As agencies begin to discover the very clear benefits of adding Display advertising as a supplement to Search campaigns, it has become obvious that this is another stellar weapon in the agency arsenal that can give clients greater success at a lower cost. The true value of Display to Search marketing agency clients is that it has the ability to quickly and demonstrably improve their bottom line. On Thursday, April 26th, this webinar, hosted by Marc Poirier, Co-founder & CMO Acquisio and Brian Stempeck, VP Business Development The Trade Desk. It’s easier than ever before to get Display campaigns up and running. You will also learn which of your clients to approach about adding Display to their efforts, and how to demonstrate to them that making an extra investment in Display advertising can push their campaigns over the top. When your clients’ bottom line improves, so does yours. It only makes sense to encourage them to help you help them by making an investment in Display. Attend this webinar and learn real techniques on how to sell Display to your clients.

1. The Search Marketing Agency Guide to Selling
Display to Clients

2. House Keeping
• The webinar is recorded and will be made available
• The slides will also be available
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time

3. Presenters
Marc Poirier Brian Stempeck
Co-Founder and CMO VP of Business Development

4. The Trade Desk
About The Trade Desk
• Demand-side platform (DSP)
• Attribution across display, search, social and video
• Started by the founders of AdECN, the 1st RTB ad exchange
• Partnered with Acquisio

5. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid

6. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid

7. “RTB TECHNOLOGY IS THE ENABLER OF THE POTENTIALLY
EXPONENTIAL GROWTH OF DISPLAY GOING FORWARD. DISPLAY
ADVERTISING WILL BE A $200 BILLION BUSINESS GLOBALLY.”
. ERIC SCHMIDT
GOOGLE CEO, IAB CONFERENCE

9. Search agencies are uniquely qualified in display
1. Most search agencies we talk to
are already managing display
dollars
2. Some of our largest and fastest
growing clients are search
agencies
3. The quantitative and analytical
skills that search marketers
translate well to DSPs and ad
exchanges
4. Search agencies understand what
moves the needle at the bottom
of the sales funnel

10. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid

11. How display has evolved…
1 2 3
Publisher direct Ad network Demand Side Platform
• UPSIDE: • UPSIDE: UPSIDE:
• Know the exact site • More reach than a • Maximum reach, user
• Custom units single publisher targeting possible
• Transparent
• DOWNSIDE: • DOWNSIDE: • CPMs from $0.50 - $4
• Time consuming • CPMs from $4 - $15
• No user targeting with big markups • DOWNSIDE:
• High CPMs from $20 - • No transparency about • Newer concept for
$80 publisher/placement clients
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 11

12. How The Trade Desk works with an ad exchange
1 Nike’s ad agency hires The 2 Nike wants to show tennis shoe 3 A potential customer opens
Trade Desk to buy display display ads to 18-24 year old their browser to
ads from the exchanges men in the Northeast U.S. RollingStone.com (a site on
the ad exchanges)
4 5 6 7
RollingStone.com The exchange holds an The Trade Desk uses data The Trade Desk uses
instantly tells the ad auction for the single to identify the customer this data to calculate
exchange that it has a display ad impression in as a 19-year-old male in how much to bid for the
display ad space to fill 1/10th of second Boston – Nike’s target impression
audience
$2.50 eCPM
8 9 10
The Trade Desk wins the The 19 year old man in The Nike display
impression and serves Boston sees the Nike campaign results in a
the Nike ad to the tennis shoe ad on high ROI and a relevant
customer RollingStone.com message to the customer
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 12

13. Top ad exchanges
• Google does not
control display
like it does search
• Premium
publishers are
available through
other exchanges
• DSPs offer central
way to access all
of these
exchanges
These materials are not intended for distribution outside of The Trade Desk and its partners and customers 13

14. DSPs and ad exchanges allow a menu of targeting strategies
Retargeting • More efficient re-messaging
Search retargeting • Use paid search data for targeting
IP targeting • Target by company, neighborhood or cable provider
Contextual and site
• Focus on specific publishers or categories
targeting
3rd party audience data • Wide range of 3rd party data available
Dynamic creative
• Product level retargeting
optimization

15. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid

16. THREE MONTH PLAN: E-commerce client
Month 1: Simple retargeting
• Demonstrate quick ROI boost with basic retargeting
campaign; learn about the sales cycle and purchase
behavior (day of week, time of day)
Month 2: Advanced retargeting with DCO
• Once you’ve shown some results, commit to a multi-
month dynamic creative campaign
• Product-level creative, and target past purchasers
Month 3: Prospecting using audience data
• Retargeting will provide insights about the audience
you should find in the prospecting campaign
• Example: 34-48 female, HHI >$75K is the sweet spot

17. THREE MONTH PLAN: B2B Client
Month 1: Direct to publisher campaign
with niche publisher
• Drive users to the site with a premium buy
Month 2: IP Targeting
• Use a DSP to target the IP addresses of
relevant companies and industry sectors
Month 3: Retargeting launch
• With the success of the first two campaigns,
you’ll now have a larger user pool to retarget

18. THREE MONTH PLAN: CPG Branding Client
Month 1: Geo-targeted saturation
• Buy inventory on Facebook and low-priced category buy ($1.00
CPM or less), and look for impact on search traffic
• Focus on as many unique users as possible, with limited geos
Month 2: Narrow the sites, broaden the geos
• Based on the sites driving the most clicks from Month 1, build a
site list of the top performing sites
• Expand to more geographies with this model
Month 3: Build out audience profile
• Based on users who have visited site, develop audience profile
with 3rd party data partners
• Consider direct publisher buys to target these users, plus 3rd
party data

19. Summary
1. The size of the pie
2. How ad exchanges work
3. Examples of how to plan display for clients
4. Top 5 mistakes to avoid

20. Top 5 mistakes to avoid
1) Cutting campaigns short
2) Settling for non-transparent display partners
3) Viewing your marketing channels in isolation
4) Not knowing your competition
5) Ignoring the creative

21. Selling Display to Your Search Clients
Why do it?
• More margin in display than in search
• Display works together with search
• Lots of money in Display today…
• Display is growing fast
• RTB is the growth engine behind display
• Search growth is flattening
• Your competitors are doing it - and they’re eating your lunch
• More wallet share from existing clients
• Fundamentally it’s a matter of survival

22. 10 steps to sell display to your clients
1. Reposition
2. Who's Your Customer
3. Know Your Enemy
4. Education
5. Baby Steps
6. Transparency
7. Show Scale
8. Prove ROI
9. Morph Your Team
10. Big Brand Bucks

23. STEP 1
REPOSITION YOUR COMPANY
• Position yourself as a performance media agency (not a
search agency)
• Change messaging on website (maybe change your
name if you're called search something something)
• Prepare a solid deck to help your sales team walk clients
through the reasons why they need to transfer all of
their display buying efforts to your agency (on top of all
their search, mobile and FB)
• Work with a trading desk to start (we can help you with
that)

24. STEP 2
Know Your Client
• Who is your real client?
• What makes your client more successful? What makes
them get fired? What keeps them up at night?
• What is the nature of your relationship with them?
• Are they pure DR? pure brand? Mix of both? Find out.

25. STEP 3
Know Your Enemies
• Know what agency or network is currently selling them media
and why they must be replaced by you (hint - they can't do
search and they can't do FB)
• Ask your client how they like working with them and what they
like and displace about working with the company.
• Know what your clients' competitors are doing with display.
Usually gets them motivated when they see they're being left
in the dust

26. STEP 4
Educate Your Client
• Display then and now - different animals
• Amount of money going toward working media
• Avg CPM of network buys vs RTB
• Power of RTB with Acquisio and TTD

27. STEP 5
Baby Steps
• Start with retargeting in most cases, small budgets, and focus
on search retargeting
• Add site retargeting as a second iteration (more money)
• Finally start moving them toward buying RTB with other data
and compare your results to the next guy's results.

28. STEP 6
Be Transparent
• methodology plus technology = competitive edge.
• be transparent, show client why technology is critical to success
in this game
• give them a demo of your platform, take them through all the
options so they can understand the fundamental shift that took
place from the time they just let the networks manage their
money to now
• work with them to determine how reporting will work

29. STEP 7
Show Scale
• Following this demo you should expose your client to the size
of the opportunity on RTB
• Start talking about valuing view through impressions using
attribution modelling
• Show them how attribution models are built to give display the
credit it deserves

30. STEP 8
Prove ROI
• Go for maximum share of voice in a limited GEO to prove lift on
brand queries
• Start proving to your client that display increases brand
awareness
• Run branding ads and monitor web analytics for brand queries
and direct navigation for that geo, there should be a lift within
days.

31. STEP 9
Morph Your Team
• develop your display expertise in relation to the other channels
• Hire a media buyer and planner - then teach them how it's
done with RTB
• Hire creative director - prepare to start pitching ideas
• Hire data people
• Build and implement your methodology

32. STEP 10
Big Brand Bucks
• Money needs to move online but it doesn't have a great place
to be spent to support brands
• As RTB becomes more mature, it also becomes a natural place
to buy display for branding - don't miss this boat.

33. WHY YOU SHOULD WORK WITH US
• Acquisio is the only platform that trafficks your ads, tracks
results and automatically optimizes performance for Search,
Facebook, Mobile and RTB Display.
• We are ready to help you start down the path of selling display
to your clients immediately
• The Acquisio Trading Desk service will manage your display
buys for you and teach you how it’s done over a 90 day period
at which point you will take over management of the campaign
(if you want)
• We will provide sales materials and sales support so you can go
to your customer and sell display with confidence.
• We have focused on making agencies more successful for 9
years and have built a solid track record. We can do the same
for you.

34. The Acquisio Trading Desk
The Acquisio Trading Desk is a complete solution to help search
marketing agencies address the display opportunity with their
clients.
Would you like to schedule some time to discuss how Acquisio
can help you take advantage of this massive opportunity?
YES, contact me to schedule some time to explore.
NO thanks!

35. Thanks you!
Questions?