Eyeblaster has unveiled a new tracking software they call ‘Channel Connect for Search’, which will track users that click on display ads who did not convert on the initial visit. For 30 days, users will be cookied to analyze whether or not display advertising has a direct influence on their search behavior. The program is currently in beta, being tested by Sicola Martin and Mindshare.
How was this not a case study 3 years ago? The ability to measure results is the reason so many marketers are bringing their advertising campaigns online. This is a metric clients probably should have been asking their agencies for long ago. We may actually find that display is more valuable to clients than simply for branding.
I look forward to seeing the results of this test.
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Mike – this is a helpful post. I’ve long thought that display advertising is getting a bum rap. The impressions made on the subconscious level must affect future search behavior. It’s the same way television commercials work. Congrats on your new job by the way. What do you ultimately want to do? Do you see a long term career in SEM?
Thanks so much for the comment, Allan. Ultimately, I want to continue to evolve with the online marketing industry. There is so much good info on the web with new things to learn everyday. I spend 2-3 hours everyday just reading about new tactics, new programs, beta testing, etc. I do see a long term career in SEM, but I think it will also be changing. Right now we are seeing the impact social media has on search engines. So I think as long as there are search engines, SEM will be a strong industry.
I cannot wait to see what the future has in store for us as marketers. Every challenge is a new opportunity.
Thanks for reading!