SES 2010 Search Becomes Display

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SES 2010 Search Becomes Display

  1. 1. Search Becomes the Display OS<br />SES NYC 2010<br />
  2. 2. Me: Jonathan Mendez <br />Twitter: @jonathanmendez<br />Company: Yieldbot (www.yieldbot.com)<br />Location: New York City<br />Blog: Optimize & Prophesize (search “jonathan mendez”)<br />SES NY: 5th Show! (www.slideshare.net/jonathanmendez)<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  3. 3. SEARCH = THE GOLDEN TRIANGLE<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  4. 4. DISPLAY = THE GOLDEN SHOWER<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  5. 5. “People don’t read ads. People read what interests them. Sometimes that an ad.”<br />- Howard Gossage<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  6. 6. #1 LESSON FROM SEARCH FOR DISPLAY <br />CONTEXT<br />Falling on deaf ears?<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  7. 7. RELEVANCE IS ALSO TEMPORAL<br />On June 18th 2010a link from Yahoo’s homepage to this page on NYTimes.com generated 9M page views in only 2 hrs. <br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  8. 8. SEARCH & DISPLAY<br />1. INTENT<br />2. SEGMENTATION<br />3. CREATIVE4. BUYING<br />5. CAMPAIGN MGMT<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  9. 9. 1. INTENT<br />Display OS V 1.0<br />Display “Search” OS<br /><ul><li>AWARENESS
  10. 10. REACH & FREQ.
  11. 11. CPM
  12. 12. PERFORMANCE
  13. 13. DATA
  14. 14. CPx</li></ul>Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  15. 15. 2. SEGMENTATION<br />Display OS V 1.0<br />Display “Search” OS<br /><ul><li>BULK
  16. 16. SITE / DEMO
  17. 17. PAST BEHAVIOR
  18. 18. DIFFERENTIATED
  19. 19. AUDIENCE
  20. 20. CURRENT BEHAVIOR</li></ul>Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  21. 21. 3. CREATIVE<br />Display OS V 1.0<br />Display “Search” OS<br /><ul><li>NO VERSIONING
  22. 22. HIGH DEV COST
  23. 23. LEAD TIME
  24. 24. TARGETED
  25. 25. DYNAMIC
  26. 26. SELF SERVE</li></ul>Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  27. 27. 4. BUYING<br />Display OS V 1.0<br />Display “Search” OS<br /><ul><li>RATE CARD
  28. 28. VERBAL
  29. 29. I/O
  30. 30. BID & RTB
  31. 31. EXCHANGES
  32. 32. AUTOMATED</li></ul>Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  33. 33. 5. CAMPAIGN MANAGMENT<br />Display OS V 1.0<br />Display “Search” OS<br /><ul><li>HIGH MINIMUM
  34. 34. SWITCHING $
  35. 35. NO OPTIMIZATION
  36. 36. LOW MINIMUM
  37. 37. NO SWITCH $
  38. 38. OPTIMIZATION</li></ul>Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  39. 39. WARNING!<br />Technology only helps you aim. <br />The best marketers are people.<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />
  40. 40. THANK YOU!<br />Search Becomes Display OS SESNYC2010 © 2010 Yieldbot<br />

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