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Search becomes the display OS

SES London

18th February 2010

Presented by:

Dax Hamman

VP Display Media

Twitter: @daxhamman

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Typical large brand scenario:

+ Pressure to grow revenues+ Sophisticated SEM program+ Need alternative ROI channels

= evolution of display media

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The challenge to iCrossing:

Extend our media program beyond SEMFind individuals likely to respondGenerate an ROI!

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We can notcontinue toSHOUT

at the crowd

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We mustTALK

to individuals

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Creating new tools in the toolbox

Reach prospectswho search butthen visit your competitors…

Site RetargetingSearch Retargeting

Speak to customers who visit but don’t convert first time around...

Individuals with intent

Search

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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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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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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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International hotel brand

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:

– Completed applications increase by 167%– Average cost per application decreased by 284%

This brand wanted to improve the performance of its display campaign– 56% increase in Return On Investment– 57% decrease in cost per booking– 43% increase in the conversion rate

The client was using contextual advertising to target women at home, but without success. Social Media tools allowed us to talk direct to the right people.

– CPA fell from $334 to $4 within 90 days– Additional benefits of understanding where consumers were talking

International Online and Offline

Retailer

As a major online retailer, this brand was already active in SEM and had reached a plateau; display had not historically worked for them

– Drove significant revenue from both online sales and offline sales (tracked with coupons)– Achieved CPA targets in every campaign

Niche hobbybrand

Major US bank

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But…

Display = Art + Science

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Dax HammanVice President Display MediaiCrossing

www.icrossing.comtwitter: @icrossing / @daxhamman

Thank you

More on this topic:http://bit.ly/aTmRMy