Author: Sophie Tran Digital Seminar 21.06

1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Why display matters

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
Customers consider, evaluate & advocate online
95% of time online is spent on content where display can reach
users
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-
publishers.org/page.php/prmID/421
Your audience spends 95% of its
time on the web reading and
engaging with news sites, blogs,
general interest sites, social
networks, email and so on….
….the display network reaches
these users, placing ads across
millions of publisher sites in
addition to YouTube and Gmail.
Everything else
95%
Search
5%

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
How can display advertising benefit your business
Display advertising can help build awareness,
increase campaign reach, drive conversions
and ultimately speed up this buying cycle.
There are 4 phases to a customer’s buying
cycle:
1. Awareness
2. Interest
3. Consideration
4. Purchase
Awareness
Interest
Consideration
Purchase

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
Rich media engagement increases brand recall
Perception and recent touch points are critical
• comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns
Good creative has 4x the
impact on campaign
performance than media*
The Google Display Network supports an
expanding list of rich media formats
Awareness
Interest
Consideration
Purchase
Placement Targeting

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Stride Ridiculously Long Demo
Good creative amplifies a brand’s attributes

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 66
69%
23%
84%
Bought the
product
Bought the
product
Researched
further online
Researched
further online
Researched
further offline
Researched
further offline
TNS Vietnam Digital Profiling – July 2012
Question: Q31 Online advertising. Q33 Online advertising action
Sample base: Vietnam internet users n=1,010; Recall online advertising n=786
Almost 8 in 10 recall advertising on the internet and this generally leads to
further research online.
Almost 1 in 4 of those who recall online advertising went on to purchase the
brand or product.
Action taken after
seeing advertising
online
84%
YES
Online Advertising leads to further online research

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Targeting customers when they’re evaluating
Active period where brands are added or subtracted
Awareness
Interest
Consideration
Purchase
Contextual By Topic Targeting
Our system is able to dynamically target your ads across the topics of pages
selected in advance.
Home & Gardening Finance Lifestyle
Contextual By Keyword Targeting
Our technology identifies the content of pages and to match relevant ads to
them

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Audience & behavioral data reaches qualified
prospects
Remarketing and demographic & interest category targeting drive ROI
* 2010 Google study.
Remarketing
Engage past
site visitors
Users who have visited your web site
Shopping Sports AutomobileMen 18-34
Interests and
demographic targeting
Reach more
qualified customers
Awareness
Interest
Consideration
Purchase

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Hoa Yeu Thuong tapped into specific audience
segments

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
Remarketing can engage
shopping cart abandoners
Studies show remarketing
drives 51% higher
conversions*
Users who abandoned the
shopping cart process
Combining display with
search drives purchase
intent by an
incremental 7 points**
0%
10%
20%
30%
40%
Likelihood to purchase
Search Search+display
Targeting customers when they’re in-market
Search and shopping cart activity are strong signals of intent
*2010 Google study.
** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.
Awareness
Interest
Consideration
Purchase

11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Display ads
+1 lets your advocates
recommend you across
the web
Brand advocates are your best customers
They recommend and help others discover your brand
Awareness
Interest
Consideration
Purchase
Loyalty
Users trust personal
recommendations
more than any other
advertising source

12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Time to convert decreases 5x
Display speeds up the purchase cycle
* Searchignite, 2010.
Display’s strengths
are in building
awareness, increasing
campaign reach,
driving conversions
and speeding up the
purchase cycle *
Creative drives 4x
campaign impact
92% reach and best of
breed contextual
targeting options
Site visitor remarketing drives
51% higher conversions
Search + display increases
likelihood to purchase by 8%.
+1 drives awareness and trust
in your brand
Awareness
Interest
Consideration
Purchase
Loyalty

13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Why choose the Google Display Network for your
business?
• You can reach million of sites, videos and devices
• Search and Display is the perfect tandem to reach your customers in
every step of the buying cycle
• Combining Search and Display in your campaigns will get you more
conversions compared to Search only campaigns

14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14
The Google Display
Network

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What is the Google Display Network
• The Google Display Network ( GDN) is a network of websites with
advertising space where you can place your ads
• The Google Display Network uses precise targeting to reach
engaged audiences – this delivers better results for advertisers
• It’s simple, cost-effective way to advertise on millions of high-quality
news pages, topic-specific websites, video sites and blogs

16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Across both mass-media and niches sites

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• >83% unique Internet
users globally
• Reaches users in 20
languages over 100
countries
> 800M
Weekly ad
Impressions served
in Vietnam
Google Display Network – largest globally

18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Our Key Partners in Vietnam

19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Comscore Key Metrics – September 2012
Top visited sites in Vietnam
ComScore Key Metrics
14,472
12,874
11,525
11,441
9,797
9,034
7,583
6,896
6,034
4,858
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Google’s GDN Key Partners
96.3%
85.7%
76.7%
76.1% 65.2%
60.1%
50.5% 45.9%
40.2%
32.3%
6 out of 10 top visited sites are Google
Display Network’s Key Partners; enabling us to
have a greater reach to Vietnamese Audiences
both locally and internationally.

20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20
Text Ads
Images Ads
Websites & Mobile Sites for you
to run your inventory
Text Ads
Image Ads
Google Display Network (Vietnam)
Ad Formats

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Premium Network – ATF position in top sites

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Engagement Ads
Lightbox demo

23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23

24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Tools: the right toolset to drive your campaign
Right message
(Creative)
Right person
(Audience)
Right time
(Context)
Video Image
Rich media Expandables
ContextualInterests TopicDemographics
++
Above the fold Exclusions Brand selectReserve
In a brand safe environment

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Thank You