Research paper and podcast: Effects of display media on search traffic

It's been a very busy few months for the Performance Display team at iCrossing. Our latest publication discusses the effects of display media on search traffic.

It has frustrated me that there have been so many papers published by the likes of Atlas, DoubleClick et al that suggest display + search is a 1+1=3 model, but fail to really explain the inner workings of why this is the case. We know display has a halo effect on all other channels, and we know that if you put your brand benefits in front of someone who subsequently searches that you can modify that search behaviour - but does that really explain the goings on?

In addition to the research paper, Kaylan Malm and I have recorded a podcast as a quick way for you to digest our findings - click here to listen, or click here to watch the slide presentation with our audio.

Performance Display is all about campaigns with a ROI goal, and that by focusing on the intent of an individual (I want a hotel in San Francisco) rather than simply a context (I am visiting a travel website) then you eliminate wastage from the plan and drive up the return.