CMO: Dom Joseph, Search Transforms To Power Campaigns In New Ways
It took two decades, but in 2016 digital display advertising overtook once-dominant search advertising in spending for the first time in the United States. To some, this changing of the guard was an indication that search’s day was done, that display and video now ruled.
Not so fast. It’s true that these days competition for the top of the page is fierce, but advertisers are nowhere near exhausting the effectiveness of search. In fact, as search undergoes its own transformation, new opportunities are arising.
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