Monday, July 21, 2014

Real-time in retail: Why acting quickly matters in search

Monday, July 21, 2014 |
When consumers act, they act fast. Retailers can get a leg up in the marketplace by responding to consumers’ needs as they surface. While some events, such as holidays and championship games, can be anticipated, others, such as weather-related issues, cannot. Using real-time technologies in search, brands can dynamically adjust their reach, competitiveness and relevancy with their target audiences at the most critical times.

In a new Think Insights article, Casandra Jones, Account Director at iProspect, tells us the benefits of adopting SEM tools that act in real time to achieve search success as these important events and conversations occur.

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Check out Casandra’s article on the Think Insights page here, and let us know what you think on Twitter or our Google+ page.

Tuesday, July 15, 2014

Introducing Active View reporting in DoubleClick: A foundation for brand measurement

Tuesday, July 15, 2014 |
In an important step toward making brand measurement as actionable as the click, customers of our DoubleClick platform globally now have access to Active View reporting. Advertisers, agencies and publishers now have access to a common, integrated metric to evaluate and compare the viewability of impressions across the web.

Digital advertising can provide brand marketers better measurement for their campaigns, but to do so, we must transition to a market where viewable impressions are a standard currency. On March 31, the Media Rating Council took the first step toward making viewable impressions a standard by lifting its advisory to refrain from transacting on viewable impressions as a digital advertising currency. We’ve always been a strong supporter of the viewability standard and we’re excited to roll out our MRC-certified viewability solution Active View to our DoubleClick partners.

DoubleClick clients globally now have access to Active View viewability reporting by default in:
  • DoubleClick for Publishers, for publishers using Google Publisher Tags 
  • DoubleClick Ad Exchange, in the new Query Tool
  • DoubleClick Digital Marketing
    • DoubleClick Campaign Manager, including reach and frequency
    • DoubleClick Bid Manager

From measurement to currency, the future of Viewability
Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
“The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
"At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”

Providing a common measurement metric is the foundation for a world where we can transact on viewable impressions. But measurement alone does not make viewable impressions a currency. For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions. We already enable this on the Google Display Network and, we’re also investing in tools on the DoubleClick platform to allow advertisers and publishers to value, buy, sell, serve and optimize to viewable impressions. 

The transition to viewable impressions will not happen overnight, but as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers. We look forward to working with our clients and industry bodies to turn viewability into a new currency for the web.

Posted by Sanaz Ahari, Group Product Manager, Brand Metrics


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Friday, June 27, 2014

Get Studio Certified using the new DoubleClick Studio Certification training guides

Friday, June 27, 2014 |
A few months back, we launched a campaign to encourage creative partners to Get Studio Certified. Since then, we've focused on improving our training content to help developers grow their skills and get more comprehensive Studio training.

As we continue our revamp of the DoubleClick Studio Certification program, we're thrilled to announce our new Studio Certification study guides. These guides bring Studio training content from presentations, videos, & separate help articles into a central location in the Rich Media Help Center. Use these guides to walk through the details of exactly what you need to know to pass each exam.

DoubleClick Studio Certification study guides include:
  • Core certification for Flash & HTML5
  • Updated QA badge: The QA badge guide covers all areas for testing Flash, HTML5, and dynamic creatives. If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.
  • Advanced badges: Engagement ads, Dynamic creative, YouTube mastheads, & VPAID.
Visit the Rich Media Help Center and try these guides today!

Questions about the Studio Certification program? Download our Certification poster to learn the benefits of getting Studio Certified (including a few tips and tricks). Find out more in the Rich Media Gallery.

Even if you're already certified with one badge, keep developing your skills by reviewing the new training guides and getting certified with new badges.

Reminder: If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.

Posted by Paige Birnbaum, DoubleClick Studio Certification Training

Tuesday, June 24, 2014

Learn about DoubleClick Campaign Manager and join an upcoming webinar

Tuesday, June 24, 2014 |
Need to beat the heat? Set aside time this summer to catch up on DoubleClick Campaign Manager training. We offer cool ways to learn like DCM Academy, a role-based learning path to help you learn based on how you use the product. We also offer Fundamentals eLearning and live webinars covering Reporting, Event Tags, Attribution, and more. And don’t miss our New Features Webinar to learn about the latest product releases.

Register today and find upcoming webinars via the Training page in the DCM or DFA Help Centers (sign-in required).

Start with DCM Fundamentals eLearning

Are you an ad trafficker, analyst, or media planner who needs to learn the basics? Try DCM Fundamentals eLearning and Certification to learn key DoubleClick Campaign Manager concepts. If you need an introduction to the fundamentals and want to learn best practices, this is the place to begin.

Pass the exam and get a certificate of completion demonstrating your knowledge of DoubleClick Campaign Manager. Register

Join a DoubleClick Campaign Manager webinar
If you want to learn about DoubleClick Campaign Manager in a live setting, register for an upcoming training webinar.
DFA6 to DCM for Existing Users – 7/2, 7/9, 7/22, 8/13, 9/17
Upgrading to DoubleClick campaign Manager? Learn about the latest features and key functionality and workflow differences compared to DFA6. 
DCM Fundamentals – 8/12 (North America), 7/9, 8/13 and 9/10 (Asia-Pacific)
If you want a live webinar experience to support the DCM Fundamentals eLearning, join this 2.5 hour session to learn how third-party ad serving works along with the steps for setting up Floodlight and trafficking your first campaign. This session also touches on remarketing. 
Campaign Trafficking Demo – 7/16, 8/6, and 9/3
Join our product trainer for a walkthrough of how to create a campaign and assign campaign elements. 
Prerequisites: This session is a companion to DCM Fundamentals, and assumes that you’ve taken the DCM eLearning and Certification (or attended the DCM Fundamentals webinar). Before attending, make sure you know how DoubleClick Campaign Manager defines a campaign, placement, ad, and creative. 
DCM New Features Webinar – 7/8
Join our product trainer for a walkthrough of the latest product features.
Advanced webinars
In these webinars, we’ll discuss featured topics to help you more effectively manage your campaigns. Before attending, make sure you’re familiar with basic reporting and DFA6/DoubleClick Campaign Manager concepts.
Reporting Basics – 7/10, 8/14, and 9/11
Learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). Get a demo of Reporting as well as how to pull common reports, including Standard/Performance, Reach, and Floodlight.
Understanding Event Tags – 8/7
Learn about the Event Tags, a DCM feature that helps you to apply 4th party impression and click pixels to your creatives. This webinar will cover Event Tag creation, application and site whitelist/blacklisting.
Reporting: Attribution – 8/28
In this session, you’ll learn about the attribution options available in Reporting, and uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful if you’re upgrading from DFA to DCM and want to expand your knowledge of what the Reporting tool offers.
Prerequisites: Make sure you’re familiar with ad trafficking in DFA6 or DoubleClick Campaign Manager before attending these sessions. If you’re not, attend the Fundamentals webinar first.

DFA webinars
Still using DFA6? That’s okay, we still offer webinar training! Get trained online with DFA Fundamentals eLearning and Certification (eLearnings and exams available in Spanish, Japanese, Portuguese, Swedish, Italian, and more). We also offer webinars for DFA6 Fundamentals and MediaVisor.
DFA Fundamentals – 7/30 and 9/10
Join this webinar if you're using DFA6 and are new to third-party ad serving. This webinar mainly focuses on the basics of ad trafficking, but also touches briefly on Floodlight tags and DFA Reporting. 
MediaVisor Fundamentals – 8/5
Learn the most common uses of MediaVisor, including how to plan and create campaigns, advertisers, and site placements. You’ll also learn how to send RFPs and IOs, as well as how to traffic placements from MediaVisor to DFA.
Running into a scheduling conflict? Check out the pre-recorded webinars and training videos in the DCM Help Center, and DFA Help Centers – you might find a pre-recorded session ready to watch.

Don’t forget to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates!

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer

Wednesday, June 18, 2014

New tools to help advertisers embrace cross-screen campaigns

Wednesday, June 18, 2014 |

Today, we're excited to shine a light on several new features of the DoubleClick Digital Marketing platform that help advertisers more seamlessly embrace cross-screen advertising.

Mobile advertising is, without question, top of mind for marketers; but according to the latest "Internet Trends 2014" report from Mary Meeker, it's also the biggest opportunity gap of all forms of media spend. Although 20% of time spent on media is within a mobile environment, only 4% of US advertising spend is on mobile. (1) Marketers still struggle to get up to speed on the new technologies and strategies that cross-screen campaigns require.

That's why we're excited to bring new tools that make it easier to build, buy, target, execute and measure your campaigns across screens:

Google Web Designer integration:
  • Build HTML5 ads easily in Google Web Designer and publish them into DoubleClick Campaign Manager. This allows you to quickly get your HTML5 ads live and serving to any device.
Mobile inventory growth:
  • Buy more mobile inventory -- Programmatic mobile inventory on DoubleClick Bid Manager has grown 130% since Q4 2013 across 12 exchanges and includes both display and video formats. Adding mobile inventory on DoubleClick Bid Manager allows you to incorporate mobile into the rest of your media strategy and optimize across all of your media buys.
In-app remarketing:
  • (Re)target your customers using audience lists within mobile app environments, so that you can drive and measure re-engagement with your existing mobile app users. 
Publisher Certification program for in-app creative formats:
  • Execute your mobile campaigns with the confidence. While mobile rich media standards are widely accepted across the industry, publishers still vary in their implementation, resulting in discrepancies and inconsistent behavior of in-app creative. We are certifying publishers and networks to ensure their mobile apps can accept and run standard mobile in-app ad units (59 certifications completed to date.) 
In-app conversion tracking:
  • Measure in-app view-through and click-through conversions with Floodlight to report on mobile app downloads or any other in-app activities. Whether you are running an app install campaign or driving in-app purchases, you can now attribute these activities to your in-app media and better measure app campaign effectiveness.
TalkTalk drives 12% decrease in eCPA with HTML5 creative and mobile programmatic.
TalkTalk, a Telecom company based in the UK, has embraced cross-screen strategies for their campaigns and drove a 12% decrease in their eCPA using DoubleClick and Google Web Designer. Their creative agency, 22Design, used Google Web Designer to quickly learn and build HTML5 into TalkTalk’s campaign, getting the campaign live in a third of the expected time. 



Not only was the learning process much easier than anticipated, the HTML5 ads actually performed better than the Flash ads, indicating that TalkTalk’s audience was more receptive to the brand message on mobile devices than on desktops. Equipped with their new HTML5 creative and audience insights, TalkTalk was able to add mobile inventory to their programmatic media buy for the first time. 

Rather than waiting on the sidelines, TalkTalk has taken a proactive approach to trying new mobile strategies and techniques with DoubleClick. They started slow, tested what worked, and iterated on their findings, to get their campaigns running successfully across screens. 


We are excited about these new tools and will continue to improve our technology to help marketers and agencies more seamlessly build, execute and measure cross-screen campaigns.

Posted by the DoubleClick Marketing Team

(1) Mary Meeker’s “Internet Trends 2014” - http://www.kpcb.com/internet-trends 

Wednesday, June 4, 2014

Unlocking the Brand Opportunity

Wednesday, June 4, 2014 |
Video is how brands tell stories, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event. 



Introducing Google Partner Select, A Programmatic Premium Video Marketplace

Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content -- in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access. 

Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale. 

As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it. 

What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:

“As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”

“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.” 

Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partner Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.

I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish. 

To hear more of our thoughts on this, join us for our livestream here

-- Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google

Friday, May 30, 2014

Broader views and faster action for marketers: Google Analytics Premium integrates with DoubleClick Digital Marketing

Friday, May 30, 2014 |
Cross-posted from the Google Analytics blog

“With Google, we’re getting actionable insights, whereas before we were just getting a lot of data.”
- Lee Pinnington, Multi-Channel Marketing Director, Matalan

As we announced earlier this week, Google Analytics Premium is now integrated with both DoubleClick Campaign Manager and DoubleClick Bid Manager. This enhancement is now available for Google Analytics Premium customers.

Today's consumers move easily across many channels and devices on their journey to a purchase. Top marketers rely on the DoubleClick Digital Marketing platform to run the sophisticated cross-channel ad campaigns that can reach their customers every step of the way. This new step gives Google Analytics Premium users even better ways to see the full customer journey, so they can adjust and make the most of marketing dollars across all channels and devices. 

The integration is providing a whole new level of visibility for display advertising by reporting on view-through visits in addition to click-through visits.  We're now reporting detailed post-view and post-click engagement and conversion metrics to offer a better view of your strongest opportunities.

1. A clearer view of the customer journey
Display campaigns are typically used in the upper funnel, so they don't get credit in simplistic last-click attribution models. But better attribution models can give full credit to display and other top-of-funnel marketing tools. With the DoubleClick Campaign Manager integration you can link your DoubleClick Campaign Manager campaign information into Google Analytics Premium reports, Multi-Channel Funnels (MCF) and/or Data-Driven Attribution (DDA), and as a result, you'll see a much more holistic view of how display works together with other channels to drive site engagement and conversions.  

“This gives us the ability to see the hidden power of different channels. One of the most interesting things about the DoubleClick Campaign Manager integration has been around assisted conversions. It’s really helpful to see how one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel.”
 - Adam McCann, Online Search & Affiliate Assistant, Matalan

2. Better investment decisions
With a complete view of the customer journey, you can make smarter decisions on how to allocate your marketing spend. This change helps Google Analytics Premium customers analyze campaigns and ROI at the level that matters to them most, even down to specific versions of creative. It's even easier now to act on this data in DoubleClick Campaign Manager, since Google Analytics Premium uses the same campaign hierarchy and dimensions as DoubleClick Campaign Manager. 

3. Greater speed
The integration with DoubleClick Campaign Manager means you can spend less time merging campaign data and more time planning winning strategies.  We've also made this integration easier, starting with new automatic campaign tagging within DoubleClick for Google Analytics Premium. In the past you had to manually tag every single campaign, creative and landing page URL for them to be recognized in Google Analytics Premium. Now, in DoubleClick Campaign Manager, a simple checkbox makes it incredibly easy to accurately track those campaigns in Google Analytics Premium. 

4. Automated and customized marketing
Advertisers are seeing great results with Google Analytics remarketing, for example, Watchfinder revealed a 1300% return on their campaign investment. We’re improving these tools by enabling you to create granular remarketing lists from your Google Analytics Premium account and then share the lists with a DoubleClick Bid Manager advertiser account for real-time remarketing. Plus, Google Analytics Smart Lists feature also works with this integration, allowing you to generate a remarketing list of your best users automatically, based on machine learning from their conversion data. 

We added Google Analytics Premium and DoubleClick Bid Manager integration this year in order to further optimize our strongest lead generating campaigns. 70% of our display leads come from our retargeting campaigns, and the Google Analytics Premium and DoubleClick Bid Manager integration allows us to move beyond optimizing by site and creative, to quickly personalizing creatives - optimizing using our knowledge of distinct visitor segments not just generic visits.  
- Melissa Shusterman, Strategic Engagement Director, MaassMedia

The amazing changes in customer journeys are opening up real opportunities for businesses. Making the most of those opportunities starts with seeing the journey more clearly, then reacting quickly to reach the right customers at the right moments with messages that are designed just for them. This new integration is designed to help Google Analytics Premium customers do all those things. We’re just getting started as we’re planning deeper integrations within DoubleClick Digital Marketing in the coming months so stay tuned!

Learn more today and get started
Find out more about the Google Analytics Premium integrations with DoubleClick Campaign Manager and DoubleClick Bid Manager.  And download a case study

Posted by: Ravi Mruthyunjaya, Product Manager, Google Analytics