1

How the Search

O/S is Changing

the Display

Game

SES New York

25th March 2010

Presented by:

Dax Hamman

VP Display Media

iCrossing

Twitter: @daxhamman

Twitter: @icrossing

2

Typical large client scenario:

+ Pressure to grow revenues

+ Sophisticated SEM program

+ Need alternative ROI channels

= evolution of display media

3

We can not

continue to

SHOUTat the crowd

4

We must

TALKto individuals

5

Creating new tools in the toolbox

Reach prospects

who search but

then visit your

competitors…

Site RetargetingSearch Retargeting

Speak to customers

who visit but don’t

convert first time

around...

Individuals with intent

Search

6

What is search retargeting?

Step 1:

Individual searches for a term

relevant to your business

Step 2:

Individual is tagged with a cookie

Step 3:

Individual clicks on an ad that isn’t yours

Step 4:

Individual can be identified by you 15 minutes

later and shown your ads

7

What is site retargeting?

Step 1:

Individual arrives on your site

Step 2:

The visit is recorded by a

tracking pixel

Step 3:

Our tagged individual is

identified again

Step 4:

Individual clicks on the ad and

is brought back to your site

8

A media exchange allows us to

buy ‘audiences’ instead of

‘inventory’

Like search, display becomes an auction

environment; success comes from

combining technology, data and people

Exchanges allow for new techniques such

as search and site retargeting

9

What is social retargeting?

Step 4: Creating scale

One customer lead can

turn to ten potential

customers

Step 1: Find your

customer

Individual visits your site

through any channel

Step 2: Social graph

mapping

Individual’s closest

contacts are identified

from social sites

Step 3: Targeted delivery

Targeted ads are shown to

customer’s closest friends

10

International hotel

brand

And it works!

This bank is a major consumer finance brand targeting members of the US

military with financial products. Within the first 3 months:

– Completed applications increase by 167%

– Average cost per application decreased by 284%

This brand wanted to improve the performance of its display campaign

– 56% increase in Return On Investment

– 57% decrease in cost per booking

– 43% increase in the conversion rate

The client was using contextual advertising to target women at home, but

without success. Social Media tools allowed us to talk direct to the right people.

– CPA fell from $334 to $4 within 90 days

– Additional benefits of understanding where consumers were talking

International

Online and Offline

Retailer

As a major online retailer, this brand was already active in SEM and had reached

a plateau; display had not historically worked for them

– Drove significant revenue from both online sales and offline sales (tracked with coupons)

– Achieved CPA targets in every campaign

Niche hobby

brand

Major US bank

11

Remember…

Display = Art + Science

12

But what if…?

13

Dax Hamman

Vice President Display Media

iCrossing

www.icrossing.com

twitter: @icrossing / @daxhamman

Thank you

More on this topic:

http://bit.ly/aTmRMy