Comments on: Display: A Medium Unsuited to the Message http://www.adotas.com/2010/01/display-a-medium-unsuited-to-the-message/ Where Interactive Advertising Begins Fri, 10 Feb 2012 11:04:20 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Jeff http://www.adotas.com/2010/01/display-a-medium-unsuited-to-the-message/#comment-801578 Jeff Wed, 13 Jan 2010 00:55:20 +0000 http://www.adotas.com/2010/01/display-a-medium-unsuited-to-the-message/#comment-801578 If display advertising has to share success with other mediums (TV, Print, Outdoor, etc...) then so does organic and paid search and every other type of online or offline advertising. It has been proven that paid and organic search click through rates increase when coupled with an integrated advertising campaign that includes display and offline components. Truth be told, all mediums that are included in a campaign share in it's overall success. In fact, today's campaign benefits from yesterday's campaign. Those who simplify metrics down to an individual keyword's success and give it 100% of the credit are making assumptions that are skewed and inaccurate. If you don't believe me, think about he last time you executed a paid search campaign for a company that has never advertised in any other way before, were the paid search results on par with campaigns you have run for established brands that were running integrated campaigns? Unlikely. If display advertising has to share success with other mediums (TV, Print, Outdoor, etc…) then so does organic and paid search and every other type of online or offline advertising. It has been proven that paid and organic search click through rates increase when coupled with an integrated advertising campaign that includes display and offline components. Truth be told, all mediums that are included in a campaign share in it’s overall success. In fact, today’s campaign benefits from yesterday’s campaign. Those who simplify metrics down to an individual keyword’s success and give it 100% of the credit are making assumptions that are skewed and inaccurate.

If you don’t believe me, think about he last time you executed a paid search campaign for a company that has never advertised in any other way before, were the paid search results on par with campaigns you have run for established brands that were running integrated campaigns? Unlikely.

]]> By: Klae Le http://www.adotas.com/2010/01/display-a-medium-unsuited-to-the-message/#comment-801102 Klae Le Sat, 09 Jan 2010 19:44:30 +0000 http://www.adotas.com/2010/01/display-a-medium-unsuited-to-the-message/#comment-801102 I wonder why it takes people so long to change? Why is it only when things collapse that the environment changes? Companies and people need to realize that if you are innovative and changing in the first place, you get market share. Klae collegar.com I wonder why it takes people so long to change? Why is it only when things collapse that the environment changes? Companies and people need to realize that if you are innovative and changing in the first place, you get market share.

Klae
collegar.com

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