• ClickZ, Monday, June 8, 2009 3 PM

Havas Digital and Yahoo have announced a measurement system that tracks how conversions happen when combining display advertising and search, according to Sean Carton. The tool demonstrates that combining display and search has a significant impact on conversions in a measurable way. It also confirms that reducing the amount spent on display to boot search may have a negative effect on conversions.

Carton provides guidance on fitting both into a campaign that builds awareness and drives sales. He reminds us that marketing strategies often ignore the fact consumers likely first heard about the product in a TV spot while watching their favorite show. They may have read the print ad during morning coffee or heard a radio ad in the car on the way to work.

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