With DoubleClick’s Programmatic Guaranteed solution, advertisers and media owners can transact both reservation and open auction media buys programmatically, using a single platform. This means advertisers get one view of all their buys across a campaign, allowing them to more effectively control reach and frequency so they get better results. And advertisers and media owners each benefit from a simpler and more efficient workflow.
We worked with Nielsen and the Boston Consulting Group (BCG) to quantify the benefits of this technology for advertisers, agencies and media owners.
Across 10 global campaigns, we found that the consolidated ad buying approach offered by Programmatic Guaranteed drove an 11% increase in reach efficiency. This means that marketers in the Nielsen study reached 11% more unique consumers -- without increasing their campaign investment -- when using Programmatic Guaranteed compared to a siloed approach where reservation and open auction buys were managed separately.
Buyers and sellers also save significant time when using Programmatic Guaranteed: from insertion order to billing, agency marketers in the BCG study spent 30% less time on set-up and ongoing management of campaigns compared to traditional reservations. Media owners in the BCG study spent 57% less time on set-up and ongoing management of Programmatic Guaranteed campaigns compared to traditional reservations.2
To learn more about the full results make sure to download the full report.
Posted by Andrea Vassalli, Product Marketing Manager, DoubleClick
Results based on a Google commissioned study conducted by Nielsen. The siloed media buying portion of the test reached on average 322,575 unique consumers for each million impressions compared to the consolidated media portion that reached 359,617 unique consumers.
2 Results based on Google commissioned study conducted by, The Boston Consulting Group, “A Guaranteed Opportunity in Programmatic”. February, 2018.
At Sundance this week, we’ll continue spurring on this creative revolution and unveil this year’s six-second challenge. We enlisted some of the brightest minds in creativity, film, and storytelling to draw inspiration from a timeless story, like Cinderella, Beauty and the Beast, Pinocchio, or Snow White. These tales have survived as fables, story books, animated movies, live-action films based on animated movies, and hit songs. Will they survive as six-second stories?
Amid the indie films, documentaries, and star sightings, there will be a handful of top creative agencies from all over the world contributing to this year’s six-second challenge—showing how the way we tell stories continues to evolve through different themes, voices, and media.
The agency interpretations of these stories cover a broad range of imagination and creativity, and demonstrate how much focus, emotion, and complexity can fit into a six-second format. They also show how just six seconds can trigger the desire to see much more. The following short films showcase the diversity of storytelling on display at Sundance, and we hope they inspire you to explore the power, possibility, and impact of short-form storytelling.
A Google certification shows your clients that you have the skills that can deliver positive results for their business. That’s why we offer professional certifications in AdWords, Analytics, Mobile Site development, Digital Sales, and more - so you can show you have the product knowledge they’re looking for.
Starting today, exams and certifications in Partners will be moving to a new home for growing and perfecting your advertising skills -- Google’s Academy for Ads .
Academy for Ads offers fast, easy-to-use education, with training, assessments, and certifications. It will help you learn advertising concepts in an interactive format and is perfect for agencies that need to develop and demonstrate knowledge of Google ad products like AdWords or DoubleClick.
Sign in to Academy for Ads to see your new account, where you’ll find your existing credentials from Google Partners. And when you’re due to retake any exams, you'll be able to do so from there.
This change is only related to education and certification, so you'll still be able to access your Google Partners account at google.com/partners for company affiliation, company profile, Partner status, promotional offers, and insights.
We hope you enjoy the new experience with Academy for Ads!
For more information, please visit our Help Center . You can also contact your Google Partners advisor to learn more or join the Google Partners North American Advertiser Community to ask questions and chat with fellow Partners.
See you online,
The Google Partners Team
Category: #TheYouTubeAd That Goes Straight To The Heart
Winner: Following, Neighborhood of Good | State Farm Insurance | DDB
Category: #TheYouTubeAd That’s Your Guilty Pleasure
1 Source: Google commissioned Comscore YouTube Value of Audience Study, U.S., February 2017 ↩
From combating climate change, to countering xenophobia and extremism, we’ve all witnessed the power of video to spark a dialogue, inspire action and change minds. It’s true for all of us, but perhaps even more so for a generation of young people that grew up alongside YouTube: Gen Z. In a new study, nearly half of Gen Z said they can’t live without YouTube.1
And Gen Z isn’t just tuned in -- they’re fired up. Gen Z are 50% more likely to care about making an impact on the world with their work than their millennial counterparts did at the same age.2
That’s why Google is thrilled to join forces with Common Ground and the United Nations for The Common Future Project. The partnership brings together talent from the world’s largest advertising communication groups to use their creativity to mobilize a generation of young people around the global Sustainable Development Goals. These 17 goals represent a common set of interconnected ambitions for a transformed world adopted by the UN in 2015 -- like ending poverty and hunger, improving gender equality and reducing inequalities.
Over a three-day period, teams from Dentsu Aegis Network, Havas, IPG, Omnicom, Publicis and WPP, as well as independant agency Wieden+Kennedy, worked together at the YouTube Space NY to develop big ideas that would tap into the cultural influence and power of video to be a force of social good in the world.
On the final day, the teams had three hours to shoot, produce and edit rough videos in formats that reflect how Gen Z communicates, like YouTube’s new made-for-mobile :06 bumper ads. Each team pitched their campaign ideas to a panel of experts that included UN SDG Advocate Alaa Murabit; Jake Horowitz, Co-founder, Mic.com; Madonna Badger, Founder & Chief Creative Officer, Badger & Winters; and Golriz Lucina, Head of Creative for SoulPancake.
A virtual, cross-agency team will develop the winning idea further to launch later this year on YouTube. To support and amplify the campaign, we are committing media to run the campaign globally.
Take a look at how it all unfolded:
1 Defy Media Acumen Survey, March 2017.
2 Defy Media Acumen Survey, March 2017.