© 2009 Eyeblaster. All rights reserved What it means to you Channel Connect for Search

© 2009 Eyeblaster. All rights reserved What is the role of online marketing? The purchase funnel The ultimate role of any marketing is to increase sales Awareness Branding Research Make / Model intentions Purchase Shopping Word of mouth / blog / forum Online marketing has a role to play at each stage in the funnel

© 2009 Eyeblaster. All rights reserved How do advertisers use online media? Display is a seed-sowing medium Advertisers use display to drive branding and awareness

© 2009 Eyeblaster. All rights reserved How do advertisers use online media? Search is a harvesting medium Advertisers use search to harvest ripe consumers

© 2009 Eyeblaster. All rights reserved How do search and display fit in the funnel? Search is a medium consumers decide to use Awareness Branding Research Make / Model intentions Purchase Shopping Word of mouth / blog / forum Display Search Display is a medium advertisers decide to serve

© 2009 Eyeblaster. All rights reserved How do online advertisers measure success? By visits to their web properties By conversions made on their properties Both are driven by the last click a user makes

© 2009 Eyeblaster. All rights reserved Where is success measured in the funnel? Reach, uniques and interactions are KPIs for brand awareness Awareness Branding Research Make / Model intentions Purchase Shopping Word of mouth / blog / forum Display Search Webpage visits Sales / Conversions But the ultimate measures of success are driven by search

© 2009 Eyeblaster. All rights reserved Why is this important to you?

© 2009 Eyeblaster. All rights reserved The online landscape......it’s a jungle out there Online advertising revenues in Europe (billions €) 2007 €3.2€ % 26.0% Display Search €4.4 €5.6 eMarketer 2008 %∆‘09 %∆‘10 %∆ -0.1%4.8% 8.0%11.0%

© 2009 Eyeblaster. All rights reserved How does “last click” influence budgets? Judging success by last click makes it easier to run search only Awareness Branding Research Make / Model intentions Purchase Shopping Word of mouth / blog / forum Display* Unless we can show that display sows seeds display will be cut Search Success #1 Success #2 *Weaning off the click

© 2009 Eyeblaster. All rights reserved How can you change this?

© 2009 Eyeblaster. All rights reserved How can we show how display contributes? Unless advertisers have the right tools they will never be able to see this Unless we show them the right tools they will never know how to see this Until you know how to sell the benefits they will never be convinced it does Channel Connect for Search offers four reporting tools Each of these tools has its own feature and benefit Each benefit clearly shows how display contributes to the success of search Challenge Solution

© 2009 Eyeblaster. All rights reserved Search-display overview report Feature: This report gives top level cross channel data Benefit: Easy to see and digest how each channel impacts the other Of the conversions for a particular channel, this is the percentage of conversions where a user was previously exposed to the other channel

© 2009 Eyeblaster. All rights reserved Path to conversion by publisher report Feature: This report shows how each publisher contributes to ROI Benefit: Easily show contribution for the last click and entire path Benefit: Efficiently plan future media buy and avoid losing contributions Maintain budget here

© 2009 Eyeblaster. All rights reserved Path to conversion by channel report Benefit: Easily show the synergies between search and display Benefit: Data is presented clearly, simply and is easy to understand

© 2009 Eyeblaster. All rights reserved Path to conversion by channel report Feature: This report shows user behaviour in the path to conversion Benefit: Easily show how display ads drive search conversions

© 2009 Eyeblaster. All rights reserved Raw data search-display report Feature: This report shows detailed path to conversion data Benefit: J ustify display, rich media and generic keyword costs Feature: This data is available for the last five events in the path 1 st ad 2 nd ad3 rd ad 4 th ad Last ad Time viewed Is click Publisher name Ad Group name Placement ID Unit size Video Video method Ad Name Rich Banner Campaign name Keyword name Time viewed Is click Publisher name Ad Group name Placement ID Unit size Video Video method Ad Name Rich Banner Campaign name Keyword name Time viewed Is click Publisher name Ad Group name Placement ID Unit size Video Video method Ad Name Rich Banner Campaign name Keyword name Time viewed Is click Publisher name Ad Group name Placement ID Unit size Video Video method Ad Name Rich Banner Campaign name Keyword name Time viewed Is click Publisher name Ad Group name Placement ID Unit size Video Video method Ad Name Rich Banner Campaign name Keyword name Benefit: See user behaviour for every event in the path Ad Name Keyword name Unit size Rich Banner Video

© 2009 Eyeblaster. All rights reserved Summary

© 2009 Eyeblaster. All rights reserved What you need to know Display drives search conversions which get all the credit Old reporting systems measure success on the last click The contribution display makes is invisible to the last click CC4S reports clearly show display contribution to conversions Each of these reports has it’s own feature and benefit The features show how display contributes to search We need to show this contribution or display budgets will be cut The benefits allow agencies to better plan future activity You need to understand and present the features and benefits If you don’t your display revenue will go to search

© 2009 Eyeblaster. All rights reserved Thank you roll VT...

© 2009 Eyeblaster. All rights reserved