retrofitting search marketing teams for success in display advertising

Chicago | November 12–16

Bridging the Digital DivideRetrofitting Search Teams for Success in Display

Dana ToddSVP Marketing & Business Development

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

@danatodd @performics

More than 300 top global brands

Top 5 buyer of performance media

Consumer goods, automotive, travel, education, financial services, healthcare, insurance, retail, tech, and telecom

1,000+ experts in 18 countries

Performics works with more than 300 top global brands. Due to confidentiality, we are not able to release our client list in its entirety.

Top Brands Choose Performics

Tweeting? @danatodd @

Chicago | November 12–16, 2012 | #SESCHI

Agenda

• Definitions

• People

• Process

• Technology

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Definitions

• Premium, Guaranteed, Negotiated, Publisher, Traditional

• Bidded, Biddable, Programmatic Premium, Remnant, Auctioned, RTB

• Exchanges

• DMP (Data Management Platform)

• DSP

• SSP/PSP

• Trading Desk

• Rich Media

• Ad Server @danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

<people>@danatodd

@performics

Chicago | November 12–16, 2012 | #SESCHI

Roles

• Media Planner

• Media Buyer

• Account Services/Mgt

• Ad Ops

• Technical Specialist

• Creative

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Media Planner• Big picture

thinker/strategic

• Audience savvy

• Highly connected

• Creative

• Negotiator

• Goes beyond banners

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Media Buyer• Negotiator

• Execute plan

• Data savvy

• Analytical

• Internal and external connections

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Account Management• AD, AM, AAM, etc.

• Execute strategy

• SME vs. client facing

• Specialist vs. Generalist

• Troubleshooter

• Connect to internal teams

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Ad Ops• Trafficker/Tag Mgt

• Optimizers: bids, publishers and creative

• Analytical

• Tactical

• Troubleshooter/QA

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Technical• Programming, database mgt

• Troubleshooters

• Connecting & building systems

• Focus: monetization, efficiency & accuracy

@danatodd @performics

Creatives• Creative (duh)

• Dynamic design (ego free)

• Experience designer

• Technical

Chicago | November 12–16, 2012 | #SESCHI

Bridge Skills/Training• Audience analysis beyond keywords

• New ROI models w/different efficiencies

• Comfort w/creative thinking & solutions

• Experience w/creative units beyond banners

• Understanding of publishers

• New technology

• Data evaluation & management beyond reporting

• Practice w/Facebook and GDN

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

Bridge Skills/Training• Audience analysis beyond keywords

• New ROI models w/different efficiencies

• Comfort w/creative thinking & solutions

• Experience w/creative units beyond banners

• Understanding of publishers

• New technology

• Data evaluation & management beyond reporting

• Practice w/Facebook and GDN

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

What about SEOs?• Well aligned to “experience design” – particularly if they have web

development or design backgrounds

• Content strategist Rich media experience designer

• Link builders Ad Ops & Media buyers

• Conversion Optimization Dynamic display

• Project mgrs Acct Mgt

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

<process>@danatodd

@performics

Chicago | November 12–16, 2012 | #SESCHI

Traditional/Guaranteed

@danatodd @performics

Strategy Planning Negotiate Creative Analyze/ Optimize

Chicago | November 12–16, 2012 | #SESCHI

Bidded/Programmatic

@danatodd @performics

Build Audience Price/Bid Optimize Filter Amplify

Chicago | November 12–16, 2012 | #SESCHI

<technology>@danatodd

@performics

Chicago | November 12–16, 2012 | #SESCHI

Invest or Partner• Trading desk

• DMP

• Cookie pool

• Ad servers:

• Basic serving/tracking

• Dynamic display

• Rich media

@danatodd @performics

Chicago | November 12–16, 2012 | #SESCHI

/thankyou@danatodd

@performics

dana.todd@performics.com