Tuesday, April 1, 2014
Tuesday, June 5, 2012
Editor's note (Tuesday, June 5, 2012, 6:15pm PST): We have updated the YouTube link to show a recorded version of the DoubleClick Insight livestream event.
Today, at the DoubleClick Insights conference, we’re unveiling DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. The improvements we’re announcing today represent the biggest ever overhaul of our DoubleClick ad platform and are the result of a great deal of hard work over the last few years. This fully integrated, unified platform and its components will be rolling out to partners over the coming months.
You can click here to watch a recording of the livestream of the event:
A platform for today
Today’s consumers work, play and share, moving seamlessly between formats and devices. However, for agencies and advertisers, the process of connecting with consumers is anything but seamless. It’s hard to reach the right audience at the right moment with the right message when every channel requires its own system and you’re patching together, and switching, between ad platforms that aren’t in sync. In fact, in a recent survey of 300 clients, marketers and agencies, they told us their team members are spending almost two days a week working across various digital platforms, often on manual workflow tasks. They estimate an integrated digital platform could liberate a third of that time. That’s an extra month every year that each team member can invest in other campaigns and new business.
Based on what we’ve heard from our customers, we challenged ourselves to re-invent ad buying with a unified platform:
- Can we build an ad management platform that’s comprehensive, so that clients can manage all channels in one place, across all formats and devices?
- Can we build a seamless platform, so that clients can easily optimize, tailor, measure and compare all elements of their campaigns, using a common language and interface?
- Can we ensure that it’s customizable, so that marketers can easily plug in their own technology, data and third-party suppliers?
- Can we make ad buying faster, to dramatically speed up data analysis and slash manual campaign management activities?
A platform that works better together DoubleClick Digital Marketing is our answer. The new platform comprises the following components, which will be fully integrated and work together to enable seamless ad campaign management for agencies and advertisers:
- DoubleClick Digital Marketing Manager, our upgraded DoubleClick ad server, used by thousands of marketers and agencies worldwide to manage directly bought ad space.
- DoubleClick Bid Manager, our new demand-side platform, rebuilt on our DoubleClick technology, making it faster and more flexible. Many Invite Media customers are currently in the process of being upgraded to the new DSP. Last year, spending on Invite Media grew by about 50%, and we believe these new investments will create even more momentum for the exchange ecosystem.
- DoubleClick Search, our cross-engine search management platform that was completely rebuilt last year and is natively integrated into the DoubleClick platform. DoubleClick Search is used by 6 of the largest 10 agencies, and is creating efficiency gains of up to 65%.
- DoubleClick Studio, our rich media creative solution, now with Teracent’s dynamic creative technology built in, which powers engaging and intelligent ad units. In 2011, rich media ads accounted for 10% of all display ads, doubling in volume over 12 months.
- Finally, Google Analytics, which will enable attribution modelling, conversion reports and site traffic reporting to be incorporated seamlessly into ad campaigns.
We’ve invested significantly in this area, because we believe that such a system would dramatically improve digital marketing—growing the pie for publishers, funding great online content for users, and helping marketers grow their businesses.
What are we making possible? With the DoubleClick Digital Marketing platform, we’re enabling:
- Smarter creative that works with your media buy and that dynamically responds in real-time, with the audience in mind.
- More responsive campaigns that can “learn” the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimization signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel—from awareness to conversion).
- Creating greater value for your business and campaigns, enabling a better understanding across channels and formats (e.g., how does rich media perform versus video?); and facilitating real-time, smarter optimization decisions to reduce cost and increase campaign performance (for example, should you reduce bids on your search keywords and exchange buying while increasing your bids to run more video ads?).
A big step forward We’re often asked about the future of digital advertising. We’re passionate about this industry. It’s the fuel that powers the digital world and a powerful engine of growth and employment. Over the last decade, a remarkably successful industry has been built via humble web banners, repurposed pre-roll video ads, desktop computers and a patchwork of ad buying tools. However, for marketers, the combination of re-imagined creative tools, reinvented measurement solutions and re-vamped ad buying platforms can propel digital advertising into a $200 billion industry that funds and supports great content.
In the coming days on this blog, and on the DoubleClick Publishers blog we’ll provide more details of the new buying platform and discuss other announcements from our DoubleClick Insights event, including new solutions for our DFP and Ad Exchange partners.
Posted by Neal Mohan, Vice President, Display Advertising
Tuesday, April 10, 2012
[Cross-posted from the DoubleClick Publisher blog]
Like many New Yorkers, I can’t imagine life in this city without the subway - it’s essential to how the city operates, creates millions in economic value, and even features great mariachi bands. But the subway wasn’t always this efficient. In the early 1900s, there were multiple subway systems, with different size train cars, running on different track configurations - even one propelled by air! Today, after the unification of these subway systems, everything works seamlessly together.
So what does the subway system have to do with video advertising? Well, the two dominant video advertising guidelines -- VAST and VPAID -- are like the unified transportation system for video advertising. VAST and VPAID define a common language that unifies the diversity of the video advertising industry: Flash and HTML video players, ad networks and exchanges, mobile devices and connected TVs, 30 second spots and interactive overlays.
At Google, we’ve been longtime supporters of video advertising standards. We’re happy to announce our support for the latest set of guidelines announced at the IAB’s Digital Video Marketplace Event today. This means that we’ll be implementing VAST 3.0, VPAID 2.0 and VMAP 1.0 across our video advertising products. Together, these three guidelines strengthen the video advertising infrastructure already adopted by most participants in the video ecosystem. The Video Suite also adds support for skippable ads, podding, in-ads privacy notices and ad sequencing, while offering greater clarity around compliance and mobile scenarios.
What benefits can you expect from VAST 3.0, VPAID 2.0 and VMAP 1.0?
- If you’re a publisher, interoperability will improve and you’ll be able to accept a wider set of video ad formats with less technical work. The new error codes will also help with troubleshooting of third party served ads.
- If you’re an advertiser, the Video Suite allows you to create more engaging brand stories that reach a wider audience across all devices. You’ll be able to take greater advantage of skippable ads, which offer new pricing models focused on performance.
- If you’re a vendor, the technical details of these specs really matter, and we’ve provided much more clarity around the compliance requirements for video players and ad servers.
So much has changed in the online video space in just ten years, that we thought we’d take a trip down memory line with this infographic:
As an industry, we’ve started to take VAST and VPAID for granted, much like New Yorkers and their subway system. That’s a good thing, because it means they’ve become an essential part of powering our economy.
Posted by Payam Shodjai, Product Manager, Video Monetization
Monday, November 7, 2011
In 2009, we launched the DoubleClick Ad Exchange as a way to simplify the process of buying and selling display advertising, drive performance for our advertiser and publisher partners, and open up the display marketplace. In the two years since, exchange-based trading has taken off -- we’ve seen the volume of trades on our own exchange grow by more than 150% in the past year. At the same time, display, as a medium, has evolved.
Display started as just banner ads on websites, but has grown to include a range of formats as diverse as the web itself -- rich media ads that bring a page to life, in-stream ads that play before your favorite online video, and ads that run in the mobile version of your daily newspaper. To reflect this growing diversity, we have been expanding the types of formats in the Exchange. We support the most popular types of rich media ads, including units that run in-page with video, or expand when you click or mouse over them. It’s also possible to buy ads across the mobile web. Earlier this year, we announced that in-stream video formats were coming to the Exchange, and we’ve seen huge demand since launch: the number of buyers for in-stream video has tripled over the past quarter.
Today, we are announcing another step forward -- in the coming weeks, AdMob developers will be able to make their in-app inventory available on the DoubleClick Ad Exchange. Initially, a small number of pre-qualified buyers will be able to compete for this inventory. Over time, we'll be rolling it out more broadly. Ultimately, this will give app developers and publishers access to a wider pool of buyers like demand-side platforms and agency trading desks, improving their potential returns, and helping grow the overall mobile web economy. And marketers on our Exchange will be able to buy, in real time, ads that run inside people’s favorite mobile games, news apps and more. With this important addition, the DoubleClick Ad Exchange will be truly cross-format...and will become the first exchange to support this full range of ad formats.
VivaKi, one of our key partners on the Exchange, is gearing up to start buying in-app ads on the Exchange. “We are delighted to be working with Google as they open up the DoubleClick Ad Exchange to include AdMob in-app inventory, and to deliver this opportunity to our clients,” says Kurt Unkel, Senior Vice President, VivaKi Nerve Center. “We anticipate this experience will help us bring mobile to scale to our partners, and will provide insight into the operational elements and the creative assets that work best in this environment.”
A cross-format exchange is just one of the ways we’re looking to simplify the process of buying and selling display advertising, but one we think will create tremendous value for advertisers and publishers. We will continue to work with our partners to help them get the most out of what the evolving display market has to offer -- today, tomorrow, and in the years ahead.
Posted by Chip Hall, Director, DoubleClick Ad Exchange
Tuesday, June 21, 2011
(Cross-posted from the Google Agency Blog)
Following his keynote address titled "There's a Perfect Ad for Everyone" at New York's IAB Innovation Days @ Internet Week, Neal Mohan, our VP of Display Advertising was interviewed by Willow Duttge.
In his interview, Neal shed further insight into the new user revolution taking place in digital media and what it means for advertisers and publishers. Here are a few key takeaways from the interview:
- There’s a big opportunity for advertisers and publishers to deliver an enhanced user experience by employing dynamic rich media formats, delivering ads customized for each user, adopting user-centric metrics to measure campaign success, and offering users much more control over their advertising they see.
- Initial steps publishers and advertisers can take today toward this user-centric goal include looking closely at and listening to their audiences and experimenting with new formats and user experiences.
- The mobile revolution presents new opportunities for advertisers and publishers looking to connect with users in new and more meaningful ways.
And if you missed the livestream of Neal's keynote, watch it here.
Posted by the Google Display Team
Thursday, April 8, 2010
Building a Robust Video Advertising Ecosystem
According to eMarketer, Video ad spend is expected to top 40% year-over-year growth for the next five years, becoming a $5B US Market by 2014. To help fuel this growth, we’re introducing three initiatives to streamline online video advertising for marketers, agencies and publishers. First, DoubleClick now supports the IAB’s VAST 2.0 standard for video ad serving in both DFP and DFA. Second, we've launched VAST Inspector, allowing publishers and advertisers to easily review and test ad tags for VAST compliance. And third, we’ve rolled out the Interactive Media Ads SDK, a Flash library that allows publishers to display VAST 2.0 ads.
Creating Efficiencies with a Common Language
DoubleClick has worked closely with the IAB and other industry participants over the past several years to create a universal language for video advertising, resulting in the Video Ad Serving Template, or VAST. In simple terms, VAST is to video ads as HTML is to web pages - a standardized response. Just as all browsers understand HTML, eventually all video players will understand VAST. Other companies that have recently announced VAST 2.0 compliance include ADTECH, a division of AOL Advertising, and SpotXchange.
With VAST 2.0, publishers currently using DoubleClick In-Stream to monetize video assets can now benefit from third-party ad serving, allowing them to open up more video inventory and sell it more effectively. DoubleClick for Advertisers customers can use VAST to run and measure campaigns across any publisher who accepts VAST 2.0 tags.
Compliance with the latest VAST standard reduces time-consuming, error-prone and expensive trafficking work and technical implementations, allowing ads to be easily viewable in many different video players. Additionally, all DoubleClick clients can take advantage of VAST Inspector to make sure tags have been set up correctly for smooth performance and error-free reporting metrics.
Support for a Broad Range of Development Needs
Over the years, DoubleClick has released different Software Development Kits (SDKs) to support various video ad serving needs. We have now consolidated all of these SDKs into a single Interactive Media Ads SDK (IMA SDK). The IMA SDK combines the power of previous versions, and can request and display all of the most popular video ad formats, whether they are served by DFP, AdSense or any other VAST-compliant ad source. We’ve also rebuilt the IMA SDK from scratch to display ads faster and support the latest standards.
For publishers that have basic video ad serving needs, the IMA Component requires virtually no coding. For large media companies and video distributors, the IMA SDK version allows for complete customization. We’ve also worked alongside the leading video player vendors, including Brigthcove, Ooyala and Longtail Video (which distributes the JW player), to ensure compatibility with our SDK, helping publishers get up-and-running quickly with little technology overhead.
Posted by Campbell Foster
Wednesday, April 7, 2010
DoubleClick Ad Planner is our free, online measurement product that helps advertisers and agencies to create media plans, by providing reliable traffic and audience information for websites on which they may wish to advertise. It measures millions of sites in over 40 countries and is used by thousands of advertisers and agencies to build media plans. In recent months, we've been investing significantly in new features for DoubleClick Ad Planner. (Better site data in DoubleClick Ad Planner, Ad Planner updates provide more data, more ways)
To further our commitment to provide reliable data in DoubleClick Ad Planner, we have submitted it for accreditation by the Media Rating Council (MRC). The MRC is an advertising industry group that works to accredit audience measurement services that are valid, reliable, and effective. MRC accreditation is voluntary and some third-party measurement products have submitted for accreditation, as we have; some have not. Once complete, the MRC accreditation will provide independent confirmation that Ad Planner's methodologies, and the processes supporting this technology, adhere to industry standards.
As part of the MRC audit, we're sharing more details about our data sources and methodology. For our traffic measurement, Ad Planner uses a hybrid measurement methodology that combines direct-measured site traffic, through Google Analytics data that publishers have chosen to opt in to provide us, and sample aggregated data from Google products and services. We currently have over 10,000 sites that are contributing direct measured opt-in data to Ad Planner. Our sample data comes from a variety of sources including anonymized, aggregated Google Toolbar data from users who have opted in to enhanced features, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. All of this data is aggregated over millions of users and is powered by computer algorithms. The breadth and reliability of this aggregated data means that our traffic measurements are among the most accurate in the industry.
Posted by Wayne Lin
Thursday, March 25, 2010
If you've used remarketing in DoubleClick for Advertisers (DFA) then you know how effective it can be in delivering highly targeted and relevant ads to those who have previously visited your website. Whatever your campaign goals - to drive conversions and sales activities or to promote brand awareness - remarketing can help drive ROI on your campaigns.
Today, the wider availability of remarketing on the Google Content Network (GCN) is a great development for DFA clients. With this latest release, you can easily develop remarketing lists via the "Audiences" tab in AdWords and remarket your ads to an even wider audience on the GCN.
Here's how the newly integrated workflow for remarketing on the GCN works for DFA users:
- Link your existing remarketing lists in DFA to your Google AdWords account
- Your existing DFA remarketing lists can be linked at the advertiser or network level and if you add a new list it automatically shows up in AdWords.
- Your lists will then be available for review and use within the AdWords user interface
- You can create remarketing lists in DFA based on your existing conversion tags without any additional work.
Benefits of remarketing on the GCN
In addition to remarketing on the sites you run through DFA, you should think about extending your audience reach to the GCN. Why?
- You can achieve greater reach and engage with your audience more deeply. Reach a large number of users multiple times a day, week or month. Because of the large number of websites who join the Google Content Network, you can connect with many users on your lists(s) as they browse these sites.
- You can create customized audiences by building remarketing lists in creative ways. For example, you can find "abandoned shopping cart users" by reaching all the people who created a shopping cart but didn't complete a transaction and even reach people at every stage of your sales funnel.
- You can reach your audiences in different ways by adding other layers of targeting, such as by geography or placement. This would, for example, allow you to reach users only in a certain region on certain websites that you select.
- It's easy. With the integrated workflow between DFA and GCN you can easily create and manage lists in AdWords.
- The price is right. With the Google auction, you achieve efficient pricing that drives the right ROI for you. With CPM and CPC bidding, you optimize your pricing with complete control to adjust the bid higher or lower to reach your campaign goals.
What's more is that remarketing in DFA is now part of the core offering and accessible at no extra cost.
If you're on DFA, contact your account manager to find out more. If you're not, contact us to see how you can sign up for DFA and get started.
Posted by Pamela Eng
Thursday, February 25, 2010
The mission of DoubleClick Ad Planner, Google's free research and media planning tool formerly named Google Ad Planner, is to provide the deepest, most accurate insight into online audiences possible. This insight helps display advertisers select the best sites for their media plans and drive results for their campaigns.
One of the many data points that DoubleClick Ad Planner provides is site traffic data. In line with Ad Planner's mission, we've improved how we estimate and share this data in order to provide media planners, buyers and researchers with improved data quality and more data visualization options. This builds upon the traffic improvements we made in January of 2009 and is part of our continuous effort to provide trusted insights into online audiences.
This release includes the following two significant improvements:
- Traffic estimates across a number of metrics are now more accurate (Unique user and reach estimates remain the same)
- Direct measured traffic is now included for publishers who opt-ed in their Google Analytics data
Upgrading Site Traffic Estimates
To improve the quality of our site traffic estimates, we have upgraded our traffic estimation model. Our model uses a hybrid methodology that combines sample user data, from various Google products and services, with direct measured site-centric data. The model's direct measured signal is pulled from Google Analytics customer accounts that have chosen to opt-in to sharing their data with Ad Planner. This hybrid approach allows us to use direct measured data to train our traffic estimation models and produce the best estimate for any given site. For more information about how we use opt-in Google Analytics data check out our past blog posts on how Google Analytics data is used in Ad Planner and on replacing traffic estimates with direct measured Google Analytics data.
This latest upgrade improves the accuracy of our estimates by over 10%. We look at a large amount of data and metrics to evaluate our estimates and are continuously working on improving them. We believe our model to be among the more accurate sources of traffic estimation in the industry.
Publishers who would like to complement their site listing with direct measured data are welcome to do so by opt-ing in their Google Analytics data in DoubleClick Ad Planner Publisher Center. We invite publishers who are new to Ad Planner to learn more about using Publisher Center to manage their site profile.
Providing Direct Measured Site Traffic Data
In May 2009, we announced Ad Planner Publisher Center, which made it possible for publishers to opt-in their Google Analytics data to Ad Planner. We've now upgraded site profiles in Ad Planner to display this data in the worldwide charts for Daily Unique Visitors on site profile pages. For publishers who opted-in, their direct measured data is displayed as a solid line in their chart. For example, Gamezhero, a website offering free online games, opted-in their Google Analytics data in June. Here's what their worldwide chart for Daily Unique Visitors looks like now:
In the coming months, we plan to bring direct measured site traffic data to country-level profile views in addition to the worldwide profile views that are currently supported.
Understanding the Data in Ad Planner
To offer additional transparency into how Ad Planner generates its data, we've published a new help document about our methodology. The document provides more details behind how Ad Planner generates site traffic data, in addition to other data, such as demographics, ad information, categories and descriptions.
Give DoubleClick Ad Planner a try at www.google.com/adplanner. We think you'll find it to be a powerful research and media planning tool that makes it easy to find audiences and create well-informed media plans.
Posted by Sally Cole
Over the past year we've built upon the central role of DoubleClick's technology products within Google's display advertising business. For example, we released our next generation ad serving platform for publishers, we strengthened the ties between media planning, ad serving and reporting, and we opened the new DoubleClick Ad Exchange for business.
As a next step in our ongoing effort to invest in DoubleClick's technology products, we've brought Google Ad Planner under the DoubleClick brand. This better aligns Ad Planner's media research and planning tools with our efforts to enable the end-to-end planning, buying, serving and measurement of display ads across the web. In the future, we plan to bring Ad Planner's capabilities deeper into the campaign management process in innovative and useful ways.
As always, anyone can use Ad Planner whether or not they are a DoubleClick customer. The product remains free and open for everyone. The URL to access Ad Planner remains the same: www.google.com/adplanner.
Posted by Sally Cole
Thursday, November 12, 2009
We're pleased to announce the new DFA Analytics beta and the beta integration of Ad Planner within the DART for Advertisers (DFA) platform. Now enhanced with Google technology, DFA offers a more unified and efficient platform to plan, execute, measure, and optimize your online display advertising campaigns.
New! DFA Analytics Beta
DFA Analytics is our new reporting and visualization tool for viewing advertising performance data. It shares similar technology with Google Analytics; if you've used Google Analytics before, you can quickly come up to speed with the easy-to-use graphical reporting tools that are now part of DFA.
With DFA Analytics, you can:
- Get frequent updates--about every three hours--of your campaign performance data.
- See account performance at a glance, in easy-to-understand charts and graphs.
- Drill down through reports at the advertiser, campaign, site, ad, and creative levels.
You can also review performance by:
- Country, designated market area (DMA), state, city, area code, or zip code.
- Hour, day, week, month, and one or more date ranges.
- Browser, operating system, and connection speed.
Here's an example of a DFA Analytics campaign report, graphed by day, with ad performance data:
New! Google Ad Planner Integration
Google Ad Planner is a research and media planning tool that can help you identify sites where audiences are likely to visit, make better-informed media planning decisions, and manage your media plans.
With the upcoming integration, you can:
- Access Ad Planner data (already used by tens of thousands of media planners each week) directly in DFA.
- Enjoy effortless transitions between planning, trafficking, and reporting features.
- Collaborate on media plans using existing account structures and permission settings.
- Take advantage of new Ad Planner features customized for large agency buyers.
Overall, this release is designed to increase the efficiency of managing online advertising campaigns with DFA. It's just the beginning to a more unified, efficient, and effective advertising platform.
Please note that DFA Analytics and Ad Planner are only available in DFA 6. To inquire about DFA 6, please fill out our inquiry form.
Posted by Sally Cole
Friday, September 18, 2009
You may have read on the Official Google Blog that the new DoubleClick Ad Exchange is open for business.
The new DoubleClick Ad Exchange helps to open the ecosystem and establish a new marketplace for buyers and sellers. For a large publisher managing multiple sales channels and ad networks, the Ad Exchange provides real-time yield management to maximize returns. Participating ad networks and agency networks get access to a large pool of inventory and the controls they need to precisely achieve their marketing goals.
We've been working for some time on rebuilding the Ad Exchange on Google technology to deliver an improved platform, with new features and functionality for our customers. Both sellers (publishers) and buyers (ad networks and agency networks) stand to benefit from the new features we've incorporated.
Key benefits for sellers include:
- Real-time dynamic allocation to maximize yield. Publishers can automatically generate the highest return for every impression, using real-time data and bids to allocate ad space to the sales channel that pays the most at that second.
- Access to many more advertisers. The Ad Exchange offers publishers access to new buyers, including AdWords advertisers, bringing higher quality ads and more competition for ad space on their sites.
- Hassle-free payments managed by Google. We manage the billing and payments from networks so publishers get one monthly payment and minimize having to manage multiple relationships.
- Greater controls. Publishers can decide what advertisers, networks, ad formats, and bid types to allow.
- New easy to use interface with enhanced reporting. We use the simplicity of Google's user design principles to help publishers easily find out how their sites are performing, to help them make the right decisions about their ad space.
Key benefits for buyers include:
- Access to more publishers and more ad space. Hundreds of thousands of AdSense publisher sites are now available on the Ad Exchange to Google-certified ad networks. And as more publishers join the Ad Exchange to take advantage of its yield management capabilities, more high quality inventory is being added all the time.
- Real-time bidding. The Ad Exchange supports real-time bidding, which allows buyers to use their own data, optimization and ad serving technologies to bid on their desired inventory on an impression-by-impression basis, choosing only the sites, audiences, or particular type of ad space they want to reach.
- New easy to use interface with enhanced buyer reporting capabilities. Redesigned reports are simple to use and understand, so buyers can easily see how their campaigns are performing to help them make the right decisions.
- More control and precision. Buyers control where their ads appear and don't appear. They can use frequency capping, pacing and other features to precisely control ad delivery.
- Centralized clearing system. Google makes all payments to publishers, reducing complexity with a single billing and payment point. Buyers benefit from managing one business relationship instead of many.
- A new API - Ad networks and agency networks will have access to an API which enables them to integrate their own functionality and systems when working with the Ad Exchange.
We're excited about the open marketplace that the new Ad Exchange creates and believe that it will add substantial value to the display advertising ecosystem.
Tuesday, September 1, 2009
Online campaigns for theatrical and home video movie releases have some of the most creative and innovative executions. To celebrate the best of movie marketing, we're opening up a call for entries to our 4th Annual Digital Movie Advertising Creative Showcase awards program. Movie marketers and creative agencies are invited to submit up to three entries per category. This year's categories are:
Theatrical Release Rich Media Display Ad(s): Any rich media ad or set of rich media ads used to promote a theatrical movie release.
Home Entertainment Rich Media Display Ad(s): Any rich media ad or set of rich media ads used to promote a home video movie release.
Multi-Channel Cross Media Campaign: Any home video or theatrical movie campaign that involves at least three interactive digital elements (one of which must be rich media ads) as part of a holistic campaign including, but not limited to:
- Rich media ads
- Search campaign
- Alternate reality game (ARG)
- Viral video or webisodes
- Virtual world
- User-Generated content
- Social networking
- Online game(s)
- Digital outdoor
- DVD/Blue-Ray interactive experience/extras
Multi-channel, cross media digital campaign submissions may involve more than one creative agency, but all agencies must be listed and give permission for submission.
YouTube Creative Award: Any home entertainment or theatrical movie campaign creative that included YouTube in its execution -- YouTube homepage "masthead" creative, brand channels, contests, or original video creative uploaded to YouTube to engage the community.
The winners of each category will receive recognition by their industry peers, the opportunity to present to a live audience at the Director's Guild of America in Los Angeles, inclusion in the event's video reel, two award trophies (one each for the movie studio and creative agency) and two Flip Mino mini digital camcorders!
The deadline for entries is Friday, September 18 -- so don't delay if you plan to enter. We look forward to seeing the amazing work in this space.
Posted by Sally Cole
Wednesday, June 24, 2009
For every online display campaign, advertisers must decide what ad formats to use for best results. To help, DoubleClick teamed up with Dynamic Logic to study the impact of ad format selection on branding goals. In the joint report titled "The Brand Value of Rich Media and Video Ads," we compare the branding strengths of four common display advertising formats:
- Image - GIF or JPG ads
- Simple Flash - Ads with a short animation and single click-through link
- Rich Media with Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that also contain video
- Rich Media without Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video
The report provides detailed information on how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent. For example, study findings show that, on average:
- Rich Media formats are the most successful at driving purchase intent
- Rich Media without Video is unique among the formats in its ability to positively impact all five brand metrics
- Simple Flash is the least effective of the ad formats studied
- For brand favorability, aided brand awareness and purchase intent metrics, Rich Media with Video provides a statistically significant improvement over Simple Flash at a 90% confidence level
The report concludes with a cheat sheet to help guide your ad format decisions and suggests best practices for achieving branding goals.
Download the PDF report here for free, no registration required.
Posted by Sally Cole
Friday, June 19, 2009
Advertisers and agencies who work on display ad campaigns often wonder "How do I know if my display ad campaigns are doing well?" and "What credible benchmarks can I use to compare the results on my current campaign?"
Some might rely on past campaign performance metrics while others might compare across multiple campaigns and advertisers within their client roster. All are fine means in the absence of larger, more comprehensive industry benchmarks.
This is why we're particularly pleased to make available DoubleClick benchmarks so that marketers, agencies, and publishers have a reference by which to evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms.
These benchmarks are derived from a robust data set across DART for Advertisers, based on rigorous methodology with input from the Advertising Research Foundation. Benchmarks in this report cover those for 2008 and transect ad format, ad size, and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.
You can download the report here. More in-depth benchmarks by industry are available exclusively to DoubleClick clients so contact your account manager to discuss further.
If you're interested in learning more you can attend our webinar, "Benchmarking Ahead: IAB Reveals the DoubleClick Benchmarks Report," co-hosted with the Internet Advertising Bureau (IAB) on June 24th at 12pm EST.
Posted by Pamela Eng
Thursday, April 30, 2009
Over the last several months, we've been working hard to develop a new tool for creative teams who build rich media ads and the media agencies and publishers they work with. The result of our efforts is DoubleClick Studio, a free rich media production and web-based workflow tool designed to streamline development processes for creative teams and to provide more control over turnaround times. We've designed DoubleClick Studio to significantly improve upon the existing Ad Kit, and pave the way for future innovation in rich media.
To learn more about DoubleClick Studio or to fill out a form showing your interest, please visit studio.doubleclick.com. As creative teams migrate to this new tool, users will also be able to log in here, download components for Flash, and access the web-based workflow.
Here are a few of the features we think creative teams will really like:
- Improved workflow that gets preview links into client's hands faster
- A fully searchable archive of work structured by clients, campaigns and creatives
- Integrated QA processes that get errors identified and fixed earlier in the process
- Full range of intuitive Flash components and full APIs in both AS2 and AS3
- Direct upload to DART for Advertisers ensures smooth transition to traffickers for approved creatives
Josh Race of Ogilvy RedWorks, a member of the DoubleClick Studio beta program, has this to say: "DoubleClick Studio has a clean interface and you will never get lost trying to figure out where you are, which is uncommon amongst ad-serving tools. Our developers are all now self-sufficient and not depending on the one guy who knows his way around some wonky interface."
Will Campbell, also a beta member and owner of ARC Media Group, a creative agency based in Southern California, says, "DoubleClick Studio can greatly improve the workflow for any interactive studio working with Flash. From development to getting creatives ready for publishing it has increased our productivity and decreased the amount of steps we take to accomplish different tasks. It really shows that DoubleClick has given a lot of thought into not only increasing productivity on the development side, but also improving the workflow on the administrative side."
Benefits for Media Agencies
Although not direct users of the authoring tool, media agencies will also benefit from DoubleClick Studio and its integration with DART for Advertisers (DFA), enabling agencies to streamline the process for getting rich media campaigns approved and live. With DoubleClick Studio rolling out on a global basis, it is now easier than ever to manage local, regional and global campaigns on a single authoring platform. Here are some of the benefits:
- Direct link between DoubleClick Studio and DART platforms for instant transfer of creative
- Automated creative checks reduce approval time for campaigns to go live
- Preview links include a view into all rich media events that can triggered by the ad for easy testing, review and sign-off
For a quick tour of DoubleClick Studio, take a look at this short video from Shamim Samadi, product manager for DoubleClick Rich Media.
For those of you who have used DoubleClick Rich Media tools in the past, we will continue to support the Ad Kit though we do not plan to make future upgrades. We also want to note that, while we intend for DoubleClick Studio to make rich media production more efficient for agencies, advertisers and publishers who would like to own the entire process themselves, we remain fully committed to the highest levels of customer service.
To learn more, visit studio.doubleclick.com or contact your DoubleClick representative.
Posted by Ryan Hayward
Tuesday, March 10, 2009
Today, the Online Publishers Association (OPA) announced that over two dozen members plan to introduce larger format ads on their sites by July 2009. They've proposed the following units:
- The Fixed Panel (recommended dimension is 336 wide x 860 tall), which looks naturally embedded into the page layout and scrolls to the top and bottom of the page as a user scrolls.
- The XXL Box (recommended dimension is 468 wide x 648 tall), which has page-turn functionality with video capability.
- The Pushdown (recommended dimension is 970 wide x 418 tall), which opens to display the advertisement and then rolls up to the top of the page.
For publishers and agencies looking to get a head start, these units can be done with DoubleClick Rich Media today and are easily implemented in either the DART for Publishers or DART for Advertisers ad serving systems.
Posted by Sally Cole
Thursday, March 5, 2009
Yesterday, the AdWords team announced the launch of their beta test for expandable rich media ads on the Google content network (GCN). The beta test is open to U.S. advertisers and agencies participating in Google's third-party ad serving program, of which DoubleClick is a certified vendor.
DoubleClick Rich Media has received an additional level of certification from Google for the expandable format. This extra level of certification is necessary because expanding ads on GCN need to intelligently expand in the correct direction depending on the placement of the ad slot on the page. For example, if the ad is displayed in a skyscraper on the right side of the page, the ad needs to "know" in real time to expand to the left.
Due to this special consideration during ad creation, DoubleClick clients that wish to run expandable ads on the GCN should be sure to loop their account manager and campaign manager in as early as possible. We look forward to helping you take advantage of this exciting new feature to make your campaigns more effective.
Posted by Sally Cole
Monday, November 10, 2008
Every year since 2003, the ClickZ Marketing Excellence Awards has recognized "the technologies, companies, and campaigns that made a positive difference in the online marketing industry." To win, a product or solution must be selected by a judging committee of industry practitioners, which includes contributors to ClickZ and Search Engine Watch. This year, DoubleClick was recognized as a winner in three categories: Ad Management, Mobile Marketing Tool, and Video Ad Format or Platform. We are very honored to receive these awards and would like to share the judges' thoughtful comments with you for each award.
On DART for Advertisers' win in the Ad Management category, Tessa Wegert, Interactive Media Strategist with Enlighten and ClickZ Media Buying columnist commented, "DFA remains the industry gold standard for ad serving and ad management. This is the technology that's behind the majority of the more notable and impressive campaigns we see and a sure bet for any advertiser on the fence about which company can offer the most seamless, streamlined campaign solutions."
On DoubleClick Mobile's win in the Mobile Marketing Tool category, Courtney Jane Acuff, VP and Director with Denuo and ClickZ Mobile Marketing columnist commented, "It is critically important for mobile advertising (buyable off-the-shelf solutions) to have a standard serving and reporting platform. The DoubleClick Mobile product enables digital buyers and planners to have consistency in reporting and publishers the ability to sell through integrated mobile packages."
On DoubleClick Rich Media's HD Video format win in the Video Ad Format or Platform category, Christine Beardsell, VP Creative Director with Digitas's Third Act and ClickZ Online Video Advertising columnist commented, "You want the creative and content you develop for your brands to look great. But, unfortunately, video placements in general have suffered from low-bandwidth specifications and site-publisher limitations. So any media partner that can make your content look its best, and that won't degrade your original vision, is a partner worth having. The new DoubleClick HD looks great. And if your content already has a compelling idea and creative execution behind it, HD quality is really the icing on top!"
Thank you Tessa Wegert, Courtney Jane Acuff and Christine Beardsell for your support and to all the other ClickZ judges.
Posted by Sally Cole
Monday, October 27, 2008
Last week, DoubleClick hosted the third annual Digital Movie Advertising Creative Showcase awards event. This event honors the best rich media creative work in digital movie advertising. This year five finalists were recognized for their work in three categories: best home entertainment rich media ads, best theatrical rich media ads and best multi-channel digital campaign.
In the home entertainment category, congratulations go out to:
- AvatarLabs and Warner Bros./New Line for Harold and Kumar Escape from Guantanamo Bay
In the theatrical release category, congratulations go out to:
- AvatarLabs and Sony Pictures for Pineapple Express
- Backward Heroes and New Line Cinema for Journey to the Center of the Earth
In the multi-channel digital campaign category, congratulations go out to:
- Backward Heroes and New Line Cinema for The Golden Compass
- Palisades Interactive and MGM for COLLEGE
We would like to give an extra congratulations to Palisades Interactive and MGM for the Best in Show award for their work on the multi-channel digital campaign for COLLEGE. This campaign used rich media expanding ads, a widget ad, Flash banners and a large social media presence to position COLLEGE as a hilarious, must-see movie.
To make it possible for you to learn more about these winning campaigns, we've made the show guide available for download here.
Posted by Sally Cole