Display Drives Search Activity
Here is a great deck from Dave Zinman of Yahoo! with data on how display drives search activity.
Notable takeaways:
- Slide 6: “For 60 Clients in 8 verticals, display drove a 155% lift in search activity”
- Slide 7: A busy slide, but shows how display campaigns drove spikes in Yahoo! Buzz ratings (which measure search activity)
- Slide 8: Display campaigns drove 38% to 52% lift in branded search
A successful strategy that we have see have seen recently with keyword targeted display (a.k.a. search retargeting) is for advertisers to supplement their search campaigns with display campaigns that target expensive high-funnel, broad search terms (eg “auto insurance”) and competitive terms. Who better to show banners to than an audience who has shown their intent by searching on broad or competitive search terms?
Advertisers using this tactic are enjoying spikes in search activity consistent or greater than what Dave’s slides have shown (we’re working on some case studies to share).
In the meantime, search marketers should be asking for display budget, as they are the ones with expertise in keywords and keyword optimization, and they are the ones that will see the growth in search activity that the display campaigns (especially keyword targeted display campaigns 
) are driving.
Frost
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[...] Display and search need not be enemies. Yahoo VP Dave Zinman has shown how the two can work in concert. In a series of decks (via Mediapost), Zinman demonstrates how keyword targeted display (or, “search retargeting”) can serve as a complement to marketers’ search campaigns. After all, doesn’t it make sense to show banners to users who have shown their intent (think of prospective car buyers searching for keywords related to autos) by searching on broad or competitive search terms? For a quick summary, check out Simpli.fi’s blog. [...]