Future of Advertising Event - DoubleClick Insights

There has been explosive growth in ad technology over the last 20 years. From each of our perspectives -- whether you are an agency, an advertiser, publisher or a technology provider -- we can all still see unprecedented opportunities as the digital world continues to grow and diversify.

We believe that as an industry, we’re on a common digital journey and that the next wave of innovation in ad tech will come from us all working better together. 

However, like all great opportunities, there are challenges and questions, such as:

• How do we unlock the next $50 billion of opportunity for digital advertising? 
• How do we deliver those immersive, interactive experiences to today’s empowered consumer demands? 
• What do we, as part of the ad tech ecosystem, need to build to create even more value for our clients and consumers?

On June 5th we’re hosting DoubleClick Insights to start exploring some answers to these questions. Senior leaders from top agencies, advertisers and publishers will help lead the conversation -- and you’re invited to join via the live stream! Register here.

The agenda will include topics such as:

Adapting to the Empowered Consumer:
Neal Mohan, Vice President, Display Advertising at Google will be joined by David Kenny, Chairman & CEO, The Weather Channel Companies, and James Pitaro, Co-President, Disney Interactive Media Group, to discuss how technology is being used to deliver new content and advertising experiences to consumers.

If We Build It, Will They (Consumers) Come? 
Terry Kawaja, CEO and Co-Founder, Luma Partners (and creator of the now legendary LUMAscape chart) will lead a conversation about the ad tech ecosystem, and what it needs to do next to add value for agencies, publishers, marketers – and ultimately consumers. Terry will be joined onstage by:

• Omar Tawokol, Chief Executive Officer, BlueKai
• Greg Stuart, Global CEO of Mobile Marketing Association
• Kurt Unkel, President, VivaKi 
• Shishir Mehrota, Vice President of Product Management, YouTube

Outside the Box: Technology = Creative Friend or Foe?

Technology is supposed to make the life of a marketer easier. For our final conversation, we’re going to focus on the question of: Is this technology exploring resulting in better marketing? Or, is it just resulting in mediocre creative and complexity for both consumers and marketers? Karim Temsamani, Vice President - New Products and Solutions, Google moderates the conversation with leaders from creative agencies, iconic brands and publishers including:

• Brad Ruffkess, Global Connection, Coca-Cola
• Mike Lowenstern, Managing Director of Digital Advertising, R/GA
• Peter Minnium, Head of Digital Brand Initiatives, IAB 
• John Caldwell, Chief Digital Officer, National Geographic

The live stream will start on June 5, 2012, at 9:00 am PDT, and you’ll be able to watch from your computer, tablet, or mobile device. To learn more about our highlighted speakers go to the Speakers page on our site.

Please register for this virtual event by visiting the DoubleClick Insights Live Stream page.

DoubleClick Insights
Tuesday, June 5th 2012
9:00am - 1:00pm PST
Set event reminder today

Following us on Google+ or Twitter (@DoubleClick and @DoubleClick_pub)? Use the #dclkinsights tag as you're watching the event to ask questions or share comments during the event?

Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing

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Mobile Rich Media Advertising Gets Easier than Ever Before

[Cross-posted to the Google Mobile Ads Blog.]

Advertisers want to manage their mobile display campaigns with the accountability and ease provided by the DoubleClick platform. Toward this goal, in November 2011, we introduced a streamlined workflow for mobile display campaigns by adding support for a "Mobile In-App" rich media format in DoubleClick Studio and DoubleClick for Advertisers. Today we’re happy to announce that advertisers can serve mobile ads, in both standard and rich media formats, from DoubleClick for Advertisers into the AdMob network with no beta restrictions and new options for easily creating beautiful, mobile rich media ads.

This ad serving solution makes it easier to build, traffic, serve and measure mobile rich media ads, allowing easy integration of mobile into the overall workflow. Media teams gain access to interaction rate and clickthrough rate for their mobile rich media ads and can compare this to these metrics for their other ads. There is no need to fuss with multiple reports from different publishers, all information can be aggregated with our robust reporting system.

Building mobile rich media ads can start in DoubleClick Studio, where creative agencies upload HTML5 assets to build and test their creatives. Or, our services team can assemble any one of eleven mobile rich media designs ideal for showing your videos, retail locations or products via a rich ad placed within AdMob mobile apps. These designs make it easy for advertisers to create beautiful and highly interactive ads with no HTML5 expertise.

With desktop display and rich media, advertisers have enjoyed the ability to build an ad once and run it in multiple places. We are continuing to work towards making this a reality for mobile display advertising by extending our reach beyond the AdMob network and integrating with other mobile in-app networks, and are actively performing initial testing. As our reach grows, so will our ability to help advertisers manage their mobile display campaigns with accountability and ease.

To learn more about how DoubleClick’s mobile solutions can meet your needs, download the DoubleClick Guide to Mobile Rich Media.

Posted by Jen Klimas, Wook Chung and Shamim Samadi

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Answering to Our Users - Delivering on Commitments

Last year at IAB’s Innovation Days, I made a number of predictions, all focused on answering one central question: how can we put the user at the center of all that we do? One year later, I think it’s time for a progress report - to hold ourselves accountable and see how far we’ve come. I presented an update on some of my predictions earlier today at Digital Media Summit, hosted by Luma Partners:

Prediction: People will have a direct say in 25% of the ads they see
Update: We’ve seen choice friendly formats take off across the industry. In our own network, engaged views of TrueView skippable ads grew 4x last year. Going beyond ads, we rolled out paywall alternative Google Consumer Surveys, which has already shown more than 300 million surveys, with an average publisher RPM of $12. Given all the innovation, I actually think we aimed too low and that consumers will have a say in well over half of the ads they see.

Prediction: Engagement rates across all display ads will increase 50%
Update: This increase in engagement will be driven by two factors: relevance and creativity. While technological innovations continue to improve relevance, we believe rich media will be the key to unlocking the creative potential of digital advertising. According to Nielsen AdRelevance, rich media impressions almost doubled in 2011. We’re committed to helping creative agencies scale and optimize rich media ads with templatized ad units in the latest version of DoubleClick Studio.

Prediction: 35% of campaigns will use metrics beyond clicks and conversions
Update: As we move to a model that seeks to drive engagement versus just clicks, we need new measures of success. We’re working with the industry-wide “Making Measurement Make Sense” (3MS) initiative to establish new standards for brand advertisers to measure reach and engagement. And just last month, we launched the Brand Activate Initiative with several pilots for new metrics--Active View, which shows brands whether their ad has been seen; and Active GRP, the digital counterpart to the gross rating point. We’ve already received interest from dozens of major brands.

As an industry, we’ve made plenty of progress over the last year. With all the innovations to do right by our user, I actually have two new predictions I’d like to add to the list.

New Prediction: 25% of brands will favor digital ads over all other media
This is a pretty bold prediction, considering today this number is probably close to none. So why are we so bullish? First, audiences continue to move online: in 2011, households with broadband but with no cable TV, increased 23% (Nielsen Cross-Platform Report Q3’11). Second, so is content: the newly launched YouTube Original Channels alone will introduce 25 new hours of original programming a day. Third, technology is offering new levels of control and measurement: technologies like real-time bidding will allow for improved targeting while initiatives like 3MS and Brand Activate will demonstrate effectiveness. With reach, control, quality content and measurement, I think the real question will become, why wouldn’t a brand name digital their favorite medium?

New Prediction: 100% of campaigns will be integrated everywhere
All signs indicate that campaigns that reach across screens - TV, desktops, smartphones and tablets -- are more effective. For example, in a study conducted by Google and Nielsen Multi-Media Labs in September 2011, users who saw a multi-screen Volvo campaign had a 24% higher brand recall than those that viewed their ads on TV alone. We’re increasingly seeing increased interest in buying across screens on our own platforms, like DoubleClick for Publishers Mobile, where we’ve seen the number of impressions delivered double every quarter.

The online advertising ecosystem is complex, and in order for digital advertising to be a medium that provides a great experience for consumers, marketers and publishers alike, we all need to work together. For our part, we’ve invested in hundreds of partnerships to better support publishers, and advertisers, ultimately serve our users. Happier consumers will drive better performing ads, more money for publishers and increased ad spend (including marketing budget) for agencies. I look forward to seeing the continued innovation that this “user revolution” inspires and working with all of you to move towards the bright future I hope we all envision for this industry.

Posted by Neal Mohan, Vice President, Display Advertising

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A look back at a year of innovation in search management

[Cross-posted from the DoubleClick Search blog] 


About a year ago, we made a promise to make managing the world’s largest search campaigns more efficient and effective with the launch of DoubleClick Search V3 (DS3). Our goal was to give search marketers a simpler and faster way to manage campaigns, provide streamlined reporting and powerful campaign optimization tools - and do it through a completely rebuilt platform that runs on Google systems and infrastructure.

Today, we’d like to shine a light on how clients are using DoubleClick Search to run high-impact campaigns, and take a look at what’s yet to come. Looking back at the past year, a few things struck us:

• 6 of the 10 largest agencies now use DoubleClick Search(1)
• Agencies using DoubleClick Search see significant increases in efficiency, ranging from 25 to 60%.(2) That’s like suddenly finding another few hours in your workday.

We heard a lot from marketers and agencies about what they wanted most from their search management tools. This feedback has informed many of the key areas we’ve invested in over the last year:

Easy, intuitive campaign management
Managing large search campaigns can be complex. With DoubleClick Search, we wanted to give search teams a single point of access to their accounts across AdWords, adCenter, and Yahoo! Search Marketing. Gone are days of accessing multiple interfaces, and flipping to and from a variety of spreadsheets and one-off tools.

Better reporting, deeper insights
Today, you have access to more than 90 key metrics, which can be custom arranged and saved for a customized view of your campaigns. Reports that may have previously taken hours to run and consolidate now take minutes. Event-level reporting gives you granular data for every click and conversion your campaigns receives, such as keyword, query, time, and referral data, enabling you to better optimize your search campaigns.

Bid optimization, powered by Google
A search advertising campaign is only as good as the technology powering it. For example, a key driver of campaign performance is automating the keyword bidding process based on business goals. With the DoubleClick Search Performance Bidding Suite, this is an area where we’ve made significant and continuous investments. Whether you want to maximize clicks, conversions, return on ad spend, or a combination, you can achieve those goals at scale. Our Performance Bidding Suite is powered by algorithms with a unique ability to optimize based on same-day conversion data from Floodlight tags and are built to ensure that the clicks you pay for always maximize your campaign performance. In fact, after recent improvements to our system, 88% of DS3 clients saw a significant boost in campaign performance.(3)

2012 has more in store
The past year of work has set the foundation for exciting changes to come. Over the next few months, we’ll continue momentum by investing in:

• New search funnel tools to better understand a consumer’s path to conversion
• Allowing clients to integrate their own data sources to inform search decisions, and
• Tighter integration between DoubleClick Search and other ad properties for enhanced cross-channel optimization

We’re also further investing in improving our key areas of campaign management, reporting, and bidding efficiencies -- improvements we think will continue to drive great results for our partners in 2012 and beyond.

Stay tuned to the latest in DoubleClick Search by subscribing to our blog.

Posted by Ariel Bardin, Director of Product Management

1. Google internal data
2. Forrester Research, Inc.
3. Google internal data, March 2012

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Mark your calendars for DoubleClick Insights on June 5th

From our vantage point, we see unprecedented opportunity as the digital media world continues to grow and diversify. What does this mean for the future of buying and selling ads online?

Tune in and watch Google's Neal Mohan, VP of Display Advertising, sit down with industry leaders to explore the digital ecosystem's swift evolution, and how advertisers and publishers can work better together to chart a path to capitalize on every opportunity, while simultaneously addressing the challenges we face.

The live stream will start on June 5th, 2012, at 9:00am PST, and you’ll be able to watch from your computer, tablet, or mobile device.

Please register for this virtual event by visiting the DoubleClick Insights Live Stream page.

DoubleClick Insights
Tuesday, June 5th 2012
9:00am - 1:00pm PST
Set event reminder today

Following us on Twitter? Use the #dclkinsights as you're watching the event.

Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing

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Attend a DFA Training in May

Update: Please note that we have added a MediaVisor classroom training in Los Angeles. See below for details.

There are several opportunities to learn more about DFA in the month of May. Visit the DFA Help Center to register for any webinars as well as our classroom offerings.

Classroom Training

DFA Fundamentals: This full-day course (10am-5pm) is for new DFA users looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving ads and pulling reports.

• Chicago - May 16
• San Francisco - May 24

DFA Trafficking Lab: Get more practice trafficking campaigns. These sessions cover the basics such as assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation.

Class Prerequisite: Attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Chicago - May 17
• San Francisco - May 25

MediaVisor: Learn more about planning and creating campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• New York - May 10
• Chicago - May 17
• Los Angeles - May 30

Webinar Training

DFA for New Users - May 23
An introduction to the fundamentals of DFA.

MediaVisor Fundamentals - May 15
Learn the basics of MediaVisor, including sending RFPs and creating IOs.

Be sure to check back with us on this blog for next month's training schedule. We look forward to seeing you in class.

Posted by Amanda Gangl, DFA Product Trainer

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