The document discusses how advertising effectiveness is declining over time as technologies improve and audiences become harder to reach. It then highlights how Google's Display Network (GDN) is able to achieve much higher click-through rates and more cost-effective campaigns compared to industry averages, through techniques like remarketing, keyword contextual targeting, and understanding audience insights. GDN is shown to deliver lower costs per acquisition than other networks despite paying more for inventory.

1. Demand
More
Bruce Daisley
Director, YouTube & Display UK
20th May 2011

2. *ny.cc/gdn

9. I’m not sure that
adver*sing even
works

11. Moore’s Law
Transistors (millions)
10,000
1,000
100
10
1
0.1
0.01
1970 1975 1980 1985 1990 1995 2000 2005 2010
Source: Intel.com 2011 (log scale)

12. Soaring impact of solar cells
100 WaDs per $100 of solar cells
(log scale, cost in 2009 $)
10
1
1980 1985 1980 1995 2000 2005 2009
Source: DOE NREL Jan 2010 quoted in Scien*fic American

13. Click Through Rate On Decline
Average UK Click‐through rate
0.07%
Source: UK Click-through rates Forrester research 2004-2007, DoubleClick 2008-09. No averages released for 2010
yet

16. Only 53% of
video ads are
watched to
comple*on

17. Click Through Rate On Decline
Average UK Click‐through rate
0.07%
Source: UK Click-through rates Forrester research 2004-2007, DoubleClick 2008-09. No averages released for 2010
yet

20. Results through
technology

22. 97%
Source: Core Metrics 2010

23. Remarke*ng

24. Remarke*ng
0.07%
Industry average click
0.22%
GDN Remarke*ng CTR
rate
Source: Core Metrics 2010

26. Keyword Contextual Targe*ng

27. 0.07%
Industry average click rate
0.45%
GDN Keyword Contextual CTR

28. GDN = CTR at Astonishing Levels
Average UK Click‐through rate
0.07%
Source: UK Click‐through rates Forrester research 2004‐2007, DoubleClick 2008‐09. No averages released for 2010 yet

29. The Power of Keyword Contextual Display
5 *mes the clicks as
remarke*ng at half
the price

30. AUDIENCE ‐ Similar Users
=

31. AUDIENCE – Audience Insights

32. GDN paid 34% more for
inventory but delivered CPA
12% lower

33. Introducing Skippable Pre Roll ads

35. *ny.cc/gdn