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 TeamTune 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 TeamThe New York Times’ first issue was printed in 1851 as a penny paper, and now, we share news with over one million digital-only subscribers every day. In our 164-year history, we’ve seen our readers shift from print, to computers, to mobile. Despite all of this change, however, we’ve remained committed to delivering the highest-quality content to our readers—whether it’s news, features, opinions or ads. First and foremost, it makes our readers happy. But, it also serves as an important foundation for a sustainable monetization strategy. Whether readers are interacting with our articles, videos, podcasts, or apps, our ads needs to be just as engaging as our own content.
To create a strong user experience wherever people are reading news, we’ve experimented a lot with our native advertising strategy. Here’s what we’ve learned:
One of our early experimentations with native advertising was a solution we called ‘Flex Frames.’ To offer the best user experience possible, we ensured Flex Frame ads behaved like organic content by matching the look and feel of surrounding contexts, both in terms of editorial content and across different platforms and devices.
While Flex Frames successfully adapted to the look and feel of our content, we faced roadblocks when attempting to scale -- our team was dedicating countless hours to coding and compiling ads for review by advertisers. To overcome this challenge, we partnered with DoubleClick and have realized significant efficiencies since.
The ability to leverage our first party audience data proved crucial to our native advertising strategy, allowing us to place the right ad in front of the right person at the right time, both in terms of content and format. For example, we will serve a video ad rather than a photo story if we know a reader is more likely to view video content than view photos in a carousel. These highly-relevant ads produce excellent results with 6X higher CTRs with 4X more viewable impressions.
Metrics are important, and you have to know what to measure in order to decide whether ads are working for you and your users. It’s important to identify KPIs at the start of a project, and measure them regularly. These KPIs may differ based on the company, but for us, after running a variety of focus groups through our Consumer Insights Group, we found user engagement to be one of our most important KPIs. We want to know the ad experience is a positive one for our users—that our ads aren’t just tolerated, but that people actually opt to spend time with them. We’re constantly testing ads to understand what’s working and what’s not.
We’ve been working with native ads for over a year now, but for many people, these ads are still relatively new. Even a year in, the hardest thing about my job continues to be educating sales teams about native formats. And the same goes for advertisers—it’s our job at The New York Times to demystify component-based ads and explain why they're better for the whole ecosystem. With more education, sales teams can better sell native ads, and advertisers will start opting for more native formats.
Taking what we’ve learned so far, I believe the next big leap for native ads is to deliver more meaningful, contextually-relevant experiences across an ever-broader spectrum of media formats and devices. This is important because The New York Times isn’t just a paper or a website anymore. It's a website. It's an app. It's a host of touchpoints and experiences where the user sits at the core. We're headed for a world that lives on an incredibly fractured series of screens and touch points -- and our challenge is to make sure that we are meeting and exceeding users’ expectations across all them.
We recently released Native Ads on DoubleClick across all screens — on the web and in apps — to all our partners. Watch the video below to learn more about The New York Times’ strategy and approach to native advertising or continue to DoubleClick.com to read the case study.
 | Posted by Nicholas Van Amburg Managing Director of Ad Innovation, The New York Times |
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.
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.
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
On the Google Analytics team, we believe a primary goal of analytics is to make your marketing smarter. It should help you understand your customer’s journey, gain and share insights, and create an engaging experience for your audience.
But just as your organization can’t achieve these goals in a silo, neither can your website analytics data. Your customer’s journey includes both their experience with your marketing campaigns as well as their experience on your sites and apps. So you need complete data, connected from marketing through to site experience, to actually gain insight and deliver a great customer experience.
Analytics 360, part of the Google Analytics 360 Suite, is proud to provide this type of end-to-end understanding with our existing AdWords integrations. Beginning today, we are now offering this same capability with the DoubleClick Digital Marketing platform. In addition to our existing integration with DoubleClick Campaign Manager, you can now view user engagement information for users acquired through DoubleClick Bid Manager and DoubleClick Search campaigns directly within Analytics 360. It’s super easy to connect your Analytics 360 account to DoubleClick Digital Marketing and there’s no implementation work needed (e.g. no site or campaign re-tagging).
With these new capabilities, marketers using Analytics 360 are better able to see the customer journey from when a customer was exposed to their marketing campaigns all the way through to that customer’s eventual purchase on their site (or lack thereof). User engagement with your site can be analyzed for both users who viewed an ad (view-through) and for users who clicked on an ad (click-through). View-through information is especially important for display, video, and mobile because users often view these ads and then visit the website later rather than clicking directly on the ad.
Companies like Panasonic are already using our integrations with marketing media to improve their return on investment (ROI) from digital marketing campaigns. With the Analytics 360 ads integrations, Panasonic was able to aggregate all digital campaign data into one platform to gain insight about their customers. They then shared these insights back to their media tools to better find engaged audiences and provide those audiences with the right experience at the right moment, driving an ROI increase of 30%.
In light of these latest integrations with Google ad technologies, we wanted to take a moment to discuss the two capabilities we enable across all our ads integrations that help you achieve smarter marketing: 1) understanding the customer and their journey and 2) creating relevant experiences for users.
They saw and / or clicked on your ad and arrived on your site. But who are they? What happened next? Did they bounce immediately? Did they research specific products? Did they sign up for your newsletter? What were the users who interacted with your digital marketing doing on your site? Ads integrations with Analytics 360 can help you answer these questions and more, for example:
User behavior on your site can tell you a lot about them and what they’re interested in. Shouldn’t you use that information to inform your marketing strategy? Some examples:
These are just a few examples of how analytics data can blend with campaign data to create real value for both companies and for their customers. It's a win-win — customers get marketing that is truly relevant to them, and companies put their marketing dollars to work with the customers who are most likely to be interested.
Visit the Google Analytics 360 Suite Help Center to learn more about our new integrations with DoubleClick Bid Manager and DoubleClick Search. You can also learn about our existing integrations DoubleClick Campaign Manager and with AdWords. Stay tuned for more updates from Analytics 360 as we continue to invest in new and exciting capabilities. Happy analyzing!
Posted by Abhi Aggarwal and Jocelyn WhittenburgOur lives are filled with micro-moments: intent-rich moments when we turn to the nearest device to find a store, buy a product or look for answers to all kinds of wants and needs. In these moments, today's consumers decide what to do, where to go, and what to buy.
If you're in marketing or analytics, you know this consumer behavior brings new opportunities to reach your customer in the right moment with the right message. At the same time, it's harder than ever to get a complete view of the consumer journey and then make sense of it all.
That’s why we’re introducing the Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.
“The Google Analytics 360 Suite gave us the really big ah-ha moment. When we launched our mobile app, it provided insurance quotes. But after looking at the data, we saw people were attempting to buy insurance. So, we shifted our mobile strategy to offer ecommerce. Google gave us that insight.”
-Pawan Divakarla, Analytics Leader, Progressive
Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers1 in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise.
Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.
As we built the system, enterprise marketers shared what they needed with us:
The Google Analytics 360 Suite is built to address these needs. Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.
“Using the integrations in the Google Analytics 360 Suite, we are able to manage everything in one seamless platform.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada
Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.
The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.
“The Google Analytics 360 Suite has a native integration with DoubleClick — that’s a game-changer. Now I can personalize my media based on website user behaviors, such as what they purchase.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada
The new products -- Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 -- are available today in limited BETA. If you're a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we'll let you know when you're eligible to join the new betas.
This is just the beginning of our ongoing innovation in enterprise marketing analytics -- we can’t wait to share more. In the meantime, visit our website for more details or hear from directly from our customers below.
Over the coming weeks we’ll dive into the capabilities and benefits of all the new products on the newly refreshed and renamed Google Analytics Solutions blog, and on our Google+ and Twitter pages. We’d love your feedback.
 | Posted by Paul Muret Vice President of Analytics, Display, and Video Products, Google |
Our lives are filled with micro-moments: intent-rich moments when we turn to the nearest device to find a store, buy a product or look for answers to all kinds of wants and needs. In these moments, today's consumers decide what to do, where to go, and what to buy.
If you're in marketing or analytics, you know this consumer behavior brings new opportunities to reach your customer in the right moment with the right message. At the same time, it's harder than ever to get a complete view of the consumer journey and then make sense of it all.
That’s why we’re introducing the Google Analytics 360 Suite, a set of integrated data and marketing analytics products, designed specifically for the needs of enterprise-class marketers. It all starts with understanding consumer behavior in the moment — getting the right insights, and then making your brand useful to consumers.
“The Google Analytics 360 Suite gave us the really big ah-ha moment. When we launched our mobile app, it provided insurance quotes. But after looking at the data, we saw people were attempting to buy insurance. So, we shifted our mobile strategy to offer ecommerce. Google gave us that insight.”
-Pawan Divakarla, Analytics Leader, Progressive
Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers1 in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can't cope: They're too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard-to-find expertise.
Several years ago, Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.
As we built the system, enterprise marketers shared what they needed with us:
The Google Analytics 360 Suite is built to address these needs. Its powerful set products are unified, providing a consistent user experience and cross product data integrations, plus services. Simply put: it’s a complete measurement platform.
“Using the integrations in the Google Analytics 360 Suite, we are able to manage everything in one seamless platform.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada
Loaded with six products, four of which are brand-new, the Google Analytics 360 Suite offers easy-to-use tools that enable sharing of data and insights throughout an organization.
The Google Analytics 360 Suite offers integrations with many third party data providers and platforms. It also plugs right into Google AdWords and DoubleClick Digital Marketing, our core ad technology. That means marketers can turn analytics into action by combining their own data from multiple sources ― website data, audience data, and customer data (e.g. CRM) and more ― and using it to make ads more relevant for people.
“The Google Analytics 360 Suite has a native integration with DoubleClick — that’s a game-changer. Now I can personalize my media based on website user behaviors, such as what they purchase.”
-Khoi Truong, Director of Analytics and Media, L'Oréal Canada
The new products -- Audience Center 360, Optimize 360, Data Studio 360, and Tag Manager 360 -- are available today in limited BETA. If you're a Google Analytics Premium or Adometry customer, you will see the products renamed in the coming months, and we'll let you know when you're eligible to join the new betas.
This is just the beginning of our ongoing innovation in enterprise marketing analytics -- we can’t wait to share more. In the meantime, visit our website for more details or hear from directly from our customers below.
Over the coming weeks we’ll dive into the capabilities and benefits of all the new products on the newly refreshed and renamed Google Analytics Solutions blog, and on our Google+ and Twitter pages. We’d love your feedback.
| Posted by Paul Muret Vice President of Analytics, Display, and Video Products, Google |
Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.
On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, three speedy ways to improve viewability, and four ways to improve ad layouts for better viewability.In this post you'll learn three content and ad loading methods that can optimize your viewability rates.
Here is today's recommendation:
We hope these recommendations are improving your site or apps ad viewability.
 | Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google |
Our latest infographic puts a spotlight on viewability by sharing a dozen technical best practices for improving viewability based on insights from Active View, Google's MRC-accredited viewable impression measurement technology.
On this blog, we're breaking down the best practices into small, approachable chunks. Already, we've focused on two tips for enabling viewability measurement, and three speedy ways to improve viewability. In this post you'll learn tips for laying out ads on a webpage or scrollable page in an app in order to improve viewability rates.
Here is today's recommendation:
We hope these recommendations are improving your site or apps ad viewability. Feel free to share your viewability success story in the comments section below.
In the next part of our Spotlight on Viewability, we'll share three content and ad loading methods that can improve viewability.
| Posted by Anish Kattukaran Product Marketing Manager, Brand Measurement, Google |