1. Innovations in Display
Steffen Ehrhardt,
Cairo, 10th Sep’12

2. A simple recipe for the perfect ad
Right message
THE
Right person PERFECT Right time
AD
Right context
2

3. The goal : deliver the right ad, to
the right user at the right time
Search
Video
Display
TV Offline media
Social
Mobile
Fastest growing medium
3 Google confidential

4. Why care about Display?
95% of time online is spent outside of Search
Source: Online Publishing Association and Nielsen//NetRatings, August 2011 4

5. 5 trends to be “in on” in 2012
Be in on display, search, social media, digital video and mobile
Online Social Digital
display Search media video Mobile
76% 68% 59% 30% 23%
Note: Online Marketing tactics used by Ad Agencies, Q3 2011 5
Source: www.emarketer.com.

6. Transformation puts us at the brink of major
growth
$200B
Display advertising can be a $200B
industry in less than 10 years.
Eric Schmidt
Executive Chairman, Google
AdWeek 15.9B
in 2014
10.2B
in 2010
6

7. Display is on fire

8. oneREACH
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buying impressions
best million
every currently
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including
real-time exchanges
Media yearsnetworks
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buying control
user
goals
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behavior categories strategy
Network
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overall
using Exchange t billion ads
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advanced
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Web real
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users
information trading objectives
new contextual
quality
percent reachspublishers performance
consumers business offer capabilities trusted revenue
right market fourth
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Reach
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transparency Globalscale helps largest
grow
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ryonline
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9. Our Vision: An Integrated Solution
Google Analytics Display Ad Builder

10. Telling the AdWords story: where do Products fit in?
Leakproof your lower funnel Refresh it with new leads
Broaden your marketing
High
to consumers who
regularly visit relevant
Bring new visitors to sites and pages
your site by reaching
them with contextually Interests &
Incremental Users
Attract consumers relevant marketing Topics
searching on your
non-branded search Display
keywords Contextual
Pull site visitors back Search
to your site with Non-Branded
Attract consumers remarketing
Keywords
searching on your
branded search Display
keywords Remarketing
Search
Branded
Low
Keywords
Low Cost Per Conversion (CPA) High

11. Plan

12. Ad Planner
Allows you to slice and dice data with several filters to find your audience.
• Data for all countries worldwide
• Works with Mobile and Video
• For Google Display Network

13. Buy

14. 14

15. More granular Targeting
Flexible targeting
means that you can connect
with consumers on the right
device, at the right time
Device & Provider Location Content Time of day
15

16. Do you know your customer?
Who They Are Where They Are
= Audience Buying = Contextual Buying
Interests
Remarketing
Contextual Targeting
Similar Users
By Keywords | By Topics
Combine contextual and audience for maximum
reach and maximum performance

17. Buy: Audience Advertising Innovations
Remarketing Contextual Interest Categories
Target people Reach your audience at Target your users /
who have visited the right time with the
your website. Works right message potential clients by
also just with your their Interests
Analytics Tags!
17

18. Contextual Targeting = Google!
6x higher than the
global average
Display CTR!
Source: Google internal data. Results are averages across all Display
campaigns on the Google Display Network for Q1 2011

19. Interest Categories

20. In the Past, a Website Served the Same Ad to Every User
Google confidential

21. Today we can serve a Relevant Ad to Every User
Google confidential

22. Google Interest Categories
1 2 3
While user surfs the web, Google infers interest Ads are shown across
Google stores a cookie to categories based on the GDN to users based
remember every visit on content, recency & on their interest,
GDN websites. frequency and associates it regardless of the page
with the cookie. content.
http://www.google.com/ads/preferences
Google confidential

23. Don’t Mix up General Affinities with Interest Categories
Target Group Profile Target Group Behavior
Shopping
Handbags & Purses
Passive Interests are general hobbies, Interest Categories are interests derived
passions or affinities. by surf behavior on the web.
E.g.: Basketball, HipHop, Horses E.g.: Software, Solar Panels, Fashion,
Vacation Offers
Google confidential

24. The combined effect of targeting interested users
with the right creative
Target people who
have expressed
interest in your brand or
category of brands
24 Google confidential Display Network

25. Remarketing

26. Remarketing can engage shopping cart
abandoners.
Studies show 70% of online shoppers abandon carts.*
* 2010 Google study.
# iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative.
* Google confidential

27. Customer Examples / Use Cases
Visitor Segments report on visitor data across sessions.
1. Visitors who visit landing page A, then product page B, then order page C (in that order)
2. Visitors who've visited at least X times (i.e. in the last 30 days)
3. Visitors who've visited your website at least once in the last X days
4. Visitors who've first come from Display, then Search
5. Visitors who've purchased X but not Y
6. Visitors who viewed a section of your site more than once in past X days
7. Visitors who've signed in at least once.

28. Google Analytics Remarketing
create advanced remarketing strategies with no extra tagging
sophisticated targeting use
the rich detail of Visitor Segment data to
remarket to exactly the right customers
with highly relevant messages based on
actual behavior.
usabilityquickly build and adjust
precise remarketing lists with a beautiful
and intuitive user interface in Google
Analytics.
simplicity and efficiency
Use your Google Analytics tag to build eliminate the need for time-consuming re-
remarketing lists in AdWords tagging for each new campaign. After a
one-time tag update, create new
Leverage over 100 rich dimensions and remarketing lists and edit existing lists
metrics to build remarketing lists. with no additional changes needed.

29. Look-a-like technology
a.k.a similar users
Find like minded consumers. Google’s look-a-like technology finds
consumers with similar browsing habits
to those on your remarketing list.
=
Remarketing List Similar Users
User has been to your been to User hasn’t been to your website
your website and visits sports but visited the same sports sites
sites
29 Google confidential

30. Similar Audiences Overview
Product Overview
We look at users on an existing audience and target people who have
similar browsing behavior, but who haven't been to your site
(and therefore aren't on your remarketing lists).
We think of it as a personalized interest category for an individual
product or service, but in the industry it is also called "lookalike"
technology.
This allows you to reach incremental (new) users on display.

31. Optimize Creative

32. In your dreams…
32

33. In Reality…
33

34. oneREACH
time people
buying impressions millio
real- every
exchanges currently
research
Media years drive
ooVoo
best quarter
n
content technologie
including
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relationsh month
Network inven s
grow advertiser insights
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s behavior ts system
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sponsored

35. Display can be powerful!
35

36. Target your audience with the right message
Message for Women:
Find the
Perfect Ring
Message for Men:
Make her
Speechless
36

37. At the right time: Serving the right creative to
the right device

38. The power of Video - use Video Ads
TrueView Click to Play
38

39. Video Drives More Brand Impact Than Simple
Flash Ads
Average Brand Impact of Video Ads
versus Simple Flash
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
Video Simple Flash
Source: Dynamic Logic MarketNorms, Fixed frequency level of 1 39

40. More creativity with rich media
40

41. Full set of creative options to engage with users
Ad Format Sizes
Banner: 468 x 60
Square: 250 x 250
Standard Image
(JPG or GIF) Small Square: 200 x 200
Standard Flash
Leaderboard: 728 x 90
Rich Media Flash
Medium Rectangle: 300 x 250
In-Unit Video
Click-to-play Large Rectangle: 336 x 280
Video Ads
Skyscraper: 120 x 600
Wide Skyscraper: 160 x 600

42. Display Ads Ready in Minutes For Free
“The Display Ad Builder is a great creative sandbox, allowing us to quickly test
and iterate with new ad formats and capabilities that text ads can’t offer.”
Interactive Agency Razorfish

43. Blank Template
Supports
Animation!
Blank Template aka Build your own allows advertisers
to build templates from scratch. That includes
uploading own pictures, resizing, reframing, different
fonts etc.

44. Measure

45. Think beyond Click, Impression and CTR
Click
Impression
CTR
45

46. So What Can You
Measure In Addition
to Click, CTR,
Impression?
46

47. Engagement Metrics

48. Better measure and attribute conversions for
display
• Assisted Conversions
• Conversion Paths
• Time Lag
• Path Length …
48

49. Impact of Display Campaigns
40% lift
in search traffic
“Display became measurable and allowed us to prove an
acceptable CPA.”
- Luke Hubbard, Vice President , Integrated Media Solutions
49

50. Our Vision: An Integrated Solution with
transparency and control
Google Analytics Display Ad Builder

51. There’s a
perfect ad for
everyone.
51

52. Thank You.
steffen@google.com
© Copyright 2012 Google Inc. Al rights reserved.