Cutting through the BS - do search and display really belong together?

In my latest post on Search Engine Land (Do Search and Display Really Belong Together) I questioned where display really belongs in the agency or client environment. When I was on the agency side we put display and search together because it was an easy story to tell - I was with a search shop and we were trying to add in display. It's not that the story was a lie, far from it, but there is very little evidence that really supports going to the effort of structuring an agency around it.

And then I read an article by Sarah Lockwood at The Booyah Agency about the impact creative can have on your performance - and the impact is massive in comparison to the media buy. So surely it makes more sense to put display with media and not worry so much about it being with search.

Read the article and make up your own mind.

Why Chango integrated with tag partners for search retargeting

Inside the post (“brand-agency-vendor relationships” on iMedia) - the angry R-rated version