Tag Archives: brand

L’Oréal Canada finds beauty in programmatic buying


While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.

Goals


  • Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
  • Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura
  • Grow the Shu Uemura email subscriber list
    		•
    Approach


  • Organized website audiences with Google Analytics Premium
  • Used programmatic buying to lead prospects down the path to purchase
  • Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels
    		•
    Results


  • Drove almost 2X the anticipated revenue
  • Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS)
  • Increased web traffic and email subscriber
    		•
    To learn more about Shu Uemura’s approach, check out the full case study.

    Posted by Kelly Cox, Product Marketing, DoubleClick

    Moving to the forefront of programmatic buying

    The abundance of choices consumers have today means people are consuming content in more places and actively tuning out what’s not relevant in the moment. In this environment, programmatic buying is redefining how marketers can connect with consumers in all the moments that matter. And to take advantage of its benefits, advertisers are adopting programmatic at dramatic rates. In fact, eMarketer predicts that 83% of all display buys will be bought programmatically by 2017.

    However, achieving the promise of programmatic is not a guarantee. It takes partnering with the right platform to effectively craft, execute, and manage a programmatic strategy. But with so many options, how should advertisers choose the right platform to reach their unique goals today, and in the future with programmatic buying?

    To help marketers better understand what to look for when Choosing a Programmatic Buying Partner, we uncover the five areas of expertise to look for in a potential platform.
    This buyer’s guide will help marketers define and prioritize selection criteria for a programmatic buying platform that’s the right fit for your short- and long-term goals. Download the whitepaper here.


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    Posted by -
    Kelly Cox, Product Marketing, DoubleClick

    TrueView coming to DoubleClick: User choice meets programmatic

    Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.

    This launch brings together two important trends we’re seeing: the importance of user choice in advertising and the ability to reach the right person at the right time with programmatic buying.

    We introduced TrueView, an innovative cost-per-view (CPV) ad format, five years ago as a way to put user choice at the heart of brand advertising. With TrueView, viewers choose to engage, and brands only pay when they do. Today, the format is a brand mainstay, representing 85% of all in-stream ads on YouTube. And based on a recent study, we’ve seen that two-thirds of TrueView campaigns deliver significant lift in brand interest.

    In parallel, programmatic buying has evolved from just a real-time bidding tool for direct response campaigns to an important technology and data-driven solution for brand building. Across our own platforms, we’ve seen the volume of programmatic transactions double year-over-year. With the consumer journey now fractured into many "micro-moments" across screens, programmatic can help brands understand and reach their audiences across devices and formats.

    In the coming months, marketers and agencies will be able to buy the TrueView choice-based video ad format on a cost-per-view (CPV) basis through DoubleClick Bid Manager. This is the first time TrueView has been available outside of AdWords, allowing DoubleClick clients to take advantage of features like cross-campaign frequency capping, unified audience insights, measurement and billing across campaigns.

    Some of our partners are already seeing success:


    "At Netflix, we have always embraced consumer choice. In the advertising world, TrueView is the epitome of that choice. The fact that we can now scale it further via DoubleClick Bid Manager represents a powerful new channel for marketing our content across the world." 
    Mike Zeman, Director of Digital Marketing, Netflix




    “TrueView has empowered us to give our consumers greater choice while delivering a better engaging viewer experience. As an early adopter of the TrueView beta in DoubleClick Bid Manager in the UK we have seen great success in achieving our CPV goals.” 
    Nestlé UK



    “We’re really excited to bring TrueView on DoubleClick Bid Manager into our video campaign arsenal. This deepens our ability to achieve client success metrics on highly relevant and viewable video inventory combined with universal controls around targeting, frequency management and reporting.” 
    Ian Johnson, EVP and MD, Global Product at Cadreon




    “TrueView in DoubleClick Bid Manager (DBM) allows us to strengthen our branding offering while benefiting from significant efficiency gains. Once we can leverage DBM’s capabilities such as 3rd party audience targeting and universal frequency capping, we will have a very powerful value proposition for advertisers.” 
    Roli Okoro, Director of AOD, Middle East and North Africa


    This adds to our ongoing investments to help brands get the most out of the programmatic landscape like Google Partner Select, Active View, Verification and brand safety protections. We're committed to providing the most complete programmatic platform to our brand partners to help them connect with their audiences in all the moments that matter. Stay tuned for even more in the months to come.

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


    Programmatic in 2015: 3 Resolutions for Brands

    We all do it - set lofty resolutions that never make it past January. That’s because meaningful resolutions can take time to embrace and implement. Many marketers have told us that in 2015, programmatic buying will be at the heart of their strategy. In fact, the majority of marketers are managing at least 20% of their ad spend programmatically, and almost two-thirds plan to spend twice that amount over the next 12 months. (Source)
    To help make the transition easier and more actionable, we connected with Bob Arnold, a digital marketer who has worked at Procter and Gamble, Kellogg, and is now Google’s North American Digital Media and Strategy lead. Bob shared with us three resolutions for marketers as they implement programmatic in 2015.

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    Posted by Kelly Cox, Product Marketing Manager, DoubleClick