Notes courtesy of Roger Barnette from SearchIgnite...
Brand Marketers â€" Brand and Performance marketing budgets are separate - depending on the industry/site â€" ecommerce vs. lead generation/informational.
Social/Rich media â€" advertisers are still only dabbling in the video/social media. A lot of testing in this area. Google â€" seeing mix of social vs. traditional media. Depends on how savvy agency or client is. Adoption is slow because measurement isnâ€™t there.
Youtube â€" any revenue from Search yet? Many ways to monetize, but nothing released yet. Regulations are a roadblock also (for certain industries).
ROI on non-core media (Search) â€" there has been demonstrated lift in adding Rich media to the mix. However, hard to measure because of siloâ€™ed channels â€" would be useful if the network (Google) could enable cross channel measurement.
Next opps/challenges: - Tags: smoother implementation of tags that are multi-purpose (tracking several apps/users). Tag management service? (Floodlight) Need a universal tagging system. Advertisers need some control of tagging. - Attribution: Multiple touch points. Click weighting is random. Analytics are siloâ€™ed also. - More communication between client and agency on what media mix is most effective.
2009 â€" Much progress is foreseen in cross channel attribution. â€œThe year of Attribution.â€ Search agencies will no longer be separate from digital agency as the lines will blur between search and performance-based display.