Tag Archives: DoubleClick Rich Media

In-stream video tools support video ad targeting




For the past week, we’ve discussed the ways that advertisers can pair smart creative with their media buying strategies, to produce successful digital campaigns. Today, we’ll talk about our fourth and final creative and media pairing around in-stream video -- advertisers should make sure they have the right video ad creative to run in their video ad placements. 


Did you know? In 2014, over a third of mobile phone users streamed or downloaded video on their mobile devices. In 2015, the percent of people watching video on their phones is expected to jump to 40%. (1)

Rather than simply reusing TV commercials for their digital campaigns, advertisers can make their video ads work better for digital by building in interactivity. Interactive in-stream video (VPAID) allows advertisers to add additional layers of information on top of their video assets. This functionality turns a linear video into an experience that resembles a micro-site -- consumers can interact and learn about the brand all within the single ad unit, without having to navigate away from the original page. 

Easy, automated in-stream video 
Our new VPAID Layout allows advertisers to take an existing video asset, upload it into the Studio Layouts tool, and create an interactive ad unit in minutes. Here’s a demo of the process:


Smart serving technology for mobile video ads
When you build ad units with video in them and then serve them to mobile devices, you have to remember that video files are large, and mobile devices have slower and often fluctuating bandwidth connectivity. DoubleClick Campaign Manager has smart serving technologies to allow you to provide the best quality video to consumers based on their available bandwidth.

DoubleClick will now transcode and segment your videos so they can be served in a file size that will load on the viewer’s mobile connection (3G, 4G or wifi). The video can even be altered on the fly, if the connection changes during playback. 

It’s important that advertisers pair smart creative with their media buying strategies. A campaign is only as good as the creative that shows up, so developing creative strategies that align with the media buy from the outset of the campaign is critical to campaign success. Advertisers that do this will benefit from more successful and engaging digital campaigns.

Posted by Becky Chappell, Product Marketing Manager, DoubleClick

(1) eMarketer Comparative Estimates, August 2014

HTML5 and in-app creative tools support mobile ad targeting


Last week, we talked about how creative strategies support the media buy in successful campaigns. Without ad creative that is engaging and relevant to people, a campaign will fall short of its advertising goals. Further, with consumers spending much of their time on smartphones and tablets, these engaging and relevant experiences need to work across screens. 

Our third creative and media pairing focuses on creating successful cross-screen advertising: If your media agency is including mobile inventory in the media buy, your creative agency needs to build mobile-compatible creative to be served to those placements. The best way to build those ads is in HTML5, which allows you to provide the same interactive experiences for mobile as you do on desktop.

Did you know? There are more people in HTML5-compatible environments today than in Flash-compatible environments (1) yet 84% of rich media ads are still built in Flash. (2) 

Here are four best practices for building cross-screen ads to pair with your mobile media buys:

Build in HTML5
Building mobile-compatible ads in HTML5 is getting much easier, as new tools come onto the scene to help expedite the transition from Flash. With our HTML5 and in-app layouts, advertisers can upload their existing creative assets and create multiple formats in minutes. For more custom HTML5 units, Google Web Designer provides a robust and intuitive suite of design and animation tools to allow for more creative flexibility.

Build for apps
80% of the time that people spend on their smartphones is spent within a mobile application. (3) Mobile web is very different from a mobile app, so what works on a website experience doesn’t necessarily work in a mobile application. Make sure to build ad creative that is designed for the app experience.

Use device form-factor
Desktops, smartphones and tablets all have different form-factors, or device-specific attributes and interaction modes. Smartphones and tablets have touch screens and accelerometers or motion sensors that sense movement and orientation of the device, while a laptop does not. Smartphones have much smaller screens, while tablets and desktops have larger, “lean-back” screens. Smartphones also have calling and texting capabilities. These are all opportunities for incorporating cool things about the device into your ad creative. 

For example Burberry took advantage of device form-factor in their Burberry Kisses campaign. This campaign captured the shape of someone’s lips, digitized it and put it onto a digital letter that could be emailed to a loved one. To provide the same experience on different devices, the designers had to be smart about form-factor. 
On desktop, they could use the video camera on the computer to capture a person’s lips. But smartphones and tablets don’t have a front-facing video camera that would work. Instead, the developers used the touch screen capabilities of these devices to allow people to kiss their screen. The device was able to understand the size and shape of the person’s lips via the touchscreen and digitize the image. This provided the same overarching brand experience for the user, but utilized a different way of executing it on different devices.

Use geo-location
Smartphones have the unique characteristic of travelling with us wherever we go. When a user opts to share their location information, the advertising they see has the opportunity to become more relevant to the physical world around them. Advertisers can send specific messages about their store or retail outlet to people who are traveling within a specified area around it.

By building HTML5 ads that work for apps, use device form factor, and provide geographically-relevant info, advertisers can ensure their ads reach consumers successfully on every device and environment. 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick

Sources:
1) StatCounter
2) Internal DoubleClick Data, Sept. 2014
3) Flurry analytics, Apr. 2013

Dynamic creative tools support programmatic media buys


As we introduced on Wednesday and explained further yesterday, it’s critical to pair your media buying strategies with smart creative strategies to develop more successful digital campaigns. A media buy is only as good as the creative that goes into it! 

Our second creative and media pairing revolves around the idea of programmatic: When you are buying your media programmatically (automatically, in real-time, with granular information about each viewer) you should also be building your creative messages automatically, in real time, for every viewer. Dynamic creative is a technique that advertisers can use to accomplish these real-time messages.

Did you know? Consumers are twice as likely to engage with real-time advertising than they are with generic ads.* 

Dynamic creative is a powerful and flexible system that lets marketers create a single ad template and then swap in creative variations to fit each viewer. What's more, it does it in real time: changing headlines, images, copy and calls to action depending on variables like the user's demographic, their location and the device they're using at the moment they see the ad. 

People may be familiar with the idea of dynamic creative for direct response campaigns (i.e. showing a product based on what someone already viewed), but there are also clever ways to incorporate dynamic creative for brand awareness campaigns. 

For example, Nike used dynamic creative to fuel their real-time “Phenomenal Shot” campaign for the World Cup. Nike wanted to deliver experiences that related to live moments in the soccer matches. They used an HTML5 dynamic template, which allowed them to create and manage one flexible ad—instead of hundreds of custom-built ads—that could run across screens. 

To accommodate dozens of ad alternatives localized for 15 different languages, they created a Google Spreadsheet template that served as their dynamic feed to generate ads. Once the dynamic feed was set up, they could generate the ads quickly by updating the spreadsheet, which minimized the effort and speed of releasing ads in real time. The spreadsheet was robust yet simple enough that the ads could be updated without assistance from technical or creative employees.


Nike cleverly used dynamic creative as a way to bring live moments into their ad campaigns in real-time. Knowing that their viewers were on their phones as they were watching the soccer matches, Nike made sure their ads could show up on smartphones and tablets, to grab users’ attention and engagement during commercials or breaks in the game. 

As brands buy more reservation-based ads through programmatic channels, using the information about their audiences in their creative is going to become increasingly important. To accomplish these smart creative campaigns, Advertisers must include both the media agency and the creative agency in the room at the outset of the campaign. This will enable the agencies to develop creative and media plans that are aligned. 

To learn more about how to pair dynamic creative with your programmatic media buy, visit our dynamic solutions page and select the vertical that is relevant for you. 

And come back on Monday for our third pairing: Mobile media buys and HTML5 creative. 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick

*source: “Media Economy Report: How Data is Changing our Business,” Jan. 2014, Magna Global

Powerful creative management tools support large-scale campaigns: A deep-dive into Asset Library


Yesterday, we announced 13 updates to our DoubleClick Creative Solutions and explained how advertisers can develop more successful campaigns by pairing their media buying strategies with smart creative.

Pairing #1 from yesterday’s post centered on scalability: Creative agencies need robust creative management tools to keep up with the scale and complexity of increasingly large media buys. The new Asset Library tab that launched this week in DoubleClick Studio provides just that -- it allows creative agencies to easily scale and manage their assets across their creatives. 

With Asset Library, you can host, manage and update all of your creative assets for free, from a single cloud-based location within DoubleClick Studio. Easily manage your assets across all of your DoubleClick campaigns and update live campaigns immediately with new creative.


Six things to know about the new Asset Library tab:
  1. No waiting: You don’t have to wait for a hosted URL from the DoubleClick team, so you can get your ads live faster.
  2. Larger file sizes: Upload individual creative assets up to 60MB, and upload any total file size that you want. 
  3. Share assets easily: Advertisers can use Asset Library to share their creative assets directly with their creative shops, all in one place.
  4. Batch Update: Automatically update a batch of creatives with one click in Asset Library. You can also refer to assets uploaded to Asset Library within your dynamic creative feeds.
  5. Automatic video transcoding: Asset Library automatically transcodes videos into all necessary formats when uploaded into the platform.
  6. Update live campaigns immediately: Edit your asset in Asset Library and push it live to the locations you want in your campaign immediately, no 24-hour review cycle or re-trafficking required. 
Here’s what some of our beta testers have said about Asset Library:

"We’ve used the asset library to host HTML5 assets and then pull them in dynamically within DoubleClick Studio. This has made file management more efficient and enabled us to change assets quickly when pricing, messaging changes and creative tweaks have been necessary." ~David Morgan, Director, 22Design 

"We use DoubleClick Studio to build 99% of our creative and appreciate how Asset Library has simplified video serving. Instead of handing off files, we can manage the serving ourselves through our Asset Library folder." ~Kate Bush, Associate Director of Project Management, Isobar Detroit

"I have been using Asset Library with a dynamic ad campaign for one of our major clients. Having all of the assets accessible in DoubleClick Studio...in one place has saved me so much time and energy. I can keep all my assets in a well documented and simple way. It also makes the data feed that I put into Google Docs a lot smaller and easier to manage when dealing with vast amounts of data in the dynamic ads. It is the most beneficial upgrade to date." ~Darren Stevenson, Head of Digital Display at UK creative agency Partners Andrew Aldridge

Over the next couple quarters, we’ll be integrating Asset Library into Google Web Designer, DoubleClick Campaign Manager and DoubleClick Bid Manager, so you’ll be able to access your creative assets from every management tool within the DoubleClick Digital Marketing platform.

Ready to give it a try?
Simply login to your DoubleClick Studio Account and click on the new Asset Library tab in the top navigation bar. You can also check out our Getting Started guide. 

Come back tomorrow for creative and media pairing #2 around programmatic. 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions

13 new DoubleClick Creative Solutions to make your campaigns more successful


Savvy advertisers know they need to pair smart creative with their media buying strategies, to accomplish successful digital campaigns. Today, we're making it easier than ever to do just that with 13 new tools across our DoubleClick Creative Solutions. These updates help advertisers succeed with four key creative + media pairings:

1. Powerful creative management tools support large-scale campaigns
2. Dynamic creative tools support programmatic media buys
3. HTML5 and in-app creative tools support mobile ad targeting
4. In-stream video tools support video ad targeting


Pairing #1: Powerful creative management tools support large-scale campaigns
Display campaigns are getting larger and more complex. To keep up, creative agencies need tools that help them build ads to suit every shape and size required by that campaign, in a fast and seamless way. 



Asset Library is a creative management layer launching today in DoubleClick Studio and rolling out across the DoubleClick Digital Marketing platform in the next couple quarters. Asset Library allows advertisers to host assets for free in DoubleClick and easily manage and bulk update creative, even in live campaigns, without having to re-traffic them. 


“We have cut our development time considerably using Asset Library as part of our daily work flow. It's hard to imagine how we survived without it.” ~ Michael Douglas, Head of Production, SapientNitro

Pairing #2: Dynamic creative tools support programmatic media buys
Advertisers can use the audience information from their media buy to craft relevant ads for every viewer. Our new dynamic tools focus on making the process easier to manage:


  • A lightweight version of dynamic creative for retail and hotel clients is available in DoubleClick Bid Manager (Premium US users). Use six HTML5 templates to build dynamic ads that are aligned with the programmatic media buy. They work for Facebook right-hand side inventory too!
  • Advertisers can now pull their Google Merchant Center Feed into a dynamic remarketing creative in both DoubleClick Studio and DoubleClick Bid Manager. This makes it much easier to build complex retail campaigns without having to re-input the data.
  • Understand which products in your dynamic ad lead to which website conversions, using the new u-reporting feature in DoubleClick Studio. 


Pairing #3: HTML5 and in-app creative tools support mobile ad targeting
To show a successful ad unit on mobile and tablet placements, you have to build HTML5 ad creatives in formats that work well on smaller screens.


  • Build mobile-compatible ads in minutes, with 20 new HTML5 and in-app Studio Layouts. 
  • To build more custom HTML5 ads, agencies can use Google Web Designer and then publish their ads in one click to DoubleClick Studio. 
  • For a dynamic creative campaign, DoubleClick Studio supports HTML5 dynamic creative, so advertisers can ensure their real-time messages reach consumers wherever they are. 
  • Publish with confidence: DoubleClick supports MRAID 2.0 (the IAB’s latest mobile in-app standard) and has certified over 90 of the largest publishers and networks, to make sure their websites will support DoubleClick in-app ads. 

Pairing #4: In-stream video tools support video ad targeting
Make your TV commercials work for digital by building in interactivity. Serve your video ads alongside the rest of your digital campaign so that your data and reporting are consolidated. This can lead to better campaign insights. 


  • Our new VPAID Layout lets you easily build interactive in-stream video ads (VPAID). Simply upload your video asset and add interactive elements to create a complex ad unit in minutes.
  • You can also ensure people have a smooth viewing experience with your mobile video ads. DoubleClick Campaign Manager will transcode and segment your videos so they can be served in a file size that will load on the viewer’s mobile connection (3G, 4G or wifi). The video can even be altered on the fly, if the connection changes during playback. 

Digital campaigns are nuanced and complex, so having the right support resources at your disposal is important. We built the Creative Recommendation Tool to help you identify the best product to use based on your project’s resources. We’ve also integrated Chat Support into the Studio UI, so you can get in touch with a real person immediately, get your problem solved and get on with your work. 

While advertisers may be focused on scaling campaigns across big bets like mobile, video and programmatic, smart creative is a critical element of every successful campaign and can’t be an afterthought. Advertisers will achieve the best results when they combine creative strategies with media strategies from the outset of their campaigns. 

Over the next few days, we’ll dive into each of the four creative strategies listed above, to provide best practices for combining creative and media strategies in your campaigns. Stay tuned!

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions

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


Learn about DoubleClick Dynamic Creative Solutions and join our webinar series

Cross-posted from the DoubleClick Advertiser blog

Last week’s updates to Google Web Designer included cool new features that make it easier for creative designers and developers to build robust HTML5 creative. These features, combined with DoubleClick’s audience and environment information can help advertisers and agencies improve creative messaging for even more successful cross-screen marketing campaigns.

Today’s consumers expect to see tailored and relevant ads, and DoubleClick Dynamic Creative can help you use the information about who is viewing an ad to build smarter and more relevant creatives for every viewer. Learn about DoubleClick Dynamic Creative today by visiting our Dynamic Solutions page on the Rich Media Gallery and joining this week’s training webinar series.

Watch this video:


Find DoubleClick Dynamic Creative solutions by vertical.
Check out our Dynamic Creative Solutions page in the Rich Media Gallery to learn how to get started with DoubleClick Rich Media Dynamic Creative. You’ll find industry-specific information, best practices and creative examples for retail, travel, auto, and telecom verticals.

Join this week’s DoubleClick Dynamic Creative webinar series.
Want to learn more in an interactive environment? Join our product experts for this week’s DoubleClick Dynamic Creative webinar series. See the schedule below and register through the links below.

dynamic.png
Introduction to Dynamic Creative – 8/12 at 9 AM PST / 12 PM EST
Learn about the benefits of DoubleClick Dynamic Creative and see how it works. You’ll also learn the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register

Advanced Dynamic Creative Workflow – 8/13 at 9 AM PST / 12 PM EST
Learn the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. You’ll also learn troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register

Dynamic Creative Best Practices – 8/14 at 9 AM PST / 12 PM EST
Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register

If you’ve taken Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you better understand how to implement dynamic creative. If you haven’t already, be sure to take DoubleClick Campaign Manager Fundamentals and Rich Media Fundamentals and get your certificate of completion.

Watch a pre-recorded webinar.
Can’t make this week’s webinar series? No worries! You can watch a recorded webinar in our Help Center to learn more dynamic creative best practices. While you’re there, be sure to read about ourlatest release notes.

Stay connected with DoubleClick Training by subscribing to training updates.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

Learn about DoubleClick Dynamic Creative Solutions and join our webinar series

Last week’s updates to Google Web Designer included cool new features that make it easier for creative designers and developers to build robust HTML5 creative. These features, combined with DoubleClick’s audience and environment information can help advertisers and agencies improve creative messaging for even more successful cross-screen marketing campaigns.

Today’s consumers expect to see tailored and relevant ads, and DoubleClick Dynamic Creative can help you use the information about who is viewing an ad to build smarter and more relevant creatives for every viewer. Learn about DoubleClick Dynamic Creative today by visiting our Dynamic Solutions page on the Rich Media Gallery and joining this week’s training webinar series.

Watch this video:


Find DoubleClick Dynamic Creative solutions by vertical.
Check out our Dynamic Creative Solutions page in the Rich Media Gallery to learn how to get started with DoubleClick Rich Media Dynamic Creative. You’ll find industry-specific information, best practices and creative examples for retail, travel, auto, and telecom verticals.

Join this week’s DoubleClick Dynamic Creative webinar series.
Want to learn more in an interactive environment? Join our product experts for this week’s DoubleClick Dynamic Creative webinar series. See the schedule below and register through the links below.

dynamic.png
Introduction to Dynamic Creative – 8/12 at 9 AM PST / 12 PM EST
Learn about the benefits of DoubleClick Dynamic Creative and see how it works. You’ll also learn the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register

Advanced Dynamic Creative Workflow – 8/13 at 9 AM PST / 12 PM EST
Learn the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. You’ll also learn troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register

Dynamic Creative Best Practices – 8/14 at 9 AM PST / 12 PM EST
Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register

If you’ve taken Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you better understand how to implement dynamic creative. If you haven’t already, be sure to take DoubleClick Campaign Manager Fundamentals and Rich Media Fundamentals and get your certificate of completion.

Watch a pre-recorded webinar.
Can’t make this week’s webinar series? No worries! You can watch a recorded webinar in our Help Center to learn more dynamic creative best practices. While you’re there, be sure to read about our latest release notes.

Stay connected with DoubleClick Training by subscribing to training updates.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

Navigating the “wild west” of HTML5 with Google’s Tech Lab and Google Web Designer


Marius Veltman’s thought experiment yesterday utilized the Tech Lab’s Full Page Flex and Motion Sensor components to enable viewers to navigate the scenery of the ad in full screen, by tilting their mobile device. 

This component is just one example of many that are being developed by Google’s new Tech Lab, a project created by Google’s Creative Technical Consultants to produce new innovations, push the boundaries of rich media and partner with creative agencies to help take these solutions to the next level. Even the best designers and developers need inspiration, and the Tech Lab has been established to help our DoubleClick Studio Certified Partners experiment with the latest, most innovative ad formats and features for their campaigns. 

HTML5 is still a bit of a “wild west,” both risky and alluring in that it is unchartered territory. There is space for creative designers and developers to experiment with new executions. As Marius pointed out in his article, “the experimentation process … is crucial to developing new ideas and pushing the creative envelope.” 

The Tech Lab helps designers and developers build never-before-seen formats and features into their rich media campaigns. These fresh ideas haven’t been used in many (if any) campaigns before, meaning they are exciting but also untested; but these are the realities of living on the edge of technology. 

To date, the Tech Lab has created 15 innovative formats and features, and today the group is launching three new ones for HTML5:
  • HTML5 Autoplay Video: Start any video within an HTML5 creative automatically, without requiring a user interaction.
  • HTML5 Shake and Shout: Boost your HTML5 creatives by adding cool interactions: Let people blow or shout onto their device and the mic will pick up the cue; or let them shake the phone and the accelerometer will pick up the cue. 
  • HTML5 Twitter Widget: Boost your HTML5 creative’s social IQ by adding the twitter widget and letting viewers view, tweet, retweet, and follow your twitter account directly from your mobile ads. 
If you’re a DoubleClick Studio Certified partner, reach out to your DoubleClick rep to begin working with the Tech Lab. To become a Studio Certified partner, visit our exam page. 

Posted by Becky Chappell, Product Marketing Manager, Google Web Designer

A Google Web Designer Thought Experiment


Yesterday, we announced a revamped Google Web Designer, brimming with new features that make it even easier for creative designers and developers to build robust HTML5 creative. 

Today, we’d like to introduce you to Marius Veltman, a rich media expert from Holland and a life-long creative technologist. We first met Marius last year when he tested out the alpha version of Google Web Designer and gave us a list of improvements for the product.

For this launch, Marius gave us a peek into his world as an artist and designer and helped us push the limits of HTML5 with a “Google Web Designer Thought Experiment.” We asked him to create an awesome HTML5 ad unit, using only Google Web Designer, that takes advantage of different device form factors and successfully conveys a brand’s message. 

We selected the Google Cultural Institute as the brand and used the Street View imagery from their Great Barrier Reef World Wonders Collection as the assets. We then set out on an adventure through Holland to document Marius’s creative process as he worked to develop the ad.

Watch as Marius’s sketches come to life through the medium of HTML5 and the help of Google Web Designer. Marius's ideas develop in parallel to his own story as a designer. Then, check out the actual ad unit and learn more about his process.




Posted by Becky Chappell, Product Marketing, Google Web Designer