Search and Display: Online Advertising’s Attribution Problem By Eric Franchi, SVP of Business Development, Undertone Networks 2/24/09

Your Suggested Topic: “Is Google (search) "overpaid" and banner (display) ads and other brand building activities "underpaid" in this economy? If so, what do you see are ways for correcting this imbalance?” In other words: is hyper-focus on search beneficial for marketers?

Agenda Intro Search and Display discussion Thoughts on career opportunities for 2009 MBA’s Q&A

Intro: About Me 1998 – PSU Graduate; Marketing 1999 – began interactive career at About.com 2001 – founding employee: Intercept Interactive 2002 – present – SVP, Undertone Networks

Search Search (SEO and SEM): should always be the first dollar spent (and it is: search will be over 40% of US ad spend in 2009) – Strong, measurable ROI – Immediate results: leveraging intention – Influences later sales – Influences branding eMarketer projecting 14.3% growth in search spend for 2009

The Problem Users are often exposed to a brand first by “brand” (display advertising) Search is often the beneficiary of brand advertising: the “last ad clicked” and the one that results in (and receives credit for) a conversion What if the user was exposed to 10 banner ads previous to the search that resulted in a click-based transaction?

Online Display Advertising 20% of US Ad Market spending (eMarketer) Display ads influence many key metrics: brand awareness, association and purchase intent They also can drive brand searches (Organic: display advertising can increase CTR by %) Display can drive direct ROI, but if held to the same metrics as search, it will always underperform

Studies Show… ATLAS: in the 90 days leading up to a sale, consumers see 18 ads for a product (5 and-a-half in the 2 days prior to a sale) comScore: across 139 online campaigns: display ads increased likelihood of offline purchase by 17% and increased website visits by 40% - even if the ad was never clicked Empiric evidence: advertisers who cut display spending see their brand searches go down!

Correcting the imbalance? Ad-serving technology: to measure and assign weight to all consumer touch points: ATLAS’ “engagement mapping” Dynamic Logic, comScore and Vizu: measuring display ad effectiveness via online surveys Simpler tactics: use online coupons to print and redeem online or in-store

Career Opportunities for 2009 MBA’s Digital marketing is still projected to grow in 2009 and beyond as companies continue to shift budget Required skills include deep understanding of analytics, collaborative work style, financial acumen: all are gained by your Penn State MBA Digital agencies, media companies and ad networks are still hiring

Some tips Read the trades: Media Post, imediaconnection.com, Ad Age, blogs – Inform yourself: information moves quickly – Excellent job boards Find local organizations: PHIMA, 212, etc. Take advantage of the alumni network Focus on making yourself an “A” candidate

Closing My contact information: – – x123 – Thank you!