Get More from Search - Trends in Search & Social Media

Online video is the rising star in the advertising community. Why then do so many large companies continue to advertise with display ads? According to data from TNS Media Intelligence Vonage, AT&T and Dell spent a combined $489 million on display ads in 2006. Display ads hold 21% of the market share with US online advertisers while online video only holds 8% of the market share. That places display ads with triple the amount of market share over online video. This doesn’t mean that marketers are dissing online video, however. While advertising spending for display ads will remain flat over the next few years, online video will steadily increase until by 2011 they will have 17% of the market share for online advertisers.

Companies are finding that the more diversified you make your advertising the more effective your campaign will be. A study was released in December 2006 by comScore Networks that determined that if companies utilize both search and display advertising their campaign will be more engaging and effective than companies that use a single type of advertising campaign. Per the study, online users who were exposed to both display and search advertising increased their page views compared to competing sites by 68% and increased their time on the sites by 66%. Among those exposed also increased their purchases of the advertisers products and services by 244% online and 89% offline when compared to online users with similar behavior who didn’t view the ads.

Diversifying your marketing campaigns take planning, but an engaging multimedia campaign will pay you back with better ROI and make you look like the company rock star. All advertising is important; you just have to research what truly works best for your company and utilize the outlets that best connect with and influence your future customers.