Tag Archives: doubleclick bid manager

Actionable measurement for mobile app install campaigns in DoubleClick

Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences. In these I-want-to-know, I-want-to-go consumer moments, people are turning to mobile apps, in addition to websites, to find what they need.

Given this consumer shift, companies from industries as diverse as Finance, Retail and Travel have jumped into the game, building branded app experiences to engage with their customers. So it’s important that marketers be able to measure and attribute their app-related activities, whether installs, engagement, or purchases, back to their advertising campaigns.

That’s why, today, we’re excited to announce the ability to integrate app install and event data from key third party measurement partners into DoubleClick. Working with third parties (starting with TUNE) we are able to increase the measurement accuracy between different app attribution trackers and DoubleClick, ensuring your data is accurate and reliable.

With this launch, marketers can now use supported third party measurement partners to attribute in-app activities back to the in-app ads they have run through DoubleClick, enabling them to reach their performance goals as they acquire new app customers.

This launch provides customers with:

  • Choice: Use one of several (supported*) app tracking tools, while still accurately attributing installs to your DoubleClick ad campaigns.
  • Accuracy: Get reliable and accurate metrics so you can report on your results with confidence, while getting the benefits of a unified view of all your programmatic or reservation app attribution data inside DoubleClick reporting.
  • Better performance: Minimize cost-per-acquisition to get the best performance for your budget. You can optimize your bids in DoubleClick Bid Manager against your post-view and post-click conversions. You can also create targetable audience lists based on these in-app activities (e.g. customers who’ve installed your app or customers who’ve logged in).

By allowing more choice to advertisers using their preferred third party app measurement tools, we are able to provide more robust and actionable metrics for marketers running mobile app install campaigns on DoubleClick.

To get started with this feature, please follow the directions here for DoubleClick Bid Manager, and here for DoubleClick Campaign Manager (accessible by customers only.)

Posted by Steve Chang
Product Manager, DoubleClick Digital Marketing

*At launch, this feature supports a verified integration with TUNE. Verified support for other third party app trackers is expected to launch later this year.

L’Oréal Canada finds beauty in programmatic buying


While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.

Goals


  • Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
  • Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura
  • Grow the Shu Uemura email subscriber list
    		•
    Approach


  • Organized website audiences with Google Analytics Premium
  • Used programmatic buying to lead prospects down the path to purchase
  • Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels
    		•
    Results


  • Drove almost 2X the anticipated revenue
  • Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS)
  • Increased web traffic and email subscriber
    		•
    To learn more about Shu Uemura’s approach, check out the full case study.

    Posted by Kelly Cox, Product Marketing, DoubleClick

    Make Mobile Work 2.0: Continuing the Mobile Conversation With Brand Marketers

    Last year we started the Make Mobile Work initiative in partnership with the IAB to foster adoption of HTML5 and cross-screen creative, and it quickly became the IAB Mobile Center’s lynchpin for marketer outreach as interest in the program accelerated.

    For 2015, we’re excited to bring back Make Mobile Work for another round of educational and practical conversations for brand marketers, to help them succeed in our increasingly mobile-first world.The importance of HTML5 for digital marketing continues to be at the center of the Make Mobile Work message, building on the success of the HTML5 Week we hosted last week.

    Make Mobile Work webinars will address three important topics over the remainder of 2015. These webinars are curated with marketer business decision-makers in mind—they will keep the jargon to a minimum and focus on sharing practical examples and learning.

    The IAB’s Tech Lab is also working to update their standard ad units to reflect the file size needs of HTML5-based ads. This is a timely effort as connectivity technologies have changed along with the rise of HTML5 and it’s vital to realign buyer and seller expectations around ad file weights that will enable engaging ads, while not harming webpage or ad-load performance. Make Mobile Work will help to spread the word about this process and its outcomes and implications.

    Along with the other members of the Mobile Center, we’re looking forward to continuing to help brands large and small, novice and experienced, get the know-how they need to make mobile work for them.

    Posted by Becky Chappell, DoubleClick Product Marketing

    Putting ads in the right context: Announcing Programmatic Guaranteed and Marketplace in DoubleClick Bid Manager

    Last week at the DoubleClick Leadership Summit we announced several innovations designed to help advertisers and publishers thrive in a moments-driven world. In order to capture these moments, marketers are increasingly turning to programmatic buying to deliver the right experience to the right consumer, in real-time. We are pleased to share more details on two of the programmatic buying innovations we announced last week: Programmatic Guaranteed and Marketplace in DoubleClick Bid Manager.

    New Frontiers for Media Buying
    Programmatic buying might be better known for helping marketers streamline the ad buying process with auction based buying but it certainly has evolved beyond these confines. As marketers continue to strive to get the content and the context right, programmatic direct has emerged as a way for brands to combine the efficiency of programmatic with traditional direct-to-publisher buys. The popularity of programmatic direct deals will continue to increase with eMarketer estimating that programmatic direct will account for 42% of digital display ads by 2016. In fact, over the last year across Google systems we’ve seen 2X YOY programmatic direct growth across desktop display and 3X YOY growth across mobile.

    But to date programmatic direct deals haven’t included the reservation buys that make up a majority of marketers’ spend. Reservations are largely made in time-consuming, offline negotiations that can take up to 40 steps to complete. Advertisers not only find it difficult to optimize across different media buys but reservation buys also don’t allow marketers to set frequency caps to control for the saturation of ads to a viewer across programmatic and reservation media - resulting in a bad user experience and wasteful spending.

    Introducing: Programmatic Guaranteed
    Programmatic Guaranteed is a new deal type that allows advertisers to access guaranteed inventory on higher impact formats such as video and mobile rich media with programmatic targeting and frequency capping across all digital media. Marketers will be able to save media dollars by minimizing wasted impressions on users already reached, instead optimizing that budget to reach new users across all their buys. It is also possible to apply remarketing lists to reservation deals using first and third party data and to truly serve the right creative at the right time by reaching users based on where they are in the marketing funnel and not based on media type. We are currently piloting Programmatic Guaranteed, globally, and several clients are seeing great results.

    "Programmatic Guaranteed is proving to be a powerful tool to drive full efficiency in the media buying process. In particular, it offers the opportunity to control each component of the media plan, at the same time, in a synergistic and systematic way. Programmatic Guaranteed represents a key application in relieving digital media planning from the time-consuming management process. Partnering with Google has allowed Amnet to test this cutting-edge solution and serve as an innovator and trend-setter in this space." -Massimo Fontana, Head of Amnet IT
    "We see Programmatic Guaranteed as another important step to connect advertisers with premium publishers’ inventory. Google’s technology helps automate the buying and selling of premium inventory, which is important to ensure that we can deliver the best experience for our advertising and publisher partners”. -Darby Sieben, President of Mediative, a Yellow Pages Digital & Media Solutions Limited Division
    Introducing: Marketplace in DoubleClick Bid Manager
    Even with all of this functionality, discovering the right kind of publishers and inventory can be cumbersome and difficult to scale. Marketers should be able manage all of these deal types simply and easily. That is why last week we were excited to announce the global alpha launch of Marketplace in DoubleClick Bid Manager -- a shoppable storefront that will empower marketers to discover, negotiate and manage all their inventory from a single place. Advertisers will have greater visibility into publisher offerings, giving them a richer, more detailed discovery experience for all deal types, including Programmatic Guaranteed. Marketplace in DoubleClick Bid Manager is currently in Alpha and will be more generally available by end of year.

    Innovating for the future
    If digital is the future of media then programmatic is the future of digital. Brands no longer have to decide ahead of time where their message will get the best response. With these new innovations in programmatic, ads can fluidly reach each person in their audience at the best time, place and channel for that person - regardless of how the deal was signed.

    We’re excited about the future of programmatic buying and selling and the possibilities it will bring for all of our partners. If you’re interested in learning more about Marketplace in DoubleClick Bid Manager or Programmatic Guaranteed reach out to your account manager today, and stay tuned as we look to expand our pilots to more buyers.

    This is the first announcement in our post-DLS series. Join us over the next week as we release more details of all our recent product announcements. Next up, Native Ads in DoubleClick.

    Posted by:
    • Roshan Khan, Product Manager, DoubleClick 
    • Steve Suppe, Product Manager, DoubleClick 
    • Kelly Cox, Product Marketing, DoubleClick

    BT increases sales volume and efficiency using DoubleClick Bid Manager with Google Analytics Premium

    Cross-posted on the Google Analytics blog

    Modern marketers live in a world that’s dominated by data. Advancements in programmatic buying enable marketers to leverage data and analytics to connect precisely, in real time. Advertisers who are smart about organizing, segmenting, and acting on this data are realizing the benefits of more personalized marketing. BT, a leading telecommunications firm in the UK, did just that and saw fantastic results.

    BT wanted to increase the relevance of their remarketing campaigns by creating more precise audience lists. With the help of their media agency Maxus, BT found that using Google Analytics Premium with DoubleClick Bid Manager offered the ideal solution.

    Google Analytics Premium gave BT the ability to create granular audience segments based on site behavior metrics such as recency, frequency, referral source, and stage of cart abandonment. Once these audience lists were created, the native integration between Google Analytics Premium and DoubleClick Bid Manager meant they could be shared with the platform to make more precise media buys in just a few clicks.

    Using Google Analytics Premium with DoubleClick Bid Manager put Maxus and BT in the driver’s seat of their media campaigns. They not only gleaned full transparency with a single customer view and de-duplicated metrics across all channels, but also saw better measurement through unified reporting, and the ability to optimize based on the results.
    Flashcard_13-v2B-02.png
    "Our goals were to build up ‘best practices’ of programmatic display remarketing techniques with a focus on driving post-click sales,” says Alison Thorburn, Head of Digital DR Media at BT. “The DoubleClick suite of products enabled us to do this quickly and efficiently as audience data can be easily organized and utilized.”

    The new analytics-driven approach produced a 69% increase in post-click sales and an 87% reduction in post-click cost per acquisition compared to the previous year’s remarketing activity. It also compared favorably to the remarketing activity that ran simultaneously outside of DoubleClick Bid Manager; post-click sales were 30% higher and post-click cost per acquisition was 42% lower. BT has now consolidated its display remarketing through DoubleClick BidManager.

    Read the full case study here.


    Posted by-
    Kelley Sternhagen, Product Marketing, Google Analytics
    Kelly Cox, Product Marketing, DoubleClick

    Moving to the forefront of programmatic buying

    The abundance of choices consumers have today means people are consuming content in more places and actively tuning out what’s not relevant in the moment. In this environment, programmatic buying is redefining how marketers can connect with consumers in all the moments that matter. And to take advantage of its benefits, advertisers are adopting programmatic at dramatic rates. In fact, eMarketer predicts that 83% of all display buys will be bought programmatically by 2017.

    However, achieving the promise of programmatic is not a guarantee. It takes partnering with the right platform to effectively craft, execute, and manage a programmatic strategy. But with so many options, how should advertisers choose the right platform to reach their unique goals today, and in the future with programmatic buying?

    To help marketers better understand what to look for when Choosing a Programmatic Buying Partner, we uncover the five areas of expertise to look for in a potential platform.
    This buyer’s guide will help marketers define and prioritize selection criteria for a programmatic buying platform that’s the right fit for your short- and long-term goals. Download the whitepaper here.


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


    Posted by -
    Kelly Cox, Product Marketing, DoubleClick

    Launching the Ads Status Dashboard


    One piece of feedback our sales and support teams have heard over the years is that users want to know about urgent issues impacting DoubleClick products as soon as possible.

    Accordingly, we are launching the Ads Status Dashboard, a new publicly-accessible tool that allows you to learn about major outages or functionality concerns across DoubleClick products, including DoubleClick Campaign Manager, DoubleClick Studio, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick Planning, and DDM Reporting. When a major issue impacting large numbers of users is identified, we will post an outage notice in the appropriate row on the Dashboard, then provide updates to the outage notice at a regular interval until the issue is resolved.

    We’re hoping this will allow all of our users to get access to crucial information quickly and without friction -- anyone who may be impacted can access the dashboard to check on the status of our products.

    We’re looking to add additional products and features to the Dashboard in the coming months, so bookmark it, share it, and return to it often. We hope it saves you time!

    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

    Whip your seasonal campaigns into shape: Five “knead to know” tips for Media Agencies


    Yesterday, we provided search marketers with four of our favorite tools to whip their digital strategy into shape. Today, we have five “knead to know” tips for Media Agencies to help you make your holiday promotions a piece of cake. With the right ingredients to scale and streamline your seasonal campaigns, you can find some extra time to sit back and enjoy your perfectly baked holiday pastries — while we take care of the rest. 

    1. Find the recipe for success with DoubleClick Planning:
    During the holidays, it’s easy to spend a lot of money—on food, gifts and decorations. But it can be hard to pull everything together to create that quintessential “holiday cheer.” This year, we have the recipe to ensure you achieve your holiday goals. DoubleClick Planning is a brand new tool that helps you simplify the planning and buying of your campaigns. The tool begins to unify programmatic and reservation inventory management, so you can carry out all of your buys in one place. Faster and more efficient cross-channel planning enables more insightful media strategies, and will ultimately help you get an ROI the size of a holiday feast. 


    2. Whip up opportunities with real-time bidding and optimization: 
    We get it. The holidays are busy, and you often find yourself running out of time—both in the kitchen and with your digital marketing. Forget the manual, hand-churned methods of the past that can leave your campaign results as stale as last year’s fruit cake. This year, turbocharge your campaigns with real-time automated bidding in DoubleClick Bid Manager. We’ll dynamically change a line item’s bid, based on the likeliness that an impression will perform well. Then we’ll use that near-instant conversion data to optimize bids throughout the day—helping you achieve specific campaign goals. And the best part? It’s all automatic, so you won’t have to make it from scratch.


    3. Delight customers with Google Merchant Center feed integration in dynamic creative:
    Knowing which product to show each viewer can be as tough as choosing what to make for Thanksgiving dinner. To ease the decision-making process, we launched support for Google Merchant Center feeds in DoubleClick Dynamic Creative. Use your existing Google Merchant Center feeds to automatically update your DoubleClick Studio or DoubleClick Bid Manager display campaigns — showing the right product to the right customers, when they’re looking to buy. In addition, retail and travel advertisers can now target dynamic campaigns to right-hand side inventory on the Facebook Exchange through DoubleClick Bid Manager. With these dynamic options on the table, the rest is gravy.


    4. Handle on-the-go customers with geofence targeting: 
    As a master cook, you’re moving around non-stop during the holidays—and so are your customers. But as they’re seeking deals and checking them twice across screens, how do you drive conversions - both online and offline? Geofence targeting in DoubleClick Bid Manager will enable you to deliver highly relevant messages to customers based on their proximity to a specified chain store. This means you can maximize performance for mobile by automatically adjusting the geofence, based on privacy and potential reach. Ready to make your holidays a multiscreen event this year? We’ll raise a glass of eggnog to that! 


    5. Measure beyond a “pinch” with GRP and Viewability data:
    A “pinch” of this and a “dash” of that won’t get you to holiday-perfect results, especially during the busy season. With our suite of solutions, we’ll give you the precise measurements you need to cook up an impactful campaign. Ensure your campaigns are actually seen, with ActiveView on DoubleClick. Reach the right audience with comScore and Nielsen GRPs, integrated seamlessly into DoubleClick. Then, optimize your campaigns in real time using audience insights gleaned from comScore vCE in DoubleClick. By accurately measuring and optimizing your campaigns, you won’t need to wait for days or weeks to make sure your holiday dollars are spent on the right audience.


    Hopefully with these tips in toe, you’ll get your holiday campaigns up and running in no time, so you can enjoy some R&R with family and friends this season.

    Posted by the DoubleClick Marketing Team


    Introducing Active View reporting in DoubleClick: A foundation for brand measurement

    In an important step toward making brand measurement as actionable as the click, customers of our DoubleClick platform globally now have access to Active View reporting. Advertisers, agencies and publishers now have access to a common, integrated metric to evaluate and compare the viewability of impressions across the web.

    Digital advertising can provide brand marketers better measurement for their campaigns, but to do so, we must transition to a market where viewable impressions are a standard currency. On March 31, the Media Rating Council took the first step toward making viewable impressions a standard by lifting its advisory to refrain from transacting on viewable impressions as a digital advertising currency. We’ve always been a strong supporter of the viewability standard and we’re excited to roll out our MRC-certified viewability solution Active View to our DoubleClick partners.

    DoubleClick clients globally now have access to Active View viewability reporting by default in:
    • DoubleClick for Publishers, for publishers using Google Publisher Tags 
    • DoubleClick Ad Exchange, in the new Query Tool
    • DoubleClick Digital Marketing
      • DoubleClick Campaign Manager, including reach and frequency
      • DoubleClick Bid Manager

    From measurement to currency, the future of Viewability
    Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
    “The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
    "At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”

    Providing a common measurement metric is the foundation for a world where we can transact on viewable impressions. But measurement alone does not make viewable impressions a currency. For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions. We already enable this on the Google Display Network and, we’re also investing in tools on the DoubleClick platform to allow advertisers and publishers to value, buy, sell, serve and optimize to viewable impressions. 

    The transition to viewable impressions will not happen overnight, but as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers. We look forward to working with our clients and industry bodies to turn viewability into a new currency for the web.

    Posted by Sanaz Ahari, Group Product Manager, Brand Metrics


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