“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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