Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.

1. David Hallerman Principal Analyst M A Y 1 9, 2 0 1 1 Integrating Search and Display—Tactics for More Effective Advertising Sponsored by:

3. The Customer in the Funnel

5. The funnel idea is a fairly effective way to organize what is, in reality, a series of disparate customer touchpoints

6. Ken Mallon, vice president and head of Yahoo! AdLabs

7. Display tends to work best for up-funnel awareness , with that stage’s broad reach

9. Search and Display Together

11. Search and display need each other: Together, they boosted brand recall metrics, but alone they had little or no effect

13. Holistic campaigns help gain the attention of those who ignore ads

14. Rob Griffin, senior vice president, Havas Digital

15. Marketers can lift organic rankings using display-ad-induced SEO

16. The Money Involved

18. Display and search growth makes efficient spending essential ; will reach over $27 billion together next year 85% of 2012’ s total online ad spend will go to search and display

19. Serious display/search spending: 38% of marketers budget $1 million-plus monthly

20. Increased website spending is noteworthy because driving traffic is often goal of integrated search and display campaigns

21. Steve Abramowitz, search marketing manager, Constant Contact

22. Attaining Accurate Attribution

25. Alan Osetek, president, Resolution Media

28. Manu Mathew, chief executive officer, Visual IQ

29. Manipulating tons of data to get a handle on combined search and display campaigns is still at an early stage

30. Alan Osetek, president, Resolution Media

32. Web analytics: More robust than spreadsheets, but not used to full potential

33. Ken Mallon, vice president and head of Yahoo! AdLabs

34. Retargeting’s Promise

37. Retargeted display ads lifted search results more than other targeting types

38. Website visits are often key for combined search and display placements

39. Video is not yet widely available for retargeting, but same survey found 29.6% of ad agencies retargeted video ads

40. Complexity and Challenges

42. Several barriers to measuring search and display together Source: Efficient Frontier, Forrester Consulting, January 2011

44. Marketers find it difficult to measure search and display separately, let alone the two ad formats combined

45. Manu Mathew, chief executive officer, Visual IQ

46. Conclusions

48. Steve Abramowitz, search marketing manager, Constant Contact

50. Actionable Attribution Utilizes a profile-centric 1 st party cookie approach… Search Display Onsite Email Mobile Social … to support attribution and modeling similar to passive approaches. AdvertiserDomain.com

51. Actionable Attribution Search Display Onsite Email Mobile Social Take action and react in real time keyword banner hero image triggered email Search Display Onsite Email Mobile Social AdvertiserDomain.com

52. Multiple Touchpoints Drive Conversion Source: Forrester Research, Inc. - March 2011 “The Purchase Path Of Online Buyers”

53. Passive vs. Actionable Attribution Passive Attribution Actionable Attribution Tells where they’ve been Tells when they arrive… … and lets you engage in a timely relevant manner.

54. Learn More Brian Deagan CEO Knotice [email_address]

55. Twitter Hashtag – #eMwebinar Integrating Search and Display—Tactics for More Effective Advertising Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 [email_address] Presented by: David Hallerman Principal Analyst, eMarketer, Inc. Sponsored by: