Welcome to the Display Advertising WebinarLearn How Display Can Impact Your Search Business

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Explore online advertising solutions beyond search and learn how you can expand your online reach with display advertising.

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Speaker: Mel Carson,

Microsoft Advertising Community Manager

Host: Lauren Taft-McPhee,SMB Marketing Communications Manager

Display Advertising

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The fastest growing value segment in the advertising world.

Most analyst projections suggest the growth rate in nearly all other forms of online advertising is accelerating fasterthan search.

Now is a great time to get in the gamewith display advertising.

Sources: eMarketer, November 2010. Forrester Research Interactive Advertising Forecast, April 2009.

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You can simply and efficiently add display to your advertising mix with the power of the Microsoft Advertising brand properties and the Microsoft Media Network.

Display advertising can work foryour business.

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Search vs. Display

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Search Display

Keyword Driven Site Driven

Text Ad Creative Image Ad Creative

SERP Placement

Limited Product Offerings (search, content ads)

Diverse Product Offerings(standard, rich media, video)

CPC Pricing (adCenter) CPM/CPC/CPA Pricing

Basic Targeting (Demo, Geo, Day-Parting, Site Exclusion, Device)

Robust Targeting (Behavioral, Remessaging)

See potential improved results when using strategies that combine multiple advertising channels.

Improve your online advertising strategy

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Display ads 101: Choosing your strategy

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  Ad Network Reserved Display

Inventory Semi-blind network Performance-based traffic

Reserved inventory Guaranteed traffic

Pricing

Cost per one thousand impressions (CPM)

Cost per click (CPC) Cost per acquisition (CPA)

CPM

Microsoft Advertising Product Offerings

Microsoft Media Network

Microsoft-owned and operated properties, and third-party publishers

Microsoft Brandsand Premium Packages

Microsoft-owned and operated properties (i.e.. MSN Money), partner properties (i.e.. FOXSports.com)

Source: comScore Media Metrix, October 2010.

Effective creative

Precise targeting

Reporting analysis

Ingredientsfor success

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Worldwide, average annual click-through rates have been steady for two years.

The results don’t stop at clicks: 20.4% of conversions are the result of a click, and 79.6% are the result of viewing a banner ad but not clicking on it.

Measuring success with display ads

Sources: “Have Click Rates Finally Stopped Declining?” eMarketer, November 2010. “Standard Banners—Non Standard Results.” MediaMind, provided to eMarketer, November 2010.

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You have valuable insightsfrom your search and content campaigns that can help you hit the ground running with display advertising.

Knowing ishalf the battle.

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Remessaging: Say goodbye to lost conversions.

Source: “When Money Moves to Digital, Where Should It Go?” comScore and ValueClick Media, September 2010.

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Website visitation lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010

Note: *excludes online video, mobile or social media campaigns

Branded search lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010

Note: *excludes online video, mobile or social media campaigns

Reach: Reach your audienceon a Top 10 ad network of premium sites.

Quality: Microsoft connects your message to your target audience in ways that drive deeper, move relevant conversations and more meaningful results for your brands.

Results: Realize effective results with targeting, tracking,and analytics.

Benefits of Microsoft Advertising display ads

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Microsoft Advertising has plenty of resources to help you stay on top of your digital marketing efforts.

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Microsoft Advertising Community, community.microsoftadvertising.com

Microsoft Advertising site, advertising.microsoft.com/display-advertising

Microsoft Advertising newsletters and bulletins, sign in to adcenter.microsoft.comto check your preferences

Includes a category justfor small businesses!

Receive your freedisplay consultation today by visiting: advertising.microsoft.com/display-webinar

Don’t wait! Get started!

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Please unmute your phone or computer if you wish to ask the expert a question.

Question and answer session.

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Thank you for your participation.