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Why display matters GDN overview

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95% of time online is spent on content where display can reach users Customers consider, evaluate & advocate online

your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on….

….the Display Network reaches these users, placing ads across millions of publisher sites in addition to YouTube and Gmail.

everything else

95%

search 5%

source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/421

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display plays an important role at each phase of the purchase cycle Today’s customer moves through phases

customer purchase funnel

awareness

interest

consideration

purchase

loyalty

audience engagement

interest category / similar users targeting

intent interest, remarketing

display + search

social display

contextual targeting

GDN features

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And GDN blast ensures that everyone will see your brand Rich media engagement increases brand recall

* comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns ** dynamic logic marketnorms® 2008-2010. fixed frequency level of 1 for campaigns using static image n=80; simple flash n=618; rich media with video n=236; rich media without video n=495

good creative has 4x the impact on campaign performance than media* 0

1

2

3

4

aided brand awareness

freq 1 freq 2

% of increased brand metrics

GDN blast allows for a massive reach in a short period of time (over 200m impressions/day)

the Google Display Network supports an expanding list of rich media formats

awareness

interest

consideration

purchase

AD

AD A

DAD

AD A

D

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active period where brands are added or subtracted Targeting customers when they’re evaluating

the Google Display Network combines the best contextual and audience targeting in the world with the scale of reaching 70% of Russia’s internet users

high

impr

essi

ons

CPM

high

lo

w

low

keyword contextual

interest categories

placement

topics

similar users

awareness

interest

consideration

purchase

targeting types

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remarketing and demographic & interest category targeting drive ROI Audience & behavioral data reaches qualified prospects

remarketing can engage past site visitors

users who have visited your web site

* 2010 Google study.

shopping sports automobile men 18-34

interest category and demographic targeting can reach more qualified customers

awareness

interest

consideration

purchase

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remarketing can engage shopping cart abandoners

studies show remarketing drives 51% higher conversions*

users who abandoned the shopping cart process

combining display with search drives purchase intent by an incremental 7 points**

0%

10%

20%

30%

40%

likelihood to purchase

search search+display

** iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative. * 2010 Google study.

search and shopping cart activity are strong signals of intent Targeting customers when they’re in-market

awareness

interest

consideration

purchase

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display ads

+1 lets your advocates recommend you across the web

users trust personal recommendations more than any other advertising source

they recommend and help others discover your brand Brand advocates are your best customers

awareness

interest

consideration

purchase

loyalty

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display speeds up the purchase cycle Time to convert decreases 5x

display’s strengths are in building awareness, increasing campaign reach, driving conversions and speeding up the purchase cycle *

* SearchIgnite, 2010.

creative drives 4x campaign impact

70% reach and best of breed contextual targeting options

site visitor remarketing drives 51% higher conversions

search + display increases likelihood to purchase by 8%.

+1 drives awareness and trust in your brand

awareness

interest

consideration

purchase

loyalty

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Why the Google Display Network rocks

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sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,

70% reach across millions of sites, videos and devices Access: one of the largest networks in Russia

AdSense Publisher Network

31m unique visitors/month

70% of Russia’s internet users

215m impressions/day

Over 25,000 sites in the network

Google O&O properties

sites games video feeds mobile social media

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Tools: the right toolset to drive your campaign

right message (creative)

right person (audience)

right time (context)

video image

rich media expandables

contextual interests topic demographics

+ +

above the fold exclusions brand select reserve

in a brand safe environment

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sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,

right person right time right message

at scale: 70% reach of Russia’s internet users - 31m visitors/month

•  target a custom segment based on specific demographics, lifestyle, psychographics and behavioral data

•  reach qualified based on interests and intent to purchase

•  engage past site visitors with remarketing

layer contextual targeting on top of audience targeting to reach users in the right mind set •  topic targeting

•  keyword contextual targeting

•  placement targeting

•  customize creative based on user behavior, interests or demographics

•  rich media drives user engagement and recall

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Results: realizing your campaign goals

awareness intent

+ 55% + 8%

Vizu average (13.4%)

GDN average (14.4%)

GDN average (12.4%)

Vizu average (8.0%)

direct response campaigns brand campaigns

the typical remarketing account gets: •  52% higher click through rates •  51% higher conversion rates and •  28% lower CPA

compared to the rest of display2

the typical search + display campaign gets 22% greater conversions compared to search only campaigns1

preliminary studies show that the GDN drives greater lift in brand metrics than market norms:3

source: 1. iProspect & Comscore real branding implications of digital media - August 2011. 2. Internal Google data. 3. Vizu Brand Lift Norms, Nov ‘11, compared to 7 “awareness” and 6 “intent” campaigns that ran on the GDN.

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Appendix

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Ремаркетинг

       

Охват  только  тех  пользователей,  которые  уже  посещали  сайт(ы)  клиента;    Возможность  создавать  отдельные  аудитории  ремаркетинга  для  различных  разделов  сайта,  и  показывать  им  разные  креативы;    Возможность  исключать  отдельные  аудитории  ремаркетинга;  

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From our 2010 study, the typical account gets:

…on remarketing compared to rest of display

optimized performance with effective bids adjusted in real time

51% higher conversion rate

52% higher CTR

28% lower CPA

Remarketing performance

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Similar Users Remarketing Lists

Extend the reach of your remarketing activity to show your ads to consumers with similar browsing habits. This is Google’s look-a-like technology.

Remarketing: Target Similar Users