Targeted Display vs. Search Engine Marketing: Two Worlds Collide and the Results Are Awesome

How much credence have you given to targeted display advertising? Are you measuring success by clicks? David McBee, director of training at Simpli.fi, visits AZIMA on Thurs., Nov. 20 with much to say about the topic. There was a time that he did not think highly about display, especially when he was Google AdWords certified and sold SEM for 10+ years. But display combined with SEM can yield powerful results.

Why should you care? ZenithOptimedia estimates that $28.2 billion was spent on display advertising around the world in 2011, while $37.4 billion was spent on paid search. That gap, of almost $10 billion, will narrow considerably over the coming years, according to the forecast, as display grows at an annual rate of 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}, compared to a 12{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} annual growth rate for search. By 2015, then, a projected $57.2 billion will be spent on display advertising (or 43{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} share), compared to $61.1 billion on paid search (46{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} share), a gap of less than $4 billion. Powering the growth in display ad revenues will be online video advertising and social media advertising – each forecast to increase by 30{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} annually.

Make plans now to attend AZIMA’s Nov. 20 program where David will share tips, address common mistakes we make regarding measurement and expectations of success, and share a case study that shows how nearly every SEM metric increased after adding targeted display.

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