• http://www.eBizROI.com Rick Noel, eBiz ROI, Inc.

    According to the latest IAB (H1 2011) numbers, search revenue accounted for 49% of year-to-date revenues, up from the 47% reported in the first half of 2010. Display advertising showed solid growth, accounting for 37% of year-to-date revenue, up from 36% in 2010. Digital Video, a component of Display advertising, increased 42% from 2010 to 2011 and now represents 6% of overall year-todate revenues. I agree YouTube will be a growth area for Google which is not suprising given Google’s investment in YouTube and that fact that it dominates online video consumption by a huge margin. The key is to track and understand the conversion attribution contributions of search relative to display and the relationships between them.

  • http://twitter.com/pretarget Pretarget

    Numerous studies from Comscore, ValueClick, MediaMind, iCrossing, iProspect and Microsoft over the past few years all point to one fact: people who SEE an ad don’t click it, they search for it. But who get’s all the credit: Google, because search is the last thing most people do before they buy. Tools to measure and optimize this are rare, but as pointed out, Google’s growth in display underscores the reality of the digital media mix. And Google wants to own it all – not just search.

  • http://twitter.com/SimplifiCRO James Moore

    In fact, a well executed mix of display campaigns with site retargeting, keyword level search retargeting, contextual and more can impact an entire marketing plan positively.  Direct conversions is one thing; however companies who invest in the attribution tools to see a full media mix show that display campaigns increase organic returns, increase branded search and more.  My point is that social, search and most every form of digital media is positively receiving lift when display is in the mix.   AB test and attribution tools are vetting this out and leading edge media buyers are shifting big dollars and measuring closely.  By an ironic twist of fate; with the growth of real time bidding and keyword data in display it is the search marketers who may become the display experts of tomorrow as their data driven and segmenting approach translates nicely into some of the new trends in buying and targeting display media.

  • http://pulse.yahoo.com/_7GYHHY3H3ZL2JR2REPY5MXAX2I Matt

    I agree.  Display is only growing these days because of improved attribution reports coming from web analytics solutions.  Advertisers are finally realizing that display is very valuable at driving conversions for other campaigns, such as search.  Display is finally getting the credit it deserves.

  • http://pulse.yahoo.com/_7GYHHY3H3ZL2JR2REPY5MXAX2I Matt

    Yahoo was touting this about 4.5 years ago.  I guess advertisers just weren’t ready to listen!