© 2008 Eyeblaster. All rights reserved EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/ /162/ /208/ /227/147 Primary colors Light tint 123/69/26 26/35/7 81/ /100/20 Dark tint Bridging the Silos Presented by: Hava Kelman ● Product Planning, Search ● October 2008 Search and Display

© 2008 Eyeblaster. All rights reserved Agenda The Hole Between The Silos Better Together The Challenges Channel Connect for Search

© 2008 Eyeblaster. All rights reserved The Hole Between The Silos © 2008 Eyeblaster. All rights reserved

Silos

© 2008 Eyeblaster. All rights reserved The Two Titans

© 2008 Eyeblaster. All rights reserved 6 John is looking for a digital camera... ?

© 2008 Eyeblaster. All rights reserved 7 Behind the scenes © 2008 Eyeblaster. All rights reserved

Consumers see One campaign so should We

© 2008 Eyeblaster. All rights reserved Better Together

© 2008 Eyeblaster. All rights reserved Drive Traffic Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions) 7x Display Only; 3x Search Only Lift in Site Visits

© 2008 Eyeblaster. All rights reserved Lift Site Engagement Source: Microsoft Advertising and Comscore case study (M&F 30+, 11M unique users, 52M impressions)

© 2008 Eyeblaster. All rights reserved More Sales Chart 1 Source: Yahoo!/Comscore Research Online, Buy Offline study, 2007 Increases in average order size Display onlySearch onlySearch & Display Chart 2Source: Yahoo!/Comscore Close the Loop study, 2006

© 2008 Eyeblaster. All rights reserved Search Is a Consumer Journey Generic “digital camera” Specific “Canon EOS 400D” Awareness Purchase

© 2008 Eyeblaster. All rights reserved Increase Brand Performance Source: My Travel case study, UK, December An integrated display campaign can help drive 13x brand search volume

© 2008 Eyeblaster. All rights reserved Nearly 1 in 5 Search Conversions is affected by Display Ads Source: Eyeblaster Research October integrated campaigns, >1B display impressions and 500M search impressions

© 2008 Eyeblaster. All rights reserved The Benefits are evident

© 2008 Eyeblaster. All rights reserved The Challenges

© 2008 Eyeblaster. All rights reserved A B Team A Team B Bridging The Silos

© 2008 Eyeblaster. All rights reserved Team A Team B © 2008 Eyeblaster. All rights reserved A Bridging The Silos

© 2008 Eyeblaster. All rights reserved Take the first step — build the Bridge

© 2008 Eyeblaster. All rights reserved Channel Connect For Search

© 2008 Eyeblaster. All rights reserved A Bridge between the Silos © 2008 Eyeblaster. All rights reserved

When Search and Display are tracked separatelyWhen Search and Display are tracked together One Tracking System Cross-channel exposure display search One purchase Accurate Conversion Data (de-duplication)

© 2008 Eyeblaster. All rights reserved One Reporting System Cross-Channel Overview Search & Display — All in One Place Explore the Touch-Points between Channels Consolidate Your Search & Display Data

© 2008 Eyeblaster. All rights reserved Better Decision Making Insight into Publisher Contribution $ % 20% 50% 33.33% $170 Conversion Analysis by Publisher (Entire Path) Conversion Analysis by Publisher (Last Ad) ConversionRevenue AD 1 (Last Viewed)AD 2AD3AD4AD5 Conversion 1100GoogleCNNWeather.comYouTubeYahoo Search Conversion 2100GoogleCNN Conversion 3100GoogleCNNGoogle Conversion 4100Weather.comYouTubeCNNYahoo Search Conversion 5100Yahoo SearchWeather.comGoogle 33.33% Identify which Publisher provides the greatest impact

© 2008 Eyeblaster. All rights reserved Better Decision Making Prove Cross-Channel Strategies Determine Cross-Channel Synergies Understand user behavior through the most common paths

© 2008 Eyeblaster. All rights reserved Better Decision Making Justify generic keywords cost Available upon request

© 2008 Eyeblaster. All rights reserved Better Decision Making Analyze it yourself Available upon request

© 2008 Eyeblaster. All rights reserved Ease of Use Dart Search Atlas Search Freedom of ChoiceForced to use one SEM tool Eyeblaster Search

© 2008 Eyeblaster. All rights reserved Easy set-up process Ease of Use

© 2008 Eyeblaster. All rights reserved Now you can Cross the bridge

© 2008 Eyeblaster. All rights reserved Thank You