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Is Search the Future of Display?

Integrating banners with social, search and email is critical to success

Display advertising has enjoyed something of a resurgence over the past couple of years, with marketers beginning to notice the branding effects of banners despite their dismally low clickthrough rates. But it’s not targeting options marketers think are most important to the future of display—it’s integration.

A spring 2012 Econsultancy and Responsys survey of companies worldwide found that of the top four trends deemed most important to the future of display advertising, three were related to integration. Increased integration with social media topped the list, followed by integration with search.

“The insights derived from search intent modeling, along with the paid search and SEO pieces of larger marketing activities, all help support other brand advertising, both online and offline,” noted eMarketer principal analyst David Hallerman.

And while marketers were more likely to plan integration of their display advertising with their on-site content management systems, search took second place as an integration priority, followed closely by social media. Companies were also most likely to say that integrating search and display had the most positive impact on their display advertising, with 70% of respondents agreeing.

Agencies cited personalized ads as more important to the future of display than search integration. However, two-thirds still agreed with their marketer clients that search integration boosted display performance.

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Check out today’s other articles, “For Marketers, Lead Gen Focus Is Trained on Digital” and “Robust Outlook for UK Ad Spend Growth.”

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