic listings—than any other step in the purchase funnel leading to conversion.”
Such an assessment fails to account for how earlier exposure to display ads may have boosted search performance. Research from iProspect and comScore demonstrates how search and display together enhanced unaided brand recall among the exposed group. In contrast, display or search alone had little or no effect on recall.
