What are you looking for?
At the 4A's Media Conference, advertisers were advised not to overlook paid search as an integral part of online campaigns, reports Adweek.
The advice came from MediaVest SVP Amanda Richman, who presented case studies from clients like Wal-Mart to back up her assertion.
Wal-Mart buttressed a radio campaign with a paid search execution. The combination yielded solid online sales numbers during the 2007 holiday season, she said.
360i COO Jonathan Ragale emphasized the role paid search played in maintaining awareness and interest in TV show "Heroes," during a break in the show's broadcast schedule. The campaign was coupled blog outreach to keep people discussing the show despite lack of new episodes.
Recent numbers from JP Morgan predict paid search spend will rise 32 percent to $15.5 billion in 2008. Ragale and Richman suggest search spend is best paired with an integrated, well-defined campaign.
