They say, whoever they are, that opposites attract. Usually this cliche is used when referring to romantic relationships. And there is a lot of truth to that. But what works to strengthen personal bonds could also be applied to empowering business strategies. Take Search and Display Advertising for instance.
In Search, consumers have the control. They are looking for a product or service. They want what you have and they usually want it yesterday. In contrast, display ads try to pull consumers in when they are doing other things like checking email or watching a talking dog on YouTube. Until recently, display wasn’t an overwhelmingly desired performance channel because its premise involved engaging the disengaged. But with the emergence of robust ad networks and the advent of real-time bidding technology that puts price predictability on par with paid search, display is witnessing a dramatic rise. In fact, according to eMarketer, display will eclipse search as the largest online spending category by 2015.
So that’s great for display but why should search care? As display becomes an increasingly efficient and effective channel to leverage, brands currently lacking an online presence will test the waters and join the digital ad revolution. Success in display ultimately means that your brand has an audience that’s eager to be tapped. Search will help them find you. Think about it. Would Google and Facebook be so heavily invested in display if its future and its future impact on search didn’t seem so rosy?