LONDON: Many of the biggest brand owners in the UK believe they are missing opportunities to link search advertising with the rest of their communications activity.

The IAB, the digital ad industry body, surveyed 140 senior executives from the top 100 advertisers in the country, a group that included representatives from Unilever, Procter & Gamble, O2 and British Airways.

Overall, its Search Marketing Barometer 2010 reported that only 37% of participants thought their official website delivered on key marketing objectives at present.

A further 60% were of the view that those outside their core digital team lacked sufficient knowledge and understanding about how search can help build a business.

Tools such as pay-per-click and search engine optimisation were among the most widely-recognised offerings available, scoring 78% and 75% respectively in terms of uptake.

However, less than half the sample knew how to deploy newer alternatives like universal search, social search, mobile and search re-targeting, the IAB said.

Data sourced from Internet Advertising Bureau; additional content by Warc staff