1. Improving the Efficiency of Display
Adrian Mulryan, Rich Media Sales Specialist
Tanzil Bukhari, Head of Buyside Solutions
20th May, 2011
Google Confidential and Proprietary 1

2. Display Reached a Tipping Point
2
Google Confidential and Proprietary

3. Display Technology has Fundamentally Evolved
Data Inventory
Liquidity Liquidity
audience info audience access
Scalable Creative
rich and right message
Google Confidential and Proprietary 3

4. Inventory Liquidity: Ad Exchanges
Ad exchanges let you buy what you want, when you want,
at the price you want, at massive scale
Today
Ad exchanges
equate to over 500
billion monthly
impressions (and In 2 to 3 years*
growing)
Over 75% of all non-
premium display
inventory offered via ad
exchanges* and will
include mobile and video
* According to ThinkEquity
Google Confidential and Proprietary 4

5. AdX – Benefits to the buyer
• More transparency
• Increased level of control around how audience buys
are executed
• Cost efficiency gained and hopefully a performance
increase from traditional display buying
• RTB integration
• Technology agnostic
Google Confidential and Proprietary 5

6. Efficiently Reach Your Audience
Combine real-time bidding and reserve allocation to own
the complete active and potential Best Buy audience
Open and neutral auction
where all bids compete
$- Max bid $- Floor price
Real-Time Bidding: Dynamic Allocation:
Impression-by-impression Impression-by-impression
access to all inventory competition with other sources
of demand
Google Confidential and Proprietary 6

7. Data Liquidity: Data is Driving Performance and Reach
The value of the inventory is driven by the audience data
associated with the impression.
Registra)on Data Site browsing behavior Audience behavior
Consumer Match Data Seasonal/Promo)onal Lookalike modeling
product scoring
Search Keyword Demographic
Media based category
Property Type Conquest
modeling
Frequency based
sequen)al messaging
Google Confidential and Proprietary 7

8. Scalable Creative: Rich is Becoming Richer
Ad Serving for All
Creative Types
Trafficking Tools Optimization
or Services Tools
Publisher Relations Reporting
Services Tools
Quality Conversion
Assurance Reporting
63% 10%
Production Tools Increase in Rich media ad
Benchmarking
or Services brand recall impressions
Interactive vs Of total ad impressions
Non-Interactive ads over the last few years
Google Confidential and Proprietary 8

9. Data is Enabling Relevance at Scale
• Background image | weather based
• Headline | weather based
• Product Images | weather based
• Product copy | Product based
• Footer image| weather based
• Local Lowe’s | IP zip code based
• Call-To-Action | BT based
Google Confidential and Proprietary 9

10. Remarketing Dynamic Creative Examples
Generic Sears Dynamic Ad
New retargeted dynamic ad is served up.
1- [Initial ad build w/ interactive 3- [Expandable ad with secondary
“open me!” buttons] information and value adds]
2- [Rollover gifts boxeswebsite and establishes interest
Viewer visits to reveal 4- [Refresh product button is
product and copy] revealed after initial build]
Google Confidential and Proprietary 10

11. Designing an Efficient Display Strategy
Upper Funnel – Message Targeting
•Broad buy to push volume into newly efficient funnel
•Dynamic creative chooses best offers, messages, and
creative elements for maximum performance
Mid Funnel – Market Segmentation
•Build audience personas off 3rd party data
•Message local offers and products
•Maximize reach
Lower Funnel – Personalized Retargeting
•Plug the leaks in the lower funnel
•Convert more users
•Maximize efficiency and ROI
Google Confidential and Proprietary 11

12. Our Vision for Display Advertising
Simplify Performance Open
Google Confidential and Proprietary 12