Paid search advertising will not replace display advertising because:
1) Paid search inventory is limited to small pools of keywords relevant to few advertisers, while display advertising reaches thousands more brands.
2) Large advertisers require reaching customers at every stage of the purchase funnel, from awareness to purchase, and paid search only addresses later stages.
3) Most advertiser budgets are too large to allocate solely to paid search given its limited inventory. Display advertising allows spreading spending across many more brands and platforms.
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
A series of Facebook Advertising tips that any help all levels of marketers understand the dynamics in pay-per-click campaigns especially in social media.
I wrote this article for SES Magazine under the byline of executive leadership, showing how Groupon and group buying use a business model that works for some, not all.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
A series of Facebook Advertising tips that any help all levels of marketers understand the dynamics in pay-per-click campaigns especially in social media.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Morning Workshop with PubMatic: Everything You Wanted to Know About PMPDigiday
This session will look at how the growth of private marketplace transactions is creating new opportunities for publishers and advertisers. It will discuss what is fueling the growth and what are best practices within PMP.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.
DSPs, RTB and Programmatic Buying: What Is It and Why Should I Care?Ionova
DSPs, DMPs, RTB and more … the ad-tech alphabet soup continues to bubble. So why should you care? Because these technology platforms make it easier to find and target the right audience for the right price.This presentation simplifies things by explaining how sophisticated technology combined with behavioural insight drives great results for marketers.
Developed for a class of 7 - 10 year olds.
Produce a “Flashing Eye Robot”
Learning basic electronic circuit
Agenda
Build and understand basic LED circuit with switch
Make a flashing light circuit with 2 LEDs and 2 transistors
Technical name: “astable multivibrator”
Understand how it works
Nye verktøy skaper nye muligheter for å hente ut en organisasjons kollektive kunnskap, forteller Lena Lundgreen, nordisk leder for Samhandling i Avanade.
Kjært barn har mange navn, men det som på norsk gjerne kalles for sosial samhandling, eller på engelsk Social Business, handler om å bruke funksjonalitet som folk kjenner fra sosiale medier som de bruker privat, på arbeidsplassen. Med verktøy som SharePoint 2013 og Yammer fjerner man gamle kommunikasjonsbarrierer i organisasjoner og skaper en delingskultur, med mikroblogging, gruppediskusjoner, personlige sider og sterke søkemuligheter.
Overcoming the challenges of programmatic in southeast asiaBenedict Hayes
My presentation from L.E.A.D Asia 2016. A simplified view of the programmatic landscape, and a deep dive into the barriers to entry of Brands to programmatic. What are the key considerations you need to enter to Programmatic.
Morning Workshop with PubMatic: Everything You Wanted to Know About PMPDigiday
This session will look at how the growth of private marketplace transactions is creating new opportunities for publishers and advertisers. It will discuss what is fueling the growth and what are best practices within PMP.
When publishers are considering their programmatic strategy, they need to make a number of important decisions. In the early days of programmatic, publishers made many of these decisions on the fly. However, as the real-time ad sales market matures some clearer patterns have evolved for how publishers manage their overall strategy.
We have identified seven categories of publishers – each reflecting a different approach to creating opportunity from the real-time ad sales marketplace. While there are a variety of approaches to balancing revenue goals with customer experience, we tried to broadly define these categories so that most publishers will be able to determine where they fit.
Presented by the head of the digital practice at Burns Marketing (www.burnsmarketing.com), this webinar encourages marketers to use their creative side to find new opportunities and increase performance in their pay-per-click campaigns. It's not always about the data and things like run-of-the-mill keywords. Sometimes, you really need to think outside the box to give your PPC campaigns that extra little boost.
DSPs, RTB and Programmatic Buying: What Is It and Why Should I Care?Ionova
DSPs, DMPs, RTB and more … the ad-tech alphabet soup continues to bubble. So why should you care? Because these technology platforms make it easier to find and target the right audience for the right price.This presentation simplifies things by explaining how sophisticated technology combined with behavioural insight drives great results for marketers.
Developed for a class of 7 - 10 year olds.
Produce a “Flashing Eye Robot”
Learning basic electronic circuit
Agenda
Build and understand basic LED circuit with switch
Make a flashing light circuit with 2 LEDs and 2 transistors
Technical name: “astable multivibrator”
Understand how it works
Nye verktøy skaper nye muligheter for å hente ut en organisasjons kollektive kunnskap, forteller Lena Lundgreen, nordisk leder for Samhandling i Avanade.
Kjært barn har mange navn, men det som på norsk gjerne kalles for sosial samhandling, eller på engelsk Social Business, handler om å bruke funksjonalitet som folk kjenner fra sosiale medier som de bruker privat, på arbeidsplassen. Med verktøy som SharePoint 2013 og Yammer fjerner man gamle kommunikasjonsbarrierer i organisasjoner og skaper en delingskultur, med mikroblogging, gruppediskusjoner, personlige sider og sterke søkemuligheter.
Personalization: Case study EVMS- TERMINALFOUR t44u 2013Terminalfour
'Personalization: Case study with EVMS-TERMINALFOUR's Neil O'Neill discusses how to personalize your website using Site Manager and looks at East Virginia Medical School (EVMS) as an example of personalization.
Bluetrade e-commerce mit ibm websphere und lotus connections - lcty dus v02Joubin Rahimi
BLUETRADE ist Full Service Commerce Dienstleister und spezialisiert auf das IBM Portfolio im E-Business Umfeld. Speziell die Produkte WebSphere Commerce, Unica, Coremetrics, Sterling Commerce und IBM Connections.
In diesem eintägigen Seminar wurden die Grundlagen & Grundbegriffe, Methoden & Mittel des Leitkonzepts der Servicialisierung für verlässliche, rationelle & rentable Service-Erbringung im Überblick vermittelt.
Agenda:
- Servicialisierung – Begriffsprägung, Herleitung & Abgrenzung
- Service-Trilemma – Service-Qualität, Service-Preis & Service-Kosten
- Service-Identifizierung– Service-Konsument, Service-Objekt & Nutzeffekte
- Service-Spezifizierung – 12 Service-Attribute, 3 Service Levels & 2 DIN-A4-Seiten
- Service-Konzipierung – Service-Spezifikation, Service Map & Service-Drehbuch
- Service-Orchestrierung – Service-Konzept, Service Supplier & Service Supply Chain
- Service-Katalogisierung – Service-Spezifikation, Service-Preise & Service-Angebot
- Service-Kommittierung – Service-Katalog, Service-Spezifikation & SLA
- Service-Konzertierung – Erbringungsbereitschaft, -kapazität & Service-Erbringung
- Service-Fakturierung – SLA, Service-Erbringungspreis & Service-Konsum
- Service Delivery Maturity Model – Reifegrade, Reifekriterien & Reifungsschritte
Die Präsentationsunterlagen zu der weiterentwickelten, zweitägigen Version dieses Seminars für das Jahr 2022 sind zu finden unter
https://www.slideshare.net/PaulGHz/seminar-servicialisierung-es102022-vx030004
s.a. Konzeptpapier 'Servicialisierung - Service-Erbringung & Methodik'
https://www.slideshare.net/PaulGHz/konzeptpapier-servicialisierung-serviceerbringung-und-methodik-v060300pdf
Die universell anwendbaren Methoden für standardisierte & rationalisierte, automatisierte & optimierte Service/Dienst-Erbringung (= Servuktion) werden
- einführend vorgestellt & anschaulich erläutert in den Online-Seminaren der 14-teiligen Reihe 'service@ducation', die pro Kalenderjahr einmal durchgeführt wird bei & mit der Firma smile2 GmbH
s. Gesamtbeschreibung der Online-Seminarreihe 'service@ducation 2022'
https://www.slideshare.net/PaulGHz/onlineseminarreihe-serviceducation-2022-gesamtbeschreibung-v060000pdf
s. SBK-Live der smile2 GmbH
https://my.smile2.de/sbk-live
- interaktiv vermittelt & praktisch angewendet in den Seminaren & Seminar-Duos, Workshops & ServicExpedtionen der Onsite-Ausbildungsreihe 'ServicEducation'.
s. Gesamtbeschreibung der Ausbildungsreihe 'ServicEducation 2022'
https://www.slideshare.net/PaulGHz/ausbildungsreihe-serviceducation-2022-gesamtbeschreibung-v060000pdf
Die Methodik der Servicialisierung beruht auf der nachvollziehbar hergeleiteten & plausibel erklärten, allgemeingültigen & vollständigen, eindeutigen & konsistenten Definition für den elementaren Grundbegriff 'Service (= Dienst)', die der Grundstein der konsistenten & kohärenten Service/Dienst-Terminologie ist.
s. Konzeptpapier 'Service-Definition - Herleitung & Anwendung'
https://www.slideshare.net/PaulGHz/konzeptpapier-servicedefinition-herleitung-und-anwendung-v060200pdf
s. Glossar Service-Terminologie
https://www.slideshare.net/PaulGHz/servicialisierung-glossar-serviceterminologie-v070000
Facing the climate challenge: Implications of the 2 degree limitJonathan Koomey
This is a lecture I gave for Leslie Field's class on Engineering and Climate Change at Stanford on September 24, 2013. It describes an alternative to the traditional benefit-cost framing of the climate problem, called "working forward toward a goal". It's one that relies on our best understanding of the climate system as well as the lessons from business planners about facing big strategic challenges. See the discussion in my book Cold Cash, Cool Climate: Science-based Advice for Ecological Entrepreneurs http://amzn.to/Av0O9O for details.
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATIONE-List Hunter
Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services.
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
Programmatic advertising – how to make your work more effective?Adam Nankiewicz
In the light of today's landscape it's more than important for us to be more productive, especially while speaking about job. Those who once tried “run “ their campaign by “programmatic buying” know what I’m speaking about - this is a brilliant system/way to increase productivity. Let me show you some arguments in favor of validity of my theory:
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
1. Print Article: Why paid search will never kill display advertising http://www.imediaconnection.com/printpage/printpage.aspx?id=22641
Published: April 08 2009
Why paid search will never kill display advertising
By Eric Picard
Spending on paid search and display ads is evenly split, but don't expect one to eat the other's lunch anytime soon. Here's why.
Advertisers deeply understand the way that existing and potential customers evaluate a purchase of a product or
service. This process is typically described as the "purchase funnel," and is a relatively standard way for advertisers to
think about approaching their advertising spending against prospective customers. Typically advertisers try to find
ways to reach prospects with a message that caters specifically to where that person sits within the purchase funnel.
There are numerous purchase funnel definitions out there. To keep things simple, let's deal with a very basic version:
Awareness > Consideration > Preference > Purchase
Here are a few basic issues to consider when thinking about the purchase funnel verses the advertising inventory that
exists in the world. At the opening of the funnel, starting with awareness, there is a vast amount of advertising inventory
available, and at a relatively low cost per thousand (CPM) ad impressions. At the end of the funnel, ending with
purchase, there is a small amount of ad inventory, and the cost of that inventory is quite high on a CPM basis.
Advertisers also apply two macro methodologies to their advertising spending habits across the entire purchase funnel.
They either use direct response approaches to buying ads, or brand approaches to buying ads. To keep it simple, let’s
just say that DR advertisers measure to a cost-per-acquisition (a purchase) during the life of the campaign. And let’s
call the brand bucket as measuring key performance indicators (KPIs) that are tied to the location and movement of the potential customer through the purchase
funnel. This includes elements like brand awareness, brand consideration, brand preference, and some more direct response-like measures like purchase intent.
Large advertisers that spend hundreds of millions, if not billions of dollars annually are also very good at measuring their ROI. You might imagine that if a small
percentage of a large budget is spent on measuring advertising effectiveness, they can get pretty comfortable with their return. I’ve heard some consumer
products goods companies boast of being able to predict ROI to within a few decimal points of percentage.
While all advertisers will admit that their advertising spend is somewhat inefficient (meaning they don’t exactly know which spend drove which lift), they don’t often
talk publicly about their ability to predict results -- as this is highly valuable competitive data. And yet the myth seems to persist that advertisers simply throw
spaghetti against the wall and expect half of it to stick -- and therefore are somehow “wasteful” or “unscientific” in their approach to advertising.
The real discussion to have is around how they allocate that spend. Less than 10 percent of all ad dollars spent are allocated to advertising online, and the split
between paid search and display ads is pretty even at the aggregate level. Within the display advertising bucket, only a small amount of the total spend is allocated
to direct response buying, most dollars are spent on branding.
The above diagram represents inventory as mapped against the purchase funnel (all impressions that exist across all online media could be fit within this triangle)
showing the breakdown of buying methodologies (brand and DR) and the relative price paid for the inventory by the advertiser. Note that in the online space, the
pointy-end of the funnel is basically paid search advertising. And everything to the left of the vertical dotted line is display advertising, with half of the inventory
going to brand advertisers, and half going to DR advertisers.
But note that a proportionally small amount of revenue actually goes against DR spending on display ads. This pool of inventory -- DR display spend -- is made up
of inventory sold through contextual networks, display ad networks, and ad exchanges today. The red ball (below) shows revenue from premium brand advertisers
-- primarily hand-sold by a human sales force. Over time I predict that we'll see the amount of inventory allocated against DR buyers change as we remove friction
from the purchase process by automating the purchase process.
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2. Print Article: Why paid search will never kill display advertising http://www.imediaconnection.com/printpage/printpage.aspx?id=22641
Next page >>
While as a category, paid search will always be high revenue generation per impression (for the search engines), the overall number of impressions that exist are
segmented into very small pools of inventory. Each small pool (denoted by a single keyword) tends to be relevant only to a small number of advertisers -- meaning
that per advertiser there just isn’t any way to buy very many impressions (even if you’re paying on a cost-per-click).
Keep in mind that while the paid search space boasts more than a half-million advertisers, the display space (across online display and even offline media such as
television and print) really is made up of only about 3,000 to 5,000 brands that perform large-scale buys. There is an important take-away from that point. There is
not enough inventory in paid search for it to be a large percentage of any one advertiser's budget overall (spreading the entire 4 percent of all spending -- see
below -- across hundreds of thousands of advertisers versus online display spreading spend across 3,000 to 5,000 advertisers).
US Ad Spending across media -- 2008
Source: eMarketer (Barclays Capital March 12, 2009) and Eric Picard analysis
*Excludes the Direct Mail and 'Miscellaneous' categories
Paid search simply doesn't have enough viable inventory in any given category to enable any significant advertiser (large spender) to move large portions of their
budget to paid search. Take an advertiser who spends $1 billion in the U.S. each year. One could assume that they follow the breakdown that I'm showing as the
average in the chart above. However, it is highly unlikely that they are allocating even the 4 percent listed for paid search on this chart out of their total budget.
There is simply not enough inventory for them to spend the money on.
People who do not understand advertising in general but do understand the paid search space frequently talk about how all ad dollars will move to paid search over
time, "since it is so effective." When you measure your results against CPA during the life of the campaign, very few people will argue against the value of paid
search. But when you look at the entire ad spend of a big-budget advertiser, and you look at the myriad KPIs that they use to measure the success of that
advertising spend across brand and direct response, it is highly unlikely that paid search will be incredibly important to any one of those advertisers (beyond some
retailers ith massive numbers of products they could buy against in an automated fashion, like eBay and Amazon).
Ultimately, paid search matters far more to the search engines than it does to any one advertiser. After all, before you buy a product you have to be aware that it
exists, you have to consider whether you need it, you have to weigh your purchase of that product against all the various manufacturers, and then you have to
decide where to go and buy it. Paid search certainly can help sell a product if you catch someone further down the purchase funnel, but it takes other methods to
get them to that point.
<< Previous page
Eric Picard is the advertising technology advisor to the Advertising Platform Engineering team at Microsoft.
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