Naren Nath

1. A Revolution in Digital Monetization

2. A DS A RE RUINING
THE INTE RNE T

3. 3
HOW BAD
IS IT?
HOW BAD IS IT?

4. 4
AVERAGE CLICK
THROUGH RATE OF
DISPLY ADS
PERCENTAGE OF
MOBILE AD CLICKS
ARE BY ACCIDENT
OF TRAFFIC ON
COMMERCE SITES LOST
WITHOUT A SALE
.06% 50% 98%

5. In 2011 when click rate was .09% you were…
5
31.24x
more likely to win a price in Mega
Millions…
87.8x
more likely to apply to Harvard and
get accepted…
112.5x
more likely to sign up for and
complete NAVY SEAL training…
40.17x
more likely to give birth to twins…
279.6x
more likely to climb Mt. Everest and
reach the summit…
475.3x more likely to survive a plane crash…
…than you were to click on a banner ad.

6. South Park Gets It:
6

7. Search is not the best experience for commerce
7
A: SEARCH ENGINESA: AMAZON
44%
55%2016
2015 34%
23%2016
2015
+11% -6%
Q: Where do you start your commerce search?

8. USE RS A RE G E TTING SMA RTE R. A DS A RE NT.

9. Ad blocking grew by 30%
600M
in the last 12 months
There are now active ad blockers around the world

10. 10
SERVE, NOT
SLAM THE USER
HOW BAD IS IT?
The user is 100% in charge online.

11. 11
Provides billions of commerce signals, but no one is listening

12. WHAT IS A
COMME RCE
SIG NA L?

14. Dawn of Networked Commerce

15. Tools: Commerce Units & Campaigns
15

16. The Ideal User’s Journey
IN A
PERFECT
WORLD

17. User views a blog post
featuring a grey blazer1

18. User decides they want to
buy a grey blazer2

19. User is shown grey blazers from
a marketplace of providers3

20. Turning click off into opportunity
FOR THE
OTHER
98%

21. User is searching for a used
car near where they live1

22. No luck on current site, so
decides to click off2

23. User is presented with relevant
commerce options in an exit unit3

24. USAGE TIPS:
NETWORKED
COMMERCE
IN ACTION

25. NYT offers consumers Real Estate commerce search on Real Estate page.
1

26. 2 Geebo offers consumers additional Jobs choices with pre-filled fields

27. Reuters enables consumers to open an account and buy/sell the stock they are looking at.3

28. 4 Kayak enables consumers to compare Kayak results with other well known Travel sites.

29. by Beats
5 Amazon serves 3rd party products to consumers rather than turn them away.

30. 6 Walmart offers third party sellers on their marketplace to expand consumer choice.

31. [Los Angeles][Aug 1, 2017][Aug 5, 2017][1 Room] $0.25 CPC
Better results, less effort.
Keywords vs. Parameters: Micro-target with ease

32. DRAMATIC
PERFORMANCE
GAINS
CTR: 5-200%
Superior User
Experience
Quick, Easy
eCPM: $100-500
The proof is in the pudding…

33. Win-win-win!
33
Direct path to commerce from related content
USERS WIN
Deep-linked clicks from active shoppers
ADVERTISERS WIN
Best monetization and user experience
PUBLISHERS WIN