If you are a digital marketer who works on Display advertising, this session offers a deep dive into the how the ecosystem evolved in 2018 in a post ITP/GDPR world. With data regulation being an important factor, the ad relevance is an obvious spin-off to the debate. The discussion offers a view of what are the factors that every digital marketer should consider while designing an effective strategy. Finally, the session also touches upon some of the solutions offered by Google Display Ads that helps solves some of these challenges. Key Takeaways: 1. How the landscape is changing – inventory; new ad formats; ad clutter 2. Audience targeting evolution – activating CRM to build customer value 3. Scope of Automation in display – bidding and targeting

4. Display Ad spend in India is on the rise; but decelerating
due to industry and economic factors
Growth is fueled by Programmatic
buying and video spend
Deceleration is due to sector maturity;
but can be countered with expanding
market size

5. In a performance/ROI focused market; Display is clawing
in on a bigger share of the market
Shift to smartphones (apps) and increased media
consumption on social platforms, OTT
The future is all about more ad engagement with
interesting formats that cut ad clutter

6. Global Publisher inventory is seeing a tectonic shift;
less text - more premium inventory
It is Important to reach your customers wherever they are across web and apps
Network of
3M+ websites &apps
O&Oproperties
each with 1B+users
Extended reach for
remarketing with access
to 3rd partyexchanges

8. What does the ecosystem think of ads?
Consumers are increasingly frustrated with
slow experiences laden with annoying,
disruptive and deceptive ads
Publishers are struggling to balance quality
content and consumer experiences with the
need for financial viability
Advertisers increasingly mistrust an
ecosystem that is complex, opaque, and at
times, unsafe

9. What does this regulation mean for Brands in all the
major markets around the world?
California Consumer
Privacy Act
EUGDPR
Data Protection Bill
China’s Cybersecurity Law
$7.8 billion*
Source: iapp.org

10. In 2017, Indian advertisers lost $193M* in ad
revenues due to Ad blockers.

11. Or is this a Renaissance?
Est. $19B* global spend
on buying, managing,
processing and analyzing
third-party audience
data
Marketers are expected
to strategize for a one
audience view across
various devices and
channels

12. Raising the bar
on content
Making Ads Better
/ busting bad ads
3.2 billion bad ads removed
Research covering 40,000
consumers in Europe & US
Chrome filtering of annoying ads
130+ expert groups
98% of extremist content
now identified by machines
Google Preferred manual
verification

13. Increasing control
and transparency
Having the right
measurement partners
Certification for DTSG
brand safety byJICWEBS
3P verification with Integral
Ad Science & DoubleVerify
Coming soon: simpler
advertiser controls
30 existing MRC accredited
metrics
40 new MRC accredited
metrics
Expanded YouTube reach
measurement with Nielsen
and comScore

15. There is opportunity in the digital growth story;
Display advertising is the engine that will help realise this
Policies will continue to regulate data/ ad tech;
Pivot to ensuring you are maximimizing on audience
Display ad ecosystem is hitting maturity levels;
Reinvent and segment ad reach with engaging formats

17. adssettings.google.com/
authenticated

19. Proprietary +Confidential
Intelligence at every step
Signals Assess & Score Segmentation
Continuously, in real time

20. Intelligent models predicting non-obvious
correlations
People who book
on your app also
have an interest
in photography
In Japan, cherry
blossom season
sparks travelbookings

21. Solutions for every stage of the consumer
journey
Based on interests, frequent
behaviours and habits
Interests & Habits
Affinity
Custom Affinity
Consumer Patterns*
Based on
facts about their life
People making purchase decisions
relevant to my brand right now
Intent & Action
Life Events*
In-market
Custom Intent*
Remarketing
Videos · Website · Similar Audiences
Customer Match*
Email · Address · Phone · Similar Audiences
AUDIENCE
SOLUTION
MARKETING
OBJECTIVE
REACH
Consideration & Brand Favorability
Purchase Intent / Website Actions / Offline Action
Ad Recall & Brand Awareness
Demographics
Demographics
Age · Gender
Detailed Demographics*
Parental Status & Stages · Household
Income · Education · Employment
Relationship Status · Homeownership

22. Remarketing
Target your customers across Google’s
cookied pool of identifiable users.
Customer Match
Target your customers across Google's
logged-in pool of identifiable users.
Email
Address
Physical
Address
Phone
Number
User
ID
Mobile
Device IDSearch VideoDisplay
Bought from you Engaged with you

23. Broadest addressable
users
Goal:
see and know
my brand
Users thinking about
purchasing
Goal:
consider my brand’s
offerings
Users ready to
purchase now
Goal:
purchase my brand’s
products/services
SEE THINK DO
CARE
Users who have
already purchased
Goal:
purchase again,
become loyal to my brand

24. SEE THINK DO
CARE
- World Music
- Movie Buff
- Street Bikes
- Watching
Traveler videos
on YouTube
eating “Pho”
- Smart Phones
- Data Plan
- Travel to
Vietnam
- Car Rental
- Ordering a book
“The Motorcycle
Diaries”
- Booking a homestay or a hostel via travel social site
- Using a ride-sharing app to book airport transfer

25. Proprietary +Confidential
global creation and
consumption of data
of millennials
own3+ devices

26. Proprietary +Confidential

27. 1/4th of leads/conversions are driven by automation
today
1.0%
40.0%
48.4%
29.6%
Gmail Ads Experiments Smart Display Prospecting Remarketing

28. Drive marketer performance by making decisions at a
scale that would not have been possible manually:
How much should I bid in each auction?
How do I find my ideal audience?
How can I measure my campaigneffectiveness?
What message do I show my audience?

30. Ads need to be more dynamic and responsive to reach
and engage the right audience

31. Ad optimization is a tactical lever; but has an exponential
impact on your digital marketing strategy
What Makes These Ads Great?
• Strong image that follows all
guidance
• Headline is compelling
• Clear differentiators and value
prop
articulated in the description
• Logo provided

32. High CTRs/ Engagement Rates are driven by Quality + HD
DO use the natural lines of an image.
DO use images that in focus.
DO use images that are easy to see
and full color.
DO use images that include a
single, non-duplicated composition
of the subject.
DO use the raw, natural
composition of photos.
DO keep edges square and borders
transparent to allow images bleed to
the full aspect.

33. Overlooking ad quality can result in missed
opportunities!
DON’T use visually skewed images.
DON’T use images that are hard
to see or appear washed out.
DON’T use inverted color or
excessive filters.

34. Avoid overlaid text
Avoid inserting text on top of an image. Overlaid text can be unreadable in smaller
ad sizes. Images where the text is naturally embedded/integrated are OK

35. Avoid digital composite backgrounds
Avoid displaying products over digital composite backgrounds, including an all-white
background. Instead use quality photographs that have physical settings with organic shadows
and lighting.

36. A decade ago, the internet consisted of boxes
holding content and ads...
Content circa
2004
Many links, folder
architecture, lots of copy
Ads circa
2004
So the image ads
actually fit with the
page content,
providing a similar
experience

37. Over time content has evolved, especially on
mobile...
Content
circa 2016
Mobile apps
and websites
feature
feed-based content
that scrolls up and
down, and swipes left
to right; large buttons
and sparse text make it
easy to use

38. But ads still look like they belong in 2004
The RunningShop
All your favorite
shoes in one
spot
Ads need an
update The banner
ads of 2004 won’t
work in this
environment. They
don’t fit with the form
and function of the
page

39. Native ads enable a seamless experience between
mobile content and ads
Promoted
The Running Shop
Sponsored by The RunningCorp
All your favorite shoes in onespot
Native ads fix this
A native ad, specified
by the publisher and
based on their content
layout and
interactivity, provides
a more natural fit
aligned with the
consumer’s mindset

41. The consumer journey begins with a click/view on a
Banner Ad on the internet

42. Display Impressions and analysing complete
paths
Key Takeaway: Develop an insight from your data, for example, a display view followed by a
search click is more likely to lead to a conversation. Use that insight to adapt your media plan
to sequence your targeting strategy to follow the optimal path.
Include GDN
impressions

43. Solutions Gallery
Use Google Analytics Solutions Gallery to download and activate
pre-packaged audience segments relevant to your business.
Anybody can create and share reusable audience segments on the
solutions gallery.
Implementation Effort

44. GA Smart List
Use Smart Lists to harness the power of the latest in machine
learning. Google Analytics automatically identifies those mostly
likely to convert and creates lists for you automagically
Implementation Effort

45. Audience Builder
Create bespoke audiences for user behaviour throughout your
website.
To get started quickly, the solutions gallery provides ready-to-go
examples.
Implementation Effort

46. In summary
Bringing back all the thoughts from the discussion

47. Key themes to grow your business results On Display
Analyze and Assign Credit Test andIterate Use the power of Data

48. Ads Keep The Internet Free
Thank you for your time!