How the Search O/S is Changing the Display Game - Dax Hamman - iCrossing


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"How the Search O/S is Changing the Display Game" as presented by Dax Hamman, Vice President, Display Media, iCrossing, at the Search Engine Strategies (SES) Conference in New York, on Thursday, March 25, 2010.

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How the Search O/S is Changing the Display Game - Dax Hamman - iCrossing

  1. 1. How the Search O/S is Changing the Display Game SES New York 25th March 2010 Presented by: Dax Hamman VP Display Media iCrossing Twitter: @daxhamman Twitter: @icrossing 1
  2. 2. Typical large client scenario: + Pressure to grow revenues + Sophisticated SEM program + Need alternative ROI channels = evolution of display media 2
  3. 3. We can not continue to SHOUT at the crowd 3
  4. 4. We must TALK to individuals 4
  5. 5. Creating new tools in the toolbox Individuals with intent Search Search Retargeting Site Retargeting Reach prospects Speak to customers who search but who visit but don’t then visit your convert first time competitors… around... 5
  6. 6. What is search retargeting? Step 1: Individual searches for a term relevant to your business Step 2: Individual is tagged with a cookie Step 3: Individual clicks on an ad that isn’t yours Step 4: Individual can be identified by you 15 minutes later and shown your ads 6
  7. 7. What is site retargeting? Step 1: Individual arrives on your site Step 2: The visit is recorded by a tracking pixel Step 3: Our tagged individual is identified again Step 4: Individual clicks on the ad and is brought back to your site 7
  8. 8. A media exchange allows us to buy ‘audiences’ instead of ‘inventory’ Like search, display becomes an auction environment; success comes from combining technology, data and people Exchanges allow for new techniques such as search and site retargeting 8
  9. 9. What is social retargeting? Step 1: Find your Step 2: Social graph Step 3: Targeted delivery Step 4: Creating scale customer mapping Targeted ads are shown to One customer lead can Individual visits your site Individual’s closest customer’s closest friends turn to ten potential through any channel contacts are identified customers from social sites 9
  10. 10. And it works! This bank is a major consumer finance brand targeting members of the US military with financial products. Within the first 3 months: Major US bank – Completed applications increase by 167% – Average cost per application decreased by 284% This brand wanted to improve the performance of its display campaign International hotel – 56% increase in Return On Investment brand – 57% decrease in cost per booking – 43% increase in the conversion rate As a major online retailer, this brand was already active in SEM and had reached International a plateau; display had not historically worked for them Online and Offline – Drove significant revenue from both online sales and offline sales (tracked with coupons) Retailer – Achieved CPA targets in every campaign The client was using contextual advertising to target women at home, but Niche hobby without success. Social Media tools allowed us to talk direct to the right people. brand – CPA fell from $334 to $4 within 90 days – Additional benefits of understanding where consumers were talking 10
  11. 11. Remember… Display = Art + Science 11
  12. 12. But what if…? 12
  13. 13. Thank you Dax Hamman Vice President Display Media iCrossing twitter: @icrossing / @daxhamman More on this topic: 13