Tag Archives: programmatic mobile

Reaching consumers through the music they love: introducing ads on Google Play Music

Cross posted on Inside AdWords Blog

With over 30 million songs, Google Play Music provides access to the music people want. And today, we’re launching a free, ad-supported version so even more people can enjoy music that makes whatever they’re doing better.

At any moment in the day, Google Play Music has music for what people are doing – whether they’re working, working out, or working it on the dance floor – offering curated radio stations that deliver the right song at the right time. Our team of music experts, including the folks who created Songza, crafts each station song by song so listeners can just enjoy the music, effortlessly.

This new ad-supported version is great for advertisers interested in connecting with consumers through premium content and delightful mobile experiences. This Google Play Ads inventory is available through DoubleClick Bid Manager and the Google Display Network (GDN), which gives advertisers access to engaging and beautiful ad units such as TrueView video ads and Lightbox ads – all mobile-optimized, seamless across screens, and simple to set up. Plus, advertisers can take advantage of all GDN’s targeting options to promote their product or service to the right people – including keywords, affinity audiences, remarketing and demo targeting.

Many advertisers are already investing in this new music inventory, including the media agency Omnicom. Steve Katelman, EVP of Global Strategic Partnerships at Omnicom shared that: “We want to reach customers where they're spending the most time, so music is a critical part of our media mix. As a launch partner for Google Play Music, Omnicom Media Group can offer our clients an invaluable head start in delivering engaging, high-impact brand messages on mobile and the web to music-loving consumers.”

To get started with ads on Google Play Music, set up your campaign in AdWords or Doubleclick Bid Manager today.

Posted by Elias Roman, Product Manager, Google Play Music

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.

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Posted by -

Kelly Cox, Product Marketing, DoubleClick

Promoted Tweets coming to DoubleClick

DoubleClick Digital Marketing has always been an open platform to give marketers a more complete picture of how their digital marketing works together - across mobile and desktop, video and native. As the use of mobile devices continues to shape the consumer journey, we’re particularly focused on helping our partners make the most of in-app formats. In fact we’ve seen the volume of this type of inventory in DoubleClick Bid Manager (our programmatic buying platform) increase fivefold over the past year.

Today we’re continuing this effort with a new partnership with Twitter. Through this partnership, DoubleClick clients will be able to buy Twitter’s Promoted Tweet ad format via DoubleClick Bid Manager across mobile (including in-app) and desktop. We will also make it easier for marketers to measure their Twitter ad campaigns directly within the DoubleClick platform.

This deal complements our ongoing push to bring new formats and inventory to DoubleClick, like our recent announcement about YouTube’s TrueView format. We’re excited about this partnership and look forward to continuing to help our clients make the most of digital advertising in a multi-screen world.

Posted by Payam Shodjai, Group Product Manager, DoubleClick Digital Marketing

Evolution of TV: The Promise of Programmatic TV

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

Television advertising is big business. How big? TV ad spending in the U.S. is projected to reach almost $84 billion per year by 2018. Traditionally, many of these billions are spent during upfronts—that time of year when traditional TV networks and, increasingly, digital media companies gather to present their fall lineups and pitch marketers for ad dollars. Whatever TV inventory hasn't been sold, or is held back, is then sold in what is called the scatter market.

While this traditional TV buying and selling model has worked well for decades, it's not without its inefficiencies. "Programmatic TV" is a likely solution that could apply digital advertising's efficiency models to improve TV advertising.

We define "programmatic TV" as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

As with any new technology, though, the programmatic TV offerings on the market today fall short of the full potential of the technology. As a result, programmatic TV skeptics have reason to ask “why change what’s not broken?” We’re here to say that, while the TV buying and selling process isn’t exactly broken, there's a role for programmatic TV to make it better.

In Part 3 in our Evolution of TV series we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

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

Rany Ng,
Director of Product Management, Video

Programmatic in 2015: 3 Resolutions for Brands

We all do it - set lofty resolutions that never make it past January. That’s because meaningful resolutions can take time to embrace and implement. Many marketers have told us that in 2015, programmatic buying will be at the heart of their strategy. In fact, the majority of marketers are managing at least 20% of their ad spend programmatically, and almost two-thirds plan to spend twice that amount over the next 12 months. (Source)
To help make the transition easier and more actionable, we connected with Bob Arnold, a digital marketer who has worked at Procter and Gamble, Kellogg, and is now Google’s North American Digital Media and Strategy lead. Bob shared with us three resolutions for marketers as they implement programmatic in 2015.

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Posted by Kelly Cox, Product Marketing Manager, DoubleClick

Targeting views with DoubleClick

With over half of ads measured not viewed, it’s more important than ever for advertisers to be able to act on viewability measurement. That’s why we’re happy to roll out new product updates we announced at CES, that make viewability more actionable for advertisers using the DoubleClick platform.

As we heard from Neal Mohan earlier this month, “when it comes to impact, having your ad seen is not just important, it’s fundamental.” It’s why we’re investing heavily to help make viewability a common currency across the industry. Over the last year, we’ve enabled advertisers to buy only viewable impressions across the Google Display Network, built Active View viewability reporting into our DoubleClick platforms for display and video, and today we’re building on this even further with two launches that will help advertisers act on these viewability metrics. 

  • Viewability targeting in Doubleclick Bid Manager. Clients of DoubleClick Bid Manager can now measure and target impressions globally based on the historical viewability of an impression. By programmatically targeting viewable impressions, marketers are able to improve the performance of their campaigns, in real-time, eliminating the need to manually reallocate spend to find viewable impressions. 
  • Viewability data in DoubleClick Ad Exchange bid requests. Ad Exchange clients can now see the historical viewability percentage for every impression when available. With this signal, programmatic buyers can make smarter decisions about the value of impressions before they place their bids on Ad Exchange.

Viewability reporting has given marketers the data to understand how many of their ads were seen. Now they can use that same data to programmatically increase the viewability of their campaigns. For brands like TalkTalk Telecom Group, using viewability targeting on DoubleClick Bid Manager has driven strong results.

TalkTalk generates 94% more viewable impressions
TalkTalk Telecom Group, a leading TV, broadband, mobile, and phone provider in the U.K., was eager to boost the viewability of its ads while maintaining costs. Having already implemented programmatic buying to reach potential customers at the exact moment they're ready to commit, TalkTalk wanted to then ensure its ads were actually being seen by targeting viewable impressions. To do so, the company deployed DoubleClick Bid Manager with Active View. TalkTalk generated 94% more viewable impressions, increased CTR 133%, and lowered CPC by 40%.

"Being able to target by viewability with Active View is groundbreaking. Active View enables us to measure the viewability of our ads, and Bid Manager's viewability targeting feature provides us with a solution to increase the number of viewable impressions we buy." - Rich Bailey, online marketing manager, TalkTalk Telecom Group.

To learn more about the team’s approach and results, check out the full case study here.

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Posted by the DoubleClick Product Marketing team

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.

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Posted by Kelly Cox, Product Marketing Manager

Infographic: 4 Ways Brands Win with Programmatic

It is an exciting time to be a brand marketer. In today’s world of constant connectivity, there has never been a greater opportunity for brands to reach their target audience in meaningful ways. But brand building in a multi-screen age has its challenges, causing brands to search for new solutions to meet their marketing objectives. Leading brands are turning to programmatic to cut through the clutter and make one-to-one connections with consumers, at scale.

In this infographic, “Programmatic: The Brand Era,” we explore 4 ways that programmatic makes it possible for brands to run more effective digital marketing campaigns - connecting them 1:1 with their audiences, helping them embrace cross-screen, engage with rich formats like video, and measuring exactly what matters.

All of these factors are helping brands embrace programmatic buying as the technology evolves from a “nicety” to a “must-have”.

Programmatic helps brands win in the moments that matter.

See the full infographic here.

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