Search Becomes the Display OS Search Engine Strategies Conference London 18 February 2010 Presented by Dax Hamman, Vice President, Display Media, iCrossing Twitter: @daxhamman

1. Search becomes the display OS SES London 18 th February 2010 Presented by: Dax Hamman VP Display Media Twitter: @daxhamman

2. Typical large brand scenario: + Pressure to grow revenues + Sophisticated SEM program + Need alternative ROI channels = evolution of display media

3. The challenge to iCrossing : Extend our media program beyond SEM Find individuals likely to respond Generate an ROI!

4. We can not continue to SHOUT at the crowd

5. We must TALK to individuals

6. Creating new tools in the toolbox Reach prospects who search but then visit your competitors… Site Retargeting Search Retargeting Speak to customers who visit but don’t convert first time around... Individuals with intent Search

7. What is search retargeting? Step 1: Individual searches for a term relevant to your business Step 2: Individual is tagged with a cookie Step 3: Individual clicks on an ad that isn’t yours Step 4: Individual can be identified by you 15 minutes later and shown your ads

8. What is site retargeting? Step 1: Individual arrives on your site Step 2: The visit is recorded by a tracking pixel Step 3: Our tagged individual is identified again Step 4: Individual clicks on the ad and is brought back to your site

9. A media exchange allows us to buy ‘audiences’ instead of ‘inventory’ Like search, display becomes an auction environment; success comes from combining technology , data and people Exchanges allow for new techniques such as search and site retargeting

11. But… Display = Art + Science

12. Dax Hamman Vice President Display Media iCrossing www.icrossing.com twitter: @icrossing / @daxhamman Thank you More on this topic: http://bit.ly/aTmRMy