Is Google Display Above or Below the line? Presented by Gabriel Goldberg, Director @Semetis

1. Welkom
6 letters
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2. Program
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3. Event promotion
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4. Event promotion – summary & cost
1. Only one mailing on 19 Jan
Result: 477 views & 130 clics/visits
Cost: 0€
2. Bannering on digimedia.be (from 27-Jan to 6-Feb) – Direct nego with single publisher
Result: 21,818 views/impressions & 54 clicks/visits
Cost: 500€ => CPM of 23€ & CPC of 9.26€
3. Bannering on GDN (Only Remarketing)
Result: 10,964 views/impressions & 25 clicks/visits
Cost: 10€ => CPM of 0.91€ & CPC of 0.40€
4. Semetis website + Semetis Social Media
Result (till 7-Feb): 282 unique viewers
Cost: 0€ 87 Registrations
 57 advertisers
5. Mouth-to-ear (Semetis & Google)  30 agencies
Cost: 0€  Cost of 510€
 500€ traditional (98%)
 10€ efficient (2%) 4

5. Introduction
Is Google Display
Above or Below
the line?
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6. 1.
2.
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7. Above vs. Below the line
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8. “The Google Display Network reaches 75% of unique internet users in over 100
countries and 20 languages on hundreds of thousands of sites across the web.” 8

9. +
Open to consumers since Nov-11 and ads since Jan-12

10. Google Display at scale
How is the Google Display Network (GDN) Organized?
Two types of content:
• Google Display Network’s Partner websites
• Google websites and services (Gmail, Youtube, …).
Those websites are filed into multiple categories.
Finance Cars Finance Other…
Info GDN Belgium
• Reach (2011): +91% Monthly
• Inventory: +3 Billion PV Monthly (excl. YT which is probably more)
• Socio-demo: +/- equal male (52%)/female (48%)
• Age category: Relatively high reach in all age categories (see graph)
• YouTube: Normal GDN system + Reservations
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11. YouTube has comparable reach to TV
Versus TV in the North
Weekly Reach
T 15-54
Weekly reach (%)
Google Confidential and Proprietary

12. YouTube has comparable reach to TV
Versus TV in the South
Weekly Reach
T 15-54
Weekly reach (%)
Google Confidential and Proprietary

13. Google Display as a Branding medium
GOOGLE DISPLAY GOOGLE SEARCH
Offline Branding Prospection Buying
(step 0) (step 1) (step 2) (step 3)
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14. Why we believe in Google Display?
Large
network
(x5)
Advanced
buying: Advanced
CPC, CPM, measuring
CPV, & data
Other…
Display
with Google
AdWords CPA
Frequency Branding 3-
capping 10 times
cheaper
Rich media: Many
Display & Targeting
Video options!
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15. Online Publisher vs. MA vs. GDN*
WHAT? Publisher Media Agency Google Display
Price/Nego Beforehand/sales Vs. Volume Auction
Payment Mode CPC CPM CPC
Inventory Strong Complementary Strong
Network relevancy All Network All Network Targeted
Pressure vs.
Support/Mngt Delivery only Active Management
Publisher
Control Weak Weak Strong
CPA Branding High High Competitive
*Working directly with Publishers/MediaAgency/Google Display(via specialized agency)
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16. Program
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