Retrofitting Search Marketing Teams for Success in Display Advertising

413 views

Published on

Can you use the same people who run your search campaigns, to run your display (banner ad) campaigns? Yes, but it might take some changes in your organization, your technology and your training agenda. Presentation given at Search Engine Strategies Chicago 2012

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
413
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Retrofitting Search Marketing Teams for Success in Display Advertising

  1. 1. Dana ToddBridging the Digital SVP Marketing & Business DevelopmentDivideRetrofitting Search Teams for @danatodd @performicsSuccess in DisplayChicago | November 12–16
  2. 2. Chicago | November 12–16, 2012 | #SESCHI Top Brands Choose Performics  More than 300 top global brands  Top 5 buyer of performance media  Consumer goods, automotive, travel, education, financial services, healthcare, insurance, retail, tech, and telecom  1,000+ experts in 18 countries Tweeting? @danatodd @Performics works with more than 300 top global brands. Due to confidentiality, we are notable to release our client list in its entirety. @danatodd @performics
  3. 3. Chicago | November 12–16, 2012 | #SESCHIAgenda• Definitions• People• Process• Technology @danatodd @performics
  4. 4. Chicago | November 12–16, 2012 | #SESCHIDefinitions• Premium, Guaranteed, Negotiated, Publisher, Traditional• Bidded, Biddable, Programmatic Premium, Remnant, Auctioned, RTB• Exchanges• DMP (Data Management Platform)• DSP• SSP/PSP• Trading Desk• Rich Media• Ad Server @danatodd @performics
  5. 5. Chicago | November 12–16, 2012 | #SESCHI<people> @danatodd @performics
  6. 6. Chicago | November 12–16, 2012 | #SESCHIRoles• Media Planner• Media Buyer• Account Services/Mgt• Ad Ops• Technical Specialist• Creative @danatodd @performics
  7. 7. Chicago | November 12–16, 2012 | #SESCHIMedia Planner• Big picture thinker/strategic• Audience savvy• Highly connected• Creative• Negotiator• Goes beyond banners @danatodd @performics
  8. 8. Chicago | November 12–16, 2012 | #SESCHIMedia Buyer• Negotiator• Execute plan• Data savvy• Analytical• Internal and external connections @danatodd @performics
  9. 9. Chicago | November 12–16, 2012 | #SESCHIAccount Management• AD, AM, AAM, etc.• Execute strategy• SME vs. client facing• Specialist vs. Generalist• Troubleshooter• Connect to internal teams @danatodd @performics
  10. 10. Chicago | November 12–16, 2012 | #SESCHIAd Ops• Trafficker/Tag Mgt• Optimizers: bids, publishers and creative• Analytical• Tactical• Troubleshooter/QA @danatodd @performics
  11. 11. Chicago | November 12–16, 2012 | #SESCHITechnical Creatives• Programming, database mgt • Creative (duh)• Troubleshooters • Dynamic design (ego free)• Connecting & building systems • Experience designer• Focus: monetization, efficiency • Technical & accuracy @danatodd @performics
  12. 12. Chicago | November 12–16, 2012 | #SESCHIBridge Skills/Training• Audience analysis beyond keywords• New ROI models w/different efficiencies• Comfort w/creative thinking & solutions• Experience w/creative units beyond banners• Understanding of publishers• New technology• Data evaluation & management beyond reporting• Practice w/Facebook and GDN @danatodd @performics
  13. 13. Chicago | November 12–16, 2012 | #SESCHIBridge Skills/Training• Audience analysis beyond keywords• New ROI models w/different efficiencies• Comfort w/creative thinking & solutions• Experience w/creative units beyond banners• Understanding of publishers• New technology• Data evaluation & management beyond reporting• Practice w/Facebook and GDN @danatodd @performics
  14. 14. Chicago | November 12–16, 2012 | #SESCHIWhat about SEOs?• Well aligned to “experience design” – particularly if they have web development or design backgrounds• Content strategist  Rich media experience designer• Link builders  Ad Ops & Media buyers• Conversion Optimization  Dynamic display• Project mgrs  Acct Mgt @danatodd @performics
  15. 15. Chicago | November 12–16, 2012 | #SESCHI<process> @danatodd @performics
  16. 16. Chicago | November 12–16, 2012 | #SESCHITraditional/GuaranteedStrategy Planning Negotiate Creative Analyze/ Optimize @danatodd @performics
  17. 17. Chicago | November 12–16, 2012 | #SESCHIBidded/Programmatic Build Price/Bid Optimize Filter AmplifyAudience @danatodd @performics
  18. 18. Chicago | November 12–16, 2012 | #SESCHI<technology> @danatodd @performics
  19. 19. Chicago | November 12–16, 2012 | #SESCHIInvest or Partner• Trading desk• DMP• Cookie pool• Ad servers: • Basic serving/tracking • Dynamic display • Rich media @danatodd @performics
  20. 20. Chicago | November 12–16, 2012 | #SESCHI dana.todd@performics.com/thankyou @danatodd @performics

×