1. The right ad to the right audience The new generation of digital advertising technologies are already here
Jerome Grateau Head of Media Platforms, Southern & Eastern Europe, Middle East and Africa Google
The objective of this short presentation is to illustrate the un-tapped potential of the last generation of ad serving tools. The tools are there and they are used by some. Marketers need to be more demanding on transparency, performance and reporting. Agencies needs to challenge their clients and develop new way of conducting their business.

2. We are just at the beginning…TV
Internet
Radio
Print
TV advertising took roughtly 30 years to emerge as sustainable business model. Internet was much faster but we are still just at the begining
1450
1836
1895
1922
1927
1941
1990
2010
Tech
Content
Users
Advertising

3. 1959 Barbie Doll ad

4. … and complexity will increase significantly
A growing audience
More websites
More channels/format
More data 4 4 4 4

5. The goal is still the same
Find the right audience
Deliver the right ad
Advertising has always been about finding the right audience and deliver it the right message...on-line is not different

6. Google vision for Display advertising
Simplify
Performance
Open
Integrated platform for greater efficiency
Tools to improve advertiser performance
Provide open access to the industry

7. DFA an integrated Buy Side solution already available
Ad Planner
Measure- ment
Creative
Planning
Buying
Integrated Workflow
New DFA / Re-targeting
DFA Analytics
Obviously, Ad serving technology is a key enabler and we believe DFA is a must. Our platform provides a end to end solution from planning, buying, creative and measurment.
DoubleClick Studio 7 7

8. Efficient campaign management and reliable data to analyse with Third Party adserving
Planning
Measure
Buying
Creative
Less time wasted
Manage the campaign workflow from start to finish
Manage the trafficking to all sites in your media buy
Access a central repository for creative assets
One system to serve up your rich media and video ads
Numbers you can trust
Consistent counting methodology (IAB, MRC compliant) for all third party ads served through DART
Consistent reporting with DENT/DFP sites
Standard reports across ad served display and search creatives \
(c) All rights reserved. DoubleClick Inc. 8

9. Measure post-impression and post-click results from campaigns
Spotlight Tag
Floodlight Tag
Track Conversions
on Your Ad Campaigns
Define what a conversion means to you — a sale, download, filling out a form, etc.
One Tag to Aggregate All Tags
Update your tags without the hassle of changing your landing page code 9 9

10. Improve the ROI of your campaign with site-driven re-targeting1 2
Differentiate customers from prospects
Deliver different ads based on past browsing behavior
Increase the likelihood for conversions and reduce wasted media spend
I click on an ad for Estee Lauder Sensuous
I get to the website but I don’t buy anything 4 3
My cookie ID is stored on a re-targeting list within DFA
I am served an ad with an incentive on the next exposure

11. Get a detailed and yet easy-to-understand view of the results of your campaigns11 11

12. Create engagement with Rich Media format, leveraging social dimension
Volvo - YouTube expandable Masthead with Facebook share & Live Twitter feed – 24hr takeover
38M impressions
8.66% interaction rate
17,000 hours of brand engagement in 24 hours
YouTube viewers who were exposed to the ad were
16x more likely to view Volvo content on YouTube
11x more likely to visit the Volvo website
7x more likely to conduct a Volvo branded query on a search engine 12

13. DoubleClick Ad Planner
Data-driven new Creative approach
DoubleClick Ad Planner
Planning
DoubleClick for Advertisers
Measure- ment
Integrated Workflow
Buying
DFA Analytics
Creative
DoubleClick Studio 13

14. Dynamic Ads of tomorrow - intelligent Ads from Teracent
Ads dynamically assembled on the fly according to user profile, media or BT data
Powered by real time performance optimization and insights engine delivering faster results & learning 14 14

15. Big performance with remarketing
Challenge:
ROI was unprofitable and they were overpaying for certain users
Solution:
Dynamic ads and data optimisation improves relevance with remarketing
Visit Site
Before
After
Now let’s combine rich media, with dynamic messaging and add in remarketing data…
Again – another example of how advertisers are able to use data to enhance their ad units.
Before creating a RMDA - By using the data gathered from the user visiting the site, Travelocity – the ad unit was able to accurately display content
Search for travel…
Simple site remarketing
One-size fits all image and message
Exit to generic landing page
CTR: 651% Increase
Cost Per Transaction: 79% Decrease
Transaction Volume: 230% Increase
Earnings: 133% Increase

16. Online Video…more than an extension of TV
To truly take advantage of what advertising within online
video can offer, it's not as simple as posting your TV
commercial into a stream of online video content and
hoping for the best. The creative has to fit the environment
and how users interact in that environment. Here's a quick
example...
What if you gave them a choice of what ad they wanted to
see? A recent study led by Vivaki found that when users
could choose between several video ads before watching
an online video, the viewed ad was 5x more effective than a
standard pre-roll ad. Not only were click-through rates and
ad recall significantly higher, but unaided awareness rose
386%. Altering the ad format, in this case to give user's
choice and control, does make a big difference.
Google Confidential and Proprietary 16

17. DoubleClick Ad Planner
Data-driven audience buying
DoubleClick Ad Planner
Planning
DoubleClick for Advertisers
Measure- ment
Integrated Workflow
Buying
DFA Analytics
Creative
DoubleClick Studio 17

18. Ad Exchange: An open, real-time auction
Publisher 1
Networks
Liquidity
Large unique reach +
Sellers
Access
Agency Holding Cos
Publisher 2
Buyers
Sellers
Real-time bidding +
Targeting
multiple criteria
AdWords
AdSense
Targeting
Restrictions
Creative
Max CPM bid
Min CPM
Branding
Restrictions

19. You can also leverage Google Display Network’s toolkit
GDN
Data
Google Interest categories or your own remarketing list
Targeting
Google targeting suite: contextual, placement, etc
Optimization
Google optimization (conversion optimizer, etc) 19