MediaPost Publications - Retailers Search Report: Use a 'Portfolio' of Search Tactics - 09/26/2008

Indeed, just 12% of searchers that converted into buyers had clicked on both branded and non-branded terms. The majority (51%) of conversions stemmed from branded terms alone, while 37% came from non-branded terms. "Most companies pick one or the other," said John McAteer, Google's industry director, retail. "Very few are spending accurately on both their branded terms and the category terms, and I think this info should be surprising to them."
MediaPost Publications - Retailers Search Report: Use a 'Portfolio' of Search Tactics - 09/26/2008

Search is the primordial ooze of advertising's future. Google clearly knows that all TV advertising will be placed dynamically to every household based on contextual and behavioral criteria. The digital changeover will enable the technological underpinnings to be built. That's why the practice of placing ad units based on consumer input is the future of all media planning and buying.
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