Opinions

Display Advertising Expected to Integrate with Search

Posted by Leslie Van Zee on October 18th, 2012 at 12:34 pm

In a recent article by eMarketer, a leading provider of research about the digital world, they discussed the future of display advertising. The article title was, "Is Search the Future of Display?" and it discussed how online display advertising has evolved, and where the future lies for display ads.

Social Media and Search Both Important

One of the key points eMarketer makes in their article is that integration of display ads with other marketing efforts is one of the biggest trends impacting marketers. In one of their surveys, they found increased integration with social media had the highest response for the significance of select trends to the future of display advertising. The surveys show that 70% of respondents said that integrating search and display advertising had the most favorable impact on their display advertising, making that the second most important area of integration.

Market for Display is a Factor

While integration of display ads with search was second in importance in the survey, the similarity of how search and display advertising work is striking. Search and display advertising used to be more different than they now are, but the changes in how display ad space is bought and sold have allowed for tighter targeting of display ads, increasing the common threads between the two media. This similarity makes the integration of the two even more important than ever before, and more challenging than managing the integration of social media with display advertising. Having a good understanding of how each strategy fits into your overall marketing plan is a key piece of the puzzle for most marketers and keeping up with changes in how each technology works is a big part of that.

Marketers are increasingly looking for ways to reach their target audience in the most effective and efficient manner and as ad networks, as just one example, continue to refine the way they serve up ads it is more important to have access to as many sources of quality ad space as possible. This is where working with an agency that specializes in this area of online marketing can be extremely valuable. The right agency will help you access more, and higher quality ad space that will help you target your messages more effectively than you could do on your own. Very few business owners have the time to keep up with all the changes in technology that are taking place in this rapidly developing area of online marketing. Where our specialists excel is in understanding business owners' needs and matching the available technology to each need to get the best result.

Integrated Marketing - the Holy Grail of Advertising?

However search and display advertising continue to develop, understanding how each works with the other to help you reach your marketing goals is important to the effectiveness of your overall marketing plan. Continue to educate yourself about your marketing options and make sure you stay focused on the 20% of the activities that bring you 80% of your results. That is one of the key factors that helps separate the very successful marketers from the rest.

Leave a comment