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Maximizing Media Scale: Contextual SEM Strategies & Revolutionary Products Cycle

Dive into the dynamic world of digital marketing with a focus on Contextual SEM, Behavioral Search, and Auctioned Media. Explore the evolution of media buying strategies, leveraging deep data, and negotiating with publishers for optimal terms. Discover new product cycles and the latest trends shaping the advertising landscape.

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Maximizing Media Scale: Contextual SEM Strategies & Revolutionary Products Cycle

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  1. The new, new things: Contextual SEM, Behavioral Search, Auctioned Media Direct Marketing Club of New York May 15, 2007

  2. Supply… What can you do to give me more scale?

  3. Supply… …without making me a pioneer who is funding your product development?

  4. Whoa… 680 Million Dollars…

  5. Whoa… 3.1 Billion Dollars…why then was “Adauction” a failure?

  6. What do we want?… • Buy reach as efficiently as possible • Want to leverage measurable media to its maximum scale

  7. How do we do that?… • Make sure we know the success metric • Implement technology to surface deep data and make it actionable • Negotiate hard with publishers for the best financial and non financial terms while respecting eCPM. • Execute and manage cost efficient media with all the tools at our disposal.

  8. eCPUnit triggers a Market?… • Evolution: • Publisher CPM/CPC/CPL to a manual accounting of the eCPM/eCPC/eCPL. • Pre-emptible Media buy • Yield Model evolves to a Bidded Marketplace

  9. New Products Cycle In… • Contextual Search • There are only so many searches on a word…how can we make more supply? • February 27, 2003: • Google quietly rolled out a new product that will serve relevant paid listings on site content pages… • That April they buy “Applied Semantics” • Grow broad match • Integrate search into more pages of content

  10. New Products Cycle In… • Contextual Search • ContextWeb • Kanoodle • About: Manual mapping

  11. New Products Cycle In… • Vertical Search • Kayak • Mobissimo • Farechase

  12. New Products Cycle In… • Behavioral Search • Yahoo • WhenU/Claria • MSN Search

  13. New Products Cycle In… • Category Bidded Marketplaces • Industry Brains • Quigo • Bidclix (Accipiter)

  14. What’s New-New?… • Consider that what is today gaining traction is not “new” but who’s time may have come. Yet some new functionalities are just that…new. • Google Offline (print, radio, TV) • Spotrunner (Cable) • Turn.com (CPA) • Admob.com (mobile) • Wikipedia’s potential as a commercial ad environment • Video Search technologies • Chacha Guides • Clusty.com

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