Report shows how display will drive changes in search and search retargeting
NEW YORK—November 16, 2011—Search retargeting leader Magnetic today announced the release of “The Future is Now,” a market analysis of the drivers in online advertising, specifically looking at the growth patterns in display advertising and the future of search. The report takes a detailed, expert look at how the digital marketing landscape is changing to address customer demand and argues that search retargeting represents the best of SEM’s original promise, which is to get as close as possible to the purchase decision. The report is available for download at http://www.magnetic.com/download-future-is-now-whitepaper.
For this report, Magnetic examined available research and gathered insight from digital experts and industry sources including Josh Dreller, vice president of media technology for Fuor Digital; Eli Goodman, media evangelist at comScore; Rob Griffin, EVP global director of product development at Havas Digital; Terence Kawaja, founder and CEO of LUMA Partners and Tina Ienna, SVP group director at Universal McCann. The result is a comprehensive examination of the ongoing dynamic of technology innovation and consumer behavior.
Key areas of the report include:
- The growth patterns of display and search
- Customer demand and its effect on digital technology
- Bringing search engine marketing beyond the search engine
- The opportunity for search retargeting
- Best practices in search retargeting
“There is no more compelling time to put a display or text ad in front of someone than after they search for a specific product,” said Magnetic CEO James Green. “The report reinforces this belief and highlights the promise of search retargeting as the vehicle for placing your brand in front of the customer at the right point in the purchase decision cycle.”
Within the report, industry data shows that display advertising is on pace to triple by 2016, compared to search spending which will double. Other research points out the benefits of search for the consumer, citing that the average search engine user drives between 30-65 percent more value from search than any other media channel.
Terry Kawaja, Founder and CEO of LUMA Partners adds, “The single highest ROI for marketers is search, and the second highest is retargeting, based on behaviors. Search retargeting is the logical next step to take data from search and remarket it for a display campaign.”
To receive a free copy of “The Future is Now,” or for more information on where the future of search innovation will come from and search retargeting, visit www.magnetic.com.
Magnetic was founded in 2008 and represents the first company to focus 100% on search retargeting. Through Magnetic’s search retargeting technology, advertisers target users with display ads based on their search history. With 8 billion monthly searches, Magnetic’s scalable search data marketplace crunches hundreds of millions of keyword combinations giving marketers and agencies the ability to leverage search data, a key indicator of intent, beyond the search engine. Its suite of retargeting technology includes both full and self-service search retargeting as well as site retargeting capabilities. Magnetic’s customer base includes Fortune 500 brands, the largest U.S. advertising agencies, ad networks, exchanges and demand side platforms. Magnetic is headquartered in New York City and funded by investors including Charles River Ventures, NYC Seed, Roger Ehrenberg’s IA Capital Partners, Founder Collective, New York City Investment Fund, Ron Conway and multiple angels. For more information, please visit http://www.magnetic.com.