The document discusses how search is becoming the operating system for display advertising. It argues that lessons from search, like relevance and intent, need to be applied to display for it to be effective. Specifically, it says display needs to shift from bulk impressions to an approach focused on segmentation, targeted creative, automated buying, and ongoing optimization of campaigns based on data. The goal is for display to evolve from the current "golden shower" approach to a new "golden triangle" model based on search advertising techniques.

1. Search Becomes the Display OSSES NYC 2010

2. Me: Jonathan Mendez Twitter: @jonathanmendezCompany: Yieldbot (www.yieldbot.com)Location: New York CityBlog: Optimize & Prophesize (search “jonathan mendez”)SES NY: 5th Show! (www.slideshare.net/jonathanmendez)Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

3. SEARCH = THE GOLDEN TRIANGLESearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

4. DISPLAY = THE GOLDEN SHOWERSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

5. “People don’t read ads. People read what interests them. Sometimes that an ad.”- Howard GossageSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

6. #1 LESSON FROM SEARCH FOR DISPLAY CONTEXTFalling on deaf ears?Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

7. RELEVANCE IS ALSO TEMPORALOn June 18th 2010a link from Yahoo’s homepage to this page on NYTimes.com generated 9M page views in only 2 hrs. Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

8. SEARCH & DISPLAY1. INTENT2. SEGMENTATION3. CREATIVE4. BUYING5. CAMPAIGN MGMTSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

9. 1. INTENTDisplay OS V 1.0Display “Search” OSAWARENESS

10. REACH & FREQ.

11. CPM

12. PERFORMANCE

13. DATA

14. CPxSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

15. 2. SEGMENTATIONDisplay OS V 1.0Display “Search” OSBULK

16. SITE / DEMO

17. PAST BEHAVIOR

18. DIFFERENTIATED

19. AUDIENCE

20. CURRENT BEHAVIORSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

21. 3. CREATIVEDisplay OS V 1.0Display “Search” OSNO VERSIONING

22. HIGH DEV COST

23. LEAD TIME

24. TARGETED

25. DYNAMIC

26. SELF SERVESearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

27. 4. BUYINGDisplay OS V 1.0Display “Search” OSRATE CARD

28. VERBAL

29. I/O

30. BID & RTB

31. EXCHANGES

32. AUTOMATEDSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

33. 5. CAMPAIGN MANAGMENTDisplay OS V 1.0Display “Search” OSHIGH MINIMUM

34. SWITCHING $

35. NO OPTIMIZATION

36. LOW MINIMUM

37. NO SWITCH $

38. OPTIMIZATIONSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

39. WARNING!Technology only helps you aim. The best marketers are people.Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

40. THANK YOU!Search Becomes Display OS SESNYC2010 © 2010 Yieldbot