Harnessing Vertical Search

Slide 1: TM AOP - Harnessing Specialised Search January 22, 2008

Slide 2: Customers include:

Slide 4: About Digital Marketing • Increasing complexity • Much more a science than an art 4. Try something 5. Measure what happens 6. Adjust something 7. Try something else…….

Slide 5: Key Strategy Put the leavers of power in the hands of the editors and marketers

Slide 6: Search as a traffic generator • Win back search traffic from the big guys • Widgets and search toolbar syndication

Slide 7: Intelligence from search • “Hold the front page” • Content gaps? • “Cross sell” traffic within your portfolio • Support email and offline marketing • Build additional value into your subscriber databases

Slide 8: Revenue opportunities • Run-of-site • Search results pages provide additional page views for general advertising • Category sponsorships • Typically tenancy

Slide 9: Keyword targeting • Advertisers understand AdWords, and most already use it (CPC model) • Sell a unique combination of demographic and keyword targeting • Integrated ad server within our service provides • A range of payment models • Tenancy, CPM, CPC • A range of formats • banners, buttons, directory listings, sponsored links etc.

Slide 10: Self service advertising? • Typically not applicable in B2B • Is there a long tail of advertisers to address?

Slide 11: Functional examples • Looking for “guys?”

Slide 12: Functional examples • Looking for “guys?”

Slide 16: TM Questions?