Tom Jones, Chief Development Officer at digital marketing agency iCrossing UK, presents on Crossing the Digital Divide: The leap from Search to Display at this year' s SES London
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iCrossing_UK, SES London 2012 - Tom Jones, The leap from Search to Display
1. CROSSING THE DIGITAL DIVIDE:
THE LEAP FROM SEARCH TO DISPLAY
Tom Jones
Chief Development Officer, iCrossing
Tom.Jones@icrossing.co.uk
London | 20–24 Feb, 2012 | #seslondon
2. From Search to Display…
• Why display?
• “Same same but Different”
• Display... What’s it good for?
• How technology has transformed display
• Why ‘Search guys’ can be great at display
• Pitfalls to avoid
• Some first steps to try
London | 20–24 Feb, 2012 | #seslondon
3. CROSSING THE DIGITAL DIVIDE:
A familiar journey?
From Search into display:
a path well trodden?
London | 20–24 Feb, 2012 | #seslondon
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4. Triumphant first steps from
search into display…
http://ppcmemes.tumblr.com/
London | 20–24 Feb, 2012 | #seslondon
6. Uh oh. Vader is going to kill me
when he see the ROAS on this.
http://ppcmemes.tumblr.com/
London | 20–24 Feb, 2012 | #seslondon
7. Display is kind of a big deal…
Display advertising accounted for 23% (£0.95B) of the UK’s £4.1B 2010
online ad spend (Paid Search’s contributed 57%)
IAB Online Ad Spend Study, 2010*
*2011 study out in 4 weeks
London | 20–24 Feb, 2012 | #seslondon
8. It’s growing strongly…
12.6% YoY Growth for Paid Search 18.5% YoY Growth for Display
IAB Online Ad Spend Study, H1, 2011
London | 20–24 Feb, 2012 | #seslondon
9. But what’s driving this growth?
New technology
& integration
Attribution &
measurement
Google &
Facebook
London | 20–24 Feb, 2012 | #seslondon
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10. Paid Search vs. Display…
London | 20–24 Feb, 2012 | #seslondon
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11. Most marketing campaigns have 4 key stages…
PPC DISPLAY
Keywords, campaign structure, LPs
Planning Ad network, premium, ad exchange
CPC, network, day parting & targeting
Buying RTB or fixed CPM, audience, interest
Ad copy development & testing
Creative Rich media or standard, size, dynamic
Optimisation
Bidding, analysis, attribution
View through, last click, brand uplift
London | 20–24 Feb, 2012 | #seslondon
12. But we must appreciate some fundamental differences…
PPC DISPLAY
Keywords are an expression of specific intent Users have not explicitly requested a display ad
Active searching for products or services Browsing may not relate to purchase intent
Predominantly direct response model Uses extend beyond direct response
The defining elements of each should be
reflected in measurement & evaluation
London | 20–24 Feb, 2012 | #seslondon
13. Display can drive efficient direct response…
2011 IPA study showed that
GDN Text Ads with contextual
targeting had a CPA of 7%
lower than search
- A discussion of volume was conspicuous by its absence
- GDN text ads are a step in the right direction but not ‘proper’ display
London | 20–24 Feb, 2012 | #seslondon
14. To focus solely on DR is to ignore display’s other benefits
Brand messaging Awareness & consideration
Likelihood to purchase
Prospecting Life time value
Customer segments
Set the right performance expectations &
right measurement criteria
London | 20–24 Feb, 2012 | #seslondon
16. You gotta go there to come back…
• Lacks targeted placement Ad exchanges
• Labour intensive to scale
Demand side
• Buys audiences not intent platforms (DSPs)
• ‘Expensive’ & opaque pricing
Data management
• Unsophisticated measurement platforms (DMPs)
Traditional problems Technology solutions
London | 20–24 Feb, 2012 | #seslondon
17. The fundamental advantage of this new
technology landscape...
Ad exchanges
Impression-level buying
Demand side
platforms (DSPs) decisions in ‘real time’ and
informed by data
Data management
platforms (DMPs)
London | 20–24 Feb, 2012 | #seslondon
18. ‘Real Time Bidding’ is the difference between…
Paying a fixed price to address a Offering a value based bid to speak to a
whole stadium handful of interesting individuals
A shift from buying an audience buying to bidding for
individuals
London | 20–24 Feb, 2012 | #seslondon
19. What is an Ad Exchange?
A marketplace for buying and selling display inventory in real time
…but less Portobello Road and more Wall Street
London | 20–24 Feb, 2012 | #seslondon
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20. Ad Exchanges: balancing the needs of buyers & sellers
Publisher (supply- Advertiser (demand-
side) benefits side) benefits
Manage & maximise yield Easy access to inventory
Reduced trading costs Ability to buy in real time
Expose inventory to more Cost flexibility & control
buyers
London | 20–24 Feb, 2012 | #seslondon
21. What is a demand side platform (DSP)?
Ad exchanges
Demand side
platform
Data providers
& DMPs
A platform which connects multiple sources of inventory & data
and makes real time buying (RTB) decisions on an impression
level
London | 20–24 Feb, 2012 | #seslondon
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22. DSPs: benefits for advertisers
- Centralised platform delivers inventory at scale
- Pricing flexibility & control
- Custom audiences & retargeting
- Attribution & data provides better insight
Increased control and accountability
London | 20–24 Feb, 2012 | #seslondon
24. The DMP: a means to an end, not an end in itself
Analytics, CRM,
purchase behaviour
Audience discovery
and segmentation
Socio-demographic
Unique user profile
profile
Media targeting &
audience extension
Past purchase
behaviour
http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html #LongRead #InterestingAside
London | 20–24 Feb, 2012 | #seslondon
25. Don’t you dare pigeon-hole me!
Data focus
Test & learn mentality
Technology natives
http://www.flickr.com/photos/macboozle
London | 20–24 Feb, 2012 | #seslondon
26. But…there are some ‘search habits’ to break
- Explore new distribution options
- Cheapest does not always equal best
- And…
London | 20–24 Feb, 2012 | #seslondon
27. Use your creative licence!
Go beyond the 95 character ad text
London | 20–24 Feb, 2012 | #seslondon
28. Some useful first steps…
- Re-evaluate the GDN and remarketing
- Define & agree campaign metrics for success
- Make sure you are equipped to measure results
- Consider a managed/semi-managed DSP
London | 20–24 Feb, 2012 | #seslondon
30. WHAT WAS COVERED: Tom Jones
Chief Development Officer,
• Why display? iCrossing
• Same same but different
• Ad Exchanges, DSPs & DMPS tom.jones@icrossing.co.uk
• Some pointers and first steps www.iCrossing.co.uk
www.twitter.com/icrossing_uk
http://www.flickr.com/photos/neil1523/
London | 20–24 Feb, 2012 | #seslondon