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 OS SES NYC 2010

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

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

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

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

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

7. RELEVANCE IS ALSO TEMPORAL On 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 & DISPLAY 1. INTENT 2. SEGMENTATION 3. CREATIVE4. BUYING 5. CAMPAIGN MGMT Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

10. REACH & FREQ.

11. CPM

12. PERFORMANCE

13. DATA

14. CPxSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

16. SITE / DEMO

17. PAST BEHAVIOR

18. DIFFERENTIATED

19. AUDIENCE

20. CURRENT BEHAVIORSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

22. HIGH DEV COST

23. LEAD TIME

24. TARGETED

25. DYNAMIC

26. SELF SERVESearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

28. VERBAL

29. I/O

30. BID & RTB

31. EXCHANGES

32. AUTOMATEDSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

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