5 Things that truly make Google Display Network Work

1. Inventory Reach
Take two websites in Singapore--temasekreview.com/ and TVRage.com. One website draws 320,000 users every month from Singapore and the latter about 3000 visitors. If you are want to acquire customers in the Singapore market, it makes sense to cover both ends of the spectrum. Like how GroupOn is doing this very moment. GroupOn claims 100million deal buyers so far worldwide, a meteoric rise by all means. How do you think they acquire their customers at such scale and efficiencies? They leverage the power of the network.

As mentioned in my previous blog about the 100 Million size of Southeast Asian internet population in the top 6 markets, you can quickly deploy a campaign through platforms like Google Display Network and reach 80% of the region easily. While that demonstrates the argument of 'reach,' what you also need is the depth. Is it just the homepage inventory that is important? What about when your user is in the deep recesses of the web which one can quickly navigate through in a matter of clicks? Take a look at this picture of a user browsing through his favorite articles on Google Reader.

This is the new place to be in front of the user, "in the deep recesses of the web." How can you be present everywhere at scale? Choose an ad network that provides you the depth to follow your consumer. Think of all those placements where consumers are talking to each other, sharing their passions, and browsing through their interests.

I will cover the following areas in my next blogs.

2. Inventory Control
3. Targeting by Context & by Audience Interests
4. Creative flexibility through 3PAS
5. Transparent Reporting