Post on 02-Nov-2014
description
Google Confidential and Proprietary
Adrian Mulryan, Rich Media Sales SpecialistTanzil Bukhari, Head of Buyside Solutions
20th May, 2011
Improving the Efficiency of Display
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Google Confidential and Proprietary
Display Reached a Tipping Point
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Google Confidential and Proprietary
Display Technology has Fundamentally Evolved
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InventoryLiquidityaudience access
DataLiquidity
audience info
Scalable Creativerich and right message
Google Confidential and Proprietary
Ad exchanges let you buy what you want, when you want,at the price you want, at massive scale
Inventory Liquidity: Ad Exchanges
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Ad exchangesequate to over 500
billion monthlyimpressions (and
growing)Over 75% of all non-premium displayinventory offered via adexchanges* and willinclude mobile and video
In 2 to 3 years*
Today
* According to ThinkEquity
Google Confidential and Proprietary
AdX – Benefits to the buyer
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• More transparency
• Increased level of control around how audience buysare executed
• Cost efficiency gained and hopefully a performanceincrease from traditional display buying
• RTB integration
• Technology agnostic
Google Confidential and Proprietary
Efficiently Reach Your Audience
Combine real-time bidding and reserve allocation to ownthe complete active and potential Best Buy audience
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Dynamic Allocation:Impression-by-impression
competition with other sourcesof demand
Real-Time Bidding:Impression-by-impression
access to all inventory
Open and neutral auctionwhere all bids compete
$- Max bid $- Floor price
Google Confidential and Proprietary
The value of the inventory is driven by the audience dataassociated with the impression.
Data Liquidity: Data is Driving Performance and Reach
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3rd PartyDataMedia Data Advertiser
Data
Registra)onData
ConsumerMatchData
SearchKeyword
PropertyType
Sitebrowsingbehavior
Seasonal/Promo)onalproductscoring
Mediabasedcategorymodeling
Frequencybasedsequen)almessaging
Audiencebehavior
Lookalikemodeling
Demographic
Conquest
Google Confidential and Proprietary
Scalable Creative: Rich is Becoming Richer
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Production Toolsor Services
QualityAssurance
Trafficking Toolsor Services
OptimizationTools
ReportingTools
Ad Serving for AllCreative Types
Benchmarking
Publisher RelationsServices
ConversionReporting
Increase inbrand recall
63%
Interactive vs
Non-Interactive ads
Rich media adimpressions
10%
Of total ad impressions
over the last few years
Google Confidential and Proprietary
Data is Enabling Relevance at Scale
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• Headline | weather based
• Product Images | weather based
• Product copy | Product based
• Local Lowe’s | IP zip code based
• Background image | weather based
• Call-To-Action | BT based
• Footer image| weather based
Google Confidential and Proprietary
2- [Rollover gifts boxes to revealproduct and copy]
4- [Refresh product button isrevealed after initial build]
Remarketing Dynamic Creative Examples
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1- [Initial ad build w/ interactive“open me!” buttons]
3- [Expandable ad with secondaryinformation and value adds]
Generic Sears Dynamic Ad
Viewer visits website and establishes interest
New retargeted dynamic ad is served up.
Google Confidential and Proprietary
Designing an Efficient Display Strategy
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Lower Funnel – Personalized Retargeting
•Plug the leaks in the lower funnel
•Convert more users
•Maximize efficiency and ROI
Upper Funnel – Message Targeting
•Broad buy to push volume into newly efficient funnel
•Dynamic creative chooses best offers, messages, andcreative elements for maximum performance
Mid Funnel – Market Segmentation
•Build audience personas off 3rd party data
•Message local offers and products
•Maximize reach
Google Confidential and Proprietary
Our Vision for Display Advertising
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Simplify Performance Open