Final Day at SES: Keynote, Holy Crap, Mobile Frontier, Killer Targeting Tactics

Keynote: The Future of Search

Looks like our presenters (whose names I’m lacking, sorry) will be speculating about where search is going and what we can expect in the coming years. Personally, I don’t think search is going anywhere, is there room for innovation? Yes.

Keywords will grow scarce in the future and mobile is really helping make that happen. Things like Siri and barcode scanning, especially during shopping will lead to keywords being less popular. NFC can also be huge.

Panelists agree that there is room for innovation be in the realm of search.

Search has begun to be optimized to be 1 to 1 and this trend will grow greatly.

The (marketing) funnel is increasingly becoming distorted. It seems to be devolving with the ever increasing and granular targeting of search advertising. Detach yourself from linear, the goal may be the same but the path to the goal is not necessarily the same so accept it.

20 minute discussion about G+ a little surprised at how many smart peopoe have devoted so much time to weighing the merits and demerits of different social networks. There are a lot of predictions being thrown out here by both the panelists and audience. A panelist is blaming the UI designers of G+ for their cold, sterile interface. Apparently it doesn’t make G+ too fun to use.

G+ is amazing for marketers, pay attention to it, its ripe for experimentation especially for things like site and search optimization, more so search than site. It’s a land of opportunity, guys.

Session 1: Holy Crap, What Just Happened to Media Planning Presented by: Dax Hamman from Chango

Waiting to get this session started. The topic seems to be interesting, a little apprehensive because the last Chango session I attended turned into an unabashed sales pitch. I'm a glass half full type of person and I have hopes.

So the first banner ad was unclickable according to Dax. Look it up. Only relevant and valuable information here on out.

The role of a media planner has changed quite a bit. Originally media planners hit the street looking for groups to talk to. Demographic buying. Nowadays media planners are not going after crowds, but individuals. It's a pendulum switch. You can look at a person's behavior and in real time can deliver what they would be interested in.

Seperation of "who" and "where". That distinction did not exist previously. Now it’s data collection, or the "who". The media chosen to act on collected data is the “where.”

We are now reusing slides from yesterday... Check out for a great infographic. The 7 Types of Effective Retargeting. This chart demonstrates retargeting off site and on site events. The chart demonstrates prospecting and closing.

If you have a search background you are the future of display media and buying. That makes me feel better. Take advantage of ad exchanges, you'll understand it better than you think.

Chris Lobdell is now up from Dataxu, and he is talking fast! Seems to be another sales pitch. Dataxu analyzes exchanges and the based on inventory, decides to buy an impression. Non- guaranteed display is a 11 billion dollar opportunity.

Chris is a huge advocate of bringing transpaeency to display. The “impression call” to exchanges calls for an ad based on demographic data like gender, age and zip. All of this happens in under 50ms. Impressive, and I admit I was completely ignorant of exchanges before this and all that talk had gone over my head. The data points taken into account during an impression call is insane! Chris is talking too fast otherwise I'd attempt to list them.

Data, data, data. Sounds like a search marketers dream. Dataxu has been receiving a lot more calls from SEM companies demonstrating the merge.

Advertisers, look for data providers, like Nielsen. They sell Campaign Audience Profiles. So if you want to find someone thats bought a box of Wheaties before, believe it or not, that exists. “Young and hip,” and “trendy homemaker” exist as campaign audience categories.

Display advertising, by its nature is geared towards brands. Here we go again with remarketing! It's a great vehicle for prospecting, so you can target those that have visited the site. Without prospecting, retargeting loses its scale.

What’s the opportunity? There are a lot of ad exchanges such as BrightRol, OpenX, Google, Rubicon, NexAge, Admeld,, Rightmedia, Appnexus, Spotxchange. All of these guys are part of a growing market, and there’s still room. If you have an aptitude for datasets and the ability to find trends, you’re looking at a promising future market that shows signs only of growth.

SEM and Display should not be siloed, SEM skils can easily be transferred to the display model. Great opportunity.

Session turned out great! Very informative!

Session 2: Search on Mobile Devices: The Next Frontier Presented by: Angie Schottmuller, Founder, Interactive Artisan

Angie begins by pointing out what mobile (QR codes) tags are and how they are distinctive from UPC. UPC is 1D while QR is 2D. Anyone with a smartphone can scan a QR code. QR codes are capable of storing and providing access to text, URL’s, Email, MMS/SMS, Phone numbers, contact records, calendar entries, geolocation/map data.

22% of the Fortune 50 have already used QR codes, US and Europe are just getting it, late in the game as usual. People love their phones and are inclined to use these because it’s free and easy to use. Stick to best practices to not turn the consumer off of QR codes completely. Apparently they’ve garnered a bad rep.

When using QR codes, always serve a business objective, create a valuable user experience, provide contextual assistance by the code. Always tell users what to do, what they’ll get upon scanning (an incentive ideally), how to get a reader app, how to participate without using the barcode. Always test to make sure codes are readable.

Angie proceeds to tick a list of barcode readers and barcode generators, some of these include auto generation of mobile landing pages, some of these are free, and some of them are paid. There are definitely a lot of players in this space.

Mobile users, when searching usually spend their time connecting, searching, managing, entertaining, informing, shopping and navigating. There are creative opportunities to be taken advantage of in each of these categories. It’s up to you to find them.

Session 3: Killer Facebook Targeting Tactics Presented by: J.D. Gershbein, CEO, Owlish Communications and Marty Weintraub, President, aimClear

Last session, let’s do this!

J.D. kicks it off as the LinkedIn pro! Does your profile reflect your company and personal brand properly? Topics we will discuss – ROI – Case for the LinkedIn profile – Brand Building.

LinkedIn ROI- Time equals money. The more time you put into your LinkedIn profile the more you will profit from it. Present yourself well, build and manage your network, engage, engage, and engage. Finally, apply your interactions on LinkedIn to the real world. This will open up opportunities of revenue generation. The forms this revenue can take are: direct transactions, new business opportunities, strategic alliances, and maybe even a job offer.

The Case for a LinkedIn profile: Your professional profile drives your actions which reflects itself in real world outcomes. Your profile will embed itself into others minds and not least of all, it’s a look into your personal brand. How you communicate on LinkedIn really is a reflection of you so be very careful before making any public moves. Take advantage of LinkedIn apps to further that effect. LinkedIn has become a conversation starter, professionally we all look at each other profiles to take not of other’s interests etc. Use this to your advantage.

LinkedIn is an opportunity to engage with professionals and is an opportunity to establish yourself as a thought leader. Real life benefits: your behavior is positive. And you’re perceived as an expert.

Next up is Marty Weintraub, he’s personally served 31 billion impressions on Facebook. Marty was the most entertaining presenter I’ve had all week. He’s also been the hardest ones to take notes on. He went on and on and on with great advice, very practical and common sense if you’ve ever worked with the Facebook ad platform. He was so good I had to find him, and shake his hand on a job well done.

I’ll leave you with this about his presentation. Sell to the demographic that buys your products, use that likes and interests box to your advantage. If your product is Metallica tickets, gear the ad to machinists in the outback of Oklahoma. If your product is tennis rackets, don’t just pitch it to people that like tennis, pitch it to people that like things like country clubs, the orchestra, you know, people do other things than play tennis. Pitch to the crowd you’re selling to. It’s common sense, but it’s crazy how often our preconceived notions cause us to screw up our campaigns. Good luck!

That ends our 3 day stint at SES. Thanks for reading!

Published Thursday, November 17, 2011 7:42 PM by A.Umer


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