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Google Confidential and Proprietary

Unlocking Opportunities with the First Truly Cross-format ExchangeChip HallDirector of Buyer DevelopmentGoogle


Display spending is on the rise

2


“Display advertising can be a $200B industry in less than 10 years.” Eric Schmidt,Executive Chairman, GoogleAdWeek

An exciting time for display advertising

3

$15.9B in 2014

$200B

$10.2B in 2010

Source: eMarketer, Nov. 2010


Advertising on multiple screens is

better than one

4


12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

5:00 AM

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)

Tablet Mobile Desktop

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

Complementary contexts across phone, tablet and PC

5

Google Confidential and Proprietary 6

Multi-screen works for brands

Source: Nielsen Multi-Screen Media Lab Study, Sep’11

TV Only TV, PC Video, Phone Video and Tablet Video

50%

74%

+24 point liftin aided recall

% correctly recalling Volvo as brand advertised


Multi-screen works for brands

Intelligent_x000d_+5 point lift

Powerful_x000d_+11 point lift

Attractive_x000d_+4 point lift

Reliable_x000d_+12 point lift

Top Rated Safety_x000d_+

12 point lift

12%

19%

24%

35%

37%

7%

8%

20%

23%

25%

TV Only

All Platforms

7

% attributing Volvo to specified traits

Source: Nielsen Multi-Screen Media Lab Study, Sep’11


Exchange buyers want

more formats

8


Buyers anticipate growth in rich media, dynamic, in-stream and mobile formats

Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, question respondents n=53

Rich Media (Banners)

Dynamic Creative (Banners)

In-Stream Video Mobile Mobile Rich Media0%

5%

10%

15%

20%

25%

30%

35%

40%

34.0% 34.0%

17.0%

9.4%

5.7%

Ad Format

Re

spo

nse

%

In which category of digital advertising do you anticipate the greatest increase in real-time bidding in 2011?


Mobile inventory is expanding

10


Mobile web inventory makes a big piece of the display pie

11

~9%of global Ad Exchange inventory is mobile web

inventory

~15%of U.S. Ad Exchange

inventory is mobile web inventory

Source: Internal DoubleClick Ad Exchange data. October 31, 2011. Mobile web inventory includes inventory from high-end phones and tablets.


Bringing more mobile inventory to the Exchange

12

Web page viewed from mobile device

Web page with mobile specific ad unit

To-Date: Just IAB Sizes In the Coming Weeks: 320x50 Size

Mobile app with mobile specific ad unit


Mobile display performs for brands

13

Aided Brand Awareness

Online/Mobile Ad Awareness

Message As-sociation

Brand Favorabil-ity

Purchase Intent0

5

10

15

20

5.9

20.2

12.2

4.14.9

Mobile display ads show huge deltas between exposed and control groups

Source: Dynamic Logic MarketNorms®, Full Dataset (2006–2010). Fixed frequency level of 1 for campaigns using mobile N=40–127.


In-stream video has arrived

14


In-stream: A streaming video ad in a video player

15


Accelerating the growth of in-stream video

16

Q32011

First full quarter selling in-stream inventory

to Ad Exchange buyers

3XBuyers

Tripled the number of in-stream buyers

from Q3 to Q4


The power of buying video via Ad Exchange

17

BrandResults

Sight, sound and motion

Scale, reach and audience


In-stream video performs for brands

Source: Dynamic Logic MarketNorms®, Full Dataset (2002–2010). Fixed frequency level of 1 for campaigns using in-stream N=9–14.

Aided Brand Awareness Online/Mobile Ad Awareness

Brand Favorability

Purchase Intent

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

2.0 1.9

2.9

1.9

In-Stream video ads, at a frequency of just 1, show large deltas between exposed and control groups in 4 key brand metrics


Rich mediacapabilities

have expanded

19


Supporting the most popular rich media formats

In-Page

In-Page with Video

Click to Expand

Rollover to Expand


Rich media performs for brands

21

Rich media ads without video, at a frequency of 2 or more, show large deltas between exposed and control groups

Source: Dynamic Logic MarketNorms®, 2008–2010. Frequency level of 2+ for campaigns using rich media without video N=411–592.

Aided Brand Awareness

Online Ad Awareness

Message Association Brand Favorability Purchase Intent0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

2.8

4.4

2.0

1.2 1.1


Cross-format

buying has arrived

22


DoubleClick Ad Exchange works across formats

23

Three Ways to Place a Buy

Flexible Deal Types

Fixed Price,Pre-Auction

Private BiddedBrandedAnonymous

Auction Direct Deals

Multiple Formats

UIRTB API

In-Stream (beta)

Mobile (beta)

API

Rich Media

Standard Display


Five more reasons buyers choose Ad Exchange

24

Blocking and filtering of undesirable inventory

Protect buyers from revealing their advertisers

Seller blocking

Impression and click fraud protection

Bid protection to keep individual buyer bids anonymous


What customers are saying

25

“We are delighted to be working with Google as they open up the DoubleClick Ad Exchange to include AdMob in-app inventory, and

to deliver this opportunity to our clients. We anticipate this experience will help us bring mobile to scale to our partners, and will provide insight into the operational elements and the creative

assets that work best in this environment.”

– Kurt Unkel, Senior Vice President, VivaKi Nerve Center


Thank You.google.com/doubleclick

Technology

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