When your advertisers analyze how they get their web business it is easy to give more credit to search than it deserves. When the "last click" before the sale or lead is through a search portal, "search" often gets credit for bringing in the whole sale.
I've seen many advertisers become so transfixed with search's seeming power to generate leads and sales that they put all their money into it dropping all other media spend. But hey, that customer had to get the idea to type something into that search engine before it ever showed up as a lead!
Now, a new study from Atlas research lays this out cold. It is multiple media that combine to achieve the best desired result, not search alone. The study shows that when search is combined with other media, impact doubles. Search plays an important role, don't dis that. But to keep your media business you need to put this into perspective. Search can't do it alone!
The study is called “How Overlap Impacts Reach, Frequency and Conversions”
Link to a fantasic article on Clikz that explains the study