How Display Can Trump Search

When it’s targeted behaviorally, display advertising can actually beat the relative value of search by one important criterion, says Yahoo’s Dave Zinman: scale.

Relating a recent campaign HP conducted via Yahoo, Zinman said that both the display and search components delivered virtually the same ROI in terms of the absolute cost of reaching their online consumers. The difference, said Zinman, was the absolute reach.

“In display they reached over 100 million people, and you’re never going to get that in search,� he noted.

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