Another study, this time from Specific Media which is a very smart ad network, showing that display advertising along with search advertising provides a lot of advantage over just advertising on search alone.
This seems to make total sense to me, and many studies have showed it to be true. My question, how many advertisers act upon this? I know a lot of the huge companies do this, but most of the smaller search advertisers I know don’t buy display because they don’t think it’s effective or it’s too hard to buy compared to search. These studies help the effectiveness, but I don’t think the nut on ease of purchase is cracked yet.