16 Jun SMX Presentation: The Coming Paradigm Shift in Paid Search
- There is a paradigm shift approaching in paid search, and it involves display ads eclipsing paid search ad spend and mobile becoming the 4th-largest ad medium.
- While search is highly targeted at a low cost, Media Buying is highly targeted at a high cost.
- In the future, search will have no keywords, and Media Buying will become more transparent with increased efficiency.
- In addition to this, Yahoo will continue its comeback and social signals will be used as audience cues.
- In its present form, search advertising is at once starkly simple, bafflingly complex, and highly effective.