Welcome to the Display Advertising Webinar Learn How Display Can Impact Your Search Business Follow us on Follow this webinar #msdisplaywebinar

Explore online advertising solutions beyond search and learn how you can expand your online reach with display advertising. 2 Speaker: Mel Carson, Microsoft Advertising Community Manager Host: Lauren Taft-McPhee, SMB Marketing Communications Manager

Display Advertising 3 The fastest growing value segment in the advertising world.

Most analyst projections suggest the growth rate in nearly all other forms of online advertising is accelerating faster than search. Now is a great time to get in the game with display advertising. Sources: eMarketer, November Forrester Research Interactive Advertising Forecast, April

You can simply and efficiently add display to your advertising mix with the power of the Microsoft Advertising brand properties and the Microsoft Media Network. Display advertising can work for your business. 5

Search vs. Display 6 SearchDisplay Keyword DrivenSite Driven Text Ad CreativeImage Ad Creative SERPPlacement Limited Product Offerings (search, content ads) Diverse Product Offerings (standard, rich media, video) CPC Pricing (adCenter)CPM/CPC/CPA Pricing Basic Targeting (Demo, Geo, Day-Parting, Site Exclusion, Device) Robust Targeting (Behavioral, Remessaging)

See potential improved results when using strategies that combine multiple advertising channels. Improve your online advertising strategy Source: Starwood study, Source: Custom compete study, % incremental lift in ad recall 32.6% incremental lift in brand recall 28.6% incremental lift in message recall 25.3% incremental lift in purchase intent

Display ads 101: Choosing your strategy 8 Ad NetworkReserved Display Inventory  Semi-blind network  Performance-based traffic  Reserved inventory  Guaranteed traffic Pricing  Cost per one thousand impressions (CPM)  Cost per click (CPC)  Cost per acquisition (CPA) CPM Microsoft Advertising Product Offerings Microsoft Media Network Microsoft-owned and operated properties, and third-party publishers Microsoft Brands and Premium Packages Microsoft-owned and operated properties (i.e.. MSN Money), partner properties (i.e.. FOXSports.com) Source: comScore Media Metrix, October 2010.

Effective creative Precise targeting Reporting analysis Ingredients for success 9

Worldwide, average annual click- through rates have been steady for two years. The results don’t stop at clicks: 20.4% of conversions are the result of a click, and 79.6% are the result of viewing a banner ad but not clicking on it. Measuring success with display ads Sources: “Have Click Rates Finally Stopped Declining?” eMarketer, November “Standard Banners—Non Standard Results.” MediaMind, provided to eMarketer, November Standard Banner Ad Conversions Worldwide, Post- Impressions vs. Post-Click, Q – Q2 2010

You have valuable insights from your search and content campaigns that can help you hit the ground running with display advertising. Knowing is half the battle. 11

Remessaging: Say goodbye to lost conversions. Source: “When Money Moves to Digital, Where Should It Go?” comScore and ValueClick Media, September Website visitation lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010 Note: *excludes online video, mobile or social media campaigns Branded search lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010 Note: *excludes online video, mobile or social media campaigns

Reach: Reach your audience on a Top 10 ad network of premium sites. Quality: Microsoft connects your message to your target audience in ways that drive deeper, move relevant conversations and more meaningful results for your brands. Results: Realize effective results with targeting, tracking, and analytics. Benefits of Microsoft Advertising display ads 13

Microsoft Advertising has plenty of resources to help you stay on top of your digital marketing efforts. 14 Microsoft Advertising Community, community.microsoftadvertising.com community.microsoftadvertising.com Microsoft Advertising site, advertising.microsoft.com/display- advertising advertising.microsoft.com/display- advertising Microsoft Advertising newsletters and bulletins, sign in to adcenter.microsoft.com to check your preferences adcenter.microsoft.com Includes a category just for small businesses!

Receive your free display consultation today by visiting: advertising.microsoft.com/ display-webinar advertising.microsoft.com/ display-webinar Don’t wait! Get started! 15

Please unmute your phone or computer if you wish to ask the expert a question. Question and answer session. 16

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