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ZAP Search Overview. Fall 2011. Table of Contents. Media Innovation Group and Zeus Advertising Platform ZAP Search Overview ZAP Search Features Case Studies. Media Innovation Group (MIG) Streamlines the Complexity.
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ZAP Search Overview Fall 2011
Table of Contents • Media Innovation Group and Zeus Advertising Platform • ZAP Search Overview • ZAP Search Features • Case Studies
Media Innovation Group (MIG) Streamlines the Complexity • MIG is a technology-driven digital marketing company designed to help marketers navigate the increasingly complex online display landscape. • MIG products and services improve the process of acquiring, optimizing and analyzing digital media for an ever-growing list of advertisers. 3
Data-Driven Technology Company At the Core • Unparalleled, powerful Zeus Advertising Platform (ZAP) built on fully integrated data infrastructure warehouse to connect, analyze and action all digital consumer touch points across all digital media in real time Data Warehouse Data-driven methodology with no arbitrary assumptions Data Warehouse 00101011011010110110010100101101 00101011011010110110010100101101 Accounts for media performance as well as recency and frequency 00101011011010110110010100101101 Outperforms last ad method by 2.5 times in predictive power 00101011011010110110010100101101 Insights to strategically plan & optimize across digital channels 00101011011010110110010100101101
ZAP: Integrated Management & Actionable Insight Display Search Video Mobile Social Verification 3rd Party Data 3rd Party Ad Serving 3rd Party Research Creative Optimization CRM Data
Table of Contents • Media Innovation Group and Zeus Advertising Platform • ZAP Search Overview • ZAP Search Features • Case Studies
Unmatched Experience and Technology • Decide DNA receives Platinum European Seal of Excellence, recognizing outstanding achievements in digital media • Decide DNA integrated into Zeus Advertising Platform and launched as ZAP Search • Decide Interactive launches search technology • WPP acquires 24/7 Real Media 1999 2004 2005 2006 2007 2008 2011 • Jupiter Research names Decide DNA the “most advanced bid management technology.” • Media Innovation Group (MIG) launched • Decide DNA released as first double-byte, multi-lingual, and multi-currency SEM technology • 24/7 Real Media acquires Decide Interactive
ZAP Search Delivers More Than a Search Tool “ZAP Search was the only tool that addressed all our issues without compromise. … the MIG was more than search tool provider, they have helped me understand the connection of search to all media.” Dan Fleetwood SAP Global Search Marketing Manager
Global Reach and Scale, Local Knowledge and Execution 250 sources of traffic Across 30 countries UI in 7 languages Presence in each major global region Direct API Connection to 7 major search engines
Comprehensive Search Management Within Platform • ZAP Search provides a single solution to plan, manage and optimize search campaigns from a single dashboard with advanced ROI tracking and analysis Organic Search Paid Search Shopping Feeds Mobile Search
Manages Multiple Data Points Agency Advertiser
Increased Engagement Throughout Digital Marketing Funnel • Automate manual processes, create customized reports and gain advanced insights to maximize ROI throughout search Awareness Consideration • In-channel attribution assist in understanding user intent • Click Path analysis report • Integrated reporting of multiple media sources • Creative ROI Reporting • Rank Optimizer Preference Action • Maximize exposure in the search experience • Combined SEO and Paid search tracking • Comprehensive ROI reporting and bid management automation • Detailed ROI reporting by multiple variables • ROI and custom optimizers
Table of Contents • Media Innovation Group and Zeus Advertising Platform • ZAP Search Overview • ZAP Search Features • Case Studies
ZAP Search Features Inventory Management Cross-Channel Reporting • Multiple inventory source management • Double-byte capabilities • Product feed management • Conversion feed management • Dashboard & advanced traffic reporting • Multiple Attribution models • Extensive ROI tracking and analysis • Customizable reports Performance Optimization Efficiency & Support • Automated bid management • Third party integrations • Keyword harvesting • Negative keyword recommendations • Easy, intuitive campaign management workflow • Dedicated account management • Ongoing training and support • Online resource center
Advanced Reporting • Access to multiple attribution models combining paid, organic, feeds & mobile • Last-click • Equal • Weighted • Detailed attribution reports assist with planning, managing and measuring local search activities • In-Channel
Case Study: Cross-Channel Attribution Goals & Objectives • Understand the impact of display on both paid and organic search Approach • Quantify the percentage of search clicks preceded by exposure to display • Determine the impact of incremental exposure to display on “Search Click to Conversion” rate leveraging Frequency to Conversion methodology Results • Display has significant impact on search, effect is limited to display reach • 20% of search clickers exposed to display • Display exposure has a clear impact on “Search Click to Conversion” rate • Stronger impact on organic search • No visibility into upper funnel impact of display on search CTR • Search engines do not share user-level impression data
Dedicated Account Management Support and Tools • Seamless account management with intuitive campaign management workflow tools and dedicated ongoing account support
Efficient Global Inventory Management • Manage all global search engine campaigns as well as product feeds through single interface with full double-byte capabilities and custom reporting And Now Russian Chinese Japanese Korean
Portfolio-Based Performance Optimization • Return on investment powering performance optimization across all campaigns based on customizable advertiser business rules Key Optimization Features Key Optimizers • Reporting tailored to KPIs • Certified search engine data accuracy & integrity • Day-part Optimization • Advanced optimization training & support ROAS Target Return on Ad Spend Target Average Rank/Position Target Average Cost per Click Target Customized Bid Rules Rank CPC Custom
Day-Parting Optimization • Day-Part: Changing position by hour • Different strategies per day • Constantly tested and changed 1 2 • Demographic targeting • Position changed by audience • Developing tool but high conversions 3 Position 4 5 6 7 Time 8am 12pm 4pm 8pm
Table of Contents • Media Innovation Group and Zeus Advertising Platform • ZAP Search Overview • ZAP Search Features • Case Studies
Additional Case Studies • Currently we have case studies available in the ZAP Resource Center that can be found at the below URLs: • http://resourcecenter.themig.com/resourcecenter/home/case_studies/display/ • http://resourcecenter.themig.com/resourcecenter/home/case_studies/search/