SES 2010 Search Becomes Display

Search Becomes the Display OS
SES NYC 2010

Me: Jonathan Mendez
Twitter: @jonathanmendez
Company: Yieldbot (www.yieldbot.com)
Location: New York City
Blog: Optimize & Prophesize (search “jonathan mendez”)
SES NY: 5th Show! (www.slideshare.net/jonathanmendez)
Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

SEARCH = THE GOLDEN TRIANGLE

DISPLAY = THE GOLDEN SHOWER

“People don’t read ads. People read what interests them. Sometimes that an ad.”
- Howard Gossage

#1 LESSON FROM SEARCH FOR DISPLAY
CONTEXT
Falling on deaf ears?

RELEVANCE IS ALSO TEMPORAL
On June 18th 2010a link from Yahoo’s homepage to this page on NYTimes.com generated 9M page views in only 2 hrs.

SEARCH & DISPLAY
1. INTENT
2. SEGMENTATION
3. CREATIVE4. BUYING
5. CAMPAIGN MGMT

1. INTENT
Display OS V 1.0
Display “Search” OS
AWARENESS
REACH & FREQ.
CPM
PERFORMANCE
DATA
CPx

2. SEGMENTATION
Display OS V 1.0
BULK
SITE / DEMO
PAST BEHAVIOR
DIFFERENTIATED
AUDIENCE
CURRENT BEHAVIOR

3. CREATIVE
Display OS V 1.0
NO VERSIONING
HIGH DEV COST
LEAD TIME
TARGETED
DYNAMIC
SELF SERVE

4. BUYING
Display OS V 1.0
RATE CARD
VERBAL
I/O
BID & RTB
EXCHANGES
AUTOMATED

5. CAMPAIGN MANAGMENT
Display OS V 1.0
HIGH MINIMUM
SWITCHING $
NO OPTIMIZATION
LOW MINIMUM
NO SWITCH $
OPTIMIZATION

WARNING!
Technology only helps you aim.
The best marketers are people.

THANK YOU!

SES 2010 Search Becomes Display

by Jonathan Mendez

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