Author Archives: Becky C.

Updating Google Web Designer to help ease the transition to HTML5

As browsers change the way they support Flash, HTML5 is becoming the de facto language for building display ads. In fact, the IAB just launched their updated Display Creative Guidelines to fully embrace HTML5.

To support this transition, we’ve been pivoting our products to better serve an HTML5-first world. In July, we announced file size increases and bidding updates to DoubleClick Campaign Manager and DoubleClick Bid Manager. (These changes will begin rolling out in September.) And today, we’re excited to announce a series of new features for Google Web Designer that help make it easier to build HTML5 ads.

Build content that adapts to different screen sizes:

Instead of laying out your assets using pixel-based values for a specific sized ad (e.g. width = 250 pixels and height = 300 pixels), percent-based authoring lets you build the ad using relative values (e.g. width = 20% of the screen size and height = 10% of the screen size.) Asset size/position is then determined by the screen or viewport size, so that you can build an ad that works on varying screen sizes. Additionally, full-screen support lets ads expand to the full size of the screen. Learn More.

Publish in-app ads to AdMob:

You can now create content in Google Web Designer and publish to the AdMob network. When you choose the AdMob environment from the “New File” dialog, you can select from all the default sizes that AdMob supports. Learn More.

Design better creative:

  • When you build an ad with the new “tilt” event, a viewer can trigger animations or events by simply tilting their mobile device. This is a great way to build ad units that take advantage of the inherent interaction modes of a mobile device. Learn more about events.
  • Users can now create ads that send text messages by using the updated Tap-to-Call component.
  • Find that perfect color and make sure you don’t forget it! The color panel has been updated with a larger color mixer and the ability for users to save color swatches.

More HTML5 resources:

Earlier this summer, we hosted #HTML5Week to provide educational resources for creative developers looking to make the transition to HTML5. View the recordings of our high-level and step-by-step hangouts for more information.

We’re also partnering with the IAB to launch the second wave of the Make Mobile Work Initiative, aimed at educating marketers on how to build successful mobile campaigns. Check out our first webinar from last week, which focused on mobile video and featured speakers from Google, Snapchat, and Tremor Video.
Posted by Becky Chappell
Product Marketing Manager, DoubleClick

Make Mobile Work 2.0: Continuing the Mobile Conversation With Brand Marketers

Last year we started the Make Mobile Work initiative in partnership with the IAB to foster adoption of HTML5 and cross-screen creative, and it quickly became the IAB Mobile Center’s lynchpin for marketer outreach as interest in the program accelerated.

For 2015, we’re excited to bring back Make Mobile Work for another round of educational and practical conversations for brand marketers, to help them succeed in our increasingly mobile-first world.The importance of HTML5 for digital marketing continues to be at the center of the Make Mobile Work message, building on the success of the HTML5 Week we hosted last week.

Make Mobile Work webinars will address three important topics over the remainder of 2015. These webinars are curated with marketer business decision-makers in mind—they will keep the jargon to a minimum and focus on sharing practical examples and learning.

The IAB’s Tech Lab is also working to update their standard ad units to reflect the file size needs of HTML5-based ads. This is a timely effort as connectivity technologies have changed along with the rise of HTML5 and it’s vital to realign buyer and seller expectations around ad file weights that will enable engaging ads, while not harming webpage or ad-load performance. Make Mobile Work will help to spread the word about this process and its outcomes and implications.

Along with the other members of the Mobile Center, we’re looking forward to continuing to help brands large and small, novice and experienced, get the know-how they need to make mobile work for them.

Posted by Becky Chappell, DoubleClick Product Marketing

Learn how to design and build HTML5 with Google Web Designer

We dubbed last week #HTML5Week and launched multiple HTML5 resources, hangouts and product updates to help make it easier to build all your ads in HTML5. Today, we are pleased to announce the launch of our Google Web Designer Certification exam and training resources. 

Google Web Designer helps you create engaging HTML5 content. Use animations and interactive elements to bring your creative vision to life and enjoy integrations with other Google products, including a shared asset library and one-click-to-publish integration with DoubleClick Studio, compatibility with AdWords, and the ability to collaborate on works-in-progress in Google Drive. 

The new Google Web Designer Fundamentals Certification allows new users to demonstrate proficiency and understanding of the Google Web Designer interface and features. The exam will help you learn:
  • How to use the Google Web Designer interface
  • How to create templates and animations
  • How to build interstitial ads
  • How to build advanced expandable ads
The program consists of a step-by-step eLearning that takes you through the basics of Google Web Designer and helps you get trained quickly in building HTML5 ads using the tool. Once you finish the eLearning and build a few test ads, you can take a certification exam to test your knowledge and demonstrate your proficiency. If you pass the certification, you can get your name listed on the Certified User list in the Rich Media Gallery. 

We hope this new certification exam helps you learn the ins and outs of the Google Web Designer tool, so that you can more easily create your HTML5 ads.

Posted by Becky Chappell, Google Web Designer Product Marketing Manager 

Making it easier to run mobile-friendly HTML5 ads with DoubleClick

For the past week, we’ve shared best practices and new resources to help you learn how to build HTML5 ads. To cap off #HTML5Week, we're making it even easier for our DoubleClick Campaign Manager clients to run mobile-friendly HTML5 ads by offering unlimited file sizes...for free. 

HTML5 ad files are much larger than Flash ads, meaning they need a larger file size (k size) allowance and should utilize a polite load function to be publisher friendly. 

We launched Enhanced Formats in DoubleClick Campaign Manager early last year, as an option for media agencies to upload larger creative files to DoubleClick Campaign Manager directly. Now that all ads need to be built in HTML5 to show up properly across screens and browsers, we’ve decided to offer the unlimited file sizes free of charge. Starting August 3rd, we will be automatically upgrading all DoubleClick Campaign Manager accounts to support Enhanced Formats. [No action necessary by clients.]

In addition to unlimited file size, Enhanced Formats offers automatic polite load functionality (which allows main web page content to load before the ad unit finishes loading,) a way to easily add basic engagement metrics to standard banner ads, and the ability to track metrics such as multiple exits, interactions, backup image views, HTML5 views, and display time. You can learn more about Enhanced Formats in the help center.

During the month of August, we’ll also be making some other changes to the way we handle campaigns that contain Flash ads:
  • In DoubleClick Campaign Manager, our systems will automatically show the HTML5 version of an ad, where available. (Before, the HTML5 version would only show in environments where Flash wasn't supported). 
  • DoubleClick Bid Manager will stop supporting bids for Flash ads in Chrome (which pauses Flash ads automatically). This means advertisers won't end up paying for ads that will be paused by default.

While making the switch to HTML5 may seem daunting, we hope that these product updates, combined with the resources and training provided this week, will help you tackle the challenge. Here is a recap of the resources that are now available:
  • HTML5 Overview Hangout and step-by-step tutorial
  • Google Web Designer Landing Page with components and templates 
  • HTML5 Toolkit -- everything you need in one place 
  • Upcoming HTML5 Immersion Days: (All Immersion Days are hosted at Google’s offices. Please contact your DoubleClick Rep if you’d like to join.) 
    • In NYC: Monday, Jul. 27 (10am-1pm) and Thursday, Jul. 30 (10am-1pm) 
    • In LA: Monday, Jul. 27 (1:30-3:30pm) and Monday, Aug. 10 (2-4pm) 
    • In SF: Tuesday, Jul. 28 (1-3:30pm) 
    • In Chicago: Wednesday, Aug. 12 (1-3pm) 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick and Google Web Designer

Introducing HTML5 Week – July 20-24th

As HTML5 becomes increasingly critical for building effective digital campaigns, we want to make sure that you have the resources you need to successfully make the transition to HTML5. 

We’re dubbing next week “HTML5 Week,” and we’ll be hosting hangouts and training events and releasing new resources to help you make the switch.

Monday - July 20th
  • Google Web Designer Fundamentals Certification Exam launches: To go alongside our DoubleClick Studio HTML5 certification exam, we’ll be launching a Google Web Designer certification exam that teaches you the ins and outs of building HTML5 ads with the tool. Block off an hour for Monday to take the exam and develop the expertise you need to use Google Web Designer to the fullest. Check back on our certification page on Monday to take the exam. 
Tuesday - July 21st
  • “Making the transition to HTML5” Hangout on Air: Building ads in HTML5 is now more important than ever to ensure your campaigns run effectively across screens and browsers. Join us for a conversation about the state of the industry and ecosystem around HTML5, as we discuss the challenges that people face in making the transition to HTML5 and provide resources and tools for helping you make the transition for your own campaigns. RSVP here. [12pm ET / 9am PT]
    • Panelists
      • David Evans, Founder of the creative agency Hook Studios
      • Brian Hoskins, Senior Manager, Digital Technology Development and Integration at ESPN
      • Jonathan Marino, Creative Specialist, Google
    • Moderator: Jeff Sundheim, Creative Account Executive, Google
Wednesday - July 22nd
  • How to build HTML5 ads: A step-by-step workshop” Hangout on Air: Many agencies and advertisers are still building campaigns in Flash, but we’re here to help you start building in HTML5 today. Join us for a live Hangout on Air workshop, where we’ll deep dive into the tools and resources available to build rich, impactful, beautiful ads. Bring your own creative assets and follow along as we walk through different creative formats and tackle complex ads with ease. RSVP here. [5pm ET / 2pm PT]
Thursday - July 23
  • HTML5 Immersion Day NYC: Designers and developers are invited to this half day workshop (12pm-3pm) in the Google NYC office. Bring your laptop and sit with our Creative Specialists to learn how to execute a campaign in HTML5, leveraging Google Web Designer and DoubleClick Studio. Please reach out to your DoubleClick Rep to RSVP if you’re interested. 
    • Can’t make it on the 23rd? There will be two other Immersion Days in NYC: Monday, July 27th (10am-1pm) and Thursday, July 30th (10am-1pm). 
    • Not based in NYC? We’ll also be hosting Immersion Days in LA on July 27th from 1:30-3:30pm and Aug. 10th from 2-4pm; San Francisco on July 28th from 1:00-3:30pm; and Chicago on August 12th from 1-3pm. Please contact your DoubleClick Rep if you’d like to join.
Friday - July 24th 
  • New Google Web Designer Landing Page: Launching on the Rich Media Gallery, this page will contain instructions for building and using custom components and templates in Google Web Designer. 
We hope you’ll join us next week to learn more about HTML5 and make sure you’re equipped to make the transition for your own campaigns.

Posted by Becky Chappell, Product Marketing Manager, DoubleClick and Google Web Designer

Making it easier to deliver compelling experiences across screens

We’ve explained how Programmatic Guaranteed in DoubleClick Bid Manager and Native Ads in DoubleClick for Publishers help ensure your brand shows up in the right place and context. But once you’re present, you have to show a relevant, engaging message to each viewer. Today, we’re excited to launch three new mobile video formats for DoubleClick and a new Creative Preview App, to make it easier to deliver compelling experiences across screens.
Bring interactive video to mobile devices: Video Cue Points component in Google Web Designer
The Video Cue Points component, now available for download, allows developers to build an interactive video ad that looks like VPAID, except that the video runs directly within the display ad on mobile devices. Interactive HTML5 banners with video might take 2-3 weeks of developer time to hand code, but with Google Web Designer and our Video Cue Points component, it can take as little as 3-4 hours. 

“Teaser Reels” mobile video component in DoubleClick Studio
With Teaser Reels, you can easily create an HTML5 display ad with an autoplay video teaser. Imagine an interstitial between game levels or directly within mobile web content - a user sees the teaser video automatically and then can click to play the entire video on their device. This will be launching in mid-July, so check back on our help center for more details. (Studio login required)

New mobile in-app templates in Google Web Designer
Our mobile starter templates make it easy to create rich in-app experiences, such as this expandable HTML5 video unit, built by the creative agency Think Jam to promote the release of Warner Brother’s Hobbit film. Learn more about Google Web Designer templates here

The new Creative Preview App
Once you've built ads specifically designed for mobile, you'll want to preview them across device types to ensure the user experience is positive in every environment and size. We’ve launched the Creative Preview App, now available for Google Play and coming soon to iOS, which allows you to push mobile ads from DoubleClick Studio directly to your mobile device. Now you can preview and test mobile ads in an actual mobile environment. You can also test the exits in your ads to see reporting metrics come through in the DoubleClick Studio output console on your desktop. 
We’re working to make the process of building rich, engaging ads for every environment more seamless for brands and agencies, from creative authoring through to delivering the right ad to the right customer at the right time. 

Posted by Karin Hennessy, Product Manager, DoubleClick Creative Solutions

Three new mobile-driven consumer behaviors, three new ways to win when it counts

Yesterday at the DoubleClick Leadership Summit, we discussed the changes in consumer behavior and the ways that marketers and publishers need to pivot to own the moments that matter. 

As part of our presentation, we identified three key behaviors that characterize today’s consumer:
  • We follow unscripted, non-linear journeys 
  • We are loyal to the moment, not the brand
  • We expect you to know our intent and context

What do these behavioral changes mean for advertisers and publishers? 
Read on to learn more.

Published by Jason Spero, Vice President - Global Performance Solutions & Becky Chappell, Product Marketing Manager, DoubleClick

Turner Sports reaches fans across screens for March Madness

Consumers’ constant connectivity means that people can now satisfy their desire for information and entertainment at any moment during their day. This “in-the-moment” behavior requires marketers to focus on building cross-screen advertising strategies to capture the moments that matter.

With March Madness upon us, today we will shine a light on how one marketer, Turner Sports, developed smart cross-screen advertising strategies to play to the needs of sports fans. We will then explore five new mobile features we are launching in DoubleClick Digital Marketing that enable advertisers to more easily develop and run cross-screen campaigns.

How Turner engaged fans across screens
Turner knows that at the outset of the tournament, consumers watch the games via the March Madness Live desktop stream and mobile app. So driving traffic to the video stream and driving app downloads at the outset of the Tournament are the brand’s most important metrics. 

As the tournament progresses, the focus shifts from the app to live TV tune-ins, to capture the excitement around the final match-ups. By understanding how and where consumers interact with March Madness content, Turner can build a better digital strategy and reach their users more effectively throughout the Tournament.

Turner used Google’s Lightbox format to create an expandable ad that drives people to the March Madness Live mobile app:

Five new features to help marketers run cross-screen campaigns
To help marketers like Turner accomplish their cross-screen advertising strategies, we’re excited to announce five new features across the DoubleClick Digital Marketing platform. 

Build cross-screen creative more easily: 
  • For basic Flash ads: DoubleClick Bid Manager now supports automatic Flash-to-HTML5 conversion. HTML5 ads can run across mobile inventory where Flash ads cannot, expanding your mobile reach while offering a richer, higher performing creative. Initial results from our beta show that converting Flash assets to HTML5 increases mobile reach by 400% and drives a 2-3x increase in average click-through rate (CTR).
  • For interactive HTML5 ads: In the next few weeks, Google Web Designer will be launching starter templates to help advertisers quickly build mobile ad units from a pre-set format. Over 80 ad templates will be available, including 29 in-app templates, and all of them will be certified to work on DoubleClick Bid Manager. We’ll be adding additional templates for responsive GDN Lightbox formats next quarter. Google Web Designer will also integrate with the Asset Library in DoubleClick Studio, meaning users can access the same library of assets from Google Web Designer and DoubleClick Studio. 
Reach your audiences across screens more effectively: 
  • Based on geography: Last November, we announced that for users who opt in to location-based targeting, marketers can use geofence targeting in DoubleClick Bid Manager to reach people based on their proximity to a specified chain store. We are now expanding geographic coverage to over 100 countries, increasing the types of business chains available for your campaigns, and improving the workflow for the feature, including building better forecasting and reporting. 
  • Based on brand safety: We are making app buying on brand-safe placements much easier. With app brand safety targeting, we have expanded our Digital Content Label algorithm to include even more Play Store and App Store apps, widening your mobile in-app reach while ensuring your ads only run on brand-appropriate apps.
Track and optimize app install campaign performance: 
  • DoubleClick Digital Marketing will support third-party app tracking solutions in early Q2. This means advertisers can track their in-app installs (app downloads from an in-app ad) using supported third-party app trackers and attribute them back to impressions and clicks for in-app ads run on DoubleClick Bid Manager and Doubleclick Campaign Manager. Contact your DoubleClick rep to learn more. 

Whether you’re reaching sports fans during the March Madness tournament, or more generally trying to reach your consumers in the moments that matter, these tools can help you build successful advertising campaigns that will run seamlessly across screens.

Posted by Becky Chappell, DoubleClick Marketing

Rich Media Gallery redesign: Simplifying complexity and optimizing for mobile

We’re excited to unveil our redesigned Rich Media Gallery website, Google’s destination for digital creative inspiration and education. The new design provides a seamless experience across screens, and makes it easier to find the right product and ad format you need to build your campaign. 

Two and half years of content:
The original website launched two and half years ago, in September 2012, and since then, we’ve added over 1000 creative examples to the gallery and seen 50% year over year growth in unique viewers.
Why the redesign?
The new design optimizes the website experience for every device and removes complexity, allowing users to quickly reach the right answers. 

Seamless, cross-device experience: We used Google’s Material Design Principles to create a consistent look and feel across smartphones, tablets, and desktops. The site incorporates mobile-friendly elements, such as easy scrolling, full-screen interactive gallery examples, and clever transitions.

The Rich Media Gallery website is now fully responsive, resizing content automatically based on the size of the device you’re viewing it on.

Get to the right answer quickly: We want the Rich Media Gallery to be an intuitive guide to Google’s creative solutions, to help you identify the best tools and ad formats for your campaign.
  • Filter the gallery by ad type or feature, to see the most relevant creative examples for your campaign. 
  • Check out the Creative Recommendation Tool, which provides a recommendation for the best product to use for your campaign, based on your answers to a few questions.

Start Exploring:
  • The new homepage offers a curated set of the best creative examples from the gallery. You can “deconstruct” these ads to uncover which formats and features were used to build it. (See below)

  • The new Ad types section will provide an overview of each format type, and then aggregate the build guides, gallery examples, and other relevant resources in one place, so you have everything at your fingertips to build your own version. 

    • Make sure to check out the new HTML5 Lightbox format. It's Google’s first truly responsive framework that allows you to build your creative once and deploy it on any device or screen size. Think of these like a DoubleClick Studio Layout, except that the expanded state of the Lightbox is completely responsive to screen size. (Overview video here.) 

    • If you’ve already downloaded Google Web Designer, you have the option to open HTML5 templates from the website directly in Google Web Designer, so you can immediately get started on a project.

Interested in building your own mobile-optimized website?
Read the behind-the-scenes scoop from the Rich Media Gallery design and development team to better understand their strategy and approach to this redesign. They discuss how they applied Material Design principles to create a mobile-optimized experience, and they walk through the various challenges they faced as they built the new site.

Posted by the Rich Media Gallery Team

Launching the Ads Status Dashboard

One piece of feedback our sales and support teams have heard over the years is that users want to know about urgent issues impacting DoubleClick products as soon as possible.

Accordingly, we are launching the Ads Status Dashboard, a new publicly-accessible tool that allows you to learn about major outages or functionality concerns across DoubleClick products, including DoubleClick Campaign Manager, DoubleClick Studio, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick Planning, and DDM Reporting. When a major issue impacting large numbers of users is identified, we will post an outage notice in the appropriate row on the Dashboard, then provide updates to the outage notice at a regular interval until the issue is resolved.

We’re hoping this will allow all of our users to get access to crucial information quickly and without friction -- anyone who may be impacted can access the dashboard to check on the status of our products.

We’re looking to add additional products and features to the Dashboard in the coming months, so bookmark it, share it, and return to it often. We hope it saves you time!