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IAB research reveals top brands still struggling to grasp search

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By The Drum Team, Editorial

February 13, 2012 | 1 min read

Only a third of brands fully integrate search into their media mix according to new research from the Internet Advertising Bureau.

In its Search Marketing Barometer 2012, which surveyed the top 200 advertisers according to ALF, 72% of brands stated that search is only partially or not at all integrated with the wider media mix.

Some 94% said their is a greater opportunity to integrate search.

The report also found that around a third of brands use paid and natural search to build brand and generate awareness as their primary objectives.

Some 44% of brands still do not have a mobile optimised website and only 13% feel they have a sufficient amount of performance data.

And more than half of those surveyed (58%) admitted they have little to no understanding at all of attribution modelling.

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