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Dm arts d1-workshop-steffen ehrhardt-google-innovations in display
 

Dm arts d1-workshop-steffen ehrhardt-google-innovations in display

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    Dm arts d1-workshop-steffen ehrhardt-google-innovations in display Dm arts d1-workshop-steffen ehrhardt-google-innovations in display Presentation Transcript

    • Innovations in DisplaySteffen Ehrhardt,Cairo, 10th Sep’12
    • A simple recipe for the perfect ad Right message THERight person PERFECT Right time AD Right context 2
    • The goal : deliver the right ad, to the right user at the right time Search Video Display TV Offline media Social Mobile Fastest growing medium3 Google confidential
    • Why care about Display?95% of time online is spent outside of SearchSource: Online Publishing Association and Nielsen//NetRatings, August 2011 4
    • 5 trends to be “in on” in 2012Be in on display, search, social media, digital video and mobileOnline Social Digitaldisplay Search media video Mobile76% 68% 59% 30% 23% Note: Online Marketing tactics used by Ad Agencies, Q3 2011 5 Source: www.emarketer.com.
    • Transformation puts us at the brink of majorgrowth $200BDisplay advertising can be a $200Bindustry in less than 10 years.Eric SchmidtExecutive Chairman, GoogleAdWeek 15.9B in 2014 10.2B in 2010 6
    • Display is on fire
    • oneREACH time people buying impressions best million every currently research drive ooVoo quarter content technologies includingreal-time exchanges Media yearsnetworks insights clients audience- month relationshipsoffers partners grow advertiser inventory buying control user goals brands campaign behavior categories strategyNetworkuniqueInternet STUDY based display Alliance great system advertising company video audience managemen solutions pricing bid optimization media ad digitaloverall using Exchange t billion ads choices tags choose advertiser advanced audiences result targeting investment Web real awareness verification sales users information trading objectives new contextual quality percent reachspublishers performance consumers business offer capabilities trusted revenue right market fourth s Ad premium publishe Aim daily site servedtechnology Plusdatabrand attributes networkproprieta use value across make maximize team sites leading helpconsumer timesdeliver Reach account customers marketingr transparency Globalscale helps largest grow demographics ryonline buyers bidding sponsored
    • Our Vision: An Integrated SolutionGoogle Analytics Display Ad Builder
    • Telling the AdWords story: where do Products fit in? Leakproof your lower funnel Refresh it with new leads Broaden your marketing High to consumers who regularly visit relevant Bring new visitors to sites and pages your site by reaching them with contextually Interests & Incremental Users Attract consumers relevant marketing Topics searching on your non-branded search Display keywords Contextual Pull site visitors back Search to your site with Non-Branded Attract consumers remarketing Keywords searching on your branded search Display keywords Remarketing Search Branded Low Keywords Low Cost Per Conversion (CPA) High
    • Plan
    • Ad PlannerAllows you to slice and dice data with several filters to find your audience.• Data for all countries worldwide• Works with Mobile and Video• For Google Display Network
    • Buy
    • 14
    • More granular Targeting Flexible targeting means that you can connect with consumers on the right device, at the right timeDevice & Provider Location Content Time of day 15
    • Do you know your customer? Who They Are Where They Are = Audience Buying = Contextual Buying Interests Remarketing Contextual Targeting Similar Users By Keywords | By Topics Combine contextual and audience for maximum reach and maximum performance
    • Buy: Audience Advertising InnovationsRemarketing Contextual Interest CategoriesTarget people Reach your audience at Target your users /who have visited the right time with theyour website. Works right message potential clients byalso just with your their InterestsAnalytics Tags! 17
    • Contextual Targeting = Google! 6x higher than the global average Display CTR!Source: Google internal data. Results are averages across all Displaycampaigns on the Google Display Network for Q1 2011
    • Interest Categories
    • In the Past, a Website Served the Same Ad to Every User Google confidential
    • Today we can serve a Relevant Ad to Every User Google confidential
    • Google Interest Categories 1 2 3While user surfs the web, Google infers interest Ads are shown acrossGoogle stores a cookie to categories based on the GDN to users basedremember every visit on content, recency & on their interest,GDN websites. frequency and associates it regardless of the page with the cookie. content. http://www.google.com/ads/preferences Google confidential
    • Don’t Mix up General Affinities with Interest Categories Target Group Profile Target Group Behavior Shopping Handbags & Purses Passive Interests are general hobbies, Interest Categories are interests derived passions or affinities. by surf behavior on the web. E.g.: Basketball, HipHop, Horses E.g.: Software, Solar Panels, Fashion, Vacation Offers Google confidential
    • The combined effect of targeting interested userswith the right creative Target people who have expressed interest in your brand or category of brands 24 Google confidential Display Network
    • Remarketing
    • Remarketing can engage shopping cartabandoners. Studies show 70% of online shoppers abandon carts.** 2010 Google study.# iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative.* Google confidential
    • Customer Examples / Use CasesVisitor Segments report on visitor data across sessions.1. Visitors who visit landing page A, then product page B, then order page C (in that order)2. Visitors whove visited at least X times (i.e. in the last 30 days)3. Visitors whove visited your website at least once in the last X days4. Visitors whove first come from Display, then Search5. Visitors whove purchased X but not Y6. Visitors who viewed a section of your site more than once in past X days7. Visitors whove signed in at least once.
    • Google Analytics Remarketingcreate advanced remarketing strategies with no extra tagging sophisticated targeting use the rich detail of Visitor Segment data to remarket to exactly the right customers with highly relevant messages based on actual behavior. usabilityquickly build and adjust precise remarketing lists with a beautiful and intuitive user interface in Google Analytics. simplicity and efficiency Use your Google Analytics tag to build eliminate the need for time-consuming re- remarketing lists in AdWords tagging for each new campaign. After a one-time tag update, create new Leverage over 100 rich dimensions and remarketing lists and edit existing lists metrics to build remarketing lists. with no additional changes needed.
    • Look-a-like technologya.k.a similar users Find like minded consumers. Google’s look-a-like technology finds consumers with similar browsing habits to those on your remarketing list. = Remarketing List Similar Users User has been to your been to User hasn’t been to your website your website and visits sports but visited the same sports sites sites29 Google confidential
    • Similar Audiences OverviewProduct OverviewWe look at users on an existing audience and target people who have similar browsing behavior, but who havent been to your site (and therefore arent on your remarketing lists). We think of it as a personalized interest category for an individual product or service, but in the industry it is also called "lookalike" technology. This allows you to reach incremental (new) users on display.
    • Optimize Creative
    • In your dreams… 32
    • In Reality… 33
    • oneREACH time people buying impressions millioreal- every exchanges currently research Media years drive ooVoo best quarter n content technologie including network clien audience- s relationsh monthNetwork inven s grow advertiser insightstimepartneroffers buying control user goals brand campai categories s ips strategy s behavior ts system baseddisplay gn Alliance adverti video company great audienc Internet STUDYunique managemen solutions ad optimizadigita pricing bid mediaoverall sing tory using Excha t billion ads choices Webtargeti tags choose advanced nge tion investment l awareness users verificatio advertisaudienresu qualit e n real sales trading information new objectives contextual reach usey ng publis ces consumers business offer capabilitie trusted revenue percent market Adperforman right ers s fourth lts publisher Aim Plu daily site technolog dat premi make valu acrossserved bra customer networ s attributes um maximize her propriteam site y Reach help leading s a larges deliver demographic bidding account e consumer growmarketin k onli etary nd s buyers times Global transparenc scale shelp g y s t s ne sponsored
    • Display can be powerful! 35
    • Target your audience with the right messageMessage for Women:Find thePerfect Ring Message for Men: Make her Speechless 36
    • At the right time: Serving the right creative to the right device
    • The power of Video - use Video Ads TrueView Click to Play 38
    • Video Drives More Brand Impact Than SimpleFlash Ads Average Brand Impact of Video Ads versus Simple Flash 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 Video Simple FlashSource: Dynamic Logic MarketNorms, Fixed frequency level of 1 39
    • More creativity with rich media 40
    • Full set of creative options to engage with users Ad Format Sizes Banner: 468 x 60 Square: 250 x 250Standard Image(JPG or GIF) Small Square: 200 x 200Standard Flash Leaderboard: 728 x 90Rich Media Flash Medium Rectangle: 300 x 250In-Unit VideoClick-to-play Large Rectangle: 336 x 280Video Ads Skyscraper: 120 x 600 Wide Skyscraper: 160 x 600
    • Display Ads Ready in Minutes For Free“The Display Ad Builder is a great creative sandbox, allowing us to quickly testand iterate with new ad formats and capabilities that text ads can’t offer.” Interactive Agency Razorfish
    • Blank Template Supports Animation! Blank Template aka Build your own allows advertisers to build templates from scratch. That includes uploading own pictures, resizing, reframing, different fonts etc.
    • Measure
    • Think beyond Click, Impression and CTR Click Impression CTR 45
    • So What Can YouMeasure In Additionto Click, CTR,Impression? 46
    • Engagement Metrics
    • Better measure and attribute conversions fordisplay• Assisted Conversions• Conversion Paths• Time Lag• Path Length … 48
    • Impact of Display Campaigns 40% lift in search traffic “Display became measurable and allowed us to prove an acceptable CPA.” - Luke Hubbard, Vice President , Integrated Media Solutions 49
    • Our Vision: An Integrated Solution with transparency and controlGoogle Analytics Display Ad Builder
    • There’s aperfect ad for everyone. 51
    • Thank You.steffen@google.com© Copyright 2012 Google Inc. Al rights reserved.