Presentation from Search Engine Strategies

1. Search Becomes the Display OS SES NYC 2010

2. Me: Jonathan Mendez Twitter: @jonathanmendez Company: Yieldbot (www.yieldbot.com) Location: New York City Blog: Optimize & Prophesize (search “jonathan mendez”) SES NY: 5th Show! (www.slideshare.net/jonathanmendez) Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

3. SEARCH = THE GOLDEN TRIANGLE Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

4. DISPLAY = THE GOLDEN SHOWER Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

5. “People don’t read ads. People read what interests them. Sometimes that an ad.” - Howard Gossage Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

6. #1 LESSON FROM SEARCH FOR DISPLAY CONTEXT Falling on deaf ears? Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

7. RELEVANCE IS ALSO TEMPORAL On June 18th 2010a link from Yahoo’s homepage to this page on NYTimes.com generated 9M page views in only 2 hrs. Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

8. SEARCH & DISPLAY 1. INTENT 2. SEGMENTATION 3. CREATIVE4. BUYING 5. CAMPAIGN MGMT Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

10. REACH & FREQ.

11. CPM

12. PERFORMANCE

13. DATA

14. CPxSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

16. SITE / DEMO

17. PAST BEHAVIOR

18. DIFFERENTIATED

19. AUDIENCE

20. CURRENT BEHAVIORSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

22. HIGH DEV COST

23. LEAD TIME

24. TARGETED

25. DYNAMIC

26. SELF SERVESearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

28. VERBAL

29. I/O

30. BID & RTB

31. EXCHANGES

32. AUTOMATEDSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

34. SWITCHING $

35. NO OPTIMIZATION

36. LOW MINIMUM

37. NO SWITCH $

38. OPTIMIZATIONSearch Becomes Display OS SESNYC2010 © 2010 Yieldbot

39. WARNING! Technology only helps you aim. The best marketers are people. Search Becomes Display OS SESNYC2010 © 2010 Yieldbot

40. THANK YOU! Search Becomes Display OS SESNYC2010 © 2010 Yieldbot