Wednesday, May 13, 2009

The link between display and SEM. By Even Aas-Eng

Online marketers can be divided into three categories:

1) Those who believe the display ad is dead and think SEM will solve all your problems
2) Those who believe the display ad is everything
3) Those who believe that the world is not black or white and that it might be interesting to look at marketing across media channels and platforms and that different companies might need different strategies.

Of these three categories it’s my feeling that unfortunately nr 1 is growing, luckily nr 2 is declining and nr 3 is growing but not fast enough.

Aegis owned SEM agency Iprospect recently released a survey that concluded that display advertising has a positive effect on your SEA campaigns and that display advertising could work even though people don’t click on your ad. Revolutionary stuff…
Don’t get me wrong, I think it’s great that Iprospect did the survey, I hope many people read it and I hope we will see more surveys like this in the near future, but it scares me that we are not more advanced in how we utilize new media.

I think it’s funny how SEM fanatic’s have trashed the display ad for years while their favorite company Google in the same period have invested BILLIONS to build the largest display ad network in the world. As mentioned before on this blog, the display ad isn’t dead it has just been revitalized.

I have been a SEM evangelist in the Norwegian market since 2003 but I never meant that display advertising don’t work. If you compare display and SEA by looking at CTR, CPC and conversion rates you are looking at two different planets, that doesn’t mean that one of the planets are about the be blasted out of the solar system. The role of advertising is to create demand and that is possible to achieve trough a social media concept, a display ad, a SEA campaign, a newsletter, a viral movie, a TV commercial, a social media ad, a web site, a DM, or a combination of all or some of the above.

Why box yourself in by just having faith in one type of advertising?

Iprospect survey:


Svein Eriksen said...

Good points Even! I couldnt agree more. Most people seems to think that if they dont praise one way of doing it - thay wont get their message thru. But now there has been enough studies to prove that the world isnt black and white - and that many medias need to interact, to work together, to get some kind of action to happen. So I'm a found beliver of your third - and hope that this will be the religion of everyone working with media - digital or nor - Sem or diplay.
Svein Eriksen
Country Manager Webtraffic Norway

Christian said...

Good point, but Ipropect/Aegis do a lot of other good reasearch. The link between offline advertising & SEM, the impact of brandsites on foottraffic in offline stores, ect.

More of this research force bidding technicians and cookie fanatics to thinks in your 3. picture. And I really don't see any other sem agencies doing really much research on the offline effects. Actually, hardly any agency or brand measure online displaymarketing or sem impact on offline sales regularly.

Without this knowlegde, its really hard to talk online advertising at all, at least if working with "non e commerce brands"

Christian Fure
Vizeum - a part of Aegis.

Leandro said...

Hei Even.

Vi er to studenter som har kommet i kontakt med en du kjenner, Nina Furu. Vi deltok på Nina's seminar i internett markedsføring. Vi skulle hilse fra henne, og lurte på om du kunne være interessert i å delta i online intervjuer over Skype ca. 15 min. Dersom du ikke er tilgjengelig på Skype, kan vi eventuelt møtes.

Håper å høre fra deg, ha en fin helg!

Mvh. Dren og Leandro

Jase said...

Interesting points, indeed. (and wow that's a huge fish!) SEM is so much more than just black and white. As for display, if it ever was deceased, it's certainly making a comeback with the popular rise of Retargeting. How so? Banner ads are an essential part of the retargeting strategy.