From MarketingLand: Display’s the Thing

James Green, CEO at Magnetic and contributing MarketingLand columnist, talks about why display advertising is on track to be the hottest area of internet marketing in his latest article — Display’s the Thing.

One source comes from Forrester, which anticipates that search spending will shift to digital display. This is a result of high PPC for paid search and the rise of biddable display media. Forrester also predicts that display will account for 36% of interactive spend in five years.

Interestingly enough, James also credits Google as a viable source for the future of display. The proof is in the pudding – Google, which is the king of keyword search and AdWords, is now focused on display ads and mobile. James claims “Google’s reliance on display ads for growth speaks volumes.”

Visit “Display’s the Thing” on MarketingLand for the complete story.

Understanding Keywords In Search Retargeting

Its one thing to know what search retargeting is, but it’s another to understand how to make search retargeting work. At the heart of search retargeting are keywords (AKA – search data). In a new article on Search Engine Land, Magnetic’s Aaron Doades, Director of Product Management, analyzes keyword level targeting and how it differs from search engine marketing to display advertising.

When launching a search retargeting campaign, marketers should know how the characteristics of both search and display fit into this targeting strategy.

On one hand, keyword lists can derive from SEM campaigns. However, marketers should understand that search retargeting is an extension of SEM and keyword lists should scale beyond your search campaigns. Magnetic’s keyword generation tool helps marketers build extensive keyword lists that can be used in display. Search retargeting sits in the mid-funnel area and is designed to push consumers down the funnel. This differs from SEM terms, which are typically found very low in the consumer funnel.

In the article, Aaron uses a hypothetical example:

An SEM campaign for Best Buy might be targeting the term “Best Buy 50 inch Sony plasma TV sale.” This user is likely to convert in a small window of time, as he/she clearly knows exactly what they’re looking for and even the store they’re looking to buy from. However, if a search retargeting company were to target users who searched for this term, they’d be showing an ad to someone who has most likely already converted and would therefore be wasting ad impressions, and more importantly ad dollars.

To read Aaron’s complete article on Search Engine Land, click here.


Interactive Marketing Trends Point to Search Retargeting

While TV remains the king of ad spending, Interactive Marketing is predicted to overtake its throne by 2016. According to Forrester, investments in digital (this includes search marketing, display advertising, email marketing, mobile marketing, and social media) will climb to $77 billion and represent 26% of all advertising.

What role do Search and Display play in the predicted growth of Interactive Marketing spend?

Source: Forrester Research Interactive Marketing Forecasts, 2011 to 2016

Search will remain the key player in interactive marketing ad spend, growing to more than $33 billion over the next five years. However, as marketers explore new marketing strategies and tactics, the search market share is expected to drop from 55% today to 44% of interactive ad spend by 2016.

Forrester’s forecast also shows that display advertising has a renewed momentum, with investments reaching $27.6 billion by 2016, claiming 36% of interactive spend. While a couple of elements play into this spending boost, one that stands out is the shift of search dollars to display. Forrester claims that marketers experiencing high keyword costs in paid search will look to biddable display media as another way to drive effective and cost efficient advertising.

The migration of dollars from paid search to biddable display media will mean a lot for search retargeting.

For more information on the Forrester report, click here

Magnetic Joins OMMA Global in NYC

At OMMA Global NYC, Magnetic joined the panel, Is the Future of Search about Personalization?. The discussion was centered around how search is evolving — this includes areas of search retargeting, social search, new algorithms and behavioral data. While the panel of experts generally agreed that search represents the highest form of intent, there was disagreement about where search is headed.

Josh Shatkin-Margolis, founder of Magnetic, the leader in search retargeting, lead the discussion insisting that search is an important channel, but the real future of media lies how search data will be used across display channels. Josh went on to explain that through search retargeting, there’s a real opportunity to leverage the power of search beyond the search engine and apply it to display channels, where a majority of users spend their time.

Other experts engaged in the debate including moderator Jason Lehmbeck of DataPop and panelists Viji Davis of Resolution Media, Julie MacGill from Google and Adam Whippy of 360i.

For more information about the relationship between search and display channels, read Search Engine Land’s story on “Why Display is Changing the Value of Search.”