iCrossing_UK, SES London 2012 - Tom Jones, The leap from Search to Display

London | 20–24 Feb, 2012 | #seslondon

CROSSING THE DIGITAL DIVIDE:

THE LEAP FROM SEARCH TO DISPLAY

Tom Jones

Chief Development Officer, iCrossing

[email protected]


• Why display?

• “Same same but Different”

• Display... What’s it good for?

• How technology has transformed display

• Why ‘Search guys’ can be great at display

• Pitfalls to avoid

• Some first steps to try

From Search to Display…


3

CROSSING THE DIGITAL DIVIDE:

A familiar journey?

From Search into display:

a path well trodden?


Triumphant first steps from

search into display…

http://ppcmemes.tumblr.com/



Getting good and

becoming cocky…


Uh oh. Vader is going to kill me

when he see the ROAS on this.



Display is kind of a big deal…

Display advertising accounted for 23% (£0.95B) of the UK’s £4.1B 2010

online ad spend (Paid Search’s contributed 57%)

IAB Online Ad Spend Study, 2010* *2011 study out in 4 weeks


IAB Online Ad Spend Study, H1, 2011

18.5% YoY Growth for Display 12.6% YoY Growth for Paid Search

It’s growing strongly…

London | 20–24 Feb, 2012 | #seslondon 9

New technology & integration

Attribution & measurement

Google & Facebook

But what’s driving this growth?


Paid Search vs. Display…


Planning

Buying

Creative

Optimisation

Most marketing campaigns have 4 key stages…

Keywords, campaign structure, LPs

CPC, network, day parting & targeting

Ad copy development & testing

Bidding, analysis, attribution

Ad network, premium, ad exchange

RTB or fixed CPM, audience, interest

Rich media or standard, size, dynamic

View through, last click, brand uplift

PPC DISPLAY


Keywords are an expression of specific intent

Active searching for products or services

Predominantly direct response model

But we must appreciate some fundamental differences…

PPC DISPLAY

Users have not explicitly requested a display ad

Browsing may not relate to purchase intent

Uses extend beyond direct response

The defining elements of each should be

reflected in measurement & evaluation


Display can drive efficient direct response…

- A discussion of volume was conspicuous by its absence

2011 IPA study showed that

GDN Text Ads with contextual

targeting had a CPA of 7%

lower than search

- GDN text ads are a step in the right direction but not ‘proper’ display


To focus solely on DR is to ignore display’s other benefits

Brand messaging

Prospecting

Set the right performance expectations &

right measurement criteria

Life time value

Customer segments

Awareness & consideration

Likelihood to purchase


One final difference:

Complexity of the landscape


• Lacks targeted placement

• Labour intensive to scale

• Buys audiences not intent

• ‘Expensive’ & opaque pricing

• Unsophisticated measurement

You gotta go there to come back…

Technology solutions

Ad exchanges

Demand side platforms (DSPs)

Data management platforms (DMPs)

Traditional problems


The fundamental advantage of this new

technology landscape...

Impression-level buying

decisions in ‘real time’ and

informed by data

Ad exchanges

Demand side platforms (DSPs)

Data management platforms (DMPs)


‘Real Time Bidding’ is the difference between…

A shift from buying an audience buying to bidding for

individuals

Paying a fixed price to address a

whole stadium

Offering a value based bid to speak to a

handful of interesting individuals


What is an Ad Exchange?

A marketplace for buying and selling display inventory in real time

…but less Portobello Road and more Wall Street


Manage & maximise yield

Reduced trading costs

Expose inventory to more

buyers

Easy access to inventory

Ability to buy in real time

Cost flexibility & control

Ad Exchanges: balancing the needs of buyers & sellers

Publisher (supply-

side) benefits

Advertiser (demand-

side) benefits


What is a demand side platform (DSP)?

A platform which connects multiple sources of inventory & data

and makes real time buying (RTB) decisions on an impression

level

Ad exchanges

Data providers

& DMPs

Demand side platform


DSPs: benefits for advertisers

- Centralised platform delivers inventory at scale

- Pricing flexibility & control

- Custom audiences & retargeting

- Attribution & data provides better insight

Increased control and accountability


Data Management Platforms

(DMPs) turn data into audiences


The DMP: a means to an end, not an end in itself

Analytics, CRM,

purchase behaviour

Socio-demographic

profile

Past purchase

behaviour

Unique user profile

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html #LongRead #InterestingAside

Audience discovery

and segmentation

Media targeting &

audience extension

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html




Data focus

Test & learn mentality

Technology natives

Don’t you dare pigeon-hole me!

http://www.flickr.com/photos/macboozle


But…there are some ‘search habits’ to break

- Explore new distribution options

- Cheapest does not always equal best

- And…


Use your creative licence! Go beyond the 95 character ad text


Some useful first steps…

- Re-evaluate the GDN and remarketing

- Define & agree campaign metrics for success

- Make sure you are equipped to measure results

- Consider a managed/semi-managed DSP


http://www.adexchanger.com/

http://www.exchangewire.com/

http://www.admonsters.com/

Image:

http://www.flic

kr.com/photos/

striatic/


WHAT WAS COVERED:

• Why display?

• Same same but different

• Ad Exchanges, DSPs & DMPS

• Some pointers and first steps

Tom Jones

Chief Development Officer,

iCrossing

[email protected]

www.iCrossing.co.uk

www.twitter.com/icrossing_uk

http://www.flickr.com/photos/neil1523/

iCrossing_UK, SES London 2012 - Tom Jones, The leap from Search to Display

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Transcript of iCrossing_UK, SES London 2012 - Tom Jones, The leap from Search to Display