ADOTAS — While search is the major player already in online advertising, it still has room to grow.
Search spend is more than $10 billion, and with ROI and performance-based results is now of primary importance to advertisers, but areas such as the words that aren’t being monetized can still be exploited, according to search panelists at the SES conference yesterday.
Populated by guys from Google, Microsoft, iProspect, SEMPO and Digitas, the State of Search discussion hit on some interesting points that I didn’t know, including the disconnect (still) between search marketers and their offline counterparts. Instead of intergrating marketing efforts, to refine advertising campaigns and see what works, search personnel still are working to convince management its value (though that is getting better).
Other interesting details:
– Two-thirds of online search users are driven to perform searches as a result of exposure to offline channels. TV and word of mouth influence over one-third.
Dollars spent online in order of revenue:
– Display Ads
– Rich media
– Lead Generation
– insufficient personnel to manage programs
– risking ROI performance
– unable to meet financial targets
– difficulty proving effectiveness to management
– believe available technology unable to handle operational needs
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