Making eyes at ROI: Love notes from DoubleClick customers

Each year, people are falling deeper in love with Valentine’s Day; in fact, this year’s numbers show consumers will spend $1.6 billion on candy to celebrate the day of love. And while Cupid’s been busy pairing up sweethearts, here at DoubleClick, we’ve been focused on connecting digital marketers with the right audiences to boost performance for their online marketing campaigns. To share that warm and fuzzy feeling, today we’re highlighting love notes from our top clients who are making eyes at ROI -- showcasing just a few ways they’re winning the hearts of consumers with faster, smarter tools from DoubleClick. 

Make sure your valentine knows you exist, with a creative message they can’t resist.
Every Romeo knows that snagging the prettiest Juliet starts with the perfect words and a timely delivery. That’s why Unfold Agency’s Brick Rucker and Daniel Weisinger have been using DoubleClick Rich Media for years to build beautiful creative messages that they can get in front of their target audience at the right time. Because they can review, approve and publish all their creatives themselves, they’re able to quickly turn their campaigns around and get them live on a deadline. 

“We believe in turning around creative quickly,” Weisinger says. “And most of the ad units we build are really complex.” By using DoubleClick, Unfold is able to push every banner as far as it can go, building innovative and engaging experiences within their rich media ad units. One recent creative even coordinated the ad unit with the surrounding skin of the website to provide a holistic brand experience for the user. “We’ve been using DoubleClick Studio for years...We’re as good as we are because DoubleClick created the platform for us.” 

Make it love at first ‘site’ with a sleek, new interface
Now that you have just the right message for your Valentine, you’ll also need to look sleek to really impress them. That’s why with DoubleClick Campaign Manager - the new version of DFA - we focused on building a beautiful, intuitive interface to help you work more efficiency and maximize your results across screens. 

For all those who have already upgraded to DoubleClick Campaign Manager, it’s been love at first ‘site’. Power users from Situation Interactive - Mara Winkler, Senior Media Planner, and Joyce Tse, Media Coordinator - told us about the benefits they’re seeing from using the new trafficking interface: “With the upgrade to DoubleClick Campaign Manager, we’ve been able to streamline the trafficking process. The new trafficking workflow makes it easy to edit everything without switching pages, and allows us to use our time more efficiently. For example, when we swap creative it’s an extremely easy and intuitive process, and changes are reflected almost immediately. This helps us to ensure that the correct creative is running at all times.”

Go ga-ga over programmatic buying
As Cupid would have it, no meaningful connections with your sweetheart should be overlooked, and neither should an opportunity to connect or reconnect with your customers. 

The agency Deutsch LA turned to programmatic to help a major real estate company reach customers at scale, at the lowest possible cost. To drive success, Deutsch brought the best of targeting, formats and inventory together on the DoubleClick Bid Manager platform.

To maximize share-of-voice, the team paired contextual and audience targeting using both display and video formats. Best-in-class semantic contextual targeting ensured they could engage users in the moment they read content related to their client’s products. While contextual comprised of 20% of campaign spend, it drove the highest clickthrough rate, at a CPA 50% lower than the rest of their buy. Stephanie Waddle, VP and Digital Associate Media Director at Deutsch LA tells us why she’s a fan: “Targeting endemic content is important for our client. It qualifies our audience and drives lower CPAs. In addition, it keeps them top of mind in a very competitive category.” 

The team also coupled their cross-exchange buy with a programmatic direct buy, to augment reach with increased focus on private marketplaces. Integrating their reserved and programmatic display buy within the DoubleClick Digital Marketing platform gave the team added efficiencies and fresh, holistic reporting across their buy.

Get your heart racing with real-time insights
And when it comes to seeing the results of your efforts, any Valentine’s Day planner knows it’s never good to wait until the last minute -- not with dinner reservations, and certainly not with your digital campaigns. 

With instant conversions in DoubleClick Search, DigitasLBi was able to analyze their performance in a heartbeat, and use that up-to-the-minute information to influence bid decisions. “It’s been a great tool for DigitasLBi,” says Ashley Tsoumas, Search Marketing Analyst at DigitasLBi. “DoubleClick Search makes bid and budget adjustments automatically based on your goals, and then within the same day, you have an understanding of how those adjustments have impacted the overall business.” For one particular account across all Google and Bing keywords, these optimizations from instant conversion feedback contributed to 30% more orders at 68% lower CPO, month-over-month.

Customers are feeling the real-time romance across the DoubleClick platform, too. Megan Moldovan, Director of Platform Logistics at Annalect, tells us how unified reporting lets her team take advantage of every opportunity across their digital marketing with fresh, accurate data:  "Integration of search, display, RTB -- the ability to track all of that within one system, see how thats impacting media and actually start to act on that in real-time across all channels is an amazing new feature."

For more customer love stories, be sure to check out our list of case studies here

Happy Valentine’s Day from all of us at DoubleClick!