© 2009 eyeblaster. all rights reserved what it means to you channel connect for search

© 2009 Eyeblaster. All rights reserved

What it means to you

Channel Connect for Search


What is the role of online marketing?• The purchase funnel

• The ultimate role of any marketing is to increase sales

Awareness

Branding

Research

Make / Model intentions

Purchase

Shopping

Word of mouth / blog / forum

• Online marketing has a role to play at each stage in the funnel


How do advertisers use online media?• Display is a seed-sowing medium

• Advertisers use display to drive branding and awareness


How do advertisers use online media?• Search is a harvesting medium

• Advertisers use search to harvest ripe consumers


How do search and display fit in the funnel?

• Search is a medium consumers decide to use

Awareness

Branding

Research


Purchase

Shopping


Display

Search

• Display is a medium advertisers decide to serve


How do online advertisers measure success?• By visits to their web properties • By conversions made on their properties

• Both are driven by the last click a user makes


Where is success measured in the funnel?

• Reach, uniques and interactions are KPIs for brand awareness

Awareness

Branding

Research


Purchase

Shopping


Display

SearchWebpage visits

Sales / Conversions

• But the ultimate measures of success are driven by search


Why is this important to

you?


The online landscape...

...it’s a jungle out there

Online advertising revenues in Europe (billions €)

2007

€3.2 €3.8 15.1%

26.0%

Display

Search €4.4 €5.6

eMarketer

2008 %∆ ‘09 %∆ ‘10 %∆

-0.1% 4.8%

8.0% 11.0%

mailto:[email protected]


How does “last click” influence budgets?

• Judging success by last click makes it easier to run search only

Awareness

Branding

Research


Purchase

Shopping


Display*

• Unless we can show that display sows seeds display will be cut

SearchSuccess #1

Success #2

*Weaning off the click

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116133


How canyou change

this?


How can we show how display contributes?

• Unless advertisers have the right tools they will never be able to see this

• Unless we show them the right tools they will never know how to see this

• Until you know how to sell the benefits they will never be convinced it does

• Channel Connect for Search offers four reporting tools

• Each of these tools has its own feature and benefit

• Each benefit clearly shows how display contributes to the success of search

Challenge

Solution


Search-display overview reportFeature: This report gives top level cross channel data

Benefit: Easy to see and digest how each channel impacts the other

Of the conversions for a particular channel, this is the percentage of conversions where a user was previously exposed to the other channel


Path to conversion by publisher reportFeature: This report shows how each publisher contributes to ROI

Benefit: Easily show contribution for the last click and entire path

Benefit: Efficiently plan future media buy and avoid losing contributions

Maintain budget here


Path to conversion by channel reportBenefit: Easily show the synergies between search and display

Benefit: Data is presented clearly, simply and is easy to understand


Path to conversion by channel reportFeature: This report shows user behaviour in the path to conversion

Benefit: Easily show how display ads drive search conversions


Raw data search-display reportFeature: This report shows detailed path to conversion data

Benefit: Justify display, rich media and generic keyword costs

Feature: This data is available for the last five events in the path

1st ad 2nd ad 3rd ad 4th ad Last adTime viewed

Is clickPublisher name

Ad Group namePlacement ID

Unit sizeVideo

Video method

Ad Name

Rich Banner

Campaign nameKeyword name

Time viewedIs click

Publisher name


Unit sizeVideo

Video method

Ad Name

Rich Banner


Time viewedIs click

Publisher name


Unit sizeVideo

Video method

Ad Name

Rich Banner


Time viewedIs click

Publisher name


Unit sizeVideo

Video method

Ad Name

Rich Banner


Time viewedIs click

Publisher name


Unit sizeVideo

Video method

Ad Name

Rich Banner


Benefit: See user behaviour for every event in the path

Ad Name Ad Name Ad Name Ad Name

Keyword name

Unit size Unit size

Rich BannerVideo


Summary


What you need to know

• Display drives search conversions which get all the credit

• Old reporting systems measure success on the last click

• The contribution display makes is invisible to the last click

• CC4S reports clearly show display contribution to conversions

• Each of these reports has it’s own feature and benefit

• The features show how display contributes to search

• We need to show this contribution or display budgets will be cut

• The benefits allow agencies to better plan future activity

• You need to understand and present the features and benefits

• If you don’t your display revenue will go to search


Thank you

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