harnessing vertical search

TM

AOP - Harnessing Specialised Search

January 22, 2008

Customersinclude:

About Digital Marketing

• Increasing complexity

• Much more a science than an art

1. Try something

2. Measure what happens

3. Adjust something

4. Try something else…….

Key Strategy

Put the leavers of power in the hands of the editors and marketers

• Win back search traffic from the big guys

• Widgets and search toolbar syndication

Search as a traffic generator

Intelligence from search

• “Hold the front page”

• Content gaps?

• “Cross sell” traffic within your portfolio

• Support email and offline marketing

• Build additional value into your subscriber databases

Revenue opportunities

• Run-of-site• Search results pages provide additional page

views for general advertising

• Category sponsorships• Typically tenancy

Keyword targeting

• Advertisers understand AdWords, and most already use it (CPC model)

• Sell a unique combination of demographic and keyword targeting

• Integrated ad server within our service provides• A range of payment models

• Tenancy, CPM, CPC

• A range of formats • banners, buttons, directory listings, sponsored links

etc.

Self service advertising?

• Typically not applicable in B2B• Is there a long tail of advertisers to address?

Functional examples

• Looking for “guys?”

Functional examples

• Looking for “guys?”

TM

Questions?