The Layouts Series: Efficiency and ease for rich media production

Yesterday we announced the launch of DoubleClick Studio Layouts, a rich media production tool that makes it easy to build and publish rich media and HTML5 ads. With Studio Layouts, all you have to do is select a layout, upload your existing assets and publish. 

Our customers are seeing an average 80-90% reduction in turnaround time for the production and approvals of their rich media creative. To get a first-hand view of the impact of Studio Layouts, I spoke with some of our campaign experts -- Maureen Carroll and Zeena Husami, DoubleClick Rich Media Campaign Managers for some of our largest clients. Here are their thoughts on the new tool.

Tell me about the process of building a rich media ad unit prior to Studio Layouts. 

Zeena: Before Studio Layouts, the assets we needed from the creative agency were much more involved and complex (fully functioning Flash assets built by the creative agency). There was often some time-consuming back and forth just to ensure we received the assets in the exact format that we needed.

Maureen: Creative agencies would then hand off those flash files and other creative assets and we’d add in DoubleClick Studio components and custom events for tracking before uploading into DoubleClick Studio. Often times we’d have special instructions which needed to be communicated back to the Doubleclick production and QA teams, thereby delaying the start of post-production.

Zeena: Once in QA, the DoubleClick QA team would thoroughly test the unit to make sure it functioned properly on all browsers and the tracking fired as intended.

Maureen: Even for a QA-only campaign in which creative agencies built directly in DoubleClick Studio themselves, there might be several rounds of QA revisions due to functionality issues and/or spec requirement violations.

How long would this whole build process usually take?
Maureen: Creative agencies might spend several days developing the creative in flash (prior to asset delivery or publishing to QA). Then rich media post-production normally took at least 4-5 business days, and in some cases up to 9-10 business days if high in complexity and/or creative volume.

So what’s the process look like now, with Studio Layouts?

Maureen: Creative agencies can quickly produce a creative by uploading basic image assets, inputting video IDs and making setting selections. No flash development is needed on the part of creative agencies.

Zeena: Once they add the assets, they preview and publish the ad unit and we have a fully functioning rich media ad (including custom rich media tracking). Since Layouts uses a shell that has been tried and true, these creatives typically pass QA in their first round of testing!

And how long does it take, on average, for you to build an ad using layouts?
Zeena: For the most complex unit I’ve built, it took about eight minutes. For less complex units, it takes about three!

Maureen: And we’re seeing an average time savings of 4-5 days spent on post-production and revisions. As a result, creative agencies and advertisers have greater flexibility and are able to launch engaging rich media creatives within shorter timelines.

What are some of the other benefits you have noticed as you use Layouts? 
Maureen: Layouts is a great way to get more value out of creative, repurposing creative assets for additional executions to extend a campaign’s reach with minimal effort. Layouts also come with a comprehensive set of custom metrics, providing advertisers with a deep understanding of a user’s interaction with their creative.

Zeena: Layouts simplifies the production of HTML5 ads too, so creative agencies can now spend their time focusing on the content of the ad (images, video, copy) rather than the tedious coding and testing on the back end. Additionally, these Layouts formats were built using best practices from the best performing rich media ads, so they typically perform above benchmark metrics because they are clean and engaging. 

---------

Check back here tomorrow for our next post in “The Layouts Series”, focusing on the extended reach that Layouts can provide. And find more information about the product on the Rich Media Gallery.

Posted by Becky Chappell, Product Marketing, DoubleClick

Read More

Announcing DoubleClick Studio Layouts: Build rich media ads in minutes and get your ads live in hours.

Today, we’re thrilled to announce the launch of DoubleClick Studio Layouts, a rich media production tool that makes it easier to build and publish rich media and HTML5 ads.

Rich media formats are becoming a mainstay for brand advertisers, who are expected to increase their rich media spend by ~150% over the next four years.* Rich media’s continued growth is due in large part to it’s ability to help brands bring their stories to life online. (Check out our recent iMedia article for examples of great digital storytelling.) But although rich media ads are recognized as a critical vehicle for digital advertising, the tools to produce these ads are still too complex and time-consuming. The insurgence of mobile advertising and HTML5 has only made the process even more complicated. In fact, ad production can consume up to 80% of a creative agency’s time, leaving only 20% for the strategic, innovative thinking.

We want to invert that statistic.

With today’s launch, you no longer have to toil through the hand-coding of a long tear sheet, or undergo multiple creative revisions for a simple ad. Studio Layouts provides a pre-built rich media ad shell, so you can simply select a layout, upload your existing assets and publish. You can even build HTML5 ads using the same basic assets. Because the structure of the ad is already created for you, there are fewer places for the creative to break, meaning your ads can get through QA with few to zero revisions. With Studio Layouts, you can build rich media and HTML5 ads much faster, reach more people with your existing assets and upgrade your basic image ads to rich media. Let’s see how these benefits came to life with Samsung Turkey for their recent Galaxy S4 campaign. (Full case study here.)

Efficiency: Build rich media and HTML5 ads faster
Samsung Turkey launched a rich media campaign in 90% less time than they could have before Layouts. They built a Google Display Network Lightbox ad in 15 minutes and completed quality assurance in three hours with no revisions. Not only was the turn-around time greatly reduced, but the campaign was also successful in driving consumer engagement. In one month, 20 million impressions were served to 2.4 million unique users, with an engagement rate of 2.73%. More than 60,000 viewers watched the videos through to the end, and the cost per engagement was low, at less than 10 cents US.


Samsung’s Google Display Network Lightbox unit begins as a 300x250, and expands when a user hovers over the ad for two seconds. The expanded state can accommodate three YouTube videos.

Reach: Get more mileage out of existing assets
Samsung was able to take their YouTube videos and quickly turn them into a rich media ad, syndicating their existing content across the internet. They could also take those same assets, plug them into an HTML5 layout and reach people on mobile and tablet devices as well, without having to code a thing.

Performance: Upgrade standard flash and image ads to rich media
Finally, by using rich media to distribute their videos, Samsung gained access to rich media metrics, such as interaction and video completion rates. “The campaign data showed that we were reaching the right customer at the right place and at the right time,” says Seda Gumustas, digital marketing manager for Samsung Turkey. This data gives advertisers the ability to understand how users are engaging with their brands and gauge success of their campaigns in ways not possible before.

What’s Launching today?
Today, we’re launching Studio Layouts to the public, and we’ll continue to roll out new Layouts formats and features over the next six months. In the coming weeks, we’ll be launching Layouts for the IAB Rising Star formats Cascade, Billboard, and Sidekick, as well as an HTML5 Google Display Network Lightbox format.

If you are already a DoubleClick Studio user, you’ll notice the new Layouts tab in the top green navigation bar of the UI. There you’ll find the Layouts Gallery with descriptions for how to begin using the tool.


To learn more about Studio Layouts, visit our landing page on the Rich Media Gallery.

Posted by Tal Snir, Product Manager, DoubleClick Rich Media and Video

*eMarketer, “US Ad Spending: Mid-2013 Forecast and Comparative Estimates”, July 31, 2013

Read More

Attend an upcoming DoubleClick Bid Manager training webinar

If you're interested in boosting your DoubleClick Bid Manager expertise, be sure to join our upcoming webinars. Register in the DoubleClick Bid Manager Help Center or through the links below. We also offer pre-recorded webinars covering topics like Private deals and Creative approvals. While you’re there, be sure to read about our latest product releases.

Doubleclick Bid Manager Overview for new users

Join us for a live webinar covering DoubleClick Bid Manager basics. In this session designed for new users, you'll get an introduction to Bid Manager, the key functions, and hierarchy. You'll also learn the steps of building a new campaign (insertion orders and line items), adding targeting, creative assignments, bids and more.

• Wednesday, August 7th at 10:00 AM PT / 1:00 PM ET Register
• Wednesday, September 11th at 06:30 AM PT / 9:30 AM ET Register

We also offer online eLearning and Certfication.

DoubleClick Bid Manager Reporting

Join our live webinar on generating reports and reading inline statistics in Bid Manager. We'll cover how these reports can help you optimize prospecting, audience, and remarketing campaigns. If you run reports, review data, or make optimizations, this session is for you.

• Wednesday, August 14th at 10:00 AM PT / 1:00 PM ET Register
• Wednesday, September 18th at 06:30 AM PT / 9:30 AM ET   Register

Pre-recorded webinar: Private deals

Watch this webinar to learn about setting up private deals with ad exchanges, what's needed to get started, and steps to launch. We recommend this webinar for users who want to learn more about accessing available inventory and direct deals.

• Watch

Pre-recorded webinar: Creative approvals

Watch this webinar to learn about the creative approval process and what to do if creatives aren't approved. This session targets new and existing Bid Manager users who want to learn more about the creative approval process.

• Watch

We've designed these webinars to arm you with the tools you need to optimize with DoubleClick Bid Manager. If you've recently upgraded to DoubleClick Bid Manager, are new to the system, or are planning to upgrade soon, these webinars are a great place to start.

Posted by Laura Ellison, DoubleClick Bid Manager Product Trainer

Read More

Stay cool this summer with DFA training webinars

Summer... a time for cookouts, pool parties, road trips, and DoubleClick training.  Whether you're new to display advertising or just need a refresher with certain DFA features, you can find a variety of training sessions to help you beat the heat. Here’s a look at our upcoming webinars:

DFA Fundamentals

In this webinar, you’ll learn the basics of trafficking in DFA6. The bulk of the session focuses on ad trafficking, but touches briefly on Floodlight tags and DFA Reporting. DFA Fundamentals is the first step if you’re new to Third-party ad serving and DFA.

Register: North America or Asia/Pacific

We also offer online eLearning and Certfication.

Reporting: Report Builder

In this session, you’ll learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). This session is designed for users with a basic knowledge of DFA6.

Register: North America / Europe

If you’re not familiar with DFA6, attend the DFA Fundamentals eLearning or webinar session first.

Reporting: Attribution

This session covers the Attribution tab in DFA Reporting. Get a look at uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful for those upgrading from DFA to DCM to expand knowledge of what the Reporting tool offers.

Register: North America

If you’re not familiar with Report Builder, attend the Report Builder webinar session first.

MediaVisor Fundamentals

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.

Register: North America

Some sessions mention prerequisites where we recommend background knowledge. Be sure to take note of these to make sure you get the most out of each session. And, Be sure to note any regional designations before enrolling in any of the courses.

Visit the DFA Help Center to enroll in our free webinars and eLearning and certification. While you’re there, check out our pre-recorded webinars too.

Our webinars and training options can help you achieve display advertising mastery while staying cool this summer. Be sure to also sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events and product updates.

Posted by Amanda Gangl, DFA Product Trainer

Read More

Advertisers see 2.4x improvement in CPA after upgrading to DoubleClick Bid Manager

Since our launch of DoubleClick Bid Manager (DBM) in October last year, we've been busy upgrading customers and adding new features to the platform. Today, we wanted to shine a light on the results advertisers are seeing after upgrading to DBM, and highlight some of the new capabilities that help them achieve these results.

A proven performance engine: An average 2.4x improvement in CPA

With DoubleClick Bid Manager, we are focused on helping advertisers maximize campaign performance. And it's paying off. Recent analysis shows advertisers who upgrade to DoubleClick Bid Manager from Invite Media see an average 2.4x improvement in performance - with conversion volumes rising, and CPAs declining, for identical campaigns that ran first on Invite Media, then on DBM (1).

In addition to lower CPAs, advertisers also saw more consistency in their CPA values with DoubleClick Bid Manager. As you can see from the CPA ranges below, advertisers not only saw a lower average CPA on DoubleClick Bid Manager, but CPAs also remained lower (2).

Powerful tools that maximize performance

With DoubleClick Bid Manager, we’ve made big investments to enable advertisers to run smarter, more efficient campaigns and achieve results like these. Below is a quick overview of some of the big bets we’ve made in this area since the launch of DBM:

A best-in-class algorithm. At the heart of programmatic buying is a prediction engine - powerful algorithms that ensure advertisers meet their goals, and at scale. Google’s 10+ years of experience in predictive technology inform how we build the algorithmic capabilities in DBM, allowing advertisers to pay exactly what the impression is worth to them, based on their unique goals. Today, our technology evaluates 20+ unique signals when determining optimal bid value, and we add additional parameters monthly, making it more and more precise over time.     

Real-time remarketing across your digital channels. DBM's integration with the DoubleClick Digital Marketing suite allows advertisers to manage remarketing lists and count conversions across all DoubleClick products with a single tag:

• Remarketing from DFA. Remarketing lists collected by the DFA Floodlight tag are ported directly and seamlessly into DBM for targeting -- improving cookie fidelity and potential reach.  Of course, for non-DFA advertisers, DBM provides full pixel creation, implementation and tracking capabilities.
• Remarketing from DoubleClick Search. Thanks to seamless integration with DoubleClick Search, advertisers can use display remarketing from search ads to remarket with display ads to users who clicked on their search ads. Read about Vivaki’s success using this feature.

Keyword contextual targeting.  Audience targeting has always been at the heart of programmatic buying as it evolved, helping advertisers reach their audience across the web, based on first party remarketing and robust third party audience data. However, studies show combining audience targeting with contextual targeting can result in better performance. In fact, 59% of US advertisers combine contextual and audience targeting in their display campaigns because it yields stronger performance than either alone (3).  

With DoubleClick Bid Manager, we doubled down on keyword contextual targeting (KCT), which helps advertisers reach their audience as they engage with content related to their products and services. Based on over 10 years of experience in semantic targeting technology, KCT was built to scan eligible web pages, extract relevant concepts and themes, and match that with advertisers messages in real-time.

We’re thrilled to share today these measured performance improvements for advertisers now using DoubleClick Bid Manager. Rebuilding a platform from the ground up is only worthwhile when customers see a marked improvement for their campaigns. Even though advertisers are already getting more value out of their media dollars on DoubleClick Bid Manager, the work is still not done. Our aggressive roadmap plans for even greater performance-driving functionality. To find out more about how you can take advantage of these media efficiencies and more, contact your sales representative.  

Posted by David Yaffe, Product Manager for DoubleClick Bid Manager

1. Internal DoubleClick data; Analysis based on a random sample of 143 campaigns across a global mix of advertisers who upgraded from Invite Media to DoubleClick Bid Manager. The analysis evaluated campaigns that started on Invite Media then upgraded and continued to run on DoubleClick Bid Manager. The analysis represents campaigns from a broad mix of industry verticals, managed- and self-service accounts and a healthy mix of marketing tactics -- remarketing, prospecting, algorithmic, contextual and more.

2.  CPA ranges represent a 95% confidence interval of the average 7-Day CPA on both Bid Manager and Invite Media. (n=143, p=.00006). This confidence interval provides insight into estimated range the actual 7-day CPA is likely to differ from the mean, a single point estimate of where the 7-day CPA is likely to be. Reader should interpret lower CPA as stronger performance.

3. “Display Media Buyers Value Audience in Context.” Forrester Consulting commissioned by Google, September 18, 2012.

Read More

The Mobile Buyer and Seller Relationship

The mobile advertising industry continues to evolve at a rapid pace - as new technologies have created new ways for publishers to grow and engage with their audience, new ways for advertisers to reach their customers have also emerged. With new opportunities aplenty for both buyers and sellers, how have they engaged with each other to shape the mobile ads ecosystem?

Based on aggregate data from across our network, we took a look at the economics behind the mobile ads ecosystem in a study: The Mobile Buyer & Seller Relationship. The study looks at mobile advertising from both a buyer and seller perspective, focusing on the types of content that are driving the most mobile web and app traffic, where advertisers are focusing their budgets, and the intersection of the two.

Here are a few highlights from the research:

• Mobile application inventory is highly concentrated: On mobile applications, ad impressions and spend are highly concentrated around games, which account for 46% of total ad spend.
• Advertisers are embracing mobile applications: We're seeing all types of advertisers embrace advertising on mobile applications, with Media & Entertainment and Technology advertisers leading the way. These types of advertisers account for nearly half of all impressions and spend on mobile applications. 
• Advertiser spending on mobile web is closely tied to relevant content: Unlike mobile applications, on mobile web, advertisers are predominantly focusing their spend on ad inventory that closely relates to their products or services. 
• Spending on mobile web is evenly distributed amongst advertisers: The top five spending advertiser categories on mobile web accounted for 12-16% of total web impressions each. 

Check out all of the findings by downloading the full report here.

Posted by Stephen Kliff, Product Marketing Manager

Read More

DoubleClick Bid Manager online training available

Demand-side platforms play an important role in the success and innovation of display, so we’ve spent a lot of time listening to customers and developing DoubleClick Bid Manager training content. To make it easier for users to plan, execute, and measure display media with DoubleClick Bid Manager, we’ve launched a new DoubleClick Bid Manager eLearning and Certification for marketers and agencies.

DoubleClick Bid Manager Fundamentals is an online training program that lets new users learn at their own pace, take an exam, and download a certificate confirming that they understand the basics of Doubleclick Bid Manager. The course covers:

• Core DoubleClick Bid Manager functionality and how it works with DFA
• The basic benefits and features of demand-side platforms and how ad exchanges work
• How to create media plans and campaigns for implementation in DoubleClick Bid Manager
• How to analyze performance and optimize campaigns

You can take the training as many times as you like, and need a score of 80% or greater to receive a certificate of completion. Enroll in DoubleClick Bid Manager Fundamentals and demonstrate your proficiency today.

Keep in mind, this course is only available to current DoubleClick Bid Manager users. To access this course, you'll need to sign in with the Google account you use for DoubleClick Bid Manager.

Posted by Molly Larrison, Training Program Manager

Read More