The Search Battle is Over Next Up: Content March 25, 2009 Jay Sears Executive Vice President Strategic Products and Business Development ContextWeb, Inc. / ADSDAQ Exchange 917-408-6300 or [email_address]

If you only buy search, you are missing 95% of customer time online 95%

5%

Search is Not Advertising Search is for closers!

95%

Emergence of Platforms & Exchanges Major investments in content based advertising New self service advertising platforms Graphical ads available via self service

Major investments in content based advertising

New self service advertising platforms

Graphical ads available via self service

Demand Generation vs. Demand Fulfillment Content Search Demand generation Demand fulfillment The Last Click

Content Advertising is Often Approached Incorrectly Content is for closers too!

Targeting Content vs. Search Categories (content) Keywords Content Search Implicit Interest, Go Wide Explicit Interest, Go Deep

Keywords are Wrong for Content Keywords can appear out of content Embarrassing, negative brand impact Poor performance Keywords assume explicit interest by the user Red Sox vs. baseball Toyota Sienna vs. family minivans Ad Copy – go wide – you are implying interest, building interest Baseball tickets – Sox, Yanks, All Majors Family minivans – Sienna Rated #1

Keywords can appear out of content

Embarrassing, negative brand impact

Poor performance

Keywords assume explicit interest by the user

Red Sox vs. baseball

Toyota Sienna vs. family minivans

Ad Copy – go wide – you are implying interest, building interest

Baseball tickets – Sox, Yanks, All Majors

Family minivans – Sienna Rated #1

Text Ads for Content Scream: Grab attention away from content. Imperatives work. “Stop!”, “Look!”, “Wait!”, etc Bribe: Users not looking to buy, so use a ploy Free trials, tutorials, and whitepapers draw casual viewers in Be Emotional: Fear and curiosity are powerful Tell them what they will miss if they don’t click Scare them that there is info you have that they need

Scream: Grab attention away from content.

Imperatives work. “Stop!”, “Look!”, “Wait!”, etc

Bribe: Users not looking to buy, so use a ploy

Free trials, tutorials, and whitepapers draw casual viewers in

Be Emotional: Fear and curiosity are powerful

Tell them what they will miss if they don’t click

Scare them that there is info you have that they need

Text Ad Examples Outdoor Furniture Durable Patio Beauty. See Low Prices on Top Brands! www.FranksFurniture.com/Outdoor Search Ad (Bad for Content) Keyword, benefit, call to action Dazzle the Neighbors But Don’t Tell Them about Our Low Deck Furniture Prices. Buy Now! www.FranksFurniture.com/Outdoor Emotional Content Ad Emotional headline, call to action Make Your Summer Better Update your Deck Furniture. Get Free BBQ Guide Just for Looking! www.FranksFurniture.com/Outdoor Don’t Have a Party Wait! Before your Next BBQ, Update Your Patio Furniture. See our Low Prices! www.FranksFurniture.com/Outdoor Screaming Content Ad Bribing Content Ad Emotional headline, free offer Imperative headline, call to action

Content Ads Increase Search Performance Paid Search Conversion increases 22% with Content 1 Across Search clickers who previously saw a content ad convert to a sale from their search click 22% more often. Brand specific keyword searches increase More searches on product name, company name Conversion is higher since purchase intent is strongest Conversion on general searches increases Searches for general category words will yield more conversions 1. Strong, Esco. Senior Manager. Atlas Institute. “The Combined Impact of Search and Display Advertising.” http://www.atlassolutions.com/uploadedFiles/Atlas/Atlas_Institute/Published_Content/crosschanneldmi.pdf

Paid Search Conversion increases 22% with Content 1

Across Search clickers who previously saw a content ad convert to a sale from their search click 22% more often.

Brand specific keyword searches increase

More searches on product name, company name

Conversion is higher since purchase intent is strongest

Conversion on general searches increases

Searches for general category words will yield more conversions

The Funnel Reach customers before they have a solid intent to purchase a specific product. They see you first – not the competition. Don’t wait until the “last click” – or it may not go to you The Scale 20x + more inventory available Increase # of new customers Look at search & content as a portfolio The Conversions Branding effect of content makes search convert 22% better Summary: Why Content is Valuable

The Funnel

Reach customers before they have a solid intent to purchase a specific product. They see you first – not the competition.

Don’t wait until the “last click” – or it may not go to you

The Scale

20x + more inventory available

Increase # of new customers

Look at search & content as a portfolio

The Conversions

Branding effect of content makes search convert 22% better

Questions for a Content Advertiser Inventory Remnant or premium inventory? Spot market (bided) vs. futures market (reserved inventory)? Safe for brands or direct only? Designed for agency, SEM or small advertiser workflow? Pricing Control of pricing for buyer and seller? Pricing models: CPM, CPC, CPA? Targeting available Contextual, behavioral, other? Graphical, text formats? Publisher types Long Tail and/or large site and/or ad network inventory? Inventory from content sites and/or social media?

Inventory

Remnant or premium inventory?

Spot market (bided) vs. futures market (reserved inventory)?

Safe for brands or direct only?

Designed for agency, SEM or small advertiser workflow?

Pricing

Control of pricing for buyer and seller?

Pricing models: CPM, CPC, CPA?

Targeting available

Contextual, behavioral, other?

Graphical, text formats?

Publisher types

Long Tail and/or large site and/or ad network inventory?

Inventory from content sites and/or social media?

ADSDAQ Exchange Buying Desk: http://www.ADSDAQ.com Jay Sears EVP, Strategic Products & Business Development ContextWeb, Inc. 917-408-6300 or [email_address]