Is Search the Future of Display?

eMarketer reporting:
Display advertising has enjoyed something of a resurgence over the past couple of years, with marketers beginning to notice the branding effects of banners despite their dismally low clickthrough rates. But it’s not targeting options marketers think are most important to the future of display—it’s integration.
A spring 2012 Econsultancy and Responsys survey of companies worldwide found that of the top four trends deemed most important to the future of display advertising, three were related to integration. Increased integration with social media topped the list, followed by integration with search.

“The insights derived from search intent modeling, along with the paid search and SEO pieces of larger marketing activities, all help support other brand advertising, both online and offline,” noted eMarketer principal analyst David Hallerman.

Read more at http://www.emarketer.com/Article.aspx?R=1009212&ecid=a6506033675d47f881651943c21c5ed4#5upzz38bRgESwz0Q.99