Tag Archives: attribution

Cross-device conversion metrics come to DoubleClick

Last week during the DoubleClick Leadership Summit (DLS), we introduced cross-device measurement across all of our DoubleClick advertiser products. Today, as the first post of our week-long DLS series, we're excited to announce that these cross-device metrics will be rolling out to all DoubleClick advertisers in the next week.

Mobile continues to reshape how consumers engage on digital: they are increasingly turning to the nearest device to act on an immediate need in the moment and then seamlessly shifting their attention from screen to screen to complete their journey. With the path to purchase becoming increasingly fragmented, it’s essential marketers understand how consumers interact with their brand across all devices. When marketers have access to cross-device insights, they will also make the best decisions about how to invest their marketing dollars.

With this launch, advertisers can access cross-device metrics in all buying tools within our platform -- DoubleClick Campaign Manager, DoubleClick Bid Manager, and DoubleClick Search. 
What advertisers can measure
Cross-device measurement in DoubleClick allows advertisers to gain insight on the true performance of their campaigns across the web, even when users switch devices in their path to conversion. This means advertisers can measure conversions that begin on one device, and continue or end on another, answering questions like:

How many additional conversions is my digital investment delivering that I haven’t been able to measure?
Which sites/campaigns/ads are driving the most conversions across devices? 

Let’s say a user is reading bicycle reviews on her phone, and clicks on a display ad that takes her to a bike shop’s website. Later, when she gets home, she pulls up the shop’s site on her computer to continue her research, and ultimately buys the red cruiser she’s been eyeing. This is an example of a cross-device path to conversion that you will now be able to measure with our tools. In fact, cross-device measurement enhances the most powerful use cases for our customers:
  • If a user clicks on a search ad on desktop, then completes a purchase on mobile, we can measure that.
  • If a user clicks on a display ad for a smartphone app on their desktop, and then later downloads that same game on their smartphone, we can measure that. 

Principles of cross-device conversion measurement 
We built cross-device measurement for DoubleClick with the following principles at the core:

User-first. We’re investing in these capabilities while prioritizing user privacy. We measure mobile behavior using industry-standard device identifiers that users can see, reset and configure to opt out from interest-based advertising. Additionally, advertisers can only access anonymous and aggregated performance reporting on their campaigns.

Accurate. The cross-device metrics are calculated using fully deterministic data sources. Performance measurements are only displayed to advertisers when there is a sufficient sample size and a strict 95% confidence interval is reached. 

Comprehensive. Built to work across any type of buy (programmatic or reservations), screen, channel (search and display), and format, these tools are consistent with DoubleClick’s core value of giving advertisers a unified view of their audience. 

To learn more about cross-device measurement, register for the webinar on July 9th at 12 PM ET and subscribe to our newsletter. If you have a DoubleClick login you can also read more in our Help Center.

Join us tomorrow for our second post in our DLS series, focused on the Programmatic Guaranteed and DoubleClick Marketplace announcements. 

Posted by Luke Hedrick, Product Manager, DoubleClick

Introducing Search Response and Airings Data in TV Attribution

The following is a cross post from Adometry by Google, a Marketing Analytics and Attribution product. 

Mass media drives people to interact with brands in compelling ways. When a TV or radio ad creates an I-want-to-know, I-want-to-go, or an I-want-to-buy moment in the mind of a consumer, many pursue it online. Immediately - and on whatever screen they have handy.

Last year, we announced Adometry TV Attribution, which measures the digital impact of offline channels such as television and radio. Now, we’re moving TV Attribution forward by integrating Google Search query data and Rentrak airings data to help marketers better understand the important moments their broadcast investments create.

New Search Behavior, New Search Analysis
Broadcast media doesn’t just drive consumers directly to websites — it drives searches. Now, TV attribution lets you analyze minute-by-minute aggregated Google Search query data against spot-related keywords to detect and attribute search “micro-conversions” to specific TV airings. 

With insights on the entire digital customer journey — including search behaviors — brands can better evaluate broadcast network and daypart, specific ad creative, and keyword performance. As a result, brands can:
  • Assess Immediate Influence: See which messages are sticking in the minds of consumers to both maximize TV interest and choose ideal keywords for SEO and paid search strategies.
  • Evaluate Awareness Goals: Optimize against a digital signal even when a site visit isn’t the primary goal, such as in brand awareness or sponsorship campaigns.
  • Analyze Competitive Category: Glean which generic keywords drive category interest for the industry — a type of insights not possible through site traffic analysis alone. 

Rentrak Partnership Speeds TV Attribution Insights
Knowing when your spots aired and collecting that data for timely TV attribution analysis can be a challenge. Marketers who buy broadcast media through agencies often don’t have direct access to this data. And once data is obtained — after coordinating with multiple agencies, partners, and TV measurement companies — the time lag makes for outdated analysis. 

TV Attribution now solves these challenges a new partnership with Rentrak, the leading and trusted source for TV airings information. 

What Rentrak Integration Delivers
Integrating directly with Rentrak TV Essentials, TV Attribution now overcomes some of the biggest hurdles in TV measurement, with increases in: 
  • Actionability: TV Attribution can more quickly and easily obtain TV data for analysis without time-consuming coordination from you or your agencies.  
  • Accuracy: Rentrak provides a comprehensive data set with aggregated viewership information from more than 30 million televisions across the country, and from more than 230 networks.
  • Frequency: A direct relationship means more frequent reporting since there is no longer a manual find-and-transfer of data required from TV buying partners.
“What makes this partnership so exciting is it removes the biggest barrier to truly measuring TV effectiveness, timely access to spot airings data including impressions,” said Tony Pecora, CMO for SelectQuote. “Rather than hunting and gathering data, we are now able to spend our time evaluating insights and optimizing our marketing investments across both TV and digital. As a CMO, this is a really big win for our business.”

Want to Get Moving?

The gap between offline and digital measurement continues to close. Learn more about how Adometry TV Attribution, now with Google Search query data and integrated Rentrak airings data, can help you gain more actionable cross-channel insights.

Posted by Dave Barney, Product Manager

Refreshing “The Customer Journey to Online Purchase” – New Insights into Marketing Channels

Last year we introduced “The Customer Journey to Online Purchase” -- a tool that helped marketers visualize the roles played by marketing channels like paid search, email and display ads in their customers' journeys.

The goal was to help marketers learn more about the customer journeys for their industries. If social makes your customers aware, and email makes them convert -- or vice versa -- you can make sure you're in both places with the right kind of message.

Today we're happy to introduce a new improved version of the Customer Journey to Online Purchase, with a few key enhancements.  We’ve refreshed the data based on millions of consumer interactions, updated the industry classifications, and we’ve split out paid search so you can see the influence of brand and generic search terms on the purchase decision.

In each industry you can now see journeys for small, medium and large companies, which can often be quite different.
Click to enlarge image
For instance, the above image shows the journey for customers of small businesses in the shopping industry. Note that organic search is very often an "assist" interaction for these customers.
Click to enlarge image
Now here's the same journey for large shopping businesses. Note that display clicks and social are strongly assisting interactions -- while display didn’t even appear for the small businesses above. For both small and large businesses, a direct website visit is most likely to be the last interaction. Across industries, the differences from small to large businesses illustrate how different marketing strategies and customer profiles may lead to different buying behavior.

And there's more! Now you can drill down into each marketing channel for a closer look at the role it plays based on its position in the purchase path. Channels that occur more frequently in the beginning of the path are more likely to help generate awareness for your product, while the end of the path is closer to the customer’s purchase decision.
Click to enlarge image
In these charts, for example, we see the different roles that different channels play in the Shopping industry. One interesting insight is that all channels -- even those traditionally thought of as “upper funnel” or “lower funnel” -- occur throughout the purchase path, but a given channel may be more common at particular stages depending on its role (and depending on the industry).

Each marketing campaign and channel may have a different impact on customers depending on when they interact with it. Using what you learn from this tool, you can help adapt your marketing messaging to be more relevant and useful for your customers.

Try the Customer Journey to Online Purchase today. And for more helpful marketing insights, check out Measure What Matters Most: our new guide chock-full of suggestions on how to measure the impact of your marketing -- across channels -- to complement what you learn from the Customer Journey tool and take action to improve your marketing.

Happy analyzing!


Posted by Sara Jablon Moked, Product Marketing Manager, Google Analytics

For Brand Marketers: 5-Step Guide to Programmatic Buying

A lot has changed for marketers over the years. But one thing remains constant: the need to connect with and move an audience in the moments that matter. Brand marketers are beginning to truly embrace programmatic buying to do just that. The challenge is, many marketers don’t know where to start in order to successfully embrace programmatic for their brand campaigns.

To help address this challenge, we’re pleased to share our five-step guide: "Programmatic: A Brand Marketer’s Guide," to provide context and ideas for how marketers and their agencies can successfully embrace programmatic buying. It covers the essentials that brand marketers need to know in order to:

  1. Organize audience insights
  2. Design compelling creative
  3. Execute with integrated technology
  4. Reach audiences across screens
  5. Measure the impact

Our guide includes seven case studies with brands including Nike, KLM, Talk Talk, Kia, GOL, Burberry, and Kellogg so that brand marketers new to programmatic can learn from their peers.

We hope this guide can help you realize the ultimate promise of advertising in the digital age: to effectively run highly relevant, creative, and measurable campaigns, at scale. To make the most of programmatic buying, we invite you to explore the five steps to programmatic success.

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

Posted by Kelly Cox, Product Marketing Manager

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