Google Data

Cross-posted from the Google Agency Blog

If you can’t measure it, how do you know it worked? With this simple principle in mind, we’ve been investing in a broad set of measurement solutions for brands through a combination of product innovation with our own solutions like Brand Lift and Active View and partnerships with leading third parties like comScore and Nielsen on GRPs.

Viewability has long been a focus for us. Built on the foundation of our Active View technology, we launched the ability to buy only viewable impressions on the Google Display Network back in December 2013 and recently completed moving over the last advertiser campaigns from CPMs to viewable CPMs. We’ve worked to ensure viewability rates on YouTube are amongst the industry’s highest. And Active View now works seamlessly across video, display, mobile web and mobile apps (on YouTube and for publishers using DoubleClick for Publishers), and has been adopted by over 80% of advertisers using the DoubleClick platform.

With the MRC-defined industry standard as a base-line for viewability, we are also helping advertisers and agencies go beyond transacting on the industry standard to also measure individual viewability objectives. In order to support this we have begun launching supplementary metrics in Active View, like the ability to see average viewable time and soon when an ad is 100% in view for any length in time. These are the first few in a lineup of supplementary metrics that will provide advertisers with additional data points relevant to their specific campaigns and needs.

Announcing 3rd party viewability reporting on YouTube – bringing you more choice

Today, we’re continuing our approach of driving product innovation and supporting choice by announcing that we’re broadening the options for advertisers measuring viewability on YouTube. Along with Active View, advertisers will also be able to choose from third party vendors.

Moat, Integral AdScience, comScore and DoubleVerify are a select set of third party vendors that have been approved to report ad viewability on YouTube, beginning with Moat in early 2016. Through these partnerships, we’ll continue to expand measurement options for marketers on YouTube, while maintaining the highest levels of security and privacy for users, advertisers and creators.

“Independent 3rd party verification is extremely important to ensuring that our clients’ media is running as effectively and efficiently as possible. As a long-time partner, IPG Mediabrands is pleased to see Google continue its work to move the industry forward on viewability by allowing independent verification of YouTube, and applaud this recent decision.”
Mitchell Weinstein, SVP Ad Operations, IPG Mediabrands

Keith Weed, Chief Marketing and Communications Officer at Unilever added:

“Having partners like Google address these challenges helps to push the entire industry forward. This move will generate better industry-wide standards across viewability and third party verification practices and continues the momentum in the right direction.”
Keith Weed, Chief Marketing and Communications Officer, Unilever

Stay tuned for continued investments in the viewability space, including ongoing product innovation updates to Active View as well as additional partnerships. Together with our partners, our goal is to help our clients measure every moment that matters.

Posted by Sanaz Ahari Group Product Manager, Brand Measurement, Google

At YouTube, over the past few years we’ve heard from clients that they want to access our marquee formats, such as TrueView, through programmatic channels. We’ve been investing to make that happen and recently made TrueView ads, which represent 85% of YouTube in-stream ads, available programmatically in DoubleClick Bid Manager (DBM). Clients have been pleased with the performance: those buying TrueView this way are already seeing higher engagement and view-through rates than with other video ad formats.

To continue improving the YouTube advertising experience for as many of our clients as possible, we’ll be focusing our future development efforts on the formats and channels used by most of our partners. To enable that, as of the end of the year, we’ll no longer support the small amount of YouTube buying happening on the DoubleClick Ad Exchange.

With this change, we’ll be able to invest even more in creating the best and most effective YouTube advertising and buying experiences possible, continuing our efforts in TrueView and offerings like Google Preferred. Video advertising and programmatic buying are growing rapidly and being focused in our investments will help us drive them forward at an even faster rate.

Posted by Neal Mohan VP, Display & Video Advertising, Google

Over the past few years we’ve been committed to investing in a suite of new metrics that would be as actionable for brand marketers as the click has become for performance advertising. In that spirit, today we are announcing a new GRP solution, comScore vCE in DoubleClick, and updates to our Active View viewability solution.

Our goal is to enable brand marketers to answer some essential questions about the success of their campaigns:

Announcing an update to Active View – Ensuring your ads are seen

If a human being never has a chance to see your ad, then nothing else matters – the campaign will not succeed. That’s why we’ve been steadily introducing Active View technology across our product suite: the ability to buy based on viewability in AdWords, and reporting on viewability in our DoubleClick advertiser and publisher platforms. In a recent study that we published we found that 46% of all video ads on the web did not even have a chance to be seen. This contextualized the importance of video viewability and the launch of Active View for Video a few months ago.

We are firm believers in the IAB / MRC standard as the minimum viable definition for a viewable impression. We also recognize that there is a need for secondary metrics that complement the single standard and support individual advertisers’ objectives. In light of this, we are announcing that starting today, Active View users will be able to measure average viewable time – the average time, in seconds, a given ad appeared on screen – in DoubleClick Bid Manager.

Since introducing Active View, we’ve seen tremendous momentum with over 80% of clients having adopted our viewability technology. These advertiser and publisher clients have told us time and again that they would like to use Active View to measure viewability across all their media buys. So we are working with these clients to expand Active View beyond Google’s media and platforms.

Announcing comScore vCE in DoubleClick: Ensuring you reach the right audience faster

Last year we announced our partnership with comScore to bring to market a completely tagless and digitally actionable metric that would make real-time GRP measurement a reality for advertisers and publishers. Today we are announcing the culmination of that partnership: comScore vCE in DoubleClick.

comScore vCE in DoubleClick is the first independent, completely tagless, audience delivery measurement service to be directly integrated into an ad server and will give advertisers and publishers a trusted comScore audience measurement solution for both video and display that is effortless to set up and actionable.

This new GRP measurement solution is now widely available for all of our DoubleClick customers across DoubleClick Digital Marketing and DoubleClick for Publishers. This means advertisers can now see if they’re reaching their target audience as it happens. And publishers will be able to make adjustments during the course of a campaign to meet their advertisers’ needs — no more after the fact reporting and make-goods.

With this tagless and single-click workflow, advertiser and publisher clients will have 100% coverage. Publishers will have the ability to forecast their audience availability to ensure they meet advertiser commitments. For advertisers, in addition to scheduled reports we are introducing new audience cards that surface reports with simple and easy to read visuals.

Measurement Matters

We will continue to look for opportunities to raise the bar on measurement through a combination of product innovation and partnership with industry leaders.

We’re excited about the progress we’ve made in enabling advertisers to ensure that their ads reached the right audience and were actually seen. But our biggest investments in measurement still lie ahead as we work to help advertisers understand what their audiences thought and ultimately did as a result of seeing their ads.

Posted by Sanaz Ahari Group Product Manager, Brand Measurement, Google

Over the past few years we’ve been committed to investing in a suite of new metrics that would be as actionable for brand marketers as the click has become for performance advertising. In that spirit, today we are announcing a new GRP solution, comScore vCE in DoubleClick, and updates to our Active View viewability solution.

Our goal is to enable brand marketers to answer some essential questions about the success of their campaigns:

Announcing an update to Active View – Ensuring your ads are seen

If a human being never has a chance to see your ad, then nothing else matters – the campaign will not succeed. That’s why we’ve been steadily introducing Active View technology across our product suite: the ability to buy based on viewability in AdWords, and reporting on viewability in our DoubleClick advertiser and publisher platforms. In a recent study that we published we found that 46% of all video ads on the web did not even have a chance to be seen. This contextualized the importance of video viewability and the launch of Active View for Video a few months ago.

We are firm believers in the IAB / MRC standard as the minimum viable definition for a viewable impression. We also recognize that there is a need for secondary metrics that complement the single standard and support individual advertisers’ objectives. In light of this, we are announcing that starting today, Active View users will be able to measure average viewable time – the average time, in seconds, a given ad appeared on screen – in DoubleClick Bid Manager.

Since introducing Active View, we’ve seen tremendous momentum with over 80% of clients having adopted our viewability technology. These advertiser and publisher clients have told us time and again that they would like to use Active View to measure viewability across all their media buys. So we are working with these clients to expand Active View beyond Google’s media and platforms.

Announcing comScore vCE in DoubleClick: Ensuring you reach the right audience faster

Last year we announced our partnership with comScore to bring to market a completely tagless and digitally actionable metric that would make real-time GRP measurement a reality for advertisers and publishers. Today we are announcing the culmination of that partnership: comScore vCE in DoubleClick.

comScore vCE in DoubleClick is the first independent, completely tagless, audience delivery measurement service to be directly integrated into an ad server and will give advertisers and publishers a trusted comScore audience measurement solution for both video and display that is effortless to set up and actionable.

This new GRP measurement solution is now widely available for all of our DoubleClick customers across DoubleClick Digital Marketing and DoubleClick for Publishers. This means advertisers can now see if they’re reaching their target audience as it happens. And publishers will be able to make adjustments during the course of a campaign to meet their advertisers’ needs — no more after the fact reporting and make-goods.

With this tagless and single-click workflow, advertiser and publisher clients will have 100% coverage. Publishers will have the ability to forecast their audience availability to ensure they meet advertiser commitments. For advertisers, in addition to scheduled reports we are introducing new audience cards that surface reports with simple and easy to read visuals.

Measurement Matters

We will continue to look for opportunities to raise the bar on measurement through a combination of product innovation and partnership with industry leaders.

We’re excited about the progress we’ve made in enabling advertisers to ensure that their ads reached the right audience and were actually seen. But our biggest investments in measurement still lie ahead as we work to help advertisers understand what their audiences thought and ultimately did as a result of seeing their ads.

Posted by Sanaz Ahari Group Product Manager, Brand Measurement, Google

At the DoubleClick Leadership Summit, we discussed the implications for brands, broadcasters and publishers of the shift from Primetime to All-the-time.As part of our presentation, we focussed on four ways for brands to break through the noise and cut …

At the DoubleClick Leadership Summit, we discussed the implications for brands, broadcasters and publishers of the shift from Primetime to All-the-time.As part of our presentation, we focussed on four ways for brands to break through the noise and cut …

• Subscription services
• Transcoding and encoding
• Broadcast automation
• Stream packaging
• Signal distribution between partners
• Signal acquisition between partners
• Storage and archiving

Product Marketing, DoubleClick Video & Brand Measurement

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.

In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.

As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

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Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.

In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.

As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

-
Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement

Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.

Cross-posted from our DoubleClick Advertiser blog.

Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.