At OMMA Behavioral, Josh Shatkin-Margolis, CEO at Magnetic, kicked off the “Search and the New Retargeting” panel by defining search retargeting as the concept for targeting display ads based on user search history.
The panel, which included senior agency executives, search experts and search retargeting companies, ruffled some feathers as various viewpoints flew across the stage. One of the topics discussed was the problem around the siloed channels where the panel experts weighed in on whether or not agencies were really breaking down the walls between search and display. Although the conversation took a deep dive into the difference between search and display teams, the audience also learned where they are beginning to come together.
Another hot button was what Rob Griffin, EVP, Global Director of Product Development, Havas Digital, calls the “Land Grab,” where he shared his sentiments about the copious number of companies in the space vying for his and his teams attention. In this rundown, Rob shared with the audience how he makes decision as to which ones to partner with.
Additional topics covered how search retargeting works for both direct response and awareness campaigns, the challenges agencies face with the allocation of resources and the attribution problems facing digital channels.