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We’ve explained how Programmatic Guaranteed in DoubleClick Bid Manager and Native Ads in DoubleClick for Publishers help ensure your brand shows up in the right place and context. But once you’re present, you have to show a relevant, engaging message to each viewer. Today, we’re excited to launch three new mobile video formats for DoubleClick and a new Creative Preview App, to make it easier to deliver compelling experiences across screens.
Bring interactive video to mobile devices: Video Cue Points component in Google Web Designer
The Video Cue Points component, now available for download, allows developers to build an interactive video ad that looks like VPAID, except that the video runs directly within the display ad on mobile devices. Interactive HTML5 banners with video might take 2-3 weeks of developer time to hand code, but with Google Web Designer and our Video Cue Points component, it can take as little as 3-4 hours. 

“Teaser Reels” mobile video component in DoubleClick Studio
With Teaser Reels, you can easily create an HTML5 display ad with an autoplay video teaser. Imagine an interstitial between game levels or directly within mobile web content - a user sees the teaser video automatically and then can click to play the entire video on their device. This will be launching in mid-July, so check back on our help center for more details. (Studio login required)

New mobile in-app templates in Google Web Designer
Our mobile starter templates make it easy to create rich in-app experiences, such as this expandable HTML5 video unit, built by the creative agency Think Jam to promote the release of Warner Brother’s Hobbit film. Learn more about Google Web Designer templates here

The new Creative Preview App
Once you've built ads specifically designed for mobile, you'll want to preview them across device types to ensure the user experience is positive in every environment and size. We’ve launched the Creative Preview App, now available for Google Play and coming soon to iOS, which allows you to push mobile ads from DoubleClick Studio directly to your mobile device. Now you can preview and test mobile ads in an actual mobile environment. You can also test the exits in your ads to see reporting metrics come through in the DoubleClick Studio output console on your desktop. 
We’re working to make the process of building rich, engaging ads for every environment more seamless for brands and agencies, from creative authoring through to delivering the right ad to the right customer at the right time. 

Posted by Karin Hennessy, Product Manager, DoubleClick Creative Solutions

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At the DoubleClick Leadership Summit, we discussed the implications for brands, broadcasters and publishers of the shift from Primetime to All-the-time.

As part of our presentation, we focussed on four ways for brands to break through the noise and cut through the cross-screen complexity to drive more effective video advertising:
  • Be on the best screen for the moment
  • Connect and engage with every interaction
  • Buy smarter across every screen
  • Focus on impact not views

Read the article on the new DoubleClick.com to learn what each of these mean for advertisers, broadcasters and publishers?

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Published by 
Rany Ng, Director of Product Management, Video & TV Advertising, Google
Anish Kattukaran, Product Marketing Manager, Video Platforms & Brand Measurement, Google

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Last week at the DoubleClick Leadership Summit, we announced the availability of Native Ads for Apps on our DoubleClick platforms. In this post, we’ll dive into the details of this new ad format and what it means for our clients.

The mobile revolution has changed the way we engage with content. We check our phones literally hundreds of times a day: to catch up with friends and family, read an article, or watch a video while waiting in line. In these moments, we believe ads have the best chance to be effective when they are placed with respect to a user’s context.

At Google, helping advertisers connect with the right audience in the right moments has been our aim from the beginning. From search ads complementing Google search results to TrueView ads on YouTube, we’ve found that the less disruptive we can make ads, the more open consumers are to them. That’s why we’re adding access to YouTube’s TrueView format and Twitter’s Promoted Tweets on DoubleClick Bid Manager, our programmatic platform. And now, we’re excited to help advertisers connect with publishers to bring rich native ad experiences to apps with our native ads solution in DoubleClick. 

Introducing Native Ads on DoubleClick
Native ads fit in with the look and feel of publisher content, enabling better, more effective ad experiences for users. Context is incredibly important on mobile, and that’s why over the next few weeks we’re rolling out our native ad solution for apps to DoubleClick for Publishers clients globally.
Native ads for apps in DFP provides publishers with the full flexibility needed to create seamless ad experiences for their users. Instead of serving a static banner ad, DFP delivers ad components (headline, image, links, etc) to a publisher’s app where they’re rendered into a native ad. By providing the building blocks of an ad, our native solution allows an advertiser to work with their DFP partners to create ads that are seamless with content, can take advantage of mobile features like swipe gestures and 3D animation, and can be adjusted to create beautiful ads for any device or screen size. 

Setting up native ads for apps with your DFP partners will be easy. Publishers that enable native ads will be able to offer two of the most popular mobile formats, app install ads or content ads, or create fully custom native ads by including any additional fields for DFP to send to their app.

Of course, it’s essential that native ads are clearly marked as advertising. Ads that trick users into clicking or are indistinguishable from content are bad for the whole ecosystem including users, advertisers, and publishers.

Native experiences are essential on mobile
When users pick up their phones it’s critical that they’re presented with a seamless ad experience. With native ads in DFP, publishers can maintain a beautiful user experience in their apps while providing brands an opportunity to reach their audience on mobile. Advertisers should reach out to their publisher partners to find out how they can use native ads to connect with their customers and reach them when they’re most receptive.

If you want to learn more about native ads in DoubleClick reach out to your account manager today. Also, visit the mobile solutions section of our website to see how DoubleClick can help you engage your audience on every screen. 

Posted by Josh Cohen, Senior Product Manager 

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Support for AdWords Upgraded URLs for all DoubleClick Search customers globally is now available. If you haven’t done so already, you must upgrade your URLs via the DoubleClick Search migration tool by July 1, 2015 to prevent any interruptions in managing your campaigns.

Pre-migration steps
Before upgrading URLs, review the migration checklist below. This is important to ensure tracking and campaign management capabilities.

After you complete the above steps, you're ready to migrate and complete a few post-migration tasks, described below.

Migrate by July 1, 2015
Once ready to migrate, refer to our Help Center to learn more about launching the migration directly from DoubleClick Search.
Migrations should be completed by July 1, 2015 to prevent issues with managing your keywords, ads, and sitelinks. As of July 1, 2015, AdWords will no longer allow the creation of new keywords, ads, sitelinks, or editing landing pages for accounts that haven't been migrated. These actions will result in trafficking errors when attempting to change the landing page and when trying to create new keywords, ads, or sitelinks.

If you’re unable to migrate your account before July 1, 2015, you will be able to do so after the deadline. Any errors due to updating landing pages you see in DoubleClick Search will be resolved and changes will be pushed to AdWords during the migration.

Post-migration steps
Once you’ve migrated to AdWords Upgraded URLs, you can use custom parameters to replace {copy} parameters in sitelinks (if applicable). Learn how.

If using DoubleClick Search placeholder keywords to track unsupported objects, see these instructions for further steps.

If you have any questions regarding the above, please contact your Account Manager, Ads Solutions Consultant, or email Customer Support via ds-support@google.com.


Posted by the DoubleClick Search team

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Last week at the DoubleClick Leadership Summit we announced several innovations designed to help advertisers and publishers thrive in a moments-driven world. In order to capture these moments, marketers are increasingly turning to programmatic buying to deliver the right experience to the right consumer, in real-time. We are pleased to share more details on two of the programmatic buying innovations we announced last week: Programmatic Guaranteed and Marketplace in DoubleClick Bid Manager.

New Frontiers for Media Buying
Programmatic buying might be better known for helping marketers streamline the ad buying process with auction based buying but it certainly has evolved beyond these confines. As marketers continue to strive to get the content and the context right, programmatic direct has emerged as a way for brands to combine the efficiency of programmatic with traditional direct-to-publisher buys. The popularity of programmatic direct deals will continue to increase with eMarketer estimating that programmatic direct will account for 42% of digital display ads by 2016. In fact, over the last year across Google systems we’ve seen 2X YOY programmatic direct growth across desktop display and 3X YOY growth across mobile.

But to date programmatic direct deals haven’t included the reservation buys that make up a majority of marketers’ spend. Reservations are largely made in time-consuming, offline negotiations that can take up to 40 steps to complete. Advertisers not only find it difficult to optimize across different media buys but reservation buys also don’t allow marketers to set frequency caps to control for the saturation of ads to a viewer across programmatic and reservation media - resulting in a bad user experience and wasteful spending.

Introducing: Programmatic Guaranteed
Programmatic Guaranteed is a new deal type that allows advertisers to access guaranteed inventory on higher impact formats such as video and mobile rich media with programmatic targeting and frequency capping across all digital media. Marketers will be able to save media dollars by minimizing wasted impressions on users already reached, instead optimizing that budget to reach new users across all their buys. It is also possible to apply remarketing lists to reservation deals using first and third party data and to truly serve the right creative at the right time by reaching users based on where they are in the marketing funnel and not based on media type. We are currently piloting Programmatic Guaranteed, globally, and several clients are seeing great results.

"Programmatic Guaranteed is proving to be a powerful tool to drive full efficiency in the media buying process. In particular, it offers the opportunity to control each component of the media plan, at the same time, in a synergistic and systematic way. Programmatic Guaranteed represents a key application in relieving digital media planning from the time-consuming management process. Partnering with Google has allowed Amnet to test this cutting-edge solution and serve as an innovator and trend-setter in this space." -Massimo Fontana, Head of Amnet IT
"We see Programmatic Guaranteed as another important step to connect advertisers with premium publishers’ inventory. Google’s technology helps automate the buying and selling of premium inventory, which is important to ensure that we can deliver the best experience for our advertising and publisher partners”. -Darby Sieben, President of Mediative, a Yellow Pages Digital & Media Solutions Limited Division
Introducing: Marketplace in DoubleClick Bid Manager
Even with all of this functionality, discovering the right kind of publishers and inventory can be cumbersome and difficult to scale. Marketers should be able manage all of these deal types simply and easily. That is why last week we were excited to announce the global alpha launch of Marketplace in DoubleClick Bid Manager -- a shoppable storefront that will empower marketers to discover, negotiate and manage all their inventory from a single place. Advertisers will have greater visibility into publisher offerings, giving them a richer, more detailed discovery experience for all deal types, including Programmatic Guaranteed. Marketplace in DoubleClick Bid Manager is currently in Alpha and will be more generally available by end of year.

Innovating for the future
If digital is the future of media then programmatic is the future of digital. Brands no longer have to decide ahead of time where their message will get the best response. With these new innovations in programmatic, ads can fluidly reach each person in their audience at the best time, place and channel for that person - regardless of how the deal was signed.

We’re excited about the future of programmatic buying and selling and the possibilities it will bring for all of our partners. If you’re interested in learning more about Marketplace in DoubleClick Bid Manager or Programmatic Guaranteed reach out to your account manager today, and stay tuned as we look to expand our pilots to more buyers.

This is the second announcement in our post-DLS series. Join us over the next week as we release more details of all our recent product announcements. Next up, Native Ads in DoubleClick.

Posted by:
  • Roshan Khan, Product Manager, DoubleClick 
  • Steve Suppe, Product Manager, DoubleClick 
  • Kelly Cox, Product Marketing, DoubleClick