Welcome to the Google Marketing Next live stream! Tune in live at 9:00 a.m. PT/12:00 p.m. ET to learn about Google’s latest marketing innovations, the moment they’re announced.
Join the conversation at #GoogleMarketingNext.
Welcome to the Google Marketing Next live stream! Tune in live at 9:00 a.m. PT/12:00 p.m. ET to learn about Google’s latest marketing innovations, the moment they’re announced.
Join the conversation at #GoogleMarketingNext.
Picture this: You're chilling on your couch, streaming your favorite show. In the next ad break, the ad loads slowly and is grainy and pixelated. Clearly, you're frustrated because you expect more from your HD TV and lightning-fast internet connection.
You're not alone. Advertisers and broadcasters hate it when this happens too -- they want you to stay deeply engaged with what you're watching and not be distracted by the streaming experience. But providing TV-quality ad experiences has become challenging with the proliferation of connected TV devices that people use to stream video.
At DoubleClick, we are focused on helping deliver great user experiences by enabling advertisers and TV broadcasters to show seamless, high-quality video ads across all screen sizes and device types.
In this vein, we partnered with the IAB, CBS Interactive, Ad-ID and others last year to develop a new digital video standard that allows advertisers and broadcasters to deliver TV-quality ads to living room screens and devices. This standard, called VAST 4.0, updates previous video standards to work better for the viewing behavior in today’s world.
Today, we’re rolling out support for aspects of VAST 4.0 in DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, and DoubleClick for Publishers. It was important to launch this standard for both advertisers and broadcasters simultaneously to ensure that the whole ecosystem runs smoothly, from insertion order to ad serving.
To enable optimal viewing experiences on living room screens, we prioritized our focus on two specific aspects of VAST 4.0:
This updated set of standards applies across ad servers and server side ad insertion tools, helping advertisers and broadcasters provide high quality viewing experiences for their audiences.
To learn more about VAST 4.0 and how we’re supporting it in DoubleClick, please register for our webinar, coming up next Monday, 5/22, from 12-1pm ET.Posted by Peentoo Patel and Sunil Gupta
At DoubleClick, we’re committed to helping our partners deliver great advertising experiences while earning the most from every impression. One way we meet this goal is through native advertising. Native ads match the look, feel and function of their surrounding content, enabling publishers to serve non-disruptive advertising experiences to users.
One year ago, we made native ads on DoubleClick available across all screens — on desktop, mobile web and in apps. Since then, native impressions served through DoubleClick for Publishers (DFP) have increased by more than 7x.1 Users are engaging more with these ads than traditional banner ads, so advertisers have ramped up demand as well. Since May 2016, average CPMs for native ads on DoubleClick Ad Exchange (AdX) have significantly increased.2
Today, we’re excited to share some of our partners’ success with native ads and announce new tools for delivering better native ads on DoubleClick.
Native ads on DoubleClick are flexible and dynamic, enabling publishers to optimize their native implementations for better user engagement. In fact, we’ve found that users are more than twice as likely to click on a native ad as opposed to a traditional ad.3
“Moving to DFP native enables us to optimize for better performance. We dictate how we want the ad template to look and A/B test to ensure the best performing position and style combination. This flexibility lets us cater to our partners’ branded content needs. The result is better quality traffic and renewals, a 10% lower bounce rate and a higher average time on page." - Jen Castillo, Director of Ad Ops, Slate Magazine
Slate is one of many partners benefiting from native ads on DoubleClick. As more publishers recognize the opportunity to increase performance and deliver compelling advertising experiences through native ads, partners such as the New York Times, Vogue, Daily Mail, eBay and Condé Nast are all using DoubleClick to deliver beautiful and responsive native ads.
Publishers are also benefiting from combining the flexibility and engagement of native ads with the scale and efficiency of programmatic. Australia-based real estate marketing provider Domain Group uses DoubleClick to offer advertisers dynamic native ads at scale. In addition to selling directly to advertisers, Domain makes their native ad inventory available on AdX. Compared to traditional banner ads, Domain saw a 38% increase in viewable impressions and a 12% increase in revenue with programmatic native ads.
“Programmatic Native allows us to offer a truly differentiated product to our advertisers. It significantly reduced the complexity and time required for our production team to code and compile individual creatives. And they’re driving significantly positive results.”- Shannon Fitzpatrick, Commercial Manager for Domain Group’s Trading Group
As users have responded well to native ads, advertisers have increased their investment. That's why today, we’re excited to announce that programmatic native ads are now available to all advertisers in DoubleClick Bid Manager, allowing more brands to build beautiful ads and deliver them at scale to mobile-first audiences.
In addition to Bid Manager, more than 40 demand-side platforms are currently buying native ads on DoubleClick Ad Exchange, including AppLovin, The TradeDesk, Criteo and Liftoff. And it’s paying off: for third-party DSPs, average click-through rates are more than 4x higher than traditional banner ads.5
“Since launching our support for native ads on AdX, we've seen native ads expand into one of our highest growth channels. We view programmatic native ads as one of the most effective formats for helping our advertiser partners engage with their target audience across all devices through an integrated format." - Tim Sims, VP of Inventory Partnerships, The Trade Desk.
To realize the true growth potential of native ads, we need to continue making native ads easier to execute at scale. One key challenge in doing that is ensuring buyers and sellers are speaking a common language when talking about native ad creatives.
The definition of native ads varies across publishers and technology platforms. This causes confusion for advertisers, and without clear guidance on the proper creative assets for effective native ads, they struggle to scale native experiences.
To help solve this problem, we’re launching a new interactive tool that lets advertisers visualize how their native ads could look across different environments. By uploading just one set of creative components, or leveraging sample creatives already supplied in the tool, anyone can see customized native ads dynamically render across multiple websites and devices. For publishers, this tool offers an easy solution for helping their advertising partners preview how their creative assets will assemble to deliver a compelling user experience.
This interactive tool is just the latest step in our ongoing effort to help buyers and sellers create beautiful native ads at scale. In the upcoming weeks, we’ll share new features that make it easier for publishers to create beautiful, high-performing native ads on DoubleClick.
In the meantime, build your native ad today to see what’s possible with native ads on DoubleClick.
|Posted by Gabe Bender |
Product Marketing Manager, DoubleClick
If you’ve watched a movie on your mobile phone or streamed a YouTube video on your TV, you’re not alone. People are watching great content wherever and whenever they want, across the small screens in their pockets to the large screens in their living rooms. We’re in the golden age of video, and while this explosion of great content is great for users, it creates a lot of complexity for advertisers and publishers.
As the lines blur between TV and digital video, it's important that marketers are able to reach their audiences across screens. That’s why we’re making traditional TV inventory available to buy in DoubleClick Bid Manager in the US. We are integrating with WideOrbit, clypd and Google Fiber to provide access to national, local and even addressable TV inventory in DoubleClick Bid Manager.
Historically, TV and digital advertising have been bought and measured through different systems and currencies. By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way.
In addition, to help brands and agencies understand the effectiveness of their TV campaigns, we will be providing impact-based metrics in DoubleClick. For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad.
Programmatic technology has already automated some of the manual processes associated with buying digital video, and with these new integrations we’ll be extending many of the same workflow improvements to traditional TV.
With their inventory now available through DoubleClick Bid Manager, television networks and station owners get access to new types of buyers, such as advanced TV buying groups in agencies, digital-first advertisers, and even global advertisers. Many of these buyers already use DoubleClick, but until now, have had limited access to US TV audiences.
As viewership patterns change, advertisers and publishers have new opportunities to provide audiences with great ad experiences across screens and content types. By bringing TV and digital video advertising together, we hope to help advertisers and publishers grow with video in a more impactful way.
|Posted by Rany Ng |
Director, Product Management, Google
At DoubleClick, we’ve always focused on building solutions that help publishers and advertisers connect in better ways. Today, delivering on that goal means giving advertisers the programmatic tools to find and reach their audiences across their preferred publisher partners. It also means giving publishers the flexibility to negotiate a variety of different types of deals that can be delivered programmatically, including direct deals that were historically transacted via paper insertion orders and tags.
This was the premise for Programmatic Guaranteed. Advertisers gain guaranteed access to premium inventory on brand-safe publisher sites with the ability to optimize their campaigns programmatically. Publishers benefit from locking in revenue from preferred advertisers with greater efficiency.
With these benefits, it’s no surprise that Programmatic Guaranteed impressions served on DoubleClick grew at a monthly rate of 20% in 20161, making it the fastest growing transaction type on our platform. We’ve seen adoption from global advertisers like Turkish Airlines and Mercedes-Benz, and premium publishers like Conde Nast and Vox.
Building on our initial announcement last year, today we’re excited to share that Programmatic Guaranteed is now available to all DoubleClick Bid Manager and DoubleClick for Publishers users globally with two new key features—support for buyer audience lists and sponsorships.
Using Programmatic Guaranteed with audience lists, advertisers can target (or exclude) their own audience lists and secure guaranteed access to preferred publisher inventory while minimizing media waste. Publishers can forecast the inventory available against advertisers’ lists and guarantee they’re only serving ads to the buyer’s target audience. Since we announced this feature, advertisers and agencies such as i360 have used Programmatic Guaranteed with audience lists to meet their reach goals while targeting only their desired consumers on premium publishers. The net result: a 25% uplift in viewability and a 72% completion rate for their video ads.
Programmatic Guaranteed with sponsorships allows publishers to sell high-value inventory on a flat-fee sponsorship basis—a common practice among publishers transacting via traditional reservations. With this new capability, advertisers and publishers can maintain the control of a sponsorship transaction, while reaping the efficiency benefits of programmatic.
“Being able to sell sponsorships through Programmatic Guaranteed really benefits us. On one hand, we are able to transact high value placements through a new channel generating new business to Universo Online. On the other, we also see a lot of operational benefits for us and for our buyers. With this new feature, it is possible to bring agility to the entire workflow of booking, trafficking, credit checking and invoicing. Consequently, we have a more agile and efficient implementation process to run campaigns.”
-Adriano Marques, Head of Adtech at Universo Online (UOL)
Media buyers who use DoubleClick Bid Manager can discover and request to reserve premium inventory from any publisher participating in DoubleClick’s Marketplace. With the recent release of the new RFP workflow in Bid Manager, advertisers now have a simple solution to create a media plan. And with a single click, they can request quotes from publishers who they already know or from publishers whose inventory matches their campaign goals or their first party audience data.
Last year, we expanded Programmatic Guaranteed deals to more third party DSPs, giving publishers on DoubleClick access to even more advertisers looking to reserve inventory programmatically. Since then, we’ve seen successful campaigns executed by partners like Adobe Advertising Cloud, MediaMath and The Trade Desk. Given the benefits our publishers and DSP partners are seeing, we’re excited to share that we’ve continued to extend the program to new DSPs like DataXu.
"The days of programmatic buying being perceived as a niche tactic to build cheap reach are over. Brands are embracing automated, data-driven buying on their private and direct buys of the most premium inventory out there. Google’s expansion of Programmatic Guaranteed is part of what’s making that possible on the supply-side, and we’re proud to offer that inventory for cross-screen buying in Adobe Advertising Cloud."
-Keith Eadie, VP of Revenue & Partnerships at Adobe Advertising Cloud
“Providing programmatic access points to high quality, brand-safe inventory with guaranteed volumes is exactly what top advertisers want from their media buying platform. Expanding our integration with DoubleClick to strike Programmatic Guaranteed deals with premium publishers allows for just that and is a natural strategic progression of our partnership. Collaborations like these are a positive sign for the industry. We’re all trying to deliver great storytelling opportunities for brands and better ad experiences for consumers; it starts with quality inventory and data-driven decisioning. Programmatic Guaranteed offers both.”
-Tim Sims, VP of Inventory Partnerships at The Trade Desk
With the launch of these new features, we’re excited to prove the value Programmatic Direct can bring to every deal and all tiers of publisher inventory. Advertisers are reaching their audiences with more efficiency and accuracy on the publisher brands they care about, and publishers are making new connections to grow their businesses.
Stay tuned as we continue to expand the capabilities of our programmatic platforms to bring the full power of automation and machine learning to improve advertising performance for our partners.
|Posted by Kurt Spoerer |
Group Product Manager, DoubleClick
|Posted by Roshan Khan |
Product Manager, DoubleClick
1 DoubleClick Ad Exchange data, Jan 2016-Dec 2016
|17M ads removed for illegal gambling violations|
|1,300+ accounts suspended for tabloid cloaking|
|6,000 sites and 6,000 accounts removed for attempting to sell counterfeit goods|
Are you a new publisher to DoubleClick for Publishers (DFP) and/or DoubleClick Ad Exchange, and are wondering where to find engaging, publisher-facing training materials?
Do you regularly review Google help centers but want more tailored content?
Or are you already a seasoned publisher who has been waiting for new training materials that would help you drive growth to your business?
No matter your publisher expertise, you can access valuable training materials at Publisher University, a website created specifically for DFP and Ad Exchange users. With Publisher University, you can learn about the product areas that are most valuable to you through tailored, self-study training modules.Since its launch in 2014, Publisher University has become a one-stop training destination for DoubleClick publishers. There are solutions suited to your needs:
Access this high-quality content from the convenience of your own computer, phone or tablet. Especially with our latest updates to our learning resources, there’s never been a better time to learn.Visit g.co/PublisherU today.
Publishers create the stories, memes, shows and games that entertain and inform us everyday - and most of that content is funded by ads. Our goal at DoubleClick is to help these publishers thrive by delivering great user experiences on every screen, so they can keep us users happy and grow their revenue. That’s why we believe it’s important to share insights when we can, and partner closely with publishers to help them apply learnings from our research to support their businesses.
People expect great experiences wherever they’re consuming content, especially on mobile. But slow loading mobile sites are more than a user experience issue; they can cost publishers revenue. Our recent research, The Need for Mobile Speed, shows that mobile websites that load in 5 seconds can earn up to 2X more revenue than sites that load in 19 seconds, the industry average1. To help publishers understand how much more revenue they could earn, we’ve published an interactive revenue calculator on DoubleClick.com showing how mobile page speed relates to ad revenue.
While there are many factors that can impact publisher revenue, the results provided by the calculator are based on analysis of thousands of mobile web domains combined with real revenue and site performance data from DoubleClick for Publishers, DoubleClick Ad Exchange and Google Analytics. By entering just a few data points from their current site, publishers can find out how much money they could earn with a faster site.
Using lessons and insights from our mobile research, our teams work closely with publishers like Everyday Health and Sinclair Digital to help them improve their mobile experiences and deliver real business results.
After consulting and working together with our team, Everyday Health, Inc. took steps to accelerate their What to Expect mobile web pages.
“We were able to improve the time it takes to load the first part of the page by 33%, and we were able to improve the full page load by 78%, so that’s going to be miles better for a mom who’s impatient, or nervous, or anxious. She’s going to trust us more.”
-Diane Otter, Editor in Chief, Everyday Health
Sinclair Digital contacted various mobile experts to see what metrics they should use and how best to measure them. The DoubleClick team was able to give the Sinclair team a second opinion and specific advice on ways to reduce load times and increase engagement. After implementing changes, Sinclair’s was able to improve their average page speed by 500%.
Google believes in the value of the open web, an ecosystem where users get access to information, and publishers are able to create and earn money from their content. And at DoubleClick, our product roadmap is focused on a simple premise: to help publishers thrive and create sustainable businesses with advertising. That commitment isn’t just for today, tomorrow or next quarter - we invest in solutions for the long-term, that will help publishers succeed for many years to come.
On the eve of the 10th anniversary of the smartphone, when we talk about the open web we are really talking about mobile: more than half of all ad queries on DoubleClick’s publisher platform are on mobile1. At the same time, the fastest-growing form of content across all digital channels is video2. Today, we’re launching three new betas, all designed to help publishers thrive in a mobile and video world.
People expect great experiences wherever they’re consuming content. That’s why we built a flexible, component-based native advertising solution to help publishers deliver better ads that fit a user’s context. We’re excited to announce that we are bringing video to Native Ads on DoubleClick in a new beta offering.
Since May 2016, native ad impressions served through DoubleClick have more than doubled3 with publishers including The New York Times, Aller Media, Vogue, Zillow Group, Slate, Epicurious and eBay adopting our solution. With the addition of video to our native ads solution, publishers can now capture premium video advertising budgets on their non-video content.
According to Chris Quinn, Head of Commercial Operations at Kijiji, a subsidiary of eBay and an early tester of this solution:
“The [DoubleClick] native video templates — content and app-install — enable Kijiji to give our advertisers an alternative to banner and static native. We were excited about the ability to run assets seamlessly without embedded video players, which will hopefully give us a jumpstart in the video space. Testing has just begun across our iOS app, and we look forward to seeing positive results and potentially incorporating into our greater offering in 2017.”
Our research shows that people will not wait for slow content on mobile: over half of visits are abandoned when mobile web pages take longer than 3 seconds to load4. In this environment, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall revenue without increasing latency and losing users.
At DoubleClick, we’ve consistently delivered server-side solutions that create the most revenue possible across all of a publisher’s inventory without sacrificing speed. For example, Dynamic Allocation has helped publishers earn up to a 24% lift in their programmatic revenue5 and publishers like Gannett have seen 15% greater lift in eCPMs for revenue from programmatic channels with new products like DoubleClick for Publishers First Look.
When speed matters, the fastest solutions yield the best results. That’s why we’re excited about our latest offering, Exchange Bidding. Exchange Bidding helps publishers maximize demand for every impression by letting them put multiple exchanges into competition in real time without adding any new client-side code. Since we announced it earlier this year, the number of participating publishers has grown 4x, the number of exchange partners has doubled, and we’ve moved the product from alpha into closed beta in the US.
Continuing this momentum, we’re happy to announce that we are expanding the beta of Exchange Bidding to include mobile apps, with Smaato as one of our first mobile app exchange partners.
“By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges. We’re delighted to be an early participant in Exchange Bidding and look forward to expanding this solution to all of our partners.”
-Christian Sieweke, Senior Product Manager at Smaato.
Mobile and connected streaming devices are the new destination for digital video. Last year, ad impressions served to Connected TVs via DoubleClick Bid Manager grew over 225%6. Across all these screens, people expect personalized experiences no matter what they’re watching.
Earlier this year, we launched Dynamic Ad Insertion (DAI) for live TV on DoubleClick as a way to bring addressable advertising capabilities to broadcasters. Whether for live sporting events in France or the Presidential debates in the United States, partners like TF1 and Fox News have used DAI to deliver seamless, personalized ad experiences to all screens. In fact, for some of our biggest partners, DAI represents about a third of all their digital ad impressions, and the majority of their Connected TV impressions are being served via DAI.
Today, we’re excited to announce a beta offering to extend Dynamic Ad Insertion to video on demand (VOD). Publishers like A+E Networks are now inserting relevant, highly targeted ads into both long- and short-form VOD content across all devices, and delivering personalized ads while eliminating common pain points like buffering. This feature will be capable of serving both direct-sold and programmatic campaigns - in both cases delivering smarter, data-driven ads that perform better.
At Google, we know we’re only successful when our partners are successful. Today, building for sustainability means thoughtfully innovating to deliver mobile and video solutions that help publishers earn the most from their content while respecting user desires for better experiences.Posted by Jonathan Bellack
In the coming quarters, all major browsers, including Chrome, are phasing out the use of Flash technologies in favor of HTML5. HTML5 is not only available on more devices, but also offers improved security, reduced power consumption and faster page load times for users.
We began our transition to HTML5 with display ads across Google and DoubleClick back in 2015. We are now continuing that transition by shifting video ads in DoubleClick Digital Marketing, DoubleClick for Publishers, DoubleClick Ad Exchange and the Google Display Network to HTML5 over the next few quarters as follows:
It’s important to begin updating your ads and websites to HTML5 technologies in preparation for these dates. We fully support HTML5 Video across DoubleClick and AdWords and provide the tools to ensure advertisers and publishers can easily migrate all video ads to HTML5.