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Innovations in Display
Steffen Ehrhardt,
Cairo, 10th Sep’12
A simple recipe for the perfect ad
2
Right person THE
PERFECT AD
Right time
Right message
Right context
3 Google confidential
The goal : deliver the right ad, to the right user at the right time
Offline media
Fastest growing medium
TV
Display
Mobile
Video
Social
Search
Why care about Display?
Source: Online Publishing Association and Nielsen//NetRatings, August 2011
4
95% of time online is spent outside of Search
5 trends to be “in on” in 2012
5
76% 68% 59% 30% 23%
Online
display Search
Social
media
Digital
video Mobile
Be in on display, search, social media, digital video and mobile
Note: Online Marketing tactics used by Ad Agencies, Q3 2011
Source: www.emarketer.com.
Display advertising can be a $200B
industry in less than 10 years. Eric Schmidt Executive Chairman, Google AdWeek
Transformation puts us at the brink of major growth
6
15.9B in 2014
$200B
10.2B in 2010
Display is on fire
offers
time people
currently
solutions
best ooVoo
scale
categories goals
right business
real
networks
offer market
ads bid
great
marketing
attributes
site
maximize
sponsored
revenue
Ad performance
one research
sites customers
audience-
buying
technologies
use
buyers
new
advertising
behavior
investment
technology
sales audiences
managemen
t
account
brand make
consumer
clients
publishers
inventory audience
advertiser
s
Network
reach percent
targeting Web
Plus
partners
deliver
every quarter
leading
years
media
consumers
largest
data
Alliance pricing
result
s
value
month
million
company
grow
proprieta
ry
contextual
system
exchanges
overall
Internet STUDY
advanced
display
information
verification
insights
daily
Aim
including
control
across
fourth
objectives
bidding
tags choices
trusted
campaign
ad
REACH buying
served
impressions
transparency
team Reach
helps
advertiser
drive
times
content
brands
demographics
premium publishe
r network
online
strategy
Exchange billion
awareness
grow
real-time
unique
using
choose
Global help
Media
based
trading
user relationships
capabilities
video
digital optimization
quality
users
Our Vision: An Integrated Solution
Display Ad Builder Google Analytics
Telling the AdWords story: where do Products fit in?
Cost Per Conversion (CPA) Low High
Incre
me
nta
l U
se
rs
Hig
h
Lo
w
Search
Branded
Keywords
Attract consumers
searching on your
non-branded search
keywords
Bring new visitors to
your site by reaching
them with contextually
relevant marketing
Pull site visitors back
to your site with
remarketing
Attract consumers
searching on your
branded search
keywords
Display
Remarketing
Search
Non-Branded
Keywords
Interests &
Topics
Broaden your marketing
to consumers who
regularly visit relevant
sites and pages
Leakproof your lower funnel Refresh it with new leads
Display
Contextual
Plan
Ad Planner
Allows you to slice and dice data with several filters to find your audience.
• Data for all countries worldwide
• Works with Mobile and Video
• For Google Display Network
Buy
14
More granular Targeting
15
Flexible targeting means that you can connect
with consumers on the right
device, at the right time
Device & Provider Location Content Time of day
Combine contextual and audience for maximum
reach and maximum performance
Do you know your customer?
Who They Are
= Audience Buying
Where They Are
= Contextual Buying
Remarketing
Interests
Similar Users
Contextual Targeting
By Keywords | By Topics
Interest Categories
Target your users /
potential clients by
their Interests
Contextual
Reach your audience at
the right time with the
right message
Remarketing
Target people
who have visited
your website. Works
also just with your
Analytics Tags!
Buy: Audience Advertising Innovations
17
Contextual Targeting = Google!
6x higher than the
global average
Display CTR!
Source: Google internal data. Results are averages across all Display campaigns on the Google Display Network for Q1 2011
Interest Categories
Google confidential Google confidential Google confidential
In the Past, a Website Served the Same Ad to Every User
Google confidential Google confidential Google confidential
Today we can serve a Relevant Ad to Every User
Google confidential
Google Interest Categories
While user surfs the web, Google stores a cookie to remember every visit on GDN websites.
1
Google infers interest categories based on content, recency & frequency and associates it with the cookie.
2
http://www.google.com/ads/preferences
Ads are shown across the GDN to users based on their interest, regardless of the page content.
3
Google confidential Google confidential
Target Group Behavior Target Group Profile
Passive Interests are general hobbies, passions or affinities. E.g.: Basketball, HipHop, Horses
Interest Categories are interests derived by surf behavior on the web. E.g.: Software, Solar Panels, Fashion, Vacation Offers
Handbags & Purses
Shopping
Don’t Mix up General Affinities with Interest Categories
24 Google confidential Display Network
The combined effect of targeting interested users with the right creative
Target people who have expressed interest in your brand or category of brands
Remarketing
* Google confidential * Google confidential
Remarketing can engage shopping cart abandoners.
Studies show 70% of online shoppers abandon carts.*
# iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative.
* 2010 Google study.
Customer Examples / Use Cases
1. Visitors who visit landing page A, then product page B, then order page C (in that order)
2. Visitors who've visited at least X times (i.e. in the last 30 days)
3. Visitors who've visited your website at least once in the last X days
4. Visitors who've first come from Display, then Search
5. Visitors who've purchased X but not Y
6. Visitors who viewed a section of your site more than once in past X days
7. Visitors who've signed in at least once.
Visitor Segments report on visitor data across sessions.
Use your Google Analytics tag to build
remarketing lists in AdWords
Leverage over 100 rich dimensions and
metrics to build remarketing lists.
Google Analytics Remarketing create advanced remarketing strategies with no extra tagging
sophisticated targeting use
the rich detail of Visitor Segment data to
remarket to exactly the right customers
with highly relevant messages based on
actual behavior.
usabilityquickly build and adjust
precise remarketing lists with a beautiful
and intuitive user interface in Google
Analytics.
simplicity and efficiency eliminate the need for time-consuming re-
tagging for each new campaign. After a
one-time tag update, create new
remarketing lists and edit existing lists
with no additional changes needed.
29 Google confidential
Look-a-like technology
Find like minded consumers. Google’s look-a-like technology finds
consumers with similar browsing habits
to those on your remarketing list.
Similar Users User hasn’t been to your website
but visited the same sports sites
Remarketing List User has been to your been to
your website and visits sports
sites
=
a.k.a similar users
Product Overview
Similar Audiences Overview
We look at users on an existing audience and target people who have similar browsing behavior, but who haven't been to your site
(and therefore aren't on your remarketing lists).
We think of it as a personalized interest category for an individual product or service, but in the industry it is also called "lookalike"
technology.
This allows you to reach incremental (new) users on display.
Optimize Creative
In your dreams…
32
In Reality…
33
performance
one research
site
s
customer
s
audience-
buying
technologie
s
use
buyers
new
adverti
sing
Web
offers
publisher
s Plu
s
REACH time exchanges
partner
s
deliver
overall
every
buying people
currently
Internet STUDY
served
solutions
quarter best
impressions
transparenc
y
team
advanced
leading Reach
years ooVoo
media
consumers
scale larges
t
help
s
dat
a
advertiser
categories goals
display
right
information business
real
verificatio
n
Alliance pricing
network
s
drive insights
offer resu
lts
times
daily
Aim
market
valu
e
including
month control
behavior
investment
technolog
y
sales audien
ces
managemen
t
account
bra
nd
make
consumer
clien
ts
content millio
n
ads
bid great
company brand
s
marketin
g demographic
s
grow
across attributes
fourth
objectives
premi
um
site publis
her maximize
propri
etary
networ
k onli
ne sponsored bidding
tags choices
revenue trusted
Ad
contextual
campai
gn
strategy
system
real-
time
unique
using
choose
Global
help
Media
based
trading
user relationsh
ips
capabilitie
s
video
digita
l
optimiza
tion
qualit
y
inven
tory audienc
e advertis
ers
Network
reach percent
targeti
ng
Excha
nge
billion
grow
ad awareness users
Display can be powerful!
35
Target your audience with the right message
36
Message for Women:
Find the
Perfect Ring
Message for Men:
Make her
Speechless
At the right time: Serving the right creative to the right device
The power of Video - use Video Ads
38
TrueView Click to Play
Video Drives More Brand Impact Than Simple Flash Ads
39
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Video Simple Flash
Average Brand Impact of Video Ads versus Simple Flash
Source: Dynamic Logic MarketNorms, Fixed frequency level of 1
Full set of creative options to engage with users
Ad Format Sizes
Standard Image
(JPG or GIF)
Standard Flash
Rich Media Flash
In-Unit Video
Click-to-play
Video Ads
Banner: 468 x 60
Square: 250 x 250
Small Square: 200 x 200
Leaderboard: 728 x 90
Medium Rectangle: 300 x 250
Large Rectangle: 336 x 280
Skyscraper: 120 x 600
Wide Skyscraper: 160 x 600
Display Ads Ready in Minutes For Free
“The Display Ad Builder is a great creative sandbox, allowing us to quickly test
and iterate with new ad formats and capabilities that text ads can’t offer.” Interactive Agency Razorfish
Blank Template
Blank Template aka Build your own allows advertisers
to build templates from scratch. That includes
uploading own pictures, resizing, reframing, different
fonts etc.
Supports
Animation!
Measure
Think beyond Click, Impression and CTR
45
Click
Impression
CTR
So What Can You
Measure In Addition to Click, CTR, Impression?
46
Engagement Metrics
Better measure and attribute conversions for display
48
• Assisted Conversions
• Conversion Paths
• Time Lag
• Path Length …
Impact of Display Campaigns
49
40% lift in search traffic
“Display became measurable and allowed us to prove an acceptable CPA.”
- Luke Hubbard, Vice President , Integrated Media Solutions
Our Vision: An Integrated Solution with transparency and control
Display Ad Builder Google Analytics
There’s a
perfect ad for
everyone.
51
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