1. Why display matters
GDN overview
1 Google confidential

2. Customers consider, evaluate & advocate online
95% of time online is spent on content where display can reach users
search
your audience spends 95% of its 5%
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 everything else
millions of publisher sites in 95%
addition to YouTube and Gmail.
source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/421
2 Google confidential

3. Today’s customer moves through phases
display plays an important role at each phase of the purchase cycle
customer purchase funnel GDN features
audience engagement
awareness
contextual targeting
interest interest category /
similar users targeting
intent interest, remarketing
consideration
display + search
purchase
social display
loyalty
3 Google confidential

4. Rich media engagement increases brand recall
And GDN blast ensures that everyone will see your brand
GDN blast allows for a
A A massive reach in a short
awareness D A D A period of time (over 200m
A A
D D impressions/day)
D D
interest % of increased brand metrics
4
3
freq 1
consideration 2 freq 2
1 good creative has 4x the
impact on campaign
purchase 0 performance than media*
aided brand awareness
the Google Display Network supports an
expanding list of rich media formats
* 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
4 Google confidential

5. Targeting customers when they’re evaluating
active period where brands are added or subtracted
targeting types
high
awareness
interest
categories
impressions
interest
topics
keyword
contextual
consideration
placement
similar
low
users
purchase low CPM high
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
5 Google confidential

6. Audience & behavioral data reaches qualified prospects
remarketing and demographic & interest category targeting drive ROI
awareness remarketing can
engage past
site visitors
interest
users who have visited your web site
consideration
interest category and
demographic targeting
purchase can reach more
qualified customers
men 18-34 shopping sports automobile
* 2010 Google study.
6 Google confidential

7. Targeting customers when they’re in-market
search and shopping cart activity are strong signals of intent
remarketing can engage
awareness shopping cart abandoners
studies show remarketing
users who abandoned the
drives 51% higher
interest shopping cart process conversions*
search search+display
consideration
40% combining display with
30% search drives purchase
20%
intent by an
purchase 10%
incremental 7 points**
0%
likelihood to purchase
* 2010 Google study.
** iProspect & Comscore real branding implications of digital media - Aug’11. Share of exposed respondents who answered affirmative.
7 Google confidential

8. Brand advocates are your best customers
they recommend and help others discover your brand
+1 lets your
awareness advocates
recommend you
across the web
interest
users trust personal
recommendations
consideration
more than any other
advertising source
purchase
display ads
loyalty
8 Google confidential

9. Time to convert decreases 5x
display speeds up the purchase cycle
awareness creative drives 4x display’s strengths are
campaign impact
in building awareness,
increasing campaign
70% reach and best of breed reach, driving
interest contextual targeting options conversions and
speeding up the
purchase cycle *
consideration site visitor remarketing drives
51% higher conversions
search + display increases
purchase likelihood to purchase by 8%.
+1 drives awareness and trust
loyalty in your brand
* SearchIgnite, 2010.
9 Google confidential

10. Why the Google Display Network rocks
10 Google confidential

11. Access: one of the largest networks in Russia
70% reach across millions of sites, videos and devices
AdSense Google
Publisher Network O&O properties
31m unique visitors/month
70% of Russia’s internet
users
215m impressions/day
Over 25,000 sites in the
network
sites feeds games social media video mobile
sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,
11 Google confidential

12. Tools: the right toolset to drive your campaign
right person right time right message
(audience) (context) (creative)
+ + video image
interests demographics contextual topic
rich media expandables
in a brand safe environment
reserve above the fold exclusions brand select
12 Google confidential

13. right person right time right message
• target a custom segment layer contextual targeting on • customize creative based
based on specific top of audience targeting to on user behavior, interests
demographics, lifestyle, reach users in the right or demographics
psychographics and mind set • rich media drives user
behavioral data engagement and recall
• reach qualified based on • topic targeting
interests and intent
to purchase • keyword contextual
targeting
• engage past site visitors
with remarketing • placement targeting
at scale: 70% reach of Russia’s internet users - 31m visitors/month
sources: comScore Media Metrix Report, Oct 2011, Google Ad Planner, Internal Google Analysis,
13 Google confidential

14. Results: realizing your campaign goals
direct response campaigns brand campaigns
the typical search + display campaign gets preliminary studies show that the GDN
22% greater conversions compared to drives greater lift in brand metrics than
search only campaigns1 market norms:3
the typical remarketing account gets: + 8% + 55%
• 52% higher click through rates
• 51% higher conversion rates and
• 28% lower CPA
compared to the rest of display2
Vizu GDN Vizu GDN
average average average average
(13.4%) (14.4%) (8.0%) (12.4%)
awareness intent
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.
14 Google confidential

15. Appendix
15 Google confidential

16. 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;
16 Google confidential

17. Remarketing performance
From our 2010 study, the typical account gets:
28 %
lower CPA
51 %
higher conversion rate
52 %
higher CTR
…on remarketing compared to rest of display
optimized performance with
effective bids adjusted in real time
17 Google confidential

18. Remarketing: Target Similar Users
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.
Similar Users
Remarketing Lists
18 Google confidential