retrofitting search marketing teams for success in display advertising
DESCRIPTION
Can you use the same people who run your search campaigns, to run your display (banner ad) campaigns? Yes, but it might take some changes in your organization, your technology and your training agenda. Presentation given at Search Engine Strategies Chicago 2012TRANSCRIPT
Chicago | November 12–16
Bridging the Digital DivideRetrofitting Search Teams for Success in Display
Dana ToddSVP Marketing & Business Development
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
@danatodd @performics
More than 300 top global brands
Top 5 buyer of performance media
Consumer goods, automotive, travel, education, financial services, healthcare, insurance, retail, tech, and telecom
1,000+ experts in 18 countries
Performics works with more than 300 top global brands. Due to confidentiality, we are not able to release our client list in its entirety.
Top Brands Choose Performics
Tweeting? @danatodd @
Chicago | November 12–16, 2012 | #SESCHI
Agenda
• Definitions
• People
• Process
• Technology
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Definitions
• Premium, Guaranteed, Negotiated, Publisher, Traditional
• Bidded, Biddable, Programmatic Premium, Remnant, Auctioned, RTB
• Exchanges
• DMP (Data Management Platform)
• DSP
• SSP/PSP
• Trading Desk
• Rich Media
• Ad Server @danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
<people>@danatodd
@performics
Chicago | November 12–16, 2012 | #SESCHI
Roles
• Media Planner
• Media Buyer
• Account Services/Mgt
• Ad Ops
• Technical Specialist
• Creative
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Media Planner• Big picture
thinker/strategic
• Audience savvy
• Highly connected
• Creative
• Negotiator
• Goes beyond banners
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Media Buyer• Negotiator
• Execute plan
• Data savvy
• Analytical
• Internal and external connections
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Account Management• AD, AM, AAM, etc.
• Execute strategy
• SME vs. client facing
• Specialist vs. Generalist
• Troubleshooter
• Connect to internal teams
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Ad Ops• Trafficker/Tag Mgt
• Optimizers: bids, publishers and creative
• Analytical
• Tactical
• Troubleshooter/QA
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Technical• Programming, database mgt
• Troubleshooters
• Connecting & building systems
• Focus: monetization, efficiency & accuracy
@danatodd @performics
Creatives• Creative (duh)
• Dynamic design (ego free)
• Experience designer
• Technical
Chicago | November 12–16, 2012 | #SESCHI
Bridge Skills/Training• Audience analysis beyond keywords
• New ROI models w/different efficiencies
• Comfort w/creative thinking & solutions
• Experience w/creative units beyond banners
• Understanding of publishers
• New technology
• Data evaluation & management beyond reporting
• Practice w/Facebook and GDN
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
Bridge Skills/Training• Audience analysis beyond keywords
• New ROI models w/different efficiencies
• Comfort w/creative thinking & solutions
• Experience w/creative units beyond banners
• Understanding of publishers
• New technology
• Data evaluation & management beyond reporting
• Practice w/Facebook and GDN
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
What about SEOs?• Well aligned to “experience design” – particularly if they have web
development or design backgrounds
• Content strategist Rich media experience designer
• Link builders Ad Ops & Media buyers
• Conversion Optimization Dynamic display
• Project mgrs Acct Mgt
@danatodd @performics
Chicago | November 12–16, 2012 | #SESCHI
<process>@danatodd
@performics
Chicago | November 12–16, 2012 | #SESCHI
Traditional/Guaranteed
@danatodd @performics
Strategy Planning Negotiate Creative Analyze/ Optimize
Chicago | November 12–16, 2012 | #SESCHI
Bidded/Programmatic
@danatodd @performics
Build Audience Price/Bid Optimize Filter Amplify
Chicago | November 12–16, 2012 | #SESCHI
<technology>@danatodd
@performics
Chicago | November 12–16, 2012 | #SESCHI
Invest or Partner• Trading desk
• DMP
• Cookie pool
• Ad servers:
• Basic serving/tracking
• Dynamic display
• Rich media
@danatodd @performics