eMarketer Webinar: Integrating Search and Display—Tactics for More Effective Advertising

David Hallerman

Principal Analyst

M A Y 1 9, 2 0 1 1

Integrating Search and Display—Tactics for More Effective Advertising

Sponsored by:

What we’ll look at today…

Finding the customer in the funnel: Useful to organize search and display—when to use which is a key question

Search and display together: How and when the two very different formats reinforce marketers’ efforts

The money involved: Large sums underscore the need to make search and display integrate effectively

Accurate attribution: Techniques used to expand insight into how display and search affect each other and the audience

Retargeting’s promise: One method to combine search and display that tends to get a high lift in results

Challenges: Aligning data can be difficult, accurate modeling is often costly, measurement is not easy (but don’t let that stop you)

Twitter – #eMwebinar

The Customer in the Funnel

The funnel idea is a fairly effective way to organize what is, in reality, a series of disparate customer touchpoints

Ken Mallon, vice president and head of Yahoo! AdLabs

Display tends to work best for up-funnel awareness, with that stage’s broad reach

Effectively using the funnel scheme to integrate search and display

Even if the funnel concept is abstract…consumers still move through a series of emotional

and logical steps from awareness to purchase.

Marketing goals represented by the funnel’s top-to-bottom stages…

can be addressed by either display or search.

Customers in the digital space often create their own, less-ordered path to purchase…

so marketers should not get stuck looking for absolute ways of integrating display and search.

Search and Display Together

Search and display need each other: Together, they boosted brand recall metrics, but alone they had little or no effect

Search lifts display, and display lifts search—no single pattern together

Search and display are greater than the sum of their parts—each format can improve results for the other at various audience touchpoints.

People know from their own experience that multiple ads affect their purchasing behavior—the challenge then becomes how to prove it in the digital space.

Real-world patterns: Often customers search, see display ads, search again, see more display ads, etc.

In that sense, conversions are frequently the result of an iterative process that also requires effective landing pages on a brand or retail website.

Holistic campaigns help gain the attention of those who ignore ads

Rob Griffin, senior vice president, Havas Digital

Marketers can lift organic rankings using display-ad-induced SEO

The Money Involved

Display and search growth makes efficient spending essential; will reach over $27 billion together next year

85% of 2012’s total online ad spend will go to search and

display

85% of 2012’s total online ad spend will go to search and

display

Serious display/search spending: 38% of marketers budget $1 million-plus monthly

Increased website spending is noteworthy because driving traffic is often goal of integrated search and display campaigns

Steve Abramowitz, search marketing manager, Constant Contact

Attaining Accurate Attribution

Six major ad attribution types:

1. First click. Commonly used to uncover lead-generation value

2. Last click. Standard method for understanding conversion

3. First touch. Rewards upper purchase-funnel engagement

4. Channel touch. Shared credit model rewards all channels equally (online and offline)

5. Recency. Rewards proximity to conversion

6. Multitouch attribution. Blends the effects of different ads at different stages into a coherent model

Alan Osetek, president, Resolution Media

Attribution modeling looks at the target audience’s path to conversion

Three steps…

Where did the audience come from?(Source analysis of search and display advertising)

How did they get there?(Interaction analysis of clicks and impressions)

How long did conversion take after first contact?(Time analysis of the process)

Manu Mathew, chief executive officer, Visual IQ

Manipulating tons of data to get a handle on combined search and display campaigns is still at an early stage

Alan Osetek, president, Resolution Media

Multiple data sources example…

In one example, six sources for advertiser…

1.Bought display ads directly from publishers

2.Bought display ads through an ad exchange

3.Bought search ads on Google

4.Bought search ads on Yahoo!

5.Bought search ads on Bing

6.Optimized organic search on all three engines

They had six sources, two (three?) ad types, tons of data

Web analytics: More robust than spreadsheets, but not used to full potential

Ken Mallon, vice president and head of Yahoo! AdLabs

Retargeting’s Promise

How retargeting methods help link display and search advertising

Classic retargeting:users leave a website without buying or convertingafterwards are served a display ad from that brand or retailer on

further sitesa variety of studies show that retargeting has almost as good an

ROI as pure paid search alone

Search retargeting:vendors aggregate keywords entered into search queriesmarketers then buy display to target consumers based on their

recent keyword searches

this method more fully combines display and search than classic retargeting

Retargeted display ads lifted search results more than other targeting types

Website visits are often key for combined search and display placements

Video is not yet widely available for retargeting, but same survey found 29.6% of ad agencies retargeted video ads

Complexity and Challenges

Several barriers to measuring search and display together

Source: Efficient Frontier, Forrester Consulting, January 2011

Major challenges for effectively integrating search and display

Aligning two very different forms of advertising—and search alone is diverse, with paid and organic

Gathering and tracking data from multiple sources

Building a model to measure disparate types of data

Weighing the contributions of separate ads seen at separate times

Making sure the ad creative is integrated

Getting departments to plan together, share data and coordinate efforts

Doing accurate attribution modeling can be costly

Marketers find it difficult to measure search and display separately, let alone the two ad formats combined

Manu Mathew, chief executive officer, Visual IQ

Conclusions

Integration is a slippery process

Connections between search and display will become increasingly essential over the next few years.

This trend will make digital advertising more intricate because accurate attribution modeling is inherently complex.

But digital advertising will also become more effective as marketers improve ways to reach customers at various touchpoints in the funnel.

Steve Abramowitz, search marketing manager, Constant Contact

Marketers who make search and display work hand-in-hand better optimize their online ad spending.

Such holistic marketing helps campaigns tap into today’s complex media market.

The purchase funnel is helpful for understanding where display and search fit into the path to conversion—but consumers are frequently unpredictable.

Attribution modeling is a useful way to combine data from display and search, by giving credit where it’s due.

The value of unified online ad campaigns makes overcoming the challenges worth the time and money.

Conclusions

Actionable Attribution

Utilizes a profile-centric 1st party cookie approach…

SearchSearch DisplayDisplay OnsiteOnsite EmailEmail MobileMobile SocialSocial

AdvertiserDomain.com

…to support attribution and modeling similar to passive approaches.

Actionable AttributionSearchSearch DisplayDisplay OnsiteOnsite EmailEmail MobileMobile SocialSocial

AdvertiserDomain.com

SearchSearch DisplayDisplay OnsiteOnsite EmailEmail MobileMobile SocialSocial

Take action and react in real time

keyword bannerhero image

triggered email

Multiple Touchpoints Drive Conversion

Source: Forrester Research, Inc. - March 2011 “The Purchase Path Of Online Buyers”

Passive vs. Actionable Attribution

Passive Attribution Actionable AttributionTells where they’ve been Tells when they arrive…

…and lets you engage in a timely relevant manner.

Brian DeaganCEOKnoticebdeagan@knotice.com

Learn More

Twitter Hashtag – #eMwebinar

Integrating Search and Display—Tactics for More Effective Advertising

Questions & AnswersRegistrants will receive an email tomorrow that includes a link to view the deck and webinar recording.

For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.

To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 ben@emarketer.com

Presented by:David HallermanPrincipal Analyst, eMarketer, Inc.

eMarketer Webinar: Integrating Search and Display—Tactics for More Effective Advertising

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