Can you use the same people who run your search campaigns, to run your display (banner ad) campaigns? Yes, but it might take some changes in your organization, your technology and your training agenda. Presentation given at Search Engine Strategies Chicago 2012

1. Dana Todd
Bridging the Digital SVP Marketing & Business
Development
Divide
Retrofitting Search Teams for @danatodd
@performics
Success in Display
Chicago | November 12–16

2. Chicago | November 12–16, 2012 | #SESCHI
Top Brands Choose 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
Tweeting? @danatodd
@
Performics works with more than 300 top global brands. Due to confidentiality, we are not
able to release our client list in its entirety.
@danatodd
@performics

3. Chicago | November 12–16, 2012 | #SESCHI
Agenda
• Definitions
• People
• Process
• Technology
@danatodd
@performics

4. 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

5. Chicago | November 12–16, 2012 | #SESCHI
<people>
@danatodd
@performics

6. Chicago | November 12–16, 2012 | #SESCHI
Roles
• Media Planner
• Media Buyer
• Account Services/Mgt
• Ad Ops
• Technical Specialist
• Creative
@danatodd
@performics

7. Chicago | November 12–16, 2012 | #SESCHI
Media Planner
• Big picture
thinker/strategic
• Audience savvy
• Highly connected
• Creative
• Negotiator
• Goes beyond banners
@danatodd
@performics

8. Chicago | November 12–16, 2012 | #SESCHI
Media Buyer
• Negotiator
• Execute plan
• Data savvy
• Analytical
• Internal and external
connections
@danatodd
@performics

9. 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

10. Chicago | November 12–16, 2012 | #SESCHI
Ad Ops
• Trafficker/Tag Mgt
• Optimizers:
bids, publishers and
creative
• Analytical
• Tactical
• Troubleshooter/QA
@danatodd
@performics

11. Chicago | November 12–16, 2012 | #SESCHI
Technical Creatives
• Programming, database mgt • Creative (duh)
• Troubleshooters • Dynamic design (ego free)
• Connecting & building systems • Experience designer
• Focus: monetization, efficiency • Technical
& accuracy
@danatodd
@performics

12. 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

13. 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

14. 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

15. Chicago | November 12–16, 2012 | #SESCHI
<process>
@danatodd
@performics

16. Chicago | November 12–16, 2012 | #SESCHI
Traditional/Guaranteed
Strategy Planning Negotiate Creative Analyze/
Optimize
@danatodd
@performics

17. Chicago | November 12–16, 2012 | #SESCHI
Bidded/Programmatic
Build
Price/Bid Optimize Filter Amplify
Audience
@danatodd
@performics

18. Chicago | November 12–16, 2012 | #SESCHI
<technology>
@danatodd
@performics

19. 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

20. Chicago | November 12–16, 2012 | #SESCHI
dana.todd@performics.com
/thankyou
@danatodd
@performics