The document discusses how search engines are becoming the operating system for display advertising. It talks about how ads should be informative rather than just entertainment. It also discusses how relevance makes the web better by allowing ads that interest users rather than just interrupting them. The document proposes flipping the model around to take cues from search and use contextual relevance and user intent to improve display advertising.

1. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC Search Becomes the Display OS

2. Jonathan Mendez, Founder NYC & SF pioneering creative technology for real-time rules based/event driven display ads & landing pages. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC

3. Twitter: @jonathanmendez Published Case Studies (partial list) Testing Methodology Landing Page Simplicity Query Reinforcement Keyword Match Type Social Media Optimization Branded Keywords Targeted Content Trust & Security Icons Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC Blog:

4. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ I do not regard advertising as entertainment or an art form but as a medium of information” -David Ogilvy Ads are Information

5. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC Information Management Document Retrieval (search) The Web is Information Management

6. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ This is the first mass marketing medium ever that isn't supported by ads!” -Seth Godin, September, 2008 The Web Does Not Need Ads

7. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ People don't read advertising, they read what interests them... Sometimes that's advertising." -Howard Gossage But Relevance Makes the Web Better

8. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008

9. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Getting Display Into the Medium

10. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Take the Flow of Search User Control query Data Intelligence algo Contextual Relevance SERP Page

11. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Flip It with Display Page Contextual Relevance creative/offer Data Intelligence Semantic Web User Control query

12. Search Becomes the Display OS SES NYC 2009 © 2009 Ramp Digital, LLC “ For All the New Media Spin, It's Just an 'Old' Media” – Advertising Age story on Display Media, July 28, 2008 Examples Page http:www://www.rampdigital.com/ramps