Today we are excited to announce Insights, a brand new, beautiful reporting tool that provides marketers and agencies with auto-generated insights about campaign performance across channels to help optimize future campaigns.
To ensure their messages are seen by the right users, today, advertisers spend hours analyzing data, or digging through spreadsheets to find meaningful campaign insights. It shouldn’t be this way. In today’s constantly connected world, where we reach consumers across many screens and channels, real-time, actionable insights are more critical than ever. However, fragmented tools and reporting are major pain points that prevent this, according to a study conducted with the Boston Consulting Group.
Actionable insights at a glance
The Insights tool allows advertisers to view campaign performance at a glance, without having to dig through data or build complex reports manually. You can learn about campaign factors that you undervalued, or ones you may have overlooked. This new tool helps you answer questions like:
- Which publisher had the lowest cost-per-action (CPA) in previous campaigns for the same advertiser?
- What time of day generates the highest cost-per-click (CPC)?
- How does campaign performance vary by mobile platform?
- Do certain creatives perform better on certain browsers?
- Am I maximizing exposure on high-performing placements?
Interactive design for faster and more efficient media planning
Real-time visualizations and graphs replace manual spreadsheets, showing you detailed information faster. The new Insights tool in reporting is highly interactive, with the ability to drill down based on the following:
- Publisher; Placement; Creative; Geo; Platform type; Browser
- Click-through rate; Cost per click; Conversions per impression; Conversions per click; Cost per activity; Rich media interaction rate; Rich media click rate; Video completion rate
Over the coming weeks and months, you will see more and more dimensions added into the tool that will help you surface key insights for smarter campaign management.
Insights across channels
This new tool includes data across both reservations and programmatic buys. Today, the data is presented together across channels, and in the coming months, we will provide data that is broken out between your reservations and programmatic buys.
Matthew McIntyre, Senior Media Manager at Unique Digital, told us about the benefits they are seeing with the new tool:
“The new Insights tool is really exciting for us as an agency because it lets us see where and how we can make improvements in our campaigns almost immediately. The customizable goals and visualizations allow us to tailor the dashboard for every campaign and instantly make decisions which will drive better results for our clients. The insight provided on performance gives our planners more time and clearer data to make future media plans faster and with more clarity on how to drive the best performance.”Our goal with DoubleClick Digital Marketing is to integrate your digital marketing efforts seamlessly, so your teams can effectively manage your cross-channel campaigns. With data that is fresh, de-duplicated, and auto-generated, the Insights tool takes us a step closer to this goal.
Insights is available to all DoubleClick Campaign Manager customers, globally, so if you’re still using DoubleClick for Advertisers, ask your account manager about upgrading to DoubleClick Campaign Manager.
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