Search Marketers Get Ready Display is a Performance Channel

Search Marketers Get Ready Display is a Performance Channel
SMX West
March 2010

Two Trends Changing Display
Massive reach on high quality display inventory at auction-based prices is available in the exchanges
Access to targeting data is widely available to advertisers decoupled from the cost of media
Note: Implement optimization uniquely across both inventory (reach) and audiences (data)
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Three Legs of the Display Stool
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Worldwide Spend Growth in
Online Marketing
Biddable display is the growth channel in online marketing.
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Exchange Market Growing to $5B

The Promise of Search & Display
When exposed to both paid search and display ads, consumers were found to be nearly twice as likely to make an online purchase on a retailer's site, which is greater than the sum of each ad tactic's individual effects.Comscore, September 2009
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Search & Display Work Together
Retargeting with Display dramatically increases conversion rates for both SEM driven and other site traffic
In search terms, we find site retargeting can add Yahoo-like conversion volume (15-20% of SEM) to campaigns
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Advertisers using search and display campaigns will see significant cross-channel activity
Holistic tracking and correct attribution are critical
We often see ~15% of display impressions with conversion activity have a search click prior to conversion. Conversely, we will see 20-30% of last view conversions with a preceding search click (the impact of retargeting).
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Overlap and the Attribution Challenge

Practical Tips for Success
Integrate search and display tracking for accurate attribution
Think of display optimization in two buckets:audience and inventory
Leverage multiple data sources for targeting, starting with your data (retargeting) and expanding to 3rd parties (examples: Experian, Blue Kai, etc.)
Understand the inventory attributes that drive performance (example: ad size, time, frequency, site) and bid accordingly
Don’t get overwhelmed by choices – like search, inventory is fairly consolidated in a few marketplaces as is data
Test and learn now while the market is immature – this is Overture circa 2001
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Campaign Management
Single Interface Manages Search and Display
Tracking, Reporting, Attribution
Workflow & Reporting
Impression Optimization
Multi-Channel Performance Data
Content Category, Site, Geo, Demo
Creative, Keyword & Match-Type
Audience Optimization
Joining Data Sources
Client Data
EF Proprietary Data
3rd Party Data
Data & Optimization
Budget Distribution (Performance Modeling & Forecasting)
Serving & Bidding
Delivery and Execution
API Integration, Real Time Bidding, Ad Serving
Display
Content and Search
Inventory
Y! Right Media
DoubleClick AdEx
Google
AppNexus
Yahoo
Bing
MSFT AdECN
ASK
PubMatic
AdMeld
OpenX
Baidu
Rubicon Project
Fox FAN
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The Efficient Frontier Platform

The Efficient Frontier Platform
Workflow & Reporting
Campaign Management
Single Interface Manages Search and Display
Tracking, Reporting, Attribution
Impression Optimization
Multi-Channel Performance Data
Content Category, Site, Geo, Demo
Creative, Keyword & Match-Type
Budget Distribution
Audience Targeting
Joining Data Sources
Client Data
EF Proprietary Data
3rd Party Data
Data & Optimization
Budget Distribution (Performance Modeling & Forecasting)
Serving & Bidding
Ad Serving and Bidding
Algorithmic Bid Decisions
Real Time Bidding (Q1)
Y! Right Media, DoubleClick AdEx, AppNexus, PubMatic, MSFT AdECN, OpenX, AdMeld, Rubicon Project, Fox FAN
Inventory
Google, Bing, ASK, Yahoo!, Baidu
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Questions?
Justin.Merickel@efrontier.com
Follow Us: twitter.com/efrontier
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Search Marketers Get Ready Display is a Performance Channel

by Efficient Frontier on Mar 05, 2010

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Search Marketers Get Ready Display is a Performance Channel — Presentation Transcript