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David Hallerman Principal Analyst M A Y  1 9,  2 0 1 1 Integrating Search and Display—Tactics for More Effective Advertising Sponsored  by:
What we’ll look at today… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
The Customer  in the Funnel
 
The funnel idea is a fairly effective way to organize what is, in reality, a series of  disparate  customer touchpoints
Ken Mallon, vice president and  head of Yahoo! AdLabs
Display tends to work best for up-funnel  awareness , with that stage’s broad reach
Effectively using the  funnel scheme   to integrate search and display ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Search and Display Together
 
Search and display need each other: Together, they boosted  brand recall  metrics, but alone they had little or no effect
Search lifts display, and display lifts search— no single  pattern together ,[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Holistic campaigns help gain the  attention  of those who ignore ads
Rob Griffin, senior vice president, Havas Digital
Marketers can lift  organic  rankings using display-ad-induced SEO
The Money Involved
 
Display and search growth makes efficient spending  essential ; will reach over $27 billion together next year 85% of 2012’ s total online ad spend will go to search and display
Serious display/search spending: 38% of marketers  budget  $1 million-plus monthly
Increased website spending is noteworthy because  driving traffic  is often goal of integrated search and display campaigns
Steve Abramowitz, search marketing manager, Constant Contact
Attaining Accurate Attribution
Six major ad  attribution  types: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
 
Alan Osetek, president,  Resolution Media
 
Attribution modeling looks at the target audience’s  path  to conversion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Manu Mathew, chief executive officer, Visual IQ
Manipulating  tons of data  to get a handle on combined search and display campaigns is still at an early stage
Alan Osetek, president,  Resolution Media
Multiple data  sources  example… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Web analytics: More  robust  than spreadsheets, but not used to full potential
Ken Mallon, vice president and  head of Yahoo! AdLabs
Retargeting’s Promise
 
How  retargeting  methods help link display and search advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Retargeted display ads  lifted  search results more than other targeting types
Website visits  are often key for combined search and display placements
Video is not yet widely  available  for retargeting, but same survey found 29.6% of ad agencies retargeted video ads
Complexity and Challenges
 
Several  barriers  to measuring search and display together Source: Efficient Frontier, Forrester Consulting, January 2011
Major  challenges  for effectively integrating search and display ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
Marketers find it  difficult  to measure search and display separately, let alone the two ad formats combined
Manu Mathew, chief executive officer, Visual IQ
Conclusions
Integration is a  slippery  process ,[object Object],[object Object],[object Object],Twitter – #eMwebinar
Steve Abramowitz, search marketing manager, Constant Contact
[object Object],[object Object],[object Object],[object Object],[object Object],Conclusions
Actionable Attribution Utilizes a profile-centric  1 st  party cookie approach… Search Display Onsite Email Mobile Social … to support attribution and modeling similar to passive approaches.  AdvertiserDomain.com
Actionable Attribution Search Display Onsite Email Mobile Social Take action and react in real time keyword banner hero  image triggered  email Search Display Onsite Email Mobile Social AdvertiserDomain.com
Multiple Touchpoints Drive Conversion Source: Forrester Research, Inc. - March 2011  “The Purchase Path Of Online Buyers”
Passive vs. Actionable Attribution Passive Attribution Actionable Attribution Tells where they’ve been Tells when they arrive… … and lets you engage in a timely relevant manner.
Learn More Brian Deagan CEO Knotice [email_address]
Twitter Hashtag – #eMwebinar Integrating Search and Display—Tactics for More Effective Advertising Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording.  For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.  To learn about  eMarketer Total Access  please visit  www.emarketer.com/products or contact us: (800) 405-0844  [email_address]   Presented by: David Hallerman Principal Analyst, eMarketer, Inc. Sponsored  by:

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