Over the years, the battle line has been drawn between Display Advertising and Search Engine Marketing (SEM). The fight for budgets has been fierce and the rhetoric, well nasty to say the least. Small to Medium sized businesses (SMB’s) have been excluded from Display Advertising especially. The strange and sad thing about this is that when you buy across both channels you get significant benefits. In the battle between these two advertising types, I’ve found that inclusion now beats exclusion.
Search has gained a fair amount of traction in the SMB sector. Up until recently, SMBs were essentially locked out of Display, and so they flooded their money and belief into SEM/PPC, missing out on a real performance advantage. SMBs must start to think more about Search and Display.
Display advertising, also called display marketing or Internet advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.