Showing posts with label Video. Show all posts
Showing posts with label Video. Show all posts

Wednesday, June 4, 2014

Unlocking the Brand Opportunity

Wednesday, June 4, 2014 |
Video is how brands tell stories, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event. 



Introducing Google Partner Select, A Programmatic Premium Video Marketplace

Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content -- in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access. 

Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale. 

As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it. 

What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:

“As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”

“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.” 

Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partner Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.

I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish. 

To hear more of our thoughts on this, join us for our livestream here

-- Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google

Friday, May 30, 2014

Q&A with Neal Mohan: A Sneak Peek at the DoubleClick Live Stream

Friday, May 30, 2014 |
DoubleClick’s annual digital advertising summit is just around the corner, streaming live on YouTube on Wednesday, June 4th. (Sign up here to watch.) We caught up with Neal Mohan, Google’s Vice President of Display and Video Advertising Products, to hear what’s on his mind as we get ready for the event.

Q: What topics should we expect to hear about this year? 
A: I don’t think it will come as a surprise that our team has been very focused on how to make digital work for brands and premium publishers. You can expect to hear a lot more about that. Also, since this event marks Google’s annual conversation on the future of digital advertising, we’ll discuss how digital is redefining consumer behavior, content development, and the ways that advertisers and publishers reach their customers.

Q: Will the live stream include any special guests? 
A: I’ll be joined by Nikesh Arora, our Chief Business Officer at Google, and Jeffrey Katzenberg, the CEO and Co-Founder of DreamWorks Animation. I’m looking forward to hearing Jeffrey talk about how technology has changed content creation.

Q: What consumer trends are impacting the way brands and publishers think about digital? 
A: When we started this DoubleClick event 14 years ago, going online was a deliberate act that required going to a computer and “logging-in”. The days of going online are coming to an end. Today’s digital experience is one that is always-on and always with us. As a result, digital has become far more personal, and one of the most personal forms of communication - video - is playing a more central role in our online lives. All these factors have major implications for brands and publishers, which we’ll discuss at the event.

Q: So...any scoops you can give us?
A: As I mentioned, video has been very much on my mind lately. Getting video right is something that is essential to our brand, agency, and publisher partners...expect to hear more about what we have planned to help make that happen.

We hope you can join us on Wednesday, June 4th at 9:30 am PDT / 12:30 pm EDT. Register to watch the live stream or to receive the recording. -The DoubleClick Team

Tuesday, March 18, 2014

Merge the art and science of brand advertising by learning to build Engagement Ads

Tuesday, March 18, 2014 |
Studio Certified developers, do you want to tell the world that you can create innovative ads designed for users to connect with brands? With DoubleClick Studio’s Engagement Ads Certification, you can get certified in building ads that marry the art of brand building with the science of performance display.

Engagement Ads are tuned to user engagement – not clicks, letting brands connect with users through multiple creative formats. Ads are available on a cost-per-engagement (CPE) basis, allowing advertisers to bid and pay only for user engagement.

Watch this video:


Engagement Ads fit in standard display units, allowing them to scale across the web and then expand to a larger format after an innovative two-second hover delay. This delay eliminates nearly all accidental expansions, providing a better user experience and more accurate reporting to advertisers.

With this flexibility, the richness of a campaign using Engagement Ads depends on the story the brand wants to tell and the type of content they want to promote. Creatives can range from rich, interactive videos built in DoubleClick Studio to immersive brand experiences using HTML5, CSS3, and WebGL – all without leaving the ad format on the publisher’s website.

Check out an Engagement Ad format in action.

Engagement Ads badge certification gives you:
  • A badge that identifies you as a Studio Certified user able to create Engagement format ads
  • Promotion via DoubleClick Rich Media properties and associated sites
You also receive the benefits of the Studio Certification Program, including exclusive access to betas and product features, DoubleClick hosted events and workshops, and a badge you can use for self-promotion.


Pass the exam and get the badge to demonstrate your expertise in creating rich ads to boost user engagement. Take the Engagement Ads exam and get certified.

Note: You must be Studio Certified in Core Flash or HTML5 to take the Engagement Ads certification exam.

Not Studio Certified? No worries! Get Certified today. We have these Studio Certification badges available:
  1. Core Studio Certification exam for Flash and HTML5 developers
  2. Integrated QA Certification
  3. Advanced Badge Certification for Dynamic creatives, VPAID creatives, and YouTube mastheads
Learn more about Studio Certification in the Rich Media Gallery.

Posted by Paige Birnbaum, Program Manager, DoubleClick Studio Certification

Wednesday, November 20, 2013

Become a video expert: learn to create innovative, interactive video ads

Wednesday, November 20, 2013 |
Studio Certified developers, do you want to tell the world that you can create engaging in-stream video ads? With the new Studio Certification VPAID badge, you can do just that.

VPAID (Video Player Ad Interface Definition) is a hybrid creative format that runs as a pre-, mid-, or post-roll with the publisher’s content video. When watching in-stream ads, users can pause and resume videos, pull up options to learn about products, and more. For example, you can watch a video about a car, pause it, and learn more about the car right from the ad – without leaving the player on the publisher’s website. Check out the VPAID format in action.

VPAID gives brands a way to create a micro-site experience directly within an ad unit. Users can interact with the brand and learn more about the products without ever having to navigate away from the original page they were on. So it's good for the user, it's good for the web publisher, and it's great for the brand.

VPAID badge certification gives you:
  • A badge that identifies you as a Studio Certified user able to create interactive in-stream ads
  • Exclusive access to DoubleClick hosted events and workshops
  • Early access to betas and product features
  • Promotion as a Studio Certified user with a VPAID badge via DoubleClick Rich Media properties and associated sites
    • Listing with other Studio certified users on the Rich Media gallery
    • We'll announce your achievement via our Twitter account
    • Promotion via Rich Media Gallery and marketing materials
    • A badge you can use for self-promotion
Pass the exam and get the badge to demonstrate your expertise in creating rich, in-stream ads to boost user engagement. Take the VPAID exam and get certified.

Note: You must be Studio Certified in Core Flash or HTML5 to take the VPAID certification exam.

Not Studio Certified? No worries! Get Certified todayWe have these Studio Certification badges available:
  • Core Studio Certification exam for Flash developers
  • Core Studio Certification exam for HTML5 developers
  • Integrated QA certification
  • Advanced badge certification for Dynamic creatives and YouTube Mastheads
Learn more about Studio Certification in the Rich Media Gallery.

Posted by Arnold Sealey, Program Manager, DoubleClick Studio Certification

Monday, June 24, 2013

Display Insights #4: It's prime-time for programmatic video

Monday, June 24, 2013 |

Video is the rising star of digital advertising. As we discussed in last week’s post, our new research, “Video Advertising Momentum,” found that brand advertisers are upping their video campaigns to reach their audiences across the web. In this installment, we uncover another rising trend: advertisers are increasing their video budgets in programmatic channels.









We’ve seen quite an uptick in video ads across the DoubleClick Ad Exchange, with volume tripling in the first quarter of 2013 compared to last year. The stars of programmatic video are Automotive and Retail advertisers. They were the top two video advertiser categories overall, and both of them quadrupled programmatic video spend in Jan - March compared to last year. But growth seems to be occurring across the board - nearly every advertiser category posted double-digit growth in spend and impressions. Take a look at the full research New ways of buying and selling video ads: The programmatic channel in “Video Advertising Momentum”. 

Why would an advertiser or publisher consider video advertising on the Ad Exchange? The reasons are numerous, but we’ve distilled it down to four:
  • Efficiencies: The Ad Exchange streamlines workflow between advertisers and publishers, with campaigns running across multiple sites and viewing devices.
  • Emerging technology: Advertisers can now optimize their buys across destinations using advanced bid controls and analytics. The Ad Exchange brings new formats such as skippable video ads and comprehensive methods of measuring campaign performance to more advertisers and publishers.
  • Expanding audiences and revenue: Programmatic video buying through AdX helps advertisers extend their reach and gain frequency to new audiences. Publishers can expand their demand sources and gain increased revenue for their video inventory.
  • Evolving video advertising: As digital video gains even more momentum, publishers and advertisers are forging new ways to create shared value, including private exchanges and preferred deals.
For a discussion about programmatic video from both advertiser and publisher perspectives, check out the Q&A between TubeMogul and Silver Chalice “What’s the value in programmatic video?”. Next week, we’ll take a look at how choice is changing the way we think about video advertising.

Posted by Mel Ann Chan, Product Marketing

Tuesday, June 11, 2013

Display Insights Series: Insight #3 - Lights, Camera, ACTION for Video Advertising

Tuesday, June 11, 2013 |
[cross-posted from the DoubleClick Publishers Blog.]

When we think about the multi-billion dollar future of digital advertising, we believe that much of that growth will be driven by video. Video advertising is a very compelling way to connect and grow an audience, especially when we layer on technology’s creative possibilities. What’s driving its astronomic growth?

Last Thursday we walked through our second display insight, around selecting the right creative formats to match your campaign goals. Our “Display Insights” Series continues today, where we’ll begin to explore the opportunities in video advertising. 

We took a look at video ads across DoubleClick’s advertising platforms to identify areas of opportunity for advertisers and publishers, and shared these areas of growth in a three-part research collection: “Video Advertising Momentum”. We exclusively analyzed in-stream video ads that played against video content, and focused on ads served on sites globally, excluding Google owned and operated sites like YouTube. We’re going to unpack the findings over the next two weeks, kicking it off with this infographic:





Digital video advertising is essential for brand campaigns.

  • Advertisers are getting into digital video in a big way: two out of five video ads on the DoubleClick advertising platforms came from advertisers new to digital video in 2013 - and many of them were large brand advertisers.
  • 68% of video ads in the last 12 months came from four advertiser categories dominated by large brand advertisers. The top video advertiser categories were Automotive and Retail, with Consumer Packaged Goods and Technology advertisers rounding out the top four.

Publishers are growing audiences and revenue with more video.
  • News publishers are redefining the way they deliver the news. As they increase their focus on video news content, they’re running 3 times more video ads this year than last.
  • Video content is coming from all across the web - not just from TV or entertainment publishers. Sites that have benefit from increased video spending include Automotive & Vehicle, Sports, Computers & Electronics, and Shopping sites.


For video, the opportunity is clear: brand advertisers are using video to reach their audiences across the web, and publishers are powering their content strategy with more video. We can’t wait to see how video rockets digital advertising to new heights. 

Stay tuned for next week’s edition of Display Insights, as we dive into how programmatic video has hit its prime-time. And if you can’t wait that long, check out the full Video Advertising Momentum collection to explore them on your own. 

Posted by Mel Ann Chan, Product Marketing 

Tuesday, March 19, 2013

Interactive in-stream video ads allow users to engage deeper with brands

Tuesday, March 19, 2013 |

Just give me the skinny:
Hangout-on-Air this Friday, 3/22 
We’ll chat with the team that built Cadillac’s interactive video ad, “The Standard of the World,” and discuss the benefits of incorporating interactive video into your digital advertising campaigns.

Input your info here and visit our G+ page @ 2:30pm ET / 11:30am PT on 3/22 and click “Join Hangout.”

I'll read the longer version:
We're all used to the idea that you watch a video from beginning to end without stopping; this concept of “linear and sequential” video hasn’t changed much since movies got started. But we also know that there are situations when you don’t want to wait until the end of a video to learn more about what you’ve just seen. 

Say you’re watching a snippet of a TV show, and they mention an actor you like; you might want to pause the video, open another browser tab, and look up the actor’s background or the movies he’s been in. Once you’re satisfied with the info, you go back to the video and keep watching. 

This is the concept behind interactive video ads, a type of ad format that is becoming a mainstay in the world of digital advertising. Rather than merely repurposing your TV commercials for smaller screens, take advantage of the inherent interactivity available on desktops, mobile phones and tablets, and allow people to dive deeper into your ads. 

With interactive in-stream ads, we can bring the best of the lean-back experience (watching TV in a full episode player) together with lean-forward active brand engagement. Interactive in-stream video ads allow you to add panels of content on top of your main video ad, presenting viewers with the option to learn more directly in the ad unit, rather than having to open that extra browser tab. 


From a business perspective, this not only gives you more space for messaging, it also means that you can buy a 15 second ad spot, yet obtain 30 or 40 seconds of user interaction for no extra cost. 

These new interactive video formats also open the door to more creativity and innovation. You now have the ability to layer on additional graphics, designs, and other creative executions on top of the original video asset to showcase the brand’s message. It’s like creating a pop-up book instead of a 2D picture book - suddenly you have many more surfaces to work with. 

The IAB recently announced their rising star formats for interactive video, a couple of which we contributed to, including “Timesync” and “Full-screen.” While the official formats are still being defined, we’ve built a demo to exemplify one of the new formats and why these ads are great for brands. 

This Friday, March 22, we’ll be hosting a hangout-on-air on our new DoubleClick Google+ page to deconstruct this demo, Cadillac’s “The Standard of the World” ad. We’ll chat with the team that built the ad and discuss the benefits of incorporating interactive video into your digital campaigns. 

To attend:
1) Input your info here 
2) Visit our G+ page at 2:30pm ET/ 11:30am PT this Friday, 3/22
3) Click the “Join Hangout” button to enter the hangout. 

We hope you'll be able to make it!

Posted by Adam Smoler, Head of Format Commercialization for Platform Solutions

Tuesday, February 26, 2013

DoubleClick Digital Marketing helps you create, buy and manage your mobile and video campaigns

Tuesday, February 26, 2013 |

In today's digital marketing landscape, it's becoming increasingly crucial for campaigns to span multiple screens and ad formats in a cohesive way. Online video is the fastest growing form of display advertising, projected to grow 2.5 times to $6.5B by 2016. (1) And total mobile ad spend is projected to grow ~4.5 times to $22.4B in 2016, representing ~35% of all digital ad spend by 2016. (2)

Given these transformations, we are working hard to build best-in-class tools for our integrated platform that make it easier for you to create, buy and manage successful campaigns across all formats and devices. Today, we’re announcing a series of improvements that aim to help you accomplish this.

The DoubleClick Digital Marketing platform now helps you:

Create more beautiful video and mobile ads in DoubleClick Studio.


Build robust interactive in-stream video ads in DoubleClick Studio, and use the new IAB Rising Star formats to turn your standard 15-second TV commercial into a longer, engaged viewer experience. Check out our demo below!

Preview and test your mobile ads as they will actually appear on mobile and tablet devices. Scan a QR code on your phone or use our Mobile Ads Showcase App to push your ads to mobile and tablet for testing.






Buy video inventory in real time on DoubleClick Bid Manager, and access more mobile and video inventory on DoubleClick AdExchange.


With DoubleClick Bid Manager (DoubleClick's DSP and real-time bidding platform), you'll soon be able to programamtically buy and report on your video campaigns in the same place as the rest of your display media. We'll be offering a video beta for select clients in the coming weeks. Contact your sales rep for more info.

Buyers can now find skippable in-stream video inventory and expandable/interstitial mobile inventory from across the web on DoubleClick Ad Exchange. Ad Exchange continues to grow its available inventory across high-quality content, helping you expand your creative palette.

Manage all of your ads - across devices, formats and channels - with enhanced campaign support in DoubleClick Search and a single reporting interface in DoubleClick for Advertisers.


DoubleClick Search will be supporting AdWords enhanced campaigns over the next few weeks, to help you better reach your customers across locations and devices. By using enhanced campaigns through DoubleClick Search, you additionally gain holistic measurement, a streamlined workflow and better bidding decisions based on your floodlight conversion data.

Track all the metrics for your TrueView in-stream video ads in DFA. Even though the ads aren't served through DFA, thanks to a single trafficking tag, you can still pull the metrics back into the DFA reporting interface and compare them to the rest of your placements.



With an integrated platform of DoubleClick products that work better together, you not only benefit from top-notch individual products, you also benefit from the efficiencies, insight, and performance gained when all of your campaign's assets and data exist in one spot.

For more information about the DoubleClick Digital Marketing platform, visit our website.

Posted by Jason Miller, Director of Product Management for DoubleClick

Sources:
(1) ThinkEquity, comScore, and Google proprietary data
(2) eMarketer: data is from the January 2013 J.P. Morgan report titled "U.S. Internet."

Tuesday, April 10, 2012

A Universal Language for Video Ads

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.