Comments on: Media Exchanges Are Creating A New World For Search Marketers http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Greg Hills http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4685 Greg Hills Tue, 02 Feb 2010 15:23:12 +0000 http://www.adexchanger.com/?p=14653#comment-4685 Nice post. >The beauty of a search program has always been is its ability to talk to >the individual; it sits and waits for people to come to it, activates itself >when the right keywords and entered, and responds with a targeted >message. Search seems so one-dimensional to a long-time display buyer. I like this contrarian idea of search as a "conversational" brand experience --- usually the brand advertising guys corner the market on that phrase. Nice post.

>The beauty of a search program has always been is its ability to talk to >the individual; it sits and waits for people to come to it, activates itself >when the right keywords and entered, and responds with a targeted >message.

Search seems so one-dimensional to a long-time display buyer. I like this contrarian idea of search as a "conversational" brand experience --- usually the brand advertising guys corner the market on that phrase.

]]> By: Scott - AdRocket http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4675 Scott - AdRocket Mon, 01 Feb 2010 21:49:06 +0000 http://www.adexchanger.com/?p=14653#comment-4675 Thx, Dax, very interesting. we're seeing these trends first hand at AdRocket. Our Search Retargeting system helps advertisers reach high intent users off of search sites. This means more targeted traffic for them and higher CPMs for the publisher. Exchange and RTB efficiencies are paying off. Thx, Dax, very interesting. we're seeing these trends first hand at AdRocket. Our Search Retargeting system helps advertisers reach high intent users off of search sites. This means more targeted traffic for them and higher CPMs for the publisher. Exchange and RTB efficiencies are paying off.

]]> By: Chris Sukornyk http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4673 Chris Sukornyk Mon, 01 Feb 2010 16:12:51 +0000 http://www.adexchanger.com/?p=14653#comment-4673 Great Post Dax. Search buyers are essentially competing for 5% of the worlds page views (results pages on Google, Yahoo etc.) and this creates a supply/demand situation that keeps CPA costs high. The exchanges suddenly open up a large swath of the rest of the Internet where there are fewer buyers to compete with. Smart SEMs will flock to Display as the tools, data and platforms mature. Looking forward to an interesting year! Great Post Dax. Search buyers are essentially competing for 5% of the worlds page views (results pages on Google, Yahoo etc.) and this creates a supply/demand situation that keeps CPA costs high.
The exchanges suddenly open up a large swath of the rest of the Internet where there are fewer buyers to compete with. Smart SEMs will flock to Display as the tools, data and platforms mature. Looking forward to an interesting year!

]]> By: Liz A http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4657 Liz A Sun, 31 Jan 2010 17:40:34 +0000 http://www.adexchanger.com/?p=14653#comment-4657 Interesting article. Having worked in Affiliate marketing, Display and Search for over 6 years, I’ve definitely seen the gap closing between Search and Display. There are clear synergies between these models and efficiency /ROI gains to be made through media exchange. I believe that marketers who are quick to adapt to this change will stand to benefit. Interesting article. Having worked in Affiliate marketing, Display and Search for over 6 years, I’ve definitely seen the gap closing between Search and Display. There are clear synergies between these models and efficiency /ROI gains to be made through media exchange. I believe that marketers who are quick to adapt to this change will stand to benefit.

]]> By: John DeMayo http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4644 John DeMayo Sat, 30 Jan 2010 05:02:23 +0000 http://www.adexchanger.com/?p=14653#comment-4644 Very, very well said. Very, very well said.

]]> By: zach coelius http://www.adexchanger.com/displaying-search/media-exchanges-are-creating-a-new-world-for-search-marketers/#comment-4636 zach coelius Fri, 29 Jan 2010 17:42:05 +0000 http://www.adexchanger.com/?p=14653#comment-4636 Well said Dax, we are starting to work with more and more SEMs and it is very interesting to see as they make the shift to thinking in a display sense. Though using impression attribution and the ability to measure lift in SEM efforts we are starting to see very quantifiable ways to tie the two channels together. It is going to be an interesting year for SEMs. Well said Dax, we are starting to work with more and more SEMs and it is very interesting to see as they make the shift to thinking in a display sense. Though using impression attribution and the ability to measure lift in SEM efforts we are starting to see very quantifiable ways to tie the two channels together. It is going to be an interesting year for SEMs.

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