John Demayo is currently the VP of Marketing and Operations at ZOZI, a provider of local activities, vacation getaways, celebrity experiences, and outdoor gear. Previously, he spent 15 years in internet direct response, including roles at Advertising.com and Adchemy. The document discusses the trade-off between quality and volume for display and search advertising, noting that higher quality targeting options tend to have lower volume potential while broader targeting has higher volume but lower quality. It also outlines different targeting options for display advertising based on the level of user intent and engagement.

1. Display and Search: Where to start
JOHN DEMAYO
Present:
VP Marketing and Ops @ ZOZI (Leading provider for an active
lifetyle: local activities, vacation getaways, celebrity guru
experiences, and gear and apparel).
Past:
15 years internet direct response
• Early VP @ Advertising.com
($435m sale to AOL)
• Founding Executive @ Adchemy
($120m funding to date, MSFT partner)
• Investor, advisor, or consultant: Numerous ad network, lead
gen, and related companies

2. Display and Search: Where to start
• Understanding the trade-off between
quality and volume
• Display:
Customers, abandoners, browsers, and
more
• Display: Attribution and Advice
• Search: Company name, Brand
names, Descriptions, and more
• Channel intersection

3. Quality vs. Volume
In nearly every case, an inverse relationship
• Highest quality ad opportunities: Highly
targeted, low volume potential
• Highest volume ad opportunities: Broadly
targeted, high volume potential
• Consider each separately

4. Display Quality vs. Volume
Understanding Targeting Options
R
e
High t Abandoners (cart / Low
a Customers purchase)
r
g
Visitors with lower intent
Volume
Quality
e
t
i Visitors w/ 1 page view
n
g
Look-Alike Individuals (3rd party algo)
Site / Channel Targeting
Low Run of Network High