The importance and implications of planning integrated online campaigns

Nick Drew from Microsoft Advertising discusses a series of research studies by the company that explores the added value of combining search and display elements in an integrated online campaign.

The Importance and Implications of Planning Integrated Online Campaigns

Nick Drew Microsoft

Online continues to grow as an advertising medium; within the next year or two, it's expected to overtake TV in terms of advertising revenue in the UK. While it's unsurprising in the current economic climate that the growth of online advertising revenue is slowing, it's also clear that online is generally regarded as a safer investment for advertising budgets than other media. Not only is it relatively cost-effective, but it allows hugely creative advertising, and offers accountability and measurement options unmatched by most other media. But it's...

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