DSPs open up a new world for search

Fri, 11 Jun 2010

The entrance of this technology into mainstream media thinking offers a great opportunity for agencies that have search as a central part of their media buy. DSPs won’t exactly mean the death of media as we know it, but will create another channel and an improved way of generating even better ROI for our clients.

You’ll be able to decide how much you want to pay for each impression via a real-time auction, based on your overall strategy and current market conditions. The principles are quite similar to search with regards to media optimisation, analysis of the data, creative testing and having the right call to action. The key differentiator search agencies will have to offer is their considerable experience of dynamic, real-time bidding strategies like portfolio optimisation and how to maximise return for clients.

Search marketers have built up this wealth of expertise over the past ten years and to tie this in with more strategic thinking that media sometimes demands gives them a unique position to hit the ground running. They can speak to clients knowledgeably about the best media mix and how they can develop a well-executed strategy that maximises return for both search and display.

Campaign planning and optimisation will be genuinely all about the consumer, a more ubiquitous approach helping guide intent and driving people through to brands to engage at the lowest possible cost. This consumer-centric approach will give greater understanding to the dynamic of the intersection of the brand and consumer.

Google’s acquisition of Invite Media last week was only a surprise in that it took it until now to announce its entrance into the DSP space. Regardless of the arguments about what a true DSP is or whether Google’s latest move will lead to a monopoly in display, like it has with search, it has helped crystallise the reasons behind the predicted growth in the sector.

The search market has thrived during this recessionary era due to its transparency, low cost of entry and ability to optimise on the fly. As agencies, we always talk about being joined up; in reality some are better than others. Buying search and display media from one platform, using one budget pot and optimising campaigns regardless of channel will make it easier to be more joined up than ever before.

Will Cooper is away. Mark Fagan is digital media director of Golley Slater Digital and chairman of the IPA Search Group

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