This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

KLM, one of the world’s largest airlines, serves over 20 million passengers each year. With 70% of these passengers outside of their home market, the Netherlands, digital marketing has given KLM the opportunity to reach their audience at scale, while at the same time personalizing their communication.

One of KLM’s main goals was to bring new visitors to their website to purchase plane tickets. They began using DoubleClick for programmatic buying in order to reach these prospects efficiently. “From the beginning, the advantages of bringing programmatic buying in-house were clear: transparency in the costs, control over the costs, and a much more effective campaign setup,” says Arjan Grootveld, Display Marketing Manager at KLM.
And they saw real uplift in efficiency over media spend. Grootveld told us, “If we look at our prospecting campaigns, if we compare pre- and post-programmatic, we see really see a decrease in costs.” At the same time, they were able to decrease CPA by 50%, and increase ROI by 200%.

The team at KLM is confident that programmatic buying has paved the way for innovation, and they see it as a huge enabler for the future.

To learn more about KLM’s approach and results, watch the video below:
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Marketers know that building cross-screen campaigns is important to overall campaign success. But many have been slow to adopt the HTML5 standards and mobile-compatible formats that are needed to achieve that success. 

Today, more than 25% of pageviews occur on a mobile device (1) and more people consume content in HTML5-compatible environments than Flash-compatible ones (2), yet 83% of digital creative is still built in formats that don’t work on mobile devices. (3)

The “Make Mobile Work” Initiative
To help marketers make the transition to cross-screen campaigns, we have partnered with the IAB for the past year on the “Make Mobile Work” Initiative. Through an open letter signed by 22 publishers globally, a mobile check-list for marketers, and a quarterly webinar series, we increased awareness of the need for cross-screen campaigns and provided the steps to successfully create, target and measure these campaigns. 

Positive momentum:
Efforts like this one appear to be working. Marketers’ trepidation toward mobile is beginning to melt away, as evidenced by strong growth metrics this year for HTML5 adoption and mobile inventory (metrics pulled from internal DoubleClick data, Nov. 2014):
  • 250% growth in HTML5 impressions in DoubleClick Studio 
  • 130% growth in the percent of DoubleClick Campaign Manager impressions being served to mobile devices
  • Almost half of the mobile inventory available in DoubleClick Bid Manager is now in-app inventory

Three easy-to-use tools for cross-screen campaigns
As marketers begin to incorporate cross-screen strategies into all of their campaigns, we want to make sure that every marketer has easy-to-use tools to help them scale. So we recently launched three new features in the DoubleClick Digital Marketing platform that make cross-screen creative, targeting and measurement easy to incorporate into every campaign:
  • Easy HTML5 creative: Our platform will automatically create an HTML5 version of every Flash banner you upload, with automatic Flash-to-HTML5 conversions for reservation campaigns (available in beta for programmatic campaigns). When your ads run on mobile devices, the interactive HTML5 ad will show up instead of a static backup image, helping expand your reach on mobile. You can also report on HTML5 impressions separate from Flash impressions. Learn More>>
  • Precise mobile targeting: For users who opt-in to location-based targeting, marketers can use Geofence Targeting in DoubleClick Bid Manager to deliver highly relevant messages to people based on their proximity to a specified chain store, across a broad geographic area. You can easily target all your store locations with a single click, enabling you to reach the right consumer and drive foot-traffic into your stores. For example, if you’re a hotel company, you can reach people who are close to your hotel, and offer them a discount to get them to choose your business. Learn more>>
  • Re-engage your app users: People are spending 86% of their time on mobile devices in applications. (4) DoubleClick now allows marketers to remarket to existing app customers inside other apps, for both reservations and programmatic buys. Using Floodlight tags, you can create audience lists around any engagement that takes place in-app (e.g. people who added an item to a shopping cart, top spenders in the last 30 days, or gold member app users). This lets you improve ROI by offering relevant ads to people who are already in the purchase funnel. Learn more>>

As 2015 approaches, we hope to see even more marketers incorporate cross-screen techniques, to successfully reach the right audiences on every device. 

Published by the DoubleClick Marketing Team

1. Mary Meeker’s Internet Trends Report, Apr. 2014
2. StatCounter Sept. 2013 data
3. Internal DoubleClick Data, Nov. 2014
4. Flurry Analytics Report, Mar. 2014

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

After more than a decade in the market, Kia has more than 200,000 cars on Australian roads. As the traditional path to purchasing cars has shifted toward digital, Kia needed a better way to understand its media mix and optimize its digital campaigns.

One of Kia’s main challenges was that its data was divided among multiple digital marketing platforms, each collecting different information about the same consumer. This made it difficult to understand the buyer’s behavior on the path to purchase. To tackle this problem, Kia and its media agency, Initiative, adopted DoubleClick Digital Marketing to manage all of Kia’s digital marketing efforts across search, display, video, and mobile.

Using one unified platform, the team was able to eliminate the multiple silos of data, remove reporting discrepancies, and develop a holistic view of the Kia customer. “The benefit of using DoubleClick is that we got a single reporting solution across all of our digital platforms,” says Simon Flaxman, Initiative commercial director.

With all data in one place, Kia and Initiative began taking advantage of the DoubleClick attribution tools to help them analyze every step of the customer journey, not just the last click. This allowed them to more accurately credit different publishers, channels, and screens. Using the Attribution Modeling Tool, they began testing various budget scenarios for individual publishers and channels, which was helpful for planning future sales cycles.
Since adopting the DoubleClick Digital Marketing platform, Kia has reduced its CPA by 30%. Today, Kia is focused on “winning in the middle” of the sales funnel, and doesn’t just look at the last click. It has the tools in place to accurately measure and gain insights into all of its digital activity, in real-time, on a single platform.

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

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Ad fraud is a serious threat to the advertising ecosystem. It’s one we’ve been deeply committed to solving over the years, investing significantly in technology and expertise to keep bad ads and bad traffic out of our ads systems. Today we’re adding to those investments with a new feature in DoubleClick Bid Manager that automatically prevents advertisers from buying hidden ad slots, built from our technology.

What is a hidden ad?
Many in the industry are familiar with ad viewability, which is a measure of whether an ad was actually shown on a screen. The vast majority of non-viewable ad impressions are legitimate ads that are intended to be seen by a user, but were not viewed due to various ways people interact with content on the web. Products like Active View help advertisers and publishers address this by giving actionable reporting on ad viewability.

However, some bad actors deliberately hide ads to boost their ad impression numbers, resulting in advertisers paying for ads that have no chance of ever being seen. Below are some of many different methods employed by bad actors who create these “hidden” ads, one type of fraud identified in the IAB’s Anti-Fraud Principles and Proposed Taxonomy:

Bad actors often create sites and stack multiple ads in a single ad slot (like a pile of magazines), where only the top ad is visible. Or, they may adjust the styling of page content to make ads completely invisible. The typical approach, however, is to create a very small iframe to serve ads into that’s impossible for a user to see.

Even worse, some bad actors create adware that can inject hidden ads into a web page, without the publisher even realizing it:

What we’re doing
Practices like these have always been against our policies on the DoubleClick Ad Exchange. Thanks to the technology we’ve been investing in, we can detect this practice across the web. Our systems proactively blacklist suppliers of hidden ads, filtering them before they’re ever bid on, so advertisers won’t buy hidden ads.

Customers of DoubleClick Bid Manager don't have to make any changes to benefit from these new defenses against hidden ad slots. We currently blacklist 2.6% of the inventory accessed by DoubleClick Bid Manager across exchanges. However, we’ve found this percentage varies widely by provider. Below is a breakdown showing the filtered percentages across some of the largest exchanges:

It doesn’t stop here. Ad fraud is perpetrated by organized groups that constantly change tactics to defraud the industry for their own gains. That’s why we’re always researching and updating our defenses to ensure advertisers are getting the media they intend to purchase. Stay tuned for more updates as we continue refining our tools to promote a healthy, safe advertising ecosystem.

Posted by Payam Shodjai, Group Product Manager

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

As leading specialists in SEM, Periscopix was looking to extend its digital marketing offering to include display. With core competencies in optimization and performance, the team saw the growth of programmatic buying as the perfect opportunity to begin optimizing their clients’ campaign across channels.

Periscopix adopted DoubleClick Digital Marketing for all of their digital efforts, from building creatives, to executing across reservations and programmatic, to measurement and optimization. By implementing the unified platform, Periscopix was able to efficiently expand into display, while staying true to its reputation for transparency and performance.

The results speak for themselves. In a 90-day period, the conversion rate among Periscopix clients increased 509%, and post-click conversions increased 330%. At the same time, they saw a 158% increase in site traffic across all clients.

To read more about how Periscopix is driving success across channels, read the full case study here.

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