Tag Archives: Creative

Google Video Ads Shift to HTML5 by mid-2017

In the coming quarters, all major browsers, including Chrome, are phasing out the use of Flash technologies in favor of HTML5. HTML5 is not only available on more devices, but also offers improved security, reduced power consumption and faster page load times for users.

We began our transition to HTML5 with display ads across Google and DoubleClick back in 2015. We are now continuing that transition by shifting video ads in DoubleClick Digital Marketing, DoubleClick for Publishers, DoubleClick Ad Exchange and the Google Display Network to HTML5 over the next few quarters as follows:

  • Starting April 3rd, 2017, new Flash video ads will no longer be able to be uploaded into DoubleClick Studio, DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick for Publishers or AdWords.
  • Starting July 3rd, 2017, Flash video ads will no longer be able to run through DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers or AdWords. Additionally, our Active View and Verification tools for video will no longer use Flash.

Transition timeline for HTML5 Video

It’s important to begin updating your ads and websites to HTML5 technologies in preparation for these dates. We fully support HTML5 Video across DoubleClick and AdWords and provide the tools to ensure advertisers and publishers can easily migrate all video ads to HTML5.

For guidance and best practices to help your team with this transition, see this Chrome one-sheeter, visit the DoubleClick help center or contact your DoubleClick sales representative.

Posted by Peentoo Patel and Sunil Gupta

Google display ads go 100% HTML5

In February, we announced that DoubleClick Digital Marketing, DoubleClick Ad Exchange, and the Google Display Network are going 100% HTML5. Starting June 30th, 2016, display ads built in Flash can no longer be uploaded into DoubleClick Campaign Manager, DoubleClick Bid Manager, or AdWords.

DoubleClick advertisers who currently use Flash ads in their campaigns have several ways to ensure your creative can continue to show up in your live campaigns. Read more here.

Posted by Becky Chappell
Product Marketing Manager, DoubleClick

Join us as we announce the latest innovations in digital marketing

Tune in on July 19th for the DoubleClick Announcements Livestream. Watch live as Paul Muret, Vice President of Display, Video Ads and Analytics at Google, shares new product announcements and DoubleClick's vision for the future.

Register and get the link to the livestream in your inbox before the event.

The event will be streamed live on DoubleClick.com on July 19th, 2016 9:00am PT / 12:00pm ET.

Posted by The DoubleClick Marketing Team

Join us as we announce the latest innovations in digital marketing

Tune in on July 19th for the DoubleClick Announcements Livestream. Watch live as Paul Muret, Vice President of Display, Video Ads and Analytics at Google, shares new product announcements and DoubleClick's vision for the future.

Register and get the link to the livestream in your inbox before the event.

The event will be streamed live on DoubleClick.com on July 19th, 2016 9:00am PT / 12:00pm ET.

Posted by The DoubleClick Marketing Team

The creative process for programmatic: A toolkit for creative agencies

Programmatic advertising accounts for 67% of all digital display ad sales1. When you consider that data-driven creative is the creative powerhouse behind programmatic, and that 70% of a media campaign’s performance hinges on the creative2, it’s clear that knowing how to build data-driven creative is a must for any agency with an eye toward the future.

As important as data-driven creative is, adopting is easier said than done. That’s why we put together a set of resources to help marketers, media agencies, creative agencies and production teams understand how to connect the dots between data and creative, to build more effective campaigns. We launched our first piece, a guide for marketers, back in March, along with an infographic to illustrate the process.

Today, we’re excited to launch a toolkit for creative and production teams, to help you understand how data can fit into your creative process.

Posted by Becky Chappell
Product Marketing Manager, DoubleClick

1 eMarketer, 2015
2 Internal data, Google Media campaigns, October 2015

Team up with a DoubleClick Certified Marketing Partner

Digital platforms give brands the tools to reach audiences where they spend their time, at scale and with personalized messaging not possible through other channels—so it’s no surprise that in 2017, total digital ad spending is predicted to surpass TV for the first time.1 With this milestone approaching, we’ve heard your excitement about the opportunities digital can bring to your organization, but also that you’re looking for help to design and implement a digital strategy that meets your unique business needs.

Today, we’re launching the DoubleClick Certified Marketing Partner program to help give you the confidence you need to win in digital. Connect with a global network of certified digital marketing experts so you can achieve your goals, from building your brand to driving sales.

Connect with DoubleClick Digital Marketing

Certified Marketing Partners provide a range of technology and service offerings. Whether you’re looking for creative or media management services, data or technology integrations, help with measurement and attribution, or access to the DoubleClick Digital Marketing platform, our partners can help you succeed.

Find a partner

We’re excited to welcome over 40 Certified Marketing Partners into the program, from around the world. And we’re working hard to build out the program to ensure you can reach your marketing goals by teaming up with a Certified Marketing Partner, no matter where you are.

When a partner has the DoubleClick Certified Marketing Partner badge, it means they’ve been carefully vetted and meet our rigorous qualification standards. Partners who’ve earned the badge are listed on DoubleClick Certified Marketing Partner Search, so you can find the right partner for your business.

Many advertisers are already seeing value working with our Certified Marketing Partners:

"In the fast-moving and often chaotic world of programmatic advertising, MightyHive has been a trusted partner that we have come to rely upon. In addition to strong strategic advice, we appreciate their product recommendations, campaign execution and intelligence on the latest trends in the marketplace. MightyHive has consistently delivered."
Scott Jensen, Senior Vice President of Digital, Partner Fusion

“We needed a partner to assist and lead the transition into the DoubleClick technology stack, and Acceleration has been first-rate. This partnership allowed our agency to reach our goals, and because of Acceleration we continue to exceed them in terms of growth.”
David Taylor, Digital Director, Accord Group Ltd

“FiveStones brings effective digital strategy and optimization solutions. This partnership has helped us advance our brand marketing strategy and our ability to capitalize on the shift to digital."
Karen Tsang, Head of Marketing, Openskools Limited

To Find a Partner, visit www.doubleclickbygoogle.com/certified-marketing-partners/

Posted by Chip Hall
Managing Director of Media Platforms, Google

1eMarketer ‘Digital Ad Spending to Surpass TV Next Year’ 2016

Aller Media increases viewability with better mobile ad experiences powered by Native Ads on DoubleClick

Publisher digitally recreates the experience of reading a glossy print magazine and attracts more brand advertisers with component-based native ad formats.

Aller Media is a leading, Scandinavian publisher that owns a variety of media outlets including KK.no, a landmark fashion and lifestyle magazine. With more of its users on mobile devices, KK.no invested in a responsive website to deliver contextually relevant experiences. But its ads, particularly the custom native formats, didn’t respond to the user's context in the same way as its content.

In late 2015, KK.no partnered with DoubleClick to build fully responsive, component-based native ads. The result: beautiful and seamless user experiences across mobile and desktop, increased ad viewability and greater impact for advertisers.

"With Native Ads on DoubleClick, KK.no saw over 85% growth in ad viewability on mobile without compromising user experiences. They actually love it. It’s a part of how they consume the content on the site."
Kirsti Engedal Alfheim, Head of Ad Operation, Aller Media

Visit DoubleClick.com to learn more and watch the video.

Posted by Nataliya Kozak
Product Marketing Manager, DoubleClick

Danielle Landress
Associate Product Marketing Manager, DoubleClick

Beautiful advertising made easy on web and apps with Native Ads on DoubleClick

People want great experiences wherever they’re consuming content – on the web, in apps, on every screen. Savvy publishers have responded by building smart, responsive websites and new app interaction models. But improving the content experience alone is not enough. Publishers need to evolve their advertising as well, from boxy banners to flexible and contextually relevant native ads that scale. To help them do that, we’re extending our native ads for apps solution to work across all screens – on the web and in apps – making it easier for publishers to set up, deliver, and measure directly-sold native ads everywhere.

Reducing complexity to scale beautiful native ads across screens

Running native ads across all of a publisher’s digital inventory has, until now, been an operationally complex process requiring hours spent manually coding and compiling individual ad creatives from advertiser-provided assets.

Now, DoubleClick for Publishers supports native creatives that easily scale and adapt to different content layouts on different screens. Instead of providing rigid, pre-defined ad creatives, advertisers can give publishers components that make up their ads – image, headline, copy, etc. Publishers set up a central library of native styles suited to their content and DoubleClick automatically compiles the creative from the components, applying the right style based on where users are consuming content.

These native creatives can run both in traditional banner slots and a new, responsive fluid ad slot in Google Publisher Tag and the Google Mobile Ads SDK. And ActiveView and third-party measurement are fully supported.

Flexing The New York Times’ native advertising strategy

Last year, The New York Times launched “Flex Frames”, a new suite of natively styled ads developed in-house. The goal was to extend innovative storytelling and beautiful user experiences to ads across all of their content platforms.

“We think better designed ads that play off the functionality and user experience of our site will allow us to grow our business.”
-Sebastian Tomich, Senior Vice President of Advertising & Innovation, The New York Times

Flex Frames was a hit with users and advertisers alike: CTRs were up 4-5X compared to regular 300x250 in-line units, and advertisers jumped at the chance to take advantage of new in-line video inventory.

Scaling Flex Frames, however, proved challenging. The team was dedicating too many hours to coding and compiling ads for review by advertisers.

The New York Times turned to DoubleClick’s new solution to serve these native ads more efficiently wherever their users may be – in apps, on the web, or even on AMP pages. By overlaying audience data, the team is able to optimize the creative presentation to match the editorial experiences that individual readers respond to the most, delivering compelling user experiences and great results.

“Performance on mobile is surpassing desktop, and that’s a big opportunity. We see our partnership with Google and DoubleClick as the answer to scale and that’s been the biggest challenge for advertisers trying to innovate today,” says Tomich.

The New York Times isn’t the only publisher benefitting from this technology. Today, more than 200 publishers globally, including Aller Media in Norway and Grupo Expansion in Mexico, are using DoubleClick to deliver fully responsive native ads across all their web and app properties.

DoubleClick’s goal has always been to help publishers thrive and deliver great advertising experiences with the least complexity. With our growing investment in native solutions for publishers, we’re excited to power ad experiences that are more engaging and seamless for users everywhere, unlocking brand spend in a way that’s sustainable and scalable.

Learn more about Native Ads on DoubleClick in our Help Center and experience their responsiveness in this interactive demo.

Posted by Tom Bender
Product Manager, DoubleClick

A revamped UI and responsive design capabilities, now in Google Web Designer

Today, we’re excited to introduce an entirely revamped UI for Google Web Designer and responsive design capabilities that help creative developers make true responsive ad units a reality.

New UI lets you customize your workflow

We’ve given the UI a Material Design-inspired makeover, to make it easier and sleeker for you to use.
You can customize the UI so it fits the way that you work best:
  • Re-order and move the panes on the right for Color, Library and Components panels as easily as you do for your browser tabs. You can separate them into panels of their own, or combine them onto one panel.
  • Choose from ten new color themes for our code editor. (So you can see your code in whatever color doesn’t hurt your eyes!)
  • Choose from a number of popular key mappings (keyboard keys mapped to on-screen functions) to make code view even easier to use.
  • Set default text styles (font, size, color) and apply them throughout a single document and across documents.
  • Save these stylistic preferences for next time. When you log in again, the tool will remember your last-saved customizations.
  • Bonus: When you add a component to your stage, you can preview it with the actual asset, instead of as a gray “placeholder” box. This way, you get a better sense for how your creative will actually look.

Media rules for responsive ad units

Media rules help you build a single ad unit that can change its layout based on the height and width of the screen it shows up on. The easy-to-use interface creates color-coded ranges of ad sizes (see the red, yellow and purple bars along the top of the gif below and the blue and green bars along the left). You can build rules into your ad unit around which creative assets and layouts should show up for each size range.
For example, say you want to build an ad that can work in a large full screen space on a mobile phone, in a regular 300x250 space on a desktop, and in a small 300x50 space. You can build a single ad unit, then define the styling and layout the ad unit should use for each size. So when the ad renders on a screen, it recognizes the size and renders the correct styling and layout for that size. Of course, this works on a sliding scale, so all sizes in between the cut-off points will render appropriately as well. Learn more.
Example of the GWD UI for building responsive ads:

The resulting ads for the most popular sizes:
We’re really excited to bring this new and improved Google Web Designer to creative developers. We hope the responsive design capabilities help you create ads for multiple sizes more easily, so you can bring your experiences to life across screens.

Want to learn more?

Our training and engineering teams are hosting a hangout on air on May 26 @ 12pm ET to walk through these features in more details. RSVP here.
As a reminder, if you’ve already downloaded Google Web Designer, it will automatically update to reflect these new features. If you haven’t yet downloaded the tool, you can download it for free here.
Posted by Becky Chappell
Product Marketing Manager, DoubleClick

DoubleClick Advertiser Blog 2016-04-14 14:00:00

This is part five of a five-part series introducing the creative process for data-driven campaigns as outlined in our new guide: The Creative Process for Programmatic: A Guide for Marketers.

Until quite recently, the launch of an ad campaign marked an end-point for most of the parties who created it. Once the campaign was out in the world, it was time to crack a few celebratory beers and move onto the next thing: whether that meant coming up with new creative executions that built tangentially on the campaign’s success, or scrapping it for something new entirely.

Today, data-driven marketing empowers brand advertisers and agencies to closely monitor not just how successful a campaign is after launch, but which elements are driving that success. Teams can optimize live campaigns mid-way through the flight and make tweaks to improve performance and update assets for future flights, rather than starting from scratch each season.

As data-driven campaigns have become more sophisticated so, too, have the tools for measurement. It’s no longer just about CTR: now, teams can measure elements such as post-view and view-through conversions as well as engagement metrics such as video completes and interaction rates. This paves the way for more specific and nuanced KPIs, allowing teams to consider what success means for individual campaigns and brands as a whole.

The new creative process is significantly more iterative and cyclical than what we saw in the past:

  • Teams are now actively involved in the evolution of the campaign, closely monitoring which audiences respond to which elements of data-driven creative and proactively optimizing on the fly.
  • There are greater opportunities for learning, as teams work together to analyze why audiences may be responding favorably (or not-so-favorably) to different elements.
  • Teams can use these learnings for future campaigns and, at the same time, pull in learnings from other data-driven campaigns to inform the work that’s currently live.

You can learn more about this campaign, as well as get a full picture of best practices for data-driven creative campaigns, in our new guide The Creative Process for Programmatic: A Guide for Marketers.

Join us for a webinar on our creative research, focused on how agencies can bring data-driven creative to life. Thursday, April 21st @ 12pm ET. RSVP here.

Posted by Becky Chappell
Product Marketing Manager, DoubleClick