New York—A key focus for online marketers in 2005 will be the integration of search with other digital marketing media, according to the 2005 Online Media Outlook report released by Avenue A/Razorfish.
Avenue A/Razorfish managed approximately $312 million in online media in 2004. Media placement on vertical sites made up 39% of its online media buying; search contributed 28%; networks made up 12%; portals made up 11%; and other media contributed 10%.
The agency, which is owned by aQuantive, said online advertisers will have to better understand how search needs to be integrated with online banner ads, e-mail and Web sites.
In one online campaign, Avenue A/Razorfish reported that among searchers that clicked through to a client’s Web site, those that were also exposed to banner ads had a 23% higher conversion rate.
The full report is available at: http://www.avenuea-razorfish.com/OnlineMediaOutlook.pdf .