26 Feb '13, 8am

How Display Campaigns Are Becoming Enhanced

Display campaigns didn't lose out on all the glory when Google announced Enhanced Campaigns recently. Check out some of the changes. What's the Difference? Display campaigns haven't been enhanced in quite the same way as search. It's harder to converge devices around display, because of the differences in capabilities. Rich media and flash ads are pretty prevalent (and successful) on display, but will struggle to get any traction on mobile platforms. The use cases are also different. When a person does a search, that search is the strongest signal of their intent. But when the user is simply browsing, their device might give us much more information in comparison. So we aren't being forced to combine the devices on display campaigns. For now. I think it's safe betting this will happen once Google work out the technical implications around image ad formats. What do we get I...

Full article: http://searchenginewatch.com/article/2250526/How-Display-...

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