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It takes two to tango!
Online search and display advertising bring distinct strengths to marketing efforts, and more often than not, are a complement to each other. Too often however, separate groups within companies or agencies buy and measure the two interactive ad platforms; that approach can diminish the strength of applying and measuring them in concert. Integrating the two on the other hand, can bring greater efficiency as well as a clearer overall picture of how well marketing efforts are working.
In a recent report by eMarketer, it was shown that most conversions occur as the result of a long-term, often complex set of interactions across a variety of ads and channels. Still, many siloed-thinking marketers still place the most value upon the online shopper’s last click. That can be a bit of a rabbit hole when it comes to campaign analysis.
Such an assessment fails to account for how earlier exposure to display ads may have boosted search performance. Recent research from iProspect and ComScore demonstrates how search and display together, enhanced unaided brand recall among the exposed group.
As digital advertising becomes more ubiquitous to marketers, establishing processes to integrate the various moving parts will become essential instead of optional. That shouldn’t really be a surprise to anyone. After all, it does take two to tango!
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