ses 2010 search becomes display
TRANSCRIPT
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!