Display 2.0 and Remarketing SES singapore 23-11-2011

@vikasgulati #SES Singapore November 23, 2011 Demystifying Display 2.0 & Retargeting What You Need to Know

Display Advertising is back in vogue… for good 1

US$ bn +23% Year +18% +21% Online media Spends – Based on Publicis / Zenith Media WW advertising statistics Solid Growth in Online Display Advertising 35% 41% Share of Display Share of Display

Audience Targeting can identify the best consumers for a specific ad or campaign and can be used effectively reach sales , acquisition and branding goals Real time bidding just makes the whole process efficient Why Audience Targeting & Real Time Bidding

Data is your only friend 2

Data Driven Audience Targeting

Mapping data into Actionable Segments View content View product information View ad Click on ad Purchase something Search for something Attend an event Provide information about themselves Interest Life-stage Lifestyle Intent Behavior Map these interactions ……………………………..…………to these attributes Demography

Mapping data into Actionable Segments View content View product information View ad Click on ad Purchase something Search for something Attend an event Provide information about themselves Map these interactions ……………………………..…………to these attributes Consumers who have done a Flight or Hotel search to Singapore OR have clicked on travel offer for Singapore AND has visited Singapore related pages on publishers SINGAPORE TRAVELER Consumers who actively follow financial news and services websites, track specific stocks and visits a major financial or brokerage site STOCK INVESTOR

Search, Display…. its all coming together 3

Retargeting is logical Extension of Search Reach prospects who search but haven’t reached your website Search Search Re-targeting Site Re-targeting Speak to customers who visit your website but didn’t convert New Tools in the Toolbox

Its great for ROI 4

Targeting Travelers – Retargeting Case + Identification of Travelers looking for Flights / Hotels on Sprice and its affiliate partners

Remarketing on Partner Network

RESULTS- Average across 11 campaigns in 9 months RON 100 Re-targeting 232 CTR Index 100 64 Cost per Booking Index RON Re-targeting Client List Includes Large Hospitality chains, Low Cost Carriers, Travel Insurance

Active segmentation, optimize your conversion funnel 5

Internal campaign / site audience data Site visitors Prime Prospects Customers

Dynamic targeting based on user intent
Personalized ads created on the fly
Leveraging multiple data sources including search
Optimize creative elements based on data & performance

Stay platform agnostic, cast your net as wide as possible – (data is the only friend) 6

Multitude of Platforms available in Asia Adnetwork Exchanges DSPs Google Yahoo Admax Tribal Fusion Innity Aktiv/Komli Others Double Click Rightmedia ADECN BrandScreen Adz Central XA.net Data Capabilities Data Privacy Controls Price Transparency OpenX Invite

Think long term, Stay committed 7

Think Long Term
Re-marketing is not short tem strategy, one off campaigns may not work
Volume, data quality, costs
Brand Equity – Consumer Experience
Process of Creating and Leveraging Data assets
Acquire learning - Work closely with your partners

To Summarize – Display 2.0
Display is getting re-invented
Data is your only friend
Search & Display…. Maximized together
Great for ROI
Optimize the conversion funnel
Stay Platform agnostic, cast your web as wide as possible
Think long term and Stay committed.

[email_address] twitter : @vikasgulati Thank you

Display 2.0 and Remarketing SES singapore 23-11-2011

by vicky.gulati

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Display 2.0 and Remarketing SES singapore 23-11-2011 Presentation Transcript

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