11 May '12, 9am

Why Search Agencies Should Tune Into the Display Buzz

Why Search Agencies Should Tune Into the Display Buzz

These days, you can’t turn around without hearing something else about display advertising – in fact, the search industry seems positively abuzz with talk about display advertising topics. So, should search agencies ignore the noise or listen more closely? Search agencies need to tune in to the display advertising opportunity. Let’s look at the size of the display opportunity, why search agencies are in a unique position to offer display services, and the evolution of display advertising – from the direct-to-publisher approach of the past to the more effective demand-side platform or ad exchange approach preferred by most agencies today. Display is On its Way to Being a $200 Billion Dollar Industry In our work with advertising agencies, we’ve seen a growing number beginning to offer display advertising services to clients — and with good reason. Research firm Forrester bel...

Full article: http://searchenginewatch.com/article/2174008/Why-Search-A...

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