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Search Becomes the Display OS


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Search Becomes the Display OS
Search Engine Strategies Conference London
18 February 2010

Presented by Dax Hamman, Vice President, Display Media, iCrossing
Twitter: @daxhamman

Published in: Technology, Design
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Search Becomes the Display OS

  1. 1. Search becomes the display OS SES London 18 th February 2010 Presented by: Dax Hamman VP Display Media Twitter: @daxhamman
  2. 2. Typical large brand scenario: + Pressure to grow revenues + Sophisticated SEM program + Need alternative ROI channels = evolution of display media
  3. 3. The challenge to iCrossing : Extend our media program beyond SEM Find individuals likely to respond Generate an ROI!
  4. 4. We can not continue to SHOUT at the crowd
  5. 5. We must TALK to individuals
  6. 6. Creating new tools in the toolbox Reach prospects who search but then visit your competitors… Site Retargeting Search Retargeting Speak to customers who visit but don’t convert first time around... Individuals with intent Search
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. And it works! <ul><li>This bank is a major consumer finance brand targeting members of the US military with financial products. Within the first 3 months: </li></ul><ul><ul><li>Completed applications increase by 167% </li></ul></ul><ul><ul><li>Average cost per application decreased by 284% </li></ul></ul>International hotel brand <ul><li>This brand wanted to improve the performance of its display campaign </li></ul><ul><ul><li>56% increase in Return On Investment </li></ul></ul><ul><ul><li>57% decrease in cost per booking </li></ul></ul><ul><ul><li>43% increase in the conversion rate </li></ul></ul><ul><li>The client was using contextual advertising to target women at home, but without success. Social Media tools allowed us to talk direct to the right people. </li></ul><ul><ul><li>CPA fell from $334 to $4 within 90 days </li></ul></ul><ul><ul><li>Additional benefits of understanding where consumers were talking </li></ul></ul>International Online and Offline Retailer <ul><li>As a major online retailer, this brand was already active in SEM and had reached a plateau; display had not historically worked for them </li></ul><ul><ul><li>Drove significant revenue from both online sales and offline sales (tracked with coupons) </li></ul></ul><ul><ul><li>Achieved CPA targets in every campaign </li></ul></ul>Niche hobby brand Major US bank
  11. 11. But… Display = Art + Science
  12. 12. Dax Hamman Vice President Display Media iCrossing twitter: @icrossing / @daxhamman Thank you More on this topic: