Tag Archives: DFP Video

How the Cloud is Transforming TV Across All Screens

This post is part of DoubleClick's Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Recently, at the National Association for Broadcasters (NAB) Show in Las Vegas, we released the fourth installment of our Evolution of TV series where we explore the impact of the cloud on TV's transformation. The premise of this new whitepaper is that everything we know about TV delivery and viewing is about to change.

Everything from the way we watch TV to how it's distributed is changing. The delivery and production of the TV content we're viewing—and sometimes binge-watching on so many screens—is on the cusp of industry-wide innovation as TV delivery shifts from over the air, satellite, or cable to the internet. To support TV programming over the internet, those responsible for delivering the content—the programmers and distributors—are beginning to migrate their operations to a more flexible, agile environment: the cloud

In this new whitepaper we explore a few of the cloud migrations happening in specific areas of the TV business like:
  • Subscription services
  • Transcoding and encoding
  • Broadcast automation
  • Stream packaging
  • Signal distribution between partners
  • Signal acquisition between partners
  • Storage and archiving

In short, migrating TV to the cloud not only affords programmers and distributors cost savings and efficiency but also enables innovation that could change TV as we know it today into a far more dynamic, personalized, and addressable medium.

Download the PDF to get the entire scoop on how parallel transformations in other industries show us that the cloud will encourage innovation and necessitate agility for programmers and distributors, as well as create a vastly different viewing experience for users.

Anish Kattukaran,
Product Marketing, DoubleClick Video & Brand Measurement

Announcing new ways for TV providers to manage cross-screen, addressable digital video advertising

It's an exciting time for broadcasters. With the proliferation of streaming video, OTT devices, connected TVs and mobile devices, the line between offline and digital video is quickly blurring. Navigating this change, though, is tricky--broadcasters are now facing the challenge of how to manage an ads business that spans multiple devices and multiple ways of consuming content. We’ve been working on a few initiatives to help broadcasters with this challenge, I had the pleasure of introducing a few of these at the NAB Show this morning.

Better TV forecasting in DoubleClick for Publishers
One of the biggest challenges broadcasters face in this new landscape is accurately being able to forecast their inventory for their shows. What was once a fairly straightforward process--estimating how many ads they could show during a given program though one delivery method on one screen--now looks like a logic puzzle on steroids. 

Broadcasters now need to take into account the unpredictable nature of viewing habits on multiple screens, seasonality, spikes and fluctuations in traffic (e.g. for NCAA finals), different devices, ad loads, not to mention all of the new data that is available with digital.  How do you even begin to tell an advertiser that you can deliver on their campaign goals if the math is just this complicated? And especially as broadcasters plan for the upfronts?

To help them meet this challenge, we're introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available internet TV inventory with greater precision and insights and the impact from patterns in commercial breaks. And coming soon, broadcasters will be able to use seasonality in forecasting for upfront cycles and model based on their offline data. Our goal with these changes is to make it easier for our broadcast partners to manage this process and put together great inventory packages for their upfront offerings.

mDialog inventory comes to the DoubleClick Ad Exchange
Last year, we acquired a company called mDialog with expertise in dynamically delivering ads to internet-delivered TV content (like streaming video, OTT devices and connected TVs). We’ve been working to bring their technology together with ours. Thanks to this work, we’ve now connected mDialog inventory to the DoubleClick Ad Exchange. This means that TV providers will be able to monetize TV inventory across OTT devices (like Chromecast, Apple TV, Roku, Amazon Fire TB), across all screens, programmatically. 

Partners like Fox News are already seeing success with this new feature:

'With more and more of our viewers consuming content across screens, digital video is, of course, a huge focus. Google bringing the mDialog technology to the DoubleClick Ad Exchange has allowed us to connect our Internet-delivered television content, whether live programming or full-episode shows with the controls we need to programmatic demand. This is a great step forward both towards being able to better monetize this cross-screen content and providing a great ads experience for viewers. We're excited to see where this goes."
- Zach Friedman,
VP of Digital Ad Sales at FOX News Channel & FOX Business Network

Investing for the future

We're experimenting with additional models, like linear TV, as well. As just one example, we're running trials of addressable ads into linear TV set-top boxes via our Google Fiber service in Kansas City. Powered by DoubleClick technology, we are helping local businesses connect with customers in that market by delivering more relevant messages to viewers.

Continuing to explore the evolution of TV
In our ongoing DoubleClick series on the Evolution of TV, we've been discussing the risks and opportunities around 7 dynamics transforming the advertising landscape. In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.

Ultimately delivering addressable ads whether across TV ads served via the internet or through the set-top box is about delighting users with the best viewing experience. It's a technology that everyone in the industry can get behind. Advertisers have always wanted the customization, programmers and distributors have always wanted it to maximize the value of every impression and viewers appreciate more relevant ads. Addressable TV is a win-win-win proposition.

Posted by Rany Ng, Director of Product Management, Video

Programmatic TV: Setting the record straight

It’s unlikely that programmatic TV will start out in the same manner as it did in the digital display ad world. That means no real-time bidding on open exchanges right off the bat. TV inventory is scarce and premium, so programmers and distributors are going to want a high level of control over transactions. As a result, we’re likely to see a mix of programmatic reservations, preferred deals, and private exchange deals. These will be coupled with premium TV and video marketplaces (such as Google Partner Select), which will emerge to help TV ad buyers and sellers transact. 

Chief among programmers’ and broadcasters’ concerns about programmatic TV is that it will lower the value of their TV inventory. Let’s quash that thinking right now. Here’s why programmatic makes sense for TV programmers and broadcasters:
  • Advertiser demand
  • Addressable inventory
  • Waste
  • Inventory prices
  • Risk
  • Fragmentation
Download the new whitepaper for the in-depth story on each of the six reasons.

Join Google & DoubleClick at NAB Show, Monday April 13th at 10:30am PDT

In our Evolution of TV series we've been exploring the 7 dynamics driving TV’s on-going transition to delivery over the internet. In the series we uncover that viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. Delivering against this cross-screen mix of traditional linear TV and TV over the internet, while making advertising as addressable and measurable as possible, requires both new business models and sophisticated new technology. 

Join Google’s Director of Product Management for Video Advertising, Rany Ng, at NAB Show for some exciting new TV announcements. Rany will take the stage for a keynote speech where she’ll discuss how this new, accelerated viewing model is changing the way that programmers, distributors and publishers deliver and monetize their content across every TV screen.

Following the keynote, Don Norton our Director of Broadcast and Sports Partnerships, will moderate a panel and Q&A session with senior industry thought-leaders from MTV Networks (Viacom), Pelmorex and our own mDialog.

For more detailsNAB Show 2015
When: 10:30am, Monday, April 13
Where: Las Vegas Convention Center, Room N239-241
3150 Paradise Rd, Las Vegas, NV 89109

Evolution of TV: Reaching audiences across screens

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.

In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (articlePDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

The proliferation of screens to “watch TV” on has given Broadcasters increased reach but at the expense of audience fragmentation. In Part 2, Reaching Audiences Across Screens, we discuss how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.

Anish Kattukaran
Product Marketing, DoubleClick Video & Brand Measurement

Evolution of TV: 7 Dynamics Transforming TV

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.

Anish Kattukaran
Marketing, DoubleClick Video

Investing in a cleaner, more accountable web with spider.io

Advertising helps fund the digital world we love today -- inspiring videos, informative websites, entertaining apps and services that connect us with friends around the world. But this vibrant ecosystem only flourishes if marketers can buy media online with the confidence that their ads are reaching real people, that results they see are based on actual interest. To grow the pie for everyone, we need to take head on the issue of online fraud.

This is a fight we’ve taken seriously from the beginning. Over the years, we’ve invested significantly in the technology and talent to prevent fraud and create greater accountability online. For example, we put extensive resources towards keeping bad actors out of our ad systems -- last year alone, we turned down millions of applications from sites looking to join our network because of suspected fraudulent activity. We also introduced new measurement tools, like MRC-accredited Active View, which lets advertisers buy only those ads that are viewable on a page. Active View offers greater peace of mind to all media buyers, but is especially important for brand marketers who want to know, first and foremost, that their ad has a chance to be seen.

Today we’re announcing our latest investment: we’ve completed an acquisition of spider.io, a company that has spent the past 3 years building a world-class ad fraud fighting operation.

Our immediate priority is to include their fraud detection technology in our video and display ads products, where they will complement our existing efforts. Over the long term, our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media and give all parties a clearer, cleaner picture of what campaigns and media are truly delivering strong results. Also, by including spider.io’s fraud fighting expertise in our products, we can scale our efforts to weed out bad actors and improve the entire digital ecosystem.

Of course, this is not an issue we’re fighting alone. We applaud industry efforts like the IAB’s Traffic of Good Intent (TOGI) task force, which also play a critical role, as well as major commitments from others in the space. As an industry, we can address this issue and block those who seek to game the system. We can make digital the platform of choice for all marketers -- including brands -- to invest. And we can offer accountable media for all; we’re excited to take this big next step.

Posted by Neal Mohan, VP, Display Advertising

Google Web Designer beta now available: Build beautiful HTML5 creative with ease.

By now, it’s evident that multi-screen consumption is the way of the future; mobile and tablet devices are becoming consumers’ first screens, so the content that is developed needs to work seamlessly across these screens. There are already more end-users in HTML5-compatible environments than there are in Flash-compatible environments, and HTML5 ad spend is expected to overtake Flash spend within the next two years (1). But until recently, advertisers and publishers didn't have the tools they needed to easily develop content fit for today's cross-screen experiences.

Build once, run anywhere 
We’re working hard to solve this development challenge by offering powerful yet easy-to-use tools for HTML5 production. In this vein, we announced DoubleClick Studio Layouts for HTML5 back in August (also available to DFP Premium publishers using DoubleClick Studio), which lets you create HTML5 ads in minutes, and last week we announced Ready Creatives in AdWords, which creates HTML5 ads for you in seconds.

Today, we’re excited to announce the public beta of Google Web Designer, a new professional-quality design tool that makes HTML5 creative accessible to everyone from the designer to the dabbler.

Google Web Designer enables you to:
  1. Create animated HTML5 creative, with a robust, yet intuitive set of design tools. 
  2. View and edit the code behind your designs and see your edits reflected back on the stage automatically. 
  3. Build ad creatives seamlessly for DoubleClick and AdMob, or publish them to any generic environment you choose. 
  4. Receive updates to the product automatically, without having to re-download the application.
  5. Access all of this entirely for free.

Watch the Demo: A quick glimpse of Google Web Designer

Ready to give it a spin? 
  • Download Google Web Designer. 
  • Read through our getting started guide
  • Send us feedback! We need your input to make this tool even better, so share your ideas with us in our user forum or on our Google+ page. We’re working hard over the next couple quarters to add new features and improvements to make the product an even more robust offering. 
HTML5 is a universal language for building beautiful, engaging content that can run across desktops, smartphones, and tablets. We think that Google Web Designer will be the key to making HTML5 accessible to people throughout the industry, getting us closer to the goal of “build once, run anywhere.”

NOTE: Publishers using DFP or DFP Small business, see our Help Center articles to learn more about trafficking creatives. DFP Help CenterDFP Small Business Help Center.

Posted by Sean Kranzberg, Lead Engineer, Google Web Designer 

(1) StatCounter, Top 12 Browser Versions in North America, February 2012 to August 2013 

Live from AdMonsters OPS TV: Digital Dialogues – The Video Revolution

In a few minutes, we'll be going live at AdMonsters OPS TV with AMC's Vice President of Digital Partnerships & Operations, Kirk Linden, and News Corp's Vice President & Head of Video, Rahul Chopra to talk about their approaches to digital video.

You can watch the conversation here, if you're not at the event:

Sneak Preview: AMC’s Kirk Linden at AdMonsters OPS TV, July 18

As we announced yesterday, we're excited to host a live hangout on air from AdMonsters OPS Mobile & TV in New York next week, as part of our Video in the Future Digital Dialogues series. Joining us on stage are Rahul Chopra, VP and Head of Video at News Corp, and Kirk Linden, VP Digital Partnerships and Operations at AMC. We warmed up the microphone with a few questions for Rahul yesterday and caught up with Kirk today on the things he's excited to speak about at AdMonsters OPS TV.

We’re collecting more questions for both Kirk and Rahul, so tweet your questions to @doubleclick_pub with #digitaldialogues #opstv, and we’ll try to get to them on stage.

Tell us about AMC’s digital video focus, and what sets your digital video offering apart from your competitors?
As a content company, AMC is focused on delivering distinctive, high quality content no matter the platform, providing authenticated episodes online, award-winning Web series and our industry-leading second screen application, AMC Story Sync.

AMC has a lot at stake when it comes to TV ads, but what gets you excited about the future of digital video advertising?
I am most excited about the opportunity digital video advertising provides to support distribution of great content across multiple screens. AMC is an ad-supported network, and digital video advertising helps us to bring quality content to more screens and more devices.

What are some key things you'd like to discuss with participants at AdMonsters OPS on July 18th?
1. How can we better leverage data to deliver more efficient campaigns and stronger viewer experiences?
2. As an industry, we need to find a way to better streamline the delivery and stewardship of cross-platform campaigns.
Come join us in New York at AdMonsters OPS TV to continue the conversation. Are you unable to make it to New York, but want to participate? Contribute a question for Kirk, and we'll get back to you if we're able to host you during the Google+ hangout during the talk on July 18th, at 1:50 PM ET, 10:50 AM PT.