Monday, September 29, 2014

Building the next generation of display ads for a multi-screen world

Monday, September 29, 2014 |

Cross-posted from the Inside AdWords blog.

It’s true that mobile devices offer a new canvas for advertisers to connect with consumers, but painting on this canvas has not always been easy. Many marketers started out by shrinking down their existing display ads for mobile, but this didn’t always make for a great consumer experience. They also discovered that frequently their existing display ads were not able to run on mobile devices or on mobile browsers. But now, a new generation of display ads is changing how advertisers engage with consumers on mobile devices.

Today, we’re excited to announce that over the coming months we will launch several mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick that will make it easier for advertisers to build successful ads that work across screens. 

Display ads built for mobile
The new display ad formats that will be rolling out in the coming months are designed specifically for mobile environments:
  • Big brand ads, built for mobile and resized for every screen: Mobile lightbox Engagement Ads use your existing brand assets to automatically create engaging rich media ads in HTML5 that run seamlessly across devices and screens. The ads will dynamically resize to fit any ad size, making them quick-to-create, and you only pay when users engage. We built a demo of this new format for Kate Spade's upcoming holiday campaign. These will soon be available in the AdWords Ad Gallery. 
Invitation State 

Expanded State 

  • Video ads for the AdMob network that people can choose to watch: TrueView ads have already been running across gaming apps in the AdMob network. In the coming months, they will roll out broadly across more apps in AdMob. With TrueView, your ads can reach consumers while they engage with their favorite apps. Plus, you only pay when a user chooses not to skip your ad. 

  • Ads that stay put even while a person scrolls down the page: The anchor ad format is a mobile web ad unit that sits at the bottom of the screen on a mobile device. As a user scrolls down the page, the ad remains “anchored” to the bottom of the screen. The user can dismiss the ad at any time.
  • Magazine glossiness for your existing text ads: The magazine style text ad format (previously launched for mobile websites) has now been extended as an interstitial in-app format for the AdMob network, bringing the glossiness of print magazine ads to the ease and practicality of a text ad. Google Display Network text ads automatically become eligible to serve in this new ad space. 

Tools to help make your existing ads mobile-ready:
These next generation mobile formats will make it easier for advertisers to build beautiful and engaging mobile ads that work across screens, but we also wanted to make it easier to do more with your existing ads designed for desktop. We've developed three new tools, that will be available in the coming months, to convert your existing ads into versions that will work across screens and devices.  
  • Automatic mobile sizes for your image ads: The auto-resizing tool for the Google Display Network will automatically create new sizes of image ads, including mobile-specific ad sizes. 
  • Interactive HTML5 backups when Flash isn’t supported: The Flash-to-HTML5 conversion tools for the Google Display Network and DoubleClick Campaign Manager will automatically create an HTML5 version of your Flash ads. When these ads are served on a device or browser that doesn’t support Flash, the system can show the interactive HTML5 ad instead of a static image backup. 
  • HTML5 and in-app rich media ads built in minutes: There are now 29 HTML5 and in-app formats available in DoubleClick Studio Layouts, a tool that let’s you upload your existing creative assets into a pre-built rich media ad template to quickly create rich ads that work on smartphones and tablets. 
With these new tools and formats, we’re making it easier for advertisers to develop beautiful display ads that just work, regardless of screen or device, ensuring a better experience for both consumers and brands.

Posted by Jonathan Alferness, Director of Product Management for Mobile Display Ads at Google

Thursday, September 25, 2014

with DoubleClick: AlmapBBDO helps increase sales by 56% for Gol Airlines

Thursday, September 25, 2014 |
This is the first customer spotlight in the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Brazilian airline Gol Linhas AĆ©reas had a goal to increase ticket sales by engaging the country’s thriving online market of 100 million people. Along with their agency, AlmapBBDO, they recognized they needed a better understanding of how their digital ads were reaching and influencing potential fliers across channels. Using the DoubleClick Digital Marketing platform, they were able to integrate workflows, create targeted messages, and measure the overall impact of their campaigns, resulting in a 56% increase in Gol’s sales.

In order to reach more travelers and increase ticket sales for Gol, the team was looking to gain a unified view of its marketing and customers. They began using the DoubleClick Digital Marketing platform to bring all of their digital efforts together. "Before the arrival of DoubleClick, we had to implement everything from zero. We never had a single vision of the campaign," says Ana Cester, Almap’s Director of Insights and Analytics. DoubleClick gave them that single vision by integrating their workflows and insights across the creation, execution, and measurement of their campaigns for search, programmatic and reservations display, and rich media.

And with fresh, cross-channel data in one place, Almap and Gol began digging into the powerful DoubleClick attribution tools. With a better understanding of the customer journey, and which channels were driving conversions, the team was able to make more strategic decisions about where to spend its digital marketing dollars.

Since adopting the DoubleClick Digital Marketing platform, Gol’s sales increased by 56% from the previous year, and the company doubled its ad spend return.

To learn more about the team's approach and results, watch the video below and check out the full case study here.

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Wednesday, September 17, 2014

Forrester Report: A Faster Pace for Retail Paid Search

Wednesday, September 17, 2014 |
The real-time imperative 
Real-time matters in retail search because external events continuously affect demand. Whether planned events like Black Friday, or unplanned ones like the next big snow day, campaigns that were optimized for demand are suddenly altered by new market realities. The speed at which a retailer’s search management tool can “see” the new behavior and adapt to it will help to determine how successful campaigns are over time, and because events can shift quickly, speed is ever-more important for success.

We know how important it is for our retailers to be running profitable campaigns with a minimum of ongoing manual effort. It’s why we’ve consistently invested in tools to be faster. From instant conversion data and intra-day bidding to integration with Google Merchant Center for ad creation and management, we’re committed to developing tools to support speed in search.

Understanding how retailers use real-time 
Today, in partnership with Forrester, we’re launching a study that shows how retailers access and use real-time tools to stay ahead in the digital game.

What we found was… opportunity 
According to Forrester’s survey, only 20% of retail search marketers have access to real-time conversion data, and less than half can see conversions before the next business day.

In addition to response times, we found that, on average, marketers are only able to merchandize about half their inventory in search ads, even though long-tail products can represent a significant revenue opportunity.

Get the full report
For all the results, along with Forrester’s recommendations for retail search success, check out the full report at Think with Google. To get the latest research, communications and case studies from DoubleClick, sign up for one of our newsletters.

Tuesday, September 16, 2014

... with DoubleClick

Tuesday, September 16, 2014 |

Digital has redefined our daily lives - changing how we stay informed, shop, communicate, and stay entertained. The essence of this is captured in the video above, where even high school basketball games will never be the same. 

For marketers, this means new opportunities to reach more consumers in more ways. They must focus on delivering the right message to the right user at the right time on the right screen. To achieve this, many brands and agencies are turning to integrated marketing platforms to help them save time, achieve better campaign performance, and make better decisions. 

To both celebrate and learn from the success advertisers are having, we are launching with DoubleClick, a weekly series where we’ll highlight success stories and perspectives about how advertisers are changing the ways their teams work, seeing better performance, and making better decisions with the DoubleClick Digital Marketing platform.

Today, we’ll start by shining a light on a recent study, “Adding Data, Boosting Impact”, where the Boston Consulting Group found that advertisers and agencies are leaving opportunity on the table because of inexperience with new capabilities, inconsistent campaign execution, and a fragmented approach to campaign development and delivery.

The good news is, when marketers use advanced data-driven techniques, they are seeing major uplifts in performance and engagement. For example, the brands in the study saw a 32% average decrease in cost per action. To achieve these kinds of results, the study identifies five critical steps marketers should take. 

The first step is adopting a unified technology platform. Marketers need de-duplicated conversions and cross-channel data. They need to be able to buy, execute, and optimize campaigns across screens in order to create the most compelling consumer experience. And more and more we are seeing advertisers and agencies turn to unified platforms, like DoubleClick Digital Marketing, to bring all their digital efforts together, simplify their strategies, and attack the fragmentation that exists today. 

Next week, look out for our first with DoubleClick customer spotlight: AlmapBBDO and what they did to increase sales by 56% for Gol Airlines.

You can stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Monday, September 15, 2014

Behind-the-Tech of Nike’s “Phenomenal Shot” World Cup Campaign

Monday, September 15, 2014 |

The World Cup offers a good barometer for how tech is being used by a critical mass of people around the world. Four years ago, we had the first World Cup of the social media era. This summer, the big story was how fans were using mobile devices and tablets to engage with the matches and with each other. And just as audience habits are changing, advertising tactics are evolving to keep up.

Nike’s Phenomenal Shot is a perfect example: A real-time campaign that played off the action in ways that wouldn’t have been possible four years ago. Nike Phenomenal Shot let fans all over the world view, remix and share phenomenal moments from Nike athletes, just seconds after the plays happened. (Play around with one of the ads yourself.)

As part of the latest Google Art Copy & Code collaboration, Nike partnered with Wieden+Kennedy, Mindshare, Grow, and Goo Technologies to create this innovative campaign, providing a new way of tapping into the real-time energy of live sports, all across the web. 

While it’s fun to play around with the ads, if you’re in the advertising industry, it’s even better to learn how they were built. That’s why we asked Drew Ungvarsky, CEO of digital agency Grow, and Mike Glaser, Marketing Manager on the Google Art Copy & Code team, to walk us through the technology and techniques that were used to create this campaign. From DoubleClick Dynamic Creative to robust WebGL experiences, the Nike Phenomenal Shot campaign demonstrates what advertising for today’s modern web can be.

Wednesday, September 10, 2014

New research proves the power of data-driven approaches, improving consumer engagement and campaign effectiveness by 30 to 50 percent

Wednesday, September 10, 2014 |
To lift the lid on what it takes for digital marketers to succeed, today we’re releasing research from the The Boston Consulting Group that provides new evidence of the power of data-driven approaches including search-to-display remarketing, video remarketing and behavioral analytics.

BCG’s study of five large digital advertisers across four industries in the US and Europe found brands that use these advanced techniques can score big gains – a 32% average decrease in cost per action – and enhance both relevance and consumer experience by reaching engaged audiences at scale.

In some cases, advertisers improved cost per action by more than 50 percent. What’s more, the study also showed that advanced targeting can drive increased performance across all major metrics, improving action rates for clicks and view-throughs by as much as 200 percent, and reducing costs per click and per view by as much as 70 percent.

To achieve uplifts like these, the study identifies five critical steps you can put in motion now.

One: Adopt a unified technology platform
Unified technology platforms provide a single user interface and make it possible to source data from a single pool, eliminating the need to reconcile, consolidate and transfer data between multiple sources. Using one set of tools also ensures your teams aren’t cannibalising performance or bidding against themselves. Campaigns can be launched faster, and agencies can drive resource into gaining insights and optimizing campaigns rather than manually downloading and consolidating data.

Two: Implement advanced techniques 
Drive improvements in key metrics by making intelligent use of your own customer data. 

  • Search-to-display remarketing – serving display ads to users who have clicked on your paid search link – lets you target an additional group of consumers actively searching for your product or service.
  • Video remarketing involves serving an ad to users who have either watched your video or subscribed to your channel. This technique captures users early in the purchase journey when they are just starting to engage with your brand. 
  • Behavioral analytics target users that have not only visited your website but also demonstrated particular behaviors – like spending a certain amount of time or visiting a certain number of pages – while there. 

Three: Bring the “math men” (and women) to the table 
Strategy and creativity will always be critical to successful campaigns, but today the ability to mine, manipulate and analyze data is equally essential. Include mathematicians, statisticians and quantitative experts in your team and apply their skills to campaign optimizations.

Four: Test and learn 
The Internet is the best marketing laboratory yet invented. Direct marketers know this, but increasingly brand marketers need to get on board, substituting metrics such as average session duration or interacting with a graphic or downloading information for direct sales.

Five: Overcome fragmentation 
Fragmentation in campaign development and execution, strategy, teams, tools and data can result in conflicts in goals and incentives, lack of transparency in performance and wasted effort. Ways to tackle this include rooting out the causes of fragmentation, connecting your data strategy with overall strategy, getting closer to your data, breaking down organizational silos and using multiple attribution models.

Keen to learn more about the results of the study and the actions you can take to reach engaged audiences at scale? Read the full research report here.

Wednesday, September 3, 2014

Make the most of DoubleClick Campaign Manager with new eLearnings and webinars

Wednesday, September 3, 2014 |
Class is in session! Last week we went back-to-school with a series on the benefits of DoubleClick's unified platform, along with yesterday’s DoubleClick Search Academy announcement. Today, we're launching new DoubleClick eLearnings, a webinar series, and updated recorded webinars to help you learn and take advantage of our integrated platform features.

DoubleClick Digital Marketing gives marketers the ability to create, buy, and manage any type of ad on any device, helping consolidate your digital marketing efforts to more efficiently reach your goals. Now, you can use our new DCM Mobile eLearning, updated DCM Fundamentals course, and new webinar series to further your DoubleClick education and use our features to their fullest.

Try eLearning paths you can work through at your own pace
DCM Mobile eLearning: learn and master mobile display
DoubleClick's mobile solutions give you better ways to create, serve, and track ads. Use our new intermediate-level DCM Mobile eLearning to learn the steps to take for mobile-focused campaigns. Get an overview of digital creative formats, setting goals, trafficking best practices, conversion tracking, and reporting. The eLearning also dives into the differences between mobile, web, and in-app inventory, along with instructions for implementation and reporting. Try it now
Updated DCM Fundamentals eLearning and Certification: Learn the basics
If you haven’t yet received your DCM Fundamentals Certificate of completion, take DCM Fundamentals today and show that you know your stuff. Take a look at the updated training course, complete with new video and interactive content. Try it now
Make the most of DoubleClick in our new webinar series
When you’re busy developing and executing campaigns, making time to learn the latest product features and best practices can be tough. With that in mind, we've created a simple training program packed with actionable, easy-to-follow training tips and resources.

Join our product experts over the next two months for Make the most of DoubleClick, a webinar series where you’ll learn tips and tricks for better digital creative, better mobile campaigns, better trafficking, and better attribution. See the schedule below and register through the new training page in the DCM Help Center. Set aside 60 minutes for DoubleClick and find new ways to save time.

Make the most of DoubleClick: Better digital creative – 9/11 at 9 AM PT / 12 PM ET
Enhanced Formats in DoubleClick Campaign Manager and Layouts in DoubleClick Studio give you the power to turn static creative assets into engaging, interactive ads – without the hefty creative fees or long turnaround times. Learn how you can use these features for your next campaign. Register 
Make the most of DoubleClick: Better mobile campaigns – 9/25 at 9 AM PT / 12 PM ET
Learn more about how you use new DCM Mobile features to create faster, better, and more efficient mobile campaigns. Register

Make the most of DoubleClick: Better ad trafficking – 10/9 at 9 AM PT / 12 PM ET
Learn tips and tricks for more efficient ad trafficking. Register

Better business decisions through attribution – 10/23 at 9 AM PT / 12 PM ET
Learn how to put attribution data to use in answering important questions about your business. We'll discuss some case studies and help you incorporate attribution into your decision-making. Register
Dig into our library of recorded webinars
If live training isn’t your thing, check out our fresh selection of recorded webinars in the Help Center to learn more best practices, ranging from Fundamentals to ad trafficking to DoubleClick Rich Media, and more. While you’re there, be sure to read our latest release notes.

Get more from your DoubleClick account and reclaim your time by trying the eLearnings, webinars, and recordings to learn new tips and best practices!

Be a star student and stay connected with DoubleClick Training by subscribing to training updates.

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer