Display Ads Lift Searching

I think this line is the most important part of the story from SpecificMedia.

“... often it's not the search ad alone that gets consumers to act, but the context of all the marketing that preceded it.”

It is never just one element of a campaign, but the total mix that make campaigns successful. Print will help broadcast, display will help search, etc. It always the mix and finding the correct mix that make campaigns successful.