Why paid search will never kill display advertising
Just read this interesting article over at Imedia Connection, thought I would share it. Some key take out’s from the article:
- Advertisers apply two methods to their ad spend: direct response and brand advertising
- Display ads and paid search pull dollars from different budgets, and have different goals
- Paid search simply doesn’t have enough viable inventory in any given category to enable any significant advertiser (large spender) to move large portions of their budget to paid search.
- Ultimately, paid search matters far more to the search engines than it does to any one advertiser.
Do you agree? Read the full article here.
