SES 2010 Search Becomes Display

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)

http://www.yieldbot.com/

http://www.slideshare.net/jonathanmendez

SEARCH = THE GOLDEN TRIANGLE


DISPLAY = THE GOLDEN SHOWER


“People don’t read ads. People read what interests them. Sometimes that an ad.”

- Howard Gossage


#1 LESSON FROM SEARCH FOR DISPLAY

CONTEXT


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 & DISPLAY1. INTENT2. SEGMENTATION3. CREATIVE4. BUYING5. CAMPAIGN MGMT

•AWARENESS

•REACH & FREQ.

•CPM

Display OS V 1.0

•PERFORMANCE

•DATA

•CPx

Display “Search” OS

1. INTENT


•BULK

•SITE / DEMO

•PAST BEHAVIOR

Display OS V 1.0

•DIFFERENTIATED

•AUDIENCE

•CURRENT BEHAVIOR


2. SEGMENTATION


•NO VERSIONING

•HIGH DEV COST

•LEAD TIME

Display OS V 1.0

•TARGETED

•DYNAMIC

•SELF SERVE


3. CREATIVE


•RATE CARD

•VERBAL

•I/O

Display OS V 1.0

•BID & RTB

•EXCHANGES

•AUTOMATED


4. BUYING


•HIGH MINIMUM

•SWITCHING $

•NO OPTIMIZATION

Display OS V 1.0

•LOW MINIMUM

•NO SWITCH $

•OPTIMIZATION


5. CAMPAIGN MANAGMENT


WARNING!

Technology only helps you aim. The best marketers are people.



THANK YOU!