Tag Archives: html5

Merge the art and science of brand advertising by learning to build Engagement Ads

Studio Certified developers, do you want to tell the world that you can create innovative ads designed for users to connect with brands? With DoubleClick Studio’s Engagement Ads Certification, you can get certified in building ads that marry the art of brand building with the science of performance display.

Engagement Ads are tuned to user engagement – not clicks, letting brands connect with users through multiple creative formats. Ads are available on a cost-per-engagement (CPE) basis, allowing advertisers to bid and pay only for user engagement.

Watch this video:


Engagement Ads fit in standard display units, allowing them to scale across the web and then expand to a larger format after an innovative two-second hover delay. This delay eliminates nearly all accidental expansions, providing a better user experience and more accurate reporting to advertisers.

With this flexibility, the richness of a campaign using Engagement Ads depends on the story the brand wants to tell and the type of content they want to promote. Creatives can range from rich, interactive videos built in DoubleClick Studio to immersive brand experiences using HTML5, CSS3, and WebGL – all without leaving the ad format on the publisher’s website.

Check out an Engagement Ad format in action.

Engagement Ads badge certification gives you:
  • A badge that identifies you as a Studio Certified user able to create Engagement format ads
  • Promotion as a via DoubleClick Rich Media properties and associated sites
You also receive the benefits of the Studio Certification Program, including exclusive access to betas and product features, DoubleClick hosted events and workshops, and a badge you can use for self-promotion.


Pass the exam and get the badge to demonstrate your expertise in creating rich ads to boost user engagement. Take the Engagement Ads exam and get certified.

Note: You must be Studio Certified in Core Flash or HTML5 to take the Engagement Ads certification exam.

Not Studio Certified? No worries! Get Certified today. We have these Studio Certification badges available:
  1. Core Studio Certification exam for Flash and HTML5 developers
  2. Integrated QA Certification
  3. Advanced Badge Certification for Dynamic creatives, VPAID creatives, and YouTube mastheads
    Learn more about Studio Certification in the Rich Media Gallery.

    Posted by Paige Birnbaum, Program Manager, DoubleClick Studio Certification

    “Making mobile work” for the advertising industry


    Today, almost 50% of the US population has a smartphone* and one in five webpage views now occur on mobile devices.** Even though consumers have quickly incorporated these devices into their daily routines, advertisers haven’t necessarily followed suit. While a few of the savviest advertisers are taking advantage of the multiscreen opportunity, it’s time that the entire industry think critically about how to make mobile a first class citizen in their campaigns.

    One key aspect of “making mobile work” is using mobile-compatible ad creative; HTML5 creative works on smartphones, tablets and desktops, allowing advertisers to build a single ad unit that can run across all screens. By using HTML5, advertisers open the door to cross-screen branding opportunities, as well as enable publishers to monetize their highly-trafficked mobile properties.

    To call out this need, the IAB today published an open letter, signed by Google, 16 US publishers and six UK publishers, asking marketers to use HTML5 for their ad creative so that their campaigns can show up properly across screens.

    This plea to marketers is the first step in a larger “Make Mobile Work” Initiative, in which the IAB, supported by Google and the other publishers, will provide additional resources to marketers to educate them on how to implement successful mobile campaigns.

    By fostering the conversation and educating marketers, we hope the “Make Mobile Work” Initiative will invigorate the production of mobile-compatible campaigns, enable marketers to take advantage of the mobile opportunity, and provide publishers with the inventory they need to monetize their mobile properties.

    Posted by Bonita Stewart, VP Americas Partner Business Solutions, Google

    *source: eMarketer “US Mobile Phone Internet Users and Penetration, 2012-2017.”
    **source: http://gs.statcounter.com/#mobile_vs_desktop-ww-monthly-201012-201312

    MRAID Beta Program: Bringing scale to mobile rich media through in-app advertising


    Are you an advertiser or agency running mobile in-app ads or are you interested in testing out in-app formats? 

    We’re looking for advertisers or agencies willing to participate in an MRAID beta program, to run campaigns with impression volume against our tested networks and verify that the reporting and metrics are tracking properly. 

    In exchange for helping us test out the metrics, we’ll wave rich media ad serving fees for the duration of the beta. (Note: we may see significant reporting discrepancies during this beta period.)

    Requirements to participate in the beta:
    • Have our “Beta Feature” language in the Advertising Platform Agreement (APA) or have a separate Beta Feature Agreement 
    • Deliver HTML5 creative assets to DoubleClick
    • Run media with an MRAID compliant publisher or platform that has been tested by DoubleClick. (e.g. Greystripe, Millennial, Jumptap, New York Times, Mojiva, InMobi, AdMarvel). 
      • Be sure to ask your sales representative for an updated list of compliant publishers.
      • Don't see your desired publisher on the list? Point them to our DFA publisher certification so you can run in-app ads on their network or application. 
    If you are interested in taking part in this beta program, please contact your DoubleClick Sales Representative.

    -----------------------
    Background on MRAID:

    Mobile rich media advertising has historically been difficult for agencies and publishers to execute on a large scale because every publisher has maintained different standards and specs for mobile ads. With so many different standards, an agency would have to create many ads, each tailored to individual publishers -- a very manual and unscalable process. 

    To help make mobile rich media execution more scalable, the IAB developed the Mobile Rich Media Ad Interface Definitions (MRAID), which provide a standard for mobile rich media ads, so that all publishers can accept the same ad type (and agencies can build one ad to work across all the publishers.) 

    DoubleClick Rich Media and Studio is MRAID compliant, meaning agencies that use DoubleClick have the ability to serve MRAID creatives to in-app inventory offered by publishers and mobile ad networks. We have already been working with a number of publishers, confirming their ability to support our test tags. Now, we need to run live campaigns with impression volume against these tested networks, to verify that metrics are tracking properly. This is the goal of the beta program.

    Making creative more intelligent

    [Editor's note: repost from DoubleClick Advertiser Blog. --Stan Grinberg]

    Your media plan is only as good as your creative message. Once you reach the right people, are you telling them something they actually want to hear?

    - Pete Crofut, Creative Platforms Evangelist, Google


    For the past six months, we’ve partnered with iMedia Connection on a series of articles that explore modern storytelling and the ways that new digital technologies are making ad creative more intelligent. We laid out the challenges advertisers face, examined engaging and data-infused creative examples, and discussed how to make these ads captivating across screens, measurable and scalable.

    Today, we conclude this series with a final article, “Technology makes creative more intelligent”, which provides new creative examples and explains how the creative imperative fits into Google’s broader perspective on the "what,” "why" and "how" of modern brand building (entitled the Engagement Project.)

    The tools and technology are available to help make your stories come to life online. Now’s the time to embrace the opportunity and think about your creative from a cross-screen, digital-first perspective, to craft messages that will engage people wherever they are.

    Posted by Becky Chappell, DoubleClick Marketing

    Making creative more intelligent


    Your media plan is only as good as your creative message. Once you reach the right people, are you telling them something they actually want to hear?
    - Pete Crofut, Creative Platforms Evangelist, Google

    For the past six months, we’ve partnered with iMedia Connection on a series of articles that explore modern storytelling and the ways that new digital technologies are making ad creative more intelligent. We laid out the challenges advertisers face, examined engaging and data-infused creative examples, and discussed how to make these ads captivating across screens, measurable and scalable. 

    Today, we conclude this series with a final article, “Technology makes creative more intelligent,” which provides new creative examples and explains how the creative imperative fits into Google’s broader perspective on the "what,” "why" and "how" of modern brand building (entitled the Engagement Project.)

    The tools and technology are available to help make your stories come to life online. Now’s the time to embrace the opportunity and think about your creative from a cross-screen, digital-first perspective, to craft messages that will engage people wherever they are. 

    Posted by Becky Chappell, DoubleClick Marketing

    Join us for "Digital Dialogues: Making Mobile Work with HTML5" – 10/24 @ 10am PT

    Following the recent launch of our Mobile White Paper, “Unlocking the HTML5 Opportunity: What’s the Holdup?”, this week we’re continuing the conversation around unlocking the mobile opportunity with a Digital Dialogues Hangout-on-Air.

    There's no question that people are spending more time across screens, and the opportunity to reach them there is huge. Advertisers, media and creative agencies are still trying to figure out the best way to leverage mobile in their campaigns, optimize for it and build engaging multi-screen creatives. Publishers continue to strategize on ways to deliver and monetize engaging cross-screen consumer experiences.

    Join us for a conversation on how technologies and solutions like HTML5 can make cross-screen creative and mobile advertising more accessible for the industry.

    Speakers:
    What: Digital Dialogues Hangout on Air: Making Mobile Work with HTML5
    When: Thursday, 10/24 @ 10am PT / 1pm ET
    Where: Think With Google G+ page.

    RSVP here.

    While you’re waiting, here’s some background reading:
    We hope you’ll be able to join us!

    Posted by Becky Chappell, Product Marketing