HelloToday I would like to talk to you about the user and about the value we can bring to a users experienceAt Google our mission it to: organize the worlds information; and we believe ads are information and that there is an opportunity to make ads more useful and engagingIts an exciting time …
1:1 communication to users has long been the promise, its starting to materializeInnovation is what drives this all, innovation is making ads more productive for advertisersANDWe are right now in the middle of a huge, technology driven revolution in display adsThis growth is being driven by 3 key areas:1.New ways of reaching the right consumers2. Smarter ways of engaging3. Reaching consumers in new environmentsToday I will talk about the last 2 topics > reaching the right user; better engaging that userBefore I jump in … some context
I mentioned we are in the middle of an upheavalIts driven by the advent of various technologies that have led to the enablement of exchangesGiving us TENS of billions of opts to connect to consumers per weekIts really headed to ubiquitous access to all impressions …. Quite amazing when you think about it.
Coupled with this incredible access we have more audience data than ever beforeAnd tech like RTB actually allows us to use this data to target these impressions in real time – demo, in market, social, offline – all this great data and intelligence we can use to inform the conversation with end usersThis is not futuristic – 85% of buyers do this TODAYIts real, its happening now, very cool stuff!!
Ok … great. This has been good for performanceIts driven more efficiency through choiceAnd at invite today we have hundreds of advertisers doing all this and getting great resultsLeveraging RTB and data to drive performance is a realityCool ..
But to get to $200b we believe we have to get beyond just clicksThere is more to display ads than just CTR and CPA – it’s a visual media, after allDon’t get me wrong, I love DR and its how Google has built its businessBUTA marketers ultimate goal is to build and maintain relationshipsQUESTION IS: how can we use all this tech to truly delight customers – to deliver information that is RelevantUsefulEngaging
Enter context: context is key to this; and its very much in our DNAAt google we crawl the web, then we try to understand its content and contextThen we use this intelligence to present really great search resultsWe then learn what users like and refine those resultsThe results are a function of how well we understand the context of any given keywordAnd we are applying this tech to display ads
A few examples: We believe marketers have an opportunity to add value to the online experienceBUT when and where you connect with a user really mattersIn this case … lets say I am an SV based geek working at a big tech companyIn this context: And I am research asthma for my sick daughterThat’s a certain mindset
Ok, now here I am again 30 mins laterSame geek, time, locationVery different contextIt would be insane to offer me the same commercial info in this contextThat would be as bad as TV!!!
Now think about this context challenge in the RTB worldIts more important than ever that we understand contextWe have so many opportunities to connectThe need to understand context is in some way proportional to the # of impressionsSurely?Here is another example >>> transition
We have been running a pretty big campaign – watch this space which hopefully you know and loveAnd wanted to use the spend to learn about engagementWe worked with a research company called MOAT; they have a heat map to track users interactions with adsSo, what surprised us is that we had higher engagement in FC than we did on CZ or MPWe’d not expected that. Thesis – maybe our target was more likely to engage in the context of FC because they were feeling more inspiredContext really matters
So, we have talked about the need to understand contextHopefully that was a convincing argumentBut the second area I want to talk about is the messageIf you know your audience, and you know their context, there is an awesome opportunity> the right message for the right user in the right context – the perfect ad? present A TRULY USEFUL && ENGAGING piece of commercial informationOne that enhances rather than diminishes the users experience
So, we all know that ads have come a long way From “dumb banners” to rich media works of artTechnology again is enabling a much richer palletNot sure if you saw the star trek example –on_click the page disintegrates into a warp filed and the ad comes out
Even though formats have evolved I think its useful to run a quick experiment: Play 30 sec of these two adsBy a show of hands, how many people prefer the first. How many people prefer the second?Just in this room from this simple experiment, we see a very simple concept shining through: that based on a variety of different reasons (mindset, interest, etc) people connect to or are interested in different ads. Lebron: http://www.youtube.com/watch?v=cdtejCR413cVolkswagon:http://www.youtube.com/watch?v=R55e-uHQna0
Ok … so we buy that content can have appeal, we already knew this from TVHere is a super practical example >> Dynamic ad tech allows us to deliver a custom ad per impressionIn this example TVL delivered a dynamic ad; retargeted to users based on what they searched onThis simple adjustment allowed the add to choose destination as apposed to generic infoAnd the results speak for themselvesIf you assume this data is representativeYou HAVE TO do this; Again, you would be crazy not to!
OkTo wrap it up >> we believe ads are information and that there is an opportunity to make ads more useful and engagingA contextual overly allows you to talk to your audience in a much more meaningful, relevant wayThis information can be combined with dynamic creative engines to deliver deeper engagementWe can get beyond clicks; we can deliver on the promise of 1:1 engagement with users who actually value the information we provideWe can add value to the user experience
1335 omma beh sponsored lunch invite media
Bringing it Back to the User<br />Bruce Falck<br />Director, Invite Media July 20, 2011<br />
$200B<br />An Exciting Time for Display Advertising<br />“Display advertising can be a $200B industry in less than 10 years.”<br />Eric Schmidt<br />Executive Chairman, Google<br />AdWeek<br />$15.9B <br />in 2014<br />$10.2B <br />in 2010<br />2<br />Source: eMarketer, Nov. 2010<br />
Millionsof publishers<br />Tens of Billionsof ad impressions per week<br />3<br />
25-34 Years<br />Search<br />Of buyers use audience data in their media buys<br />85%<br />In-market<br />Social<br />Offline<br />4<br />
Earnings: +133%</li></li></ul><li>Bring it Back to the User<br />Audience and Creative<br />connect when it matters<br />Expect more from display than just clicks<br />connect with a message that matters<br />Audience and Context<br />16<br />