<< by Paige Payne on October 16th, 2009
On the third day of SMX east I attended the session, “Search Meet Display; Display Meet Search.” The session focused on how search and display ads are two entirely different creatures, insight gathered from studies on the behavior of web surfers for both, what the insight may mean for those advertising with both search and display ads, and how most advertisers just don’t quite understand the benefits of using the two together.
The Moderator for the session was Greg Sterling, Founding Principal, Sterling Market Intelligence. The Speakers presenting were Kevin Lee, CEO, Didit; Robert Murray, CEO, iProspect; Surag Patel, Director, comScore; Megan Pagliuca, Director, Professional Services, Yahoo! Inc.
The session talked about how if you are running regular text ads at the same time as display ads that correspond with each other overall, the result you will achieve is synergy. The benefits of running both at the same time are greater than if you were to run each campaign separately.