Much like a previous article about SEO integration with
other channels, this seems to say something similar about display ads. The main
point of the article is that display advertising may not be as valuable in and
of itself (click-throughs) but its value is heightened when integrated with
other channels. The value display ads in integration is not necessarily
clickthroughs but branding.
It seems that integration is a big theme in the digital
ecosystem. The whole is greater than the sum of its parts. Integration is the running theme in display advertising trends.
More specifically, the integration of display advertising
with Search appears especially important. One way these can be
integrated is by using insights gathered from search intent, paid search, and
SEO to drive brand advertising. Companies are saying that integrating search
and display is having the most positive impact on display advertising. While
there’s some debate about what is more important for display (personalized ad
vs. search integration) the one thing not debatable is that display advertising is transforming into a
marketing channel that is much more dynamic through integration than it has
been alone.
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