Tag Archives: dynamic creative

Dynamic creative tools support programmatic media buys


As we introduced on Wednesday and explained further yesterday, it’s critical to pair your media buying strategies with smart creative strategies to develop more successful digital campaigns. A media buy is only as good as the creative that goes into it! 

Our second creative and media pairing revolves around the idea of programmatic: When you are buying your media programmatically (automatically, in real-time, with granular information about each viewer) you should also be building your creative messages automatically, in real time, for every viewer. Dynamic creative is a technique that advertisers can use to accomplish these real-time messages.

Did you know? Consumers are twice as likely to engage with real-time advertising than they are with generic ads.* 

Dynamic creative is a powerful and flexible system that lets marketers create a single ad template and then swap in creative variations to fit each viewer. What's more, it does it in real time: changing headlines, images, copy and calls to action depending on variables like the user's demographic, their location and the device they're using at the moment they see the ad. 

People may be familiar with the idea of dynamic creative for direct response campaigns (i.e. showing a product based on what someone already viewed), but there are also clever ways to incorporate dynamic creative for brand awareness campaigns. 

For example, Nike used dynamic creative to fuel their real-time “Phenomenal Shot” campaign for the World Cup. Nike wanted to deliver experiences that related to live moments in the soccer matches. They used an HTML5 dynamic template, which allowed them to create and manage one flexible ad—instead of hundreds of custom-built ads—that could run across screens. 

To accommodate dozens of ad alternatives localized for 15 different languages, they created a Google Spreadsheet template that served as their dynamic feed to generate ads. Once the dynamic feed was set up, they could generate the ads quickly by updating the spreadsheet, which minimized the effort and speed of releasing ads in real time. The spreadsheet was robust yet simple enough that the ads could be updated without assistance from technical or creative employees.


Nike cleverly used dynamic creative as a way to bring live moments into their ad campaigns in real-time. Knowing that their viewers were on their phones as they were watching the soccer matches, Nike made sure their ads could show up on smartphones and tablets, to grab users’ attention and engagement during commercials or breaks in the game. 

As brands buy more reservation-based ads through programmatic channels, using the information about their audiences in their creative is going to become increasingly important. To accomplish these smart creative campaigns, Advertisers must include both the media agency and the creative agency in the room at the outset of the campaign. This will enable the agencies to develop creative and media plans that are aligned. 

To learn more about how to pair dynamic creative with your programmatic media buy, visit our dynamic solutions page and select the vertical that is relevant for you. 

And come back on Monday for our third pairing: Mobile media buys and HTML5 creative. 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick

*source: “Media Economy Report: How Data is Changing our Business,” Jan. 2014, Magna Global

13 new DoubleClick Creative Solutions to make your campaigns more successful


Savvy advertisers know they need to pair smart creative with their media buying strategies, to accomplish successful digital campaigns. Today, we're making it easier than ever to do just that with 13 new tools across our DoubleClick Creative Solutions. These updates help advertisers succeed with four key creative + media pairings:

1. Powerful creative management tools support large-scale campaigns
2. Dynamic creative tools support programmatic media buys
3. HTML5 and in-app creative tools support mobile ad targeting
4. In-stream video tools support video ad targeting


Pairing #1: Powerful creative management tools support large-scale campaigns
Display campaigns are getting larger and more complex. To keep up, creative agencies need tools that help them build ads to suit every shape and size required by that campaign, in a fast and seamless way. 



Asset Library is a creative management layer launching today in DoubleClick Studio and rolling out across the DoubleClick Digital Marketing platform in the next couple quarters. Asset Library allows advertisers to host assets for free in DoubleClick and easily manage and bulk update creative, even in live campaigns, without having to re-traffic them. 


“We have cut our development time considerably using Asset Library as part of our daily work flow. It's hard to imagine how we survived without it.” ~ Michael Douglas, Head of Production, SapientNitro

Pairing #2: Dynamic creative tools support programmatic media buys
Advertisers can use the audience information from their media buy to craft relevant ads for every viewer. Our new dynamic tools focus on making the process easier to manage:


  • A lightweight version of dynamic creative for retail and hotel clients is available in DoubleClick Bid Manager (Premium US users). Use six HTML5 templates to build dynamic ads that are aligned with the programmatic media buy. They work for Facebook right-hand side inventory too!
  • Advertisers can now pull their Google Merchant Center Feed into a dynamic remarketing creative in both DoubleClick Studio and DoubleClick Bid Manager. This makes it much easier to build complex retail campaigns without having to re-input the data.
  • Understand which products in your dynamic ad lead to which website conversions, using the new u-reporting feature in DoubleClick Studio. 


Pairing #3: HTML5 and in-app creative tools support mobile ad targeting
To show a successful ad unit on mobile and tablet placements, you have to build HTML5 ad creatives in formats that work well on smaller screens.


  • Build mobile-compatible ads in minutes, with 20 new HTML5 and in-app Studio Layouts. 
  • To build more custom HTML5 ads, agencies can use Google Web Designer and then publish their ads in one click to DoubleClick Studio. 
  • For a dynamic creative campaign, DoubleClick Studio supports HTML5 dynamic creative, so advertisers can ensure their real-time messages reach consumers wherever they are. 
  • Publish with confidence: DoubleClick supports MRAID 2.0 (the IAB’s latest mobile in-app standard) and has certified over 90 of the largest publishers and networks, to make sure their websites will support DoubleClick in-app ads. 

Pairing #4: In-stream video tools support video ad targeting
Make your TV commercials work for digital by building in interactivity. Serve your video ads alongside the rest of your digital campaign so that your data and reporting are consolidated. This can lead to better campaign insights. 


  • Our new VPAID Layout lets you easily build interactive in-stream video ads (VPAID). Simply upload your video asset and add interactive elements to create a complex ad unit in minutes.
  • You can also ensure people have a smooth viewing experience with your mobile video ads. DoubleClick Campaign Manager will transcode and segment your videos so they can be served in a file size that will load on the viewer’s mobile connection (3G, 4G or wifi). The video can even be altered on the fly, if the connection changes during playback. 

Digital campaigns are nuanced and complex, so having the right support resources at your disposal is important. We built the Creative Recommendation Tool to help you identify the best product to use based on your project’s resources. We’ve also integrated Chat Support into the Studio UI, so you can get in touch with a real person immediately, get your problem solved and get on with your work. 

While advertisers may be focused on scaling campaigns across big bets like mobile, video and programmatic, smart creative is a critical element of every successful campaign and can’t be an afterthought. Advertisers will achieve the best results when they combine creative strategies with media strategies from the outset of their campaigns. 

Over the next few days, we’ll dive into each of the four creative strategies listed above, to provide best practices for combining creative and media strategies in your campaigns. Stay tuned!

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions

Whip your seasonal campaigns into shape: Five “knead to know” tips for Media Agencies


Yesterday, we provided search marketers with four of our favorite tools to whip their digital strategy into shape. Today, we have five “knead to know” tips for Media Agencies to help you make your holiday promotions a piece of cake. With the right ingredients to scale and streamline your seasonal campaigns, you can find some extra time to sit back and enjoy your perfectly baked holiday pastries — while we take care of the rest. 

1. Find the recipe for success with DoubleClick Planning:
During the holidays, it’s easy to spend a lot of money—on food, gifts and decorations. But it can be hard to pull everything together to create that quintessential “holiday cheer.” This year, we have the recipe to ensure you achieve your holiday goals. DoubleClick Planning is a brand new tool that helps you simplify the planning and buying of your campaigns. The tool begins to unify programmatic and reservation inventory management, so you can carry out all of your buys in one place. Faster and more efficient cross-channel planning enables more insightful media strategies, and will ultimately help you get an ROI the size of a holiday feast. 


2. Whip up opportunities with real-time bidding and optimization: 
We get it. The holidays are busy, and you often find yourself running out of time—both in the kitchen and with your digital marketing. Forget the manual, hand-churned methods of the past that can leave your campaign results as stale as last year’s fruit cake. This year, turbocharge your campaigns with real-time automated bidding in DoubleClick Bid Manager. We’ll dynamically change a line item’s bid, based on the likeliness that an impression will perform well. Then we’ll use that near-instant conversion data to optimize bids throughout the day—helping you achieve specific campaign goals. And the best part? It’s all automatic, so you won’t have to make it from scratch.


3. Delight customers with Google Merchant Center feed integration in dynamic creative:
Knowing which product to show each viewer can be as tough as choosing what to make for Thanksgiving dinner. To ease the decision-making process, we launched support for Google Merchant Center feeds in DoubleClick Dynamic Creative. Use your existing Google Merchant Center feeds to automatically update your DoubleClick Studio or DoubleClick Bid Manager display campaigns — showing the right product to the right customers, when they’re looking to buy. In addition, retail and travel advertisers can now target dynamic campaigns to right-hand side inventory on the Facebook Exchange through DoubleClick Bid Manager. With these dynamic options on the table, the rest is gravy.


4. Handle on-the-go customers with geofence targeting: 
As a master cook, you’re moving around non-stop during the holidays—and so are your customers. But as they’re seeking deals and checking them twice across screens, how do you drive conversions - both online and offline? Geofence targeting in DoubleClick Bid Manager will enable you to deliver highly relevant messages to customers based on their proximity to a specified chain store. This means you can maximize performance for mobile by automatically adjusting the geofence, based on privacy and potential reach. Ready to make your holidays a multiscreen event this year? We’ll raise a glass of eggnog to that! 


5. Measure beyond a “pinch” with GRP and Viewability data:
A “pinch” of this and a “dash” of that won’t get you to holiday-perfect results, especially during the busy season. With our suite of solutions, we’ll give you the precise measurements you need to cook up an impactful campaign. Ensure your campaigns are actually seen, with ActiveView on DoubleClick. Reach the right audience with comScore and Nielsen GRPs, integrated seamlessly into DoubleClick. Then, optimize your campaigns in real time using audience insights gleaned from comScore vCE in DoubleClick. By accurately measuring and optimizing your campaigns, you won’t need to wait for days or weeks to make sure your holiday dollars are spent on the right audience.


Hopefully with these tips in toe, you’ll get your holiday campaigns up and running in no time, so you can enjoy some R&R with family and friends this season.

Posted by the DoubleClick Marketing Team


Make the most of DoubleClick Campaign Manager with new eLearnings and webinars

Class is in session! Last week we went back-to-school with a series on the benefits of DoubleClick's unified platform, along with yesterday’s DoubleClick Search Academy announcement. Today, we're launching new DoubleClick eLearnings, a webinar series, and updated recorded webinars to help you learn and take advantage of our integrated platform features.

DoubleClick Digital Marketing gives marketers the ability to create, buy, and manage any type of ad on any device, helping consolidate your digital marketing efforts to more efficiently reach your goals. Now, you can use our new DCM Mobile eLearning, updated DCM Fundamentals course, and new webinar series to further your DoubleClick education and use our features to their fullest.

Try eLearning paths you can work through at your own pace
DCM Mobile eLearning: learn and master mobile display
DoubleClick's mobile solutions give you better ways to create, serve, and track ads. Use our new intermediate-level DCM Mobile eLearning to learn the steps to take for mobile-focused campaigns. Get an overview of digital creative formats, setting goals, trafficking best practices, conversion tracking, and reporting. The eLearning also dives into the differences between mobile, web, and in-app inventory, along with instructions for implementation and reporting. Try it now
Updated DCM Fundamentals eLearning and Certification: Learn the basics
If you haven’t yet received your DCM Fundamentals Certificate of completion, take DCM Fundamentals today and show that you know your stuff. Take a look at the updated training course, complete with new video and interactive content. Try it now
Make the most of DoubleClick in our new webinar series
When you’re busy developing and executing campaigns, making time to learn the latest product features and best practices can be tough. With that in mind, we've created a simple training program packed with actionable, easy-to-follow training tips and resources.

Join our product experts over the next two months for Make the most of DoubleClick, a webinar series where you’ll learn tips and tricks for better digital creative, better mobile campaigns, better trafficking, and better attribution. See the schedule below and register through the new training page in the DCM Help Center. Set aside 60 minutes for DoubleClick and find new ways to save time.

Make the most of DoubleClick: Better digital creative – 9/11 at 9 AM PT / 12 PM ET
Enhanced Formats in DoubleClick Campaign Manager and Layouts in DoubleClick Studio give you the power to turn static creative assets into engaging, interactive ads – without the hefty creative fees or long turnaround times. Learn how you can use these features for your next campaign. Register 
Make the most of DoubleClick: Better mobile campaigns – 9/25 at 9 AM PT / 12 PM ET
Learn more about how you can use this tool and create faster, better, and more efficient mobile campaigns. Register

Make the most of DoubleClick: Better ad trafficking – 10/9 at 9 AM PT / 12 PM ET
Learn tips and tricks for more efficient ad trafficking. Register

Better business decisions through attribution – 10/23 at 9 AM PT / 12 PM ET
Get reporting insights and essential tips for using attribution data to optimize your campaigns. Register
Dig into our library of recorded webinars
If live training isn’t your thing, check out our fresh selection of recorded webinars in the Help Center to learn more best practices, ranging from Fundamentals to ad trafficking to DoubleClick Rich Media, and more. While you’re there, be sure to read our latest release notes.

Get more from your DoubleClick account and reclaim your time by trying the eLearnings, webinars, and recordings to learn new tips and best practices!

Be a star student and stay connected with DoubleClick Training by subscribing to training updates.

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer

Learn about DoubleClick Dynamic Creative Solutions and join our webinar series

Cross-posted from the DoubleClick Advertiser blog

Last week’s updates to Google Web Designer included cool new features that make it easier for creative designers and developers to build robust HTML5 creative. These features, combined with DoubleClick’s audience and environment information can help advertisers and agencies improve creative messaging for even more successful cross-screen marketing campaigns.

Today’s consumers expect to see tailored and relevant ads, and DoubleClick Dynamic Creative can help you use the information about who is viewing an ad to build smarter and more relevant creatives for every viewer. Learn about DoubleClick Dynamic Creative today by visiting our Dynamic Solutions page on the Rich Media Gallery and joining this week’s training webinar series.

Watch this video:


Find DoubleClick Dynamic Creative solutions by vertical.
Check out our Dynamic Creative Solutions page in the Rich Media Gallery to learn how to get started with DoubleClick Rich Media Dynamic Creative. You’ll find industry-specific information, best practices and creative examples for retail, travel, auto, and telecom verticals.

Join this week’s DoubleClick Dynamic Creative webinar series.
Want to learn more in an interactive environment? Join our product experts for this week’s DoubleClick Dynamic Creative webinar series. See the schedule below and register through the links below.

dynamic.png
Introduction to Dynamic Creative – 8/12 at 9 AM PST / 12 PM EST
Learn about the benefits of DoubleClick Dynamic Creative and see how it works. You’ll also learn the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register

Advanced Dynamic Creative Workflow – 8/13 at 9 AM PST / 12 PM EST
Learn the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. You’ll also learn troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register

Dynamic Creative Best Practices – 8/14 at 9 AM PST / 12 PM EST
Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register

If you’ve taken Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you better understand how to implement dynamic creative. If you haven’t already, be sure to take DoubleClick Campaign Manager Fundamentals and Rich Media Fundamentals and get your certificate of completion.

Watch a pre-recorded webinar.
Can’t make this week’s webinar series? No worries! You can watch a recorded webinar in our Help Center to learn more dynamic creative best practices. While you’re there, be sure to read about ourlatest release notes.

Stay connected with DoubleClick Training by subscribing to training updates.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

Learn about DoubleClick Dynamic Creative Solutions and join our webinar series

Last week’s updates to Google Web Designer included cool new features that make it easier for creative designers and developers to build robust HTML5 creative. These features, combined with DoubleClick’s audience and environment information can help advertisers and agencies improve creative messaging for even more successful cross-screen marketing campaigns.

Today’s consumers expect to see tailored and relevant ads, and DoubleClick Dynamic Creative can help you use the information about who is viewing an ad to build smarter and more relevant creatives for every viewer. Learn about DoubleClick Dynamic Creative today by visiting our Dynamic Solutions page on the Rich Media Gallery and joining this week’s training webinar series.

Watch this video:


Find DoubleClick Dynamic Creative solutions by vertical.
Check out our Dynamic Creative Solutions page in the Rich Media Gallery to learn how to get started with DoubleClick Rich Media Dynamic Creative. You’ll find industry-specific information, best practices and creative examples for retail, travel, auto, and telecom verticals.

Join this week’s DoubleClick Dynamic Creative webinar series.
Want to learn more in an interactive environment? Join our product experts for this week’s DoubleClick Dynamic Creative webinar series. See the schedule below and register through the links below.

dynamic.png
Introduction to Dynamic Creative – 8/12 at 9 AM PST / 12 PM EST
Learn about the benefits of DoubleClick Dynamic Creative and see how it works. You’ll also learn the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register

Advanced Dynamic Creative Workflow – 8/13 at 9 AM PST / 12 PM EST
Learn the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. You’ll also learn troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register

Dynamic Creative Best Practices – 8/14 at 9 AM PST / 12 PM EST
Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register

If you’ve taken Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you better understand how to implement dynamic creative. If you haven’t already, be sure to take DoubleClick Campaign Manager Fundamentals and Rich Media Fundamentals and get your certificate of completion.

Watch a pre-recorded webinar.
Can’t make this week’s webinar series? No worries! You can watch a recorded webinar in our Help Center to learn more dynamic creative best practices. While you’re there, be sure to read about our latest release notes.

Stay connected with DoubleClick Training by subscribing to training updates.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

Build dynamic creative expertise: Join our June webinars and online training


For the past several weeks, we’ve been explaining how creative agencies should use the audience and environment information from a media buy to improve the creative message.

DoubleClick Dynamic Creative allows you to use the information about who is viewing an ad, to build ad creative that is relevant to every viewer. Research shows that people are twice as likely to click on real-time (dynamic) creative than they are static creative (1) and today’s consumers expect that the ads they see will be tailored and relevant.

To help our agency partners stay up-to-date on the latest DoubleClick Dynamic Creative tools, we’re launching new training resources to teach you how to more efficiently use dynamic formats. If you’ve taken our Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you build your skills further.

Join our upcoming DoubleClick Rich Media Dynamic Creative webinar series.
See the June schedule and register through the training page in the Rich Media Help Center.
  • Introduction to dynamic creative – 6/3
    • This webinar will provide an overview of dynamic creative, including explaining the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register  
  • Advanced dynamic creative workflow – 6/10
    • This webinar will focus on the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. We'll provide troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register 
  • Dynamic creative best practices – 6/17
    • Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register
These webinars are intended for users who have completed DoubleClick Rich Media Fundamentals training. To get the most out of these sessions, make sure you’ve taken Rich Media Fundamentals and have received your certificate of completion. Please be aware of any regional time differences before enrolling in a live session.

Use our dynamic creative strategy & feed training checklists.
Need to know how to translate an advertiser’s campaign goals into a dynamic creative? If you’re planning a dynamic creative campaign for your client and need guidance on strategy and execution, try our new role-based checklists to build your expertise.
  • Media planners: Get an overview of dynamic creative strategies in DoubleClick Rich Media so you can determine the right strategy to meet your advertiser’s goals. Try it now
  • Creative developers: Learn to implement a dynamic feed strategy, including all the details of feed structure. Try it now

Need to know the basics? Start with Rich Media Fundamentals eLearning and certification.
If you’re an agency user who’s new to rich media or just need a refresher, take DoubleClick Rich Media Fundamentals to learn the basics at your own pace.
  • In Rich Media Fundamentals, you’ll learn how to:
    • Build Flash and HTML5 creatives
    • Publish to QA
    • Use the API 
    • Build dynamic creatives and create/edit rules
    • Resolve common live issues
  • Pass the exam and you'll get a printable certificate of completion you can use to show your proficiency.
Watch a pre-recorded webinar.
We also offer recorded webinars in our Help Center, covering the basics of DoubleClick Studio, and more. While you’re there, be sure to read about our latest release notes.

You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

(1) Magna Global, Media Economy Report: Better, Smarter, Faster: How Data Is Changing Our Business. Vol. 04. Magna Global USA, Inc., 2014.

Making creative more intelligent


Your media plan is only as good as your creative message. Once you reach the right people, are you telling them something they actually want to hear?
- Pete Crofut, Creative Platforms Evangelist, Google

For the past six months, we’ve partnered with iMedia Connection on a series of articles that explore modern storytelling and the ways that new digital technologies are making ad creative more intelligent. We laid out the challenges advertisers face, examined engaging and data-infused creative examples, and discussed how to make these ads captivating across screens, measurable and scalable. 

Today, we conclude this series with a final article, “Technology makes creative more intelligent,” which provides new creative examples and explains how the creative imperative fits into Google’s broader perspective on the "what,” "why" and "how" of modern brand building (entitled the Engagement Project.)

The tools and technology are available to help make your stories come to life online. Now’s the time to embrace the opportunity and think about your creative from a cross-screen, digital-first perspective, to craft messages that will engage people wherever they are. 

Posted by Becky Chappell, DoubleClick Marketing

Making tagging easy in DoubleClick Campaign Manager

Last week we dove into the new audience capabilities in DoubleClick Campaign Manager that enable you to define, reach, and more deeply understand your customers. Tags plays a critical role in this process, as they allow you to track and measure the impact of your advertising. Today, we’ll dive into how we’re making tagging a much easier and more streamlined part of your digital marketing campaign management.

As it stands today, tagging is one of the most difficult and time-consuming aspects of digital campaign management. In fact, on average, marketers host 14 tags on their sites, 68% of which are third-party. Implementing these tags often involves back-and-forth emails, implementation that can take weeks or months, and a lack of transparency about which tags are installed where. And when tags are implemented incorrectly, it can cause further campaign delays and additional implementation cycles.

We recently introduced two features that will greatly reduce the inefficiencies involved in tagging your campaigns: DoubleClick’s integration with Google Tag Manager, and Tag Assistant.

Making conversion tagging easy with Google Tag Manager integration

To streamline the conversion tagging process, DoubleClick Campaign Manager is now integrated with Google Tag Manager, Google’s free tag management solution. With Google Tag Manager, rather than implementing many individual tags across your site, you can implement one site-wide container tag that uses rules to determine which Google and third-party tracking and measurement tags to dynamically fire. The integration allows you to easily push DoubleClick’s universal conversion tag - Floodlight - directly to Google Tag Manager, making tag deployment faster and and more efficient, while still respecting current campaign management roles.


Deploy tags more quickly: You can push Floodlight tags with one click to Google Tag Manager, reducing implementation time from weeks or even months to minutes. This means you’ll save time, and your campaigns can go live faster. Once your tags are implemented, you can update them in the Google Tag Manager interface in minutes, and you will see these tags deployed on your site within 15 minutes or less. The tags are fired asynchronously, which means they load without blocking other elements on the page from loading, enabling sites to load faster during high-traffic times.



Implement tags more efficiently: With Google Tag Manager, you can rest assured your conversion tags are implemented correctly, as there is only one site-wide contain tag to implement. This helps reduce human error and ensures accurate data is recorded, thanks to rules within Google Tag Manager that determine which tracking and measurement tags to dynamically fire. And you will be able to deploy Floodlight tags across both mobile and desktop pages, making the experience consistent across all devices.


Respect tagging roles: We recognize that different roles within your organization may be responsible for each step of the tagging process. Our goal with this integration was to respect these roles and give you tools to implement tags correctly as quickly as possible. Advertisers still have control over which conversion tags are pushed to Google Tag Manager, and webmasters still have control over which tags go on the page, as they can approve or reject tags within Google Tag Manager.


Simplifying ad tagging with Tag Assistant

Beyond simplifying conversion tagging, we’re also improving how you implement ad tags. One of these initiatives is Tag Assistant, which aims at simplifying the QA process.

Tag Assistant is a Chrome extension that automatically validates the implementation of Google tags on any of your pages. The tool is designed for you to checks tags on the fly and escalate more complex or in-depth issues to support teams.


How it works: Tag Assistant has a predefined list of implementation checks to perform for each tag. When the web page loads, Tag Assistant scans the page, compares your tag implementation against the correct/standard implementation, and cross-references the list of implementation checks. If your tag is implemented correctly, Tag Assistant returns a green status. When a problem is found, a red status is returned along with recommendations and support documentation. The tool not only supports DoubleClick ad tags, but Google Tag Manager, AdWords, and Google Analytics tags as well.

If you're an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

A deep dive into the new audience features in DoubleClick Campaign Manager


Understanding your audience is key to delivering them relevant and compelling messages. In DoubleClick Campaign Manager - the upgraded version of DFA - there are a number of new capabilities to help you define, reach, and more deeply understand your audience, so you can engage them in even more powerful ways. We announced some of these audience features when DoubleClick Campaign Manager launched globally, and today we are going to deep dive into the capabilities.

Define your audience with powerful segmentation tools

With DoubleClick Campaign Manager, you can build segments to define your target audience based on specific actions your customers took, like viewing a certain product on your website, or adding items to their shopping cart. You can also build segments based on combinations of data available in Floodlight custom variables. For example, you can segment users with cart values over a certain amount but who did not check out. Best of all, we’ve enabled existing Floodlight tags to be compatible with building segments, so there’s no need to re-tag in order to take advantage of these features.

Reach your audience with powerful targeting tools

Once you’ve built your audience segments, you can leverage them in real time across the DoubleClick Digital Marketing platform. Segments are shared and synced automatically with DoubleClick Bid Manager, allowing you to apply audience insights to engage your audience across your reserved and programmatic buys. For example, you can combine your first-party segments with powerful keyword-contextual and audience targeting capabilities available in DoubleClick Bid Manager.

And with Dynamic Creative pushed from DoubleClick Studio, a single ad template can support millions of iterations, rotating creative elements like background color, headlines, product images, product descriptions, calls-to-action, and pricing. We optimize to the best combination of variables for each audience segment over time, providing the “perfect ad” for each impression.

Understand your audience with deeper insights

Surfacing strategic insights is crucial for optimizing your campaigns. So we introduced new audience performance reporting that brings audience dimensions to all standard reports. This means all campaign metrics, such as clicks or impressions, can be aggregated or filtered by audience characteristics or specific first-party lists. These reports help you answer questions like, “Did my publisher deliver to the audience that we wanted to target?” and “How many impressions did I deliver to my first-party remarketing list versus everywhere else?” As a result, you can better understand the audience segments with which your message resonated most, and use that information to optimize your campaigns.

DoubleClick Bid Manager customers can also report on audience segments created as part of their reservations buy (and see how they overlap with their third-party lists) with the Audience Composition Report available in DoubleClick Bid Manager.

We are continuing to build powerful audience capabilities into DoubleClick Campaign Manager that enable marketers and agencies to deliver the right message to the right user, on any device.

Next week, join us for a deep dive on the tagging capabilities in DoubleClick Campaign Manager.

If you’re an existing DFA customer, reach out to your account manager about upgrading to DoubleClick Campaign Manager today. You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Adam Champy, Product Manager