Search advertising has not come to an edge yet. The present nature of search ads are of course not at that level where they can help establish a brand. However, search ads are more of increasing awareness and disseminating information about a targeted brand or product.
At Cannes Lions, leading search giants Google and Yahoo have assured to share more research with advertisers in order to make them understand that search can be used in effective association with traditional advertising to build up brands and stimulate sales.
