Search Becomes the Display OS

SES NYC 2010

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

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 = THE GOLDEN TRIANGLE

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

DISPLAY = THE GOLDEN SHOWER

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

“People don’t read ads. People read what interests them. Sometimes that an ad.”

- Howard Gossage

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

#1 LESSON FROM SEARCH FOR DISPLAY

CONTEXT

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

Falling on deaf ears?

On June 18th 2010a link from Yahoo’s homepage to this page on NYTimes.com generated 9M page views in only 2 hrs.

RELEVANCE IS ALSO TEMPORAL

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

SEARCH & DISPLAY1. INTENT2. SEGMENTATION3. CREATIVE4. BUYING5. CAMPAIGN MGMT

•AWARENESS

•REACH & FREQ.

•CPM

Display OS V 1.0

•PERFORMANCE

•DATA

•CPx

Display “Search” OS

1. INTENT

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

•BULK

•SITE / DEMO

•PAST BEHAVIOR

Display OS V 1.0

•DIFFERENTIATED

•AUDIENCE

•CURRENT BEHAVIOR

Display “Search” OS

2. SEGMENTATION

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

•NO VERSIONING

•HIGH DEV COST

•LEAD TIME

Display OS V 1.0

•TARGETED

•DYNAMIC

•SELF SERVE

Display “Search” OS

3. CREATIVE

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

•RATE CARD

•VERBAL

•I/O

Display OS V 1.0

•BID & RTB

•EXCHANGES

•AUTOMATED

Display “Search” OS

4. BUYING

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

•HIGH MINIMUM

•SWITCHING $

•NO OPTIMIZATION

Display OS V 1.0

•LOW MINIMUM

•NO SWITCH $

•OPTIMIZATION

Display “Search” OS

5. CAMPAIGN MANAGMENT

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

WARNING!

Technology only helps you aim. The best marketers are people.

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

THANK YOU!