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Retrofitting Search Marketing Teams for Success in Display Advertising
 

Retrofitting Search Marketing Teams for Success in Display Advertising

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Can you use the same people who run your search campaigns, to run your display (banner ad) campaigns? Yes, but it might take some changes in your organization, your technology and your training ...

Can you use the same people who run your search campaigns, to run your display (banner ad) campaigns? Yes, but it might take some changes in your organization, your technology and your training agenda. Presentation given at Search Engine Strategies Chicago 2012

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    Retrofitting Search Marketing Teams for Success in Display Advertising Retrofitting Search Marketing Teams for Success in Display Advertising Presentation Transcript

    • Dana ToddBridging the Digital SVP Marketing & Business DevelopmentDivideRetrofitting Search Teams for @danatodd @performicsSuccess in DisplayChicago | November 12–16
    • Chicago | November 12–16, 2012 | #SESCHI Top Brands Choose Performics  More than 300 top global brands  Top 5 buyer of performance media  Consumer goods, automotive, travel, education, financial services, healthcare, insurance, retail, tech, and telecom  1,000+ experts in 18 countries Tweeting? @danatodd @Performics works with more than 300 top global brands. Due to confidentiality, we are notable to release our client list in its entirety. @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIAgenda• Definitions• People• Process• Technology @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIDefinitions• Premium, Guaranteed, Negotiated, Publisher, Traditional• Bidded, Biddable, Programmatic Premium, Remnant, Auctioned, RTB• Exchanges• DMP (Data Management Platform)• DSP• SSP/PSP• Trading Desk• Rich Media• Ad Server @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHI<people> @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIRoles• Media Planner• Media Buyer• Account Services/Mgt• Ad Ops• Technical Specialist• Creative @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIMedia Planner• Big picture thinker/strategic• Audience savvy• Highly connected• Creative• Negotiator• Goes beyond banners @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIMedia Buyer• Negotiator• Execute plan• Data savvy• Analytical• Internal and external connections @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIAccount Management• AD, AM, AAM, etc.• Execute strategy• SME vs. client facing• Specialist vs. Generalist• Troubleshooter• Connect to internal teams @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIAd Ops• Trafficker/Tag Mgt• Optimizers: bids, publishers and creative• Analytical• Tactical• Troubleshooter/QA @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHITechnical Creatives• Programming, database mgt • Creative (duh)• Troubleshooters • Dynamic design (ego free)• Connecting & building systems • Experience designer• Focus: monetization, efficiency • Technical & accuracy @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIBridge Skills/Training• Audience analysis beyond keywords• New ROI models w/different efficiencies• Comfort w/creative thinking & solutions• Experience w/creative units beyond banners• Understanding of publishers• New technology• Data evaluation & management beyond reporting• Practice w/Facebook and GDN @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIBridge Skills/Training• Audience analysis beyond keywords• New ROI models w/different efficiencies• Comfort w/creative thinking & solutions• Experience w/creative units beyond banners• Understanding of publishers• New technology• Data evaluation & management beyond reporting• Practice w/Facebook and GDN @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIWhat about SEOs?• Well aligned to “experience design” – particularly if they have web development or design backgrounds• Content strategist  Rich media experience designer• Link builders  Ad Ops & Media buyers• Conversion Optimization  Dynamic display• Project mgrs  Acct Mgt @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHI<process> @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHITraditional/GuaranteedStrategy Planning Negotiate Creative Analyze/ Optimize @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIBidded/Programmatic Build Price/Bid Optimize Filter AmplifyAudience @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHI<technology> @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHIInvest or Partner• Trading desk• DMP• Cookie pool• Ad servers: • Basic serving/tracking • Dynamic display • Rich media @danatodd @performics
    • Chicago | November 12–16, 2012 | #SESCHI dana.todd@performics.com/thankyou @danatodd @performics