I've witnessed it first hand. Sponsored search getting all the glory from our clients. All the love, all for getting that last click. Now, don't get me wrong, a well-managed sponsored search campaign is a must for most advertising campaigns. But, it should be part of a strategic media mix.
Now I could go a million different ways to talk about how traditional media influences search, how traditional media influences mobile (one of my growing favorites), how social media is influencing search (another favorite), and on and on. Those of you who know me know I'm never short of opinions or things to talk about.
Recently, a study was covered off in all of the best trades that yet reiterated what most of us in the digital media biz have seen first hand, read about, or at least suspected. Online display media has shown to DRIVE searches! Online display media sometimes gets a bad rap because because of bad units (pop-unders AHEM), bad creative (bellyfat ADS you know who you are) and some shady targeting attempts (Nebu-Ad).
Those of us that plan good campaigns with great creative know that even though these negatives exist, the positives far outweigh the negatives.
Don't take it just from me, folks! Experts all over the industry recommend search AND display for optimum results.
Later this week I'll go into more depth on HOW to achieve these great results!
