- DM News, Friday, June 20, 2008 3 PM
More marketers are using paid search for branding than direct response, according to stats from the latest SEMPO "State of the Market Survey." Some 61% of advertisers surveyed said brand awareness was their primary objective for SEM spending in 2007, while 58% said it was for direct sales.
More than 800 advertisers and search firms completed the survey, and according to Ellen Keohane, the data also showed that SEM budgets continue to "poach" dollars from offline channels, including print, direct mail and TV ads.
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