1 + 1 = 3
In media, we always see articles like, Brand Values Impacted Significantly by Blended Online Ad Channels, which talk about all the ways that media influences all the other online channels, reducing their CPA and overall making everyone happy.
Here at Equator, we have a really joined-up approach, and we are always thinking about the impact that media spend can have on all the other online channels. To demonstrate, we have looked at actual examples from real-life campaigns to see how media impacted online search. On two recent campaigns that we examined, we saw an uplift in brand term impressions by 8% and 40%. As you can see, clicks from branded terms were even more impressive:
Campaign 1 delivered an uplift of 67% and Campaign 2 delivered an increase of 28%, proving there is a very direct correlation between display campaign and the effects it has on lower-cost brand terms PPC campaigns. If you're integrating your search and media together (1+1) properly you will come out much stronger overall (=3).