"How the Search O/S is Changing the Display Game" as presented by Dax Hamman, Vice President, Display Media, iCrossing, at the Search Engine Strategies (SES) Conference in New York, on Thursday, March 25, 2010.

1. How the Search
O/S is Changing
the Display
Game
SES New York
25th March 2010
Presented by:
Dax Hamman
VP Display Media
iCrossing
Twitter: @daxhamman
Twitter: @icrossing
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2. Typical large client scenario:
+ Pressure to grow revenues
+ Sophisticated SEM program
+ Need alternative ROI channels
= evolution of display media
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3. We can not
continue to
SHOUT
at the crowd
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4. We must
TALK
to individuals
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5. Creating new tools in the toolbox
Individuals with intent
Search Search Retargeting Site Retargeting
Reach prospects Speak to customers
who search but who visit but don’t
then visit your convert first time
competitors… around...
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6. 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
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7. 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
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8. 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
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9. What is social retargeting?
Step 1: Find your Step 2: Social graph Step 3: Targeted delivery Step 4: Creating scale
customer mapping Targeted ads are shown to One customer lead can
Individual visits your site Individual’s closest customer’s closest friends turn to ten potential
through any channel contacts are identified customers
from social sites
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10. And it works!
This bank is a major consumer finance brand targeting members of the US
military with financial products. Within the first 3 months:
Major US bank – Completed applications increase by 167%
– Average cost per application decreased by 284%
This brand wanted to improve the performance of its display campaign
International hotel – 56% increase in Return On Investment
brand – 57% decrease in cost per booking
– 43% increase in the conversion rate
As a major online retailer, this brand was already active in SEM and had reached
International
a plateau; display had not historically worked for them
Online and Offline
– Drove significant revenue from both online sales and offline sales (tracked with coupons)
Retailer
– Achieved CPA targets in every campaign
The client was using contextual advertising to target women at home, but
Niche hobby without success. Social Media tools allowed us to talk direct to the right people.
brand – CPA fell from $334 to $4 within 90 days
– Additional benefits of understanding where consumers were talking
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11. Remember…
Display = Art + Science
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12. But what if…?
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13. Thank you
Dax Hamman
Vice President Display Media
iCrossing
www.icrossing.com
twitter: @icrossing / @daxhamman
More on this topic:
http://bit.ly/aTmRMy
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