Search Marketers Get Ready Display is a Performance Channel

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"Search Meet Display; Display Meet Search" - SMX West 2010 - by Justin Merickel, VP, Marketing and New Product Development, Efficient Frontier

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Search Marketers Get Ready Display is a Performance Channel

  1. 1. Search Marketers Get Ready Display is a Performance Channel<br />SMX West<br />March 2010<br />
  2. 2. Two Trends Changing Display<br /><ul><li>Massive reach on high quality display inventory at auction-based prices is available in the exchanges
  3. 3. Access to targeting data is widely available to advertisers decoupled from the cost of media</li></ul>Note: Implement optimization uniquely across both inventory (reach) and audiences (data)<br />2<br />
  4. 4. Three Legs of the Display Stool<br />3<br />
  5. 5. Worldwide Spend Growth in<br />Online Marketing<br />Biddable display is the growth channel in online marketing.<br />4<br />Exchange Market Growing to $5B<br />
  6. 6. The Promise of Search & Display<br />When exposed to both paid search and display ads, consumers were found to be nearly twice as likely to make an online purchase on a retailer's site, which is greater than the sum of each ad tactic's individual effects.Comscore, September 2009<br />5<br />
  7. 7. Search & Display Work Together<br /><ul><li>Retargeting with Display dramatically increases conversion rates for both SEM driven and other site traffic
  8. 8. In search terms, we find site retargeting can add Yahoo-like conversion volume (15-20% of SEM) to campaigns</li></ul>6<br />
  9. 9. <ul><li>Advertisers using search and display campaigns will see significant cross-channel activity
  10. 10. Holistic tracking and correct attribution are critical</li></ul>We often see ~15% of display impressions with conversion activity have a search click prior to conversion. Conversely, we will see 20-30% of last view conversions with a preceding search click (the impact of retargeting).<br />7<br />Overlap and the Attribution Challenge<br />
  11. 11. Practical Tips for Success<br />Integrate search and display tracking for accurate attribution<br />Think of display optimization in two buckets:audience and inventory<br />Leverage multiple data sources for targeting, starting with your data (retargeting) and expanding to 3rd parties (examples: Experian, Blue Kai, etc.)<br />Understand the inventory attributes that drive performance (example: ad size, time, frequency, site) and bid accordingly<br />Don’t get overwhelmed by choices – like search, inventory is fairly consolidated in a few marketplaces as is data<br />Test and learn now while the market is immature – this is Overture circa 2001<br />8<br />
  12. 12. Campaign Management<br />Single Interface Manages Search and Display<br />Tracking, Reporting, Attribution<br />Workflow & Reporting<br />Impression Optimization<br />Multi-Channel Performance Data<br />Content Category, Site, Geo, Demo<br />Creative, Keyword & Match-Type<br />Audience Optimization<br />Joining Data Sources<br />Client Data<br />EF Proprietary Data<br />3rd Party Data<br />Data & Optimization<br />Budget Distribution (Performance Modeling & Forecasting)<br />Serving & Bidding<br />Delivery and Execution<br />API Integration, Real Time Bidding, Ad Serving<br />Display<br />Content and Search<br />Inventory<br />Y! Right Media<br />DoubleClick AdEx<br />Google<br />AppNexus<br />Yahoo<br />Bing<br />MSFT AdECN<br />ASK<br />PubMatic<br />AdMeld<br />OpenX<br />Baidu<br />Rubicon Project<br />Fox FAN<br />9<br />The Efficient Frontier Platform<br />
  13. 13. The Efficient Frontier Platform<br />Workflow & Reporting<br />Campaign Management<br />Single Interface Manages Search and Display<br />Tracking, Reporting, Attribution<br />Impression Optimization<br />Multi-Channel Performance Data<br />Content Category, Site, Geo, Demo<br />Creative, Keyword & Match-Type<br />Budget Distribution<br />Audience Targeting<br />Joining Data Sources<br />Client Data<br />EF Proprietary Data<br />3rd Party Data<br />Data & Optimization<br />Budget Distribution (Performance Modeling & Forecasting)<br />Serving & Bidding<br />Ad Serving and Bidding<br />Algorithmic Bid Decisions<br />Real Time Bidding (Q1)<br />Y! Right Media, DoubleClick AdEx, AppNexus, PubMatic, MSFT AdECN, OpenX, AdMeld, Rubicon Project, Fox FAN<br />Inventory<br />Google, Bing, ASK, Yahoo!, Baidu<br />10<br />
  14. 14. Questions?<br />Justin.Merickel@efrontier.com<br />Follow Us: twitter.com/efrontier<br />11<br />

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