Tanzil bukhari-adrian-mulryan


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Tanzil bukhari-adrian-mulryan

  1. 1. Improving the Efficiency of DisplayAdrian Mulryan, Rich Media Sales SpecialistTanzil Bukhari, Head of Buyside Solutions20th May, 2011 Google Confidential and Proprietary 1
  2. 2. Display Reached a Tipping Point 2 Google Confidential and Proprietary
  3. 3. Display Technology has Fundamentally Evolved Data Inventory Liquidity Liquidity audience info audience access Scalable Creative rich and right message Google Confidential and Proprietary 3
  4. 4. Inventory Liquidity: Ad ExchangesAd exchanges let you buy what you want, when you want,at the price you want, at massive scale Today Ad exchanges equate to over 500 billion monthly impressions (and In 2 to 3 years* growing) Over 75% of all non- premium display inventory offered via ad exchanges* and will include mobile and video * According to ThinkEquity Google Confidential and Proprietary 4
  5. 5. AdX – Benefits to the buyer • More transparency • Increased level of control around how audience buys are executed • Cost efficiency gained and hopefully a performance increase from traditional display buying • RTB integration • Technology agnostic Google Confidential and Proprietary 5
  6. 6. Efficiently Reach Your AudienceCombine real-time bidding and reserve allocation to ownthe complete active and potential Best Buy audience Open and neutral auction where all bids compete $- Max bid $- Floor price Real-Time Bidding: Dynamic Allocation: Impression-by-impression Impression-by-impression access to all inventory competition with other sources of demand Google Confidential and Proprietary 6
  7. 7. Data Liquidity: Data is Driving Performance and ReachThe value of the inventory is driven by the audience dataassociated with the impression. Registra)on
Data Site
behavior Audience
behavior Consumer
Seasonal/Promo)onal Lookalike
modeling product
scoring Search
Keyword Demographic 
category Property
Type Conquest modeling 
based sequen)al
messaging Google Confidential and Proprietary 7
  8. 8. Scalable Creative: Rich is Becoming Richer Ad Serving for All Creative Types Trafficking Tools Optimization or Services Tools Publisher Relations Reporting Services Tools Quality Conversion Assurance Reporting 63% 10% Production Tools Increase in Rich media ad Benchmarking or Services brand recall impressions Interactive vs Of total ad impressions Non-Interactive ads over the last few years Google Confidential and Proprietary 8
  9. 9. Data is Enabling Relevance at Scale • Background image | weather based • Headline | weather based • Product Images | weather based • Product copy | Product based • Footer image| weather based • Local Lowe’s | IP zip code based • Call-To-Action | BT based Google Confidential and Proprietary 9
  10. 10. Remarketing Dynamic Creative Examples Generic Sears Dynamic Ad New retargeted dynamic ad is served up. 1- [Initial ad build w/ interactive 3- [Expandable ad with secondary “open me!” buttons] information and value adds] 2- [Rollover gifts boxeswebsite and establishes interest Viewer visits to reveal 4- [Refresh product button is product and copy] revealed after initial build] Google Confidential and Proprietary 10
  11. 11. Designing an Efficient Display Strategy Upper Funnel – Message Targeting •Broad buy to push volume into newly efficient funnel •Dynamic creative chooses best offers, messages, and creative elements for maximum performance Mid Funnel – Market Segmentation •Build audience personas off 3rd party data •Message local offers and products •Maximize reach Lower Funnel – Personalized Retargeting •Plug the leaks in the lower funnel •Convert more users •Maximize efficiency and ROI Google Confidential and Proprietary 11
  12. 12. Our Vision for Display Advertising Simplify Performance Open Google Confidential and Proprietary 12