- Part 2

About: Becky C.

Profile:

Website

http://www.blogger.com/profile/14207095603151233391

Contact:

Posts by Becky C.

One Year In: An Update On Google Web Designer

Aug 5, 2014

Almost one year ago, we launched Google Web Designer, a free, easy-to-use, professional-grade HTML5 authoring tool. Over that year, we’ve seen increased adoption of HTML5 and Google Web Designer across the industry.

Fast facts, one year in:

In the first half of 2014, DoubleClick Rich Media ad impressions from HTML5 grew 140% compared to the second half of 2013.
Ads built with Google Web Designer have garnered 2.5B impressions since the launch of the product.
Over 20% of Google Web Designer’s user base are returning users and 72% are located outside the United States.
We partnered with the IAB to launch the “Make Mobile Work” Initiative, which has reached thousands of people through press outreach, an industry open letter, and quarterly webinar series.
Advertisers are seeing performance improvements as a result of adopting HTML5. For example, TalkTalk decreased their eCPA by 12% and reduced their backup image rate by 13% by adding HTML5 to their campaign.

So what’s launching in Google Web Designer?

Today’s launch provides more granular control and creative flexibility to creative developers and designers, and allows them to easily build more interactive and animated HTML5 content and get it published quickly.

Revamped Events and Components allow designers to make any element interactive, and customize the types of interactivity within their creative.
The updated timeline provides more granular control for designers to easily build animated content.
Tighter integrations with Google Drive, DoubleClick Studio, DoubleClick Campaign Manager and AdWords let users collaborate on their works-in-progress and publish finished units more quickly. This integration marks the first time that AdWords will support HTML5 ads.

Simplifying cross-screen advertising

In addition to Google Web Designer, we are continuing to develop tools to make it easier for advertisers and agencies to build successful cross-screen advertising campaigns.

We recently launched several features in DoubleClick to help you execute and measure your campaigns across screens, including in-app remarketing and conversion tracking in DoubleClick Campaign Manager. We also launched MRAID 2.0 support in DoubleClick Studio and we have certified 69 large publishers and networks for in-app formats, meaning developers can build mobile in-app ads with the confidence that they’ll be accepted across more publishers and networks.

Through its integration with Google Web Designer, AdWords now supports HTML5 ad creatives. In addition, Flash ads that are uploaded to Adwords will automatically be converted into HTML5 ads and can be uploaded via AdWords Editor and other 3rd party tools coming soon. Over the next few months, we’ll also be releasing tools and services that will resize ads to some of the most popular mobile sizes, without requiring any additional work on the part of the agencies.

Want to learn more?

Creative Agencies:
- Visit our revamped website and download the product for free.
- Register for our Google Web Designer overview webinar on Wednesday Aug. 13th. Our lead Product Manager and Creative Technical Consultant will walk through the new Google Web Designer features and demo some cool creative executions.
Media Agencies:
- Register for our third webinar in the Make Mobile Work Series, focused on best practices for mobile targeting, on Tuesday, Aug. 12th. Google will be presenting alongside speakers from Millennial and Facebook.

Posted by Sean Kranzberg and Tony Mowatt, Engineering Manager and Lead Product Manager for Google Web Designer

Read | No Comments | Tags: Google DoubleClick

New tools to help advertisers embrace cross-screen campaigns

Jun 18, 2014

Today, we’re excited to shine a light on several new features of the DoubleClick Digital Marketing platform that help advertisers more seamlessly embrace cross-screen advertising.

Mobile advertising is, without question, top of mind for marketers; but according to the latest “Internet Trends 2014″ report from Mary Meeker, it’s also the biggest opportunity gap of all forms of media spend. Although 20% of time spent on media is within a mobile environment, only 4% of US advertising spend is on mobile. (1) Marketers still struggle to get up to speed on the new technologies and strategies that cross-screen campaigns require.

That’s why we’re excited to bring new tools that make it easier to build, buy, target, execute and measure your campaigns across screens:

Google Web Designer integration:

Build HTML5 ads easily in Google Web Designer and publish them into DoubleClick Campaign Manager. This allows you to quickly get your HTML5 ads live and serving to any device.

Mobile inventory growth:

Buy more mobile inventory — Programmatic mobile inventory on DoubleClick Bid Manager has grown 130% since Q4 2013 across 12 exchanges and includes both display and video formats. Adding mobile inventory on DoubleClick Bid Manager allows you to incorporate mobile into the rest of your media strategy and optimize across all of your media buys.

In-app remarketing:

(Re)target your customers using audience lists within mobile app environments, so that you can drive and measure re-engagement with your existing mobile app users.

Publisher Certification program for in-app creative formats:

Execute your mobile campaigns with the confidence. While mobile rich media standards are widely accepted across the industry, publishers still vary in their implementation, resulting in discrepancies and inconsistent behavior of in-app creative. We are certifying publishers and networks to ensure their mobile apps can accept and run standard mobile in-app ad units (59 certifications completed to date.)

In-app conversion tracking:

Measure in-app view-through and click-through conversions with Floodlight to report on mobile app downloads or any other in-app activities. Whether you are running an app install campaign or driving in-app purchases, you can now attribute these activities to your in-app media and better measure app campaign effectiveness.

TalkTalk drives 12% decrease in eCPA with HTML5 creative and mobile programmatic.

TalkTalk, a Telecom company based in the UK, has embraced cross-screen strategies for their campaigns and drove a 12% decrease in their eCPA using DoubleClick and Google Web Designer. Their creative agency, 22Design, used Google Web Designer to quickly learn and build HTML5 into TalkTalk’s campaign, getting the campaign live in a third of the expected time.

Not only was the learning process much easier than anticipated, the HTML5 ads actually performed better than the Flash ads, indicating that TalkTalk’s audience was more receptive to the brand message on mobile devices than on desktops. Equipped with their new HTML5 creative and audience insights, TalkTalk was able to add mobile inventory to their programmatic media buy for the first time.

Rather than waiting on the sidelines, TalkTalk has taken a proactive approach to trying new mobile strategies and techniques with DoubleClick. They started slow, tested what worked, and iterated on their findings, to get their campaigns running successfully across screens.

Check out the full case study here.

We are excited about these new tools and will continue to improve our technology to help marketers and agencies more seamlessly build, execute and measure cross-screen campaigns.

Posted by the DoubleClick Marketing Team

(1) Mary Meeker’s “Internet Trends 2014” – http://www.kpcb.com/internet-trends

Read | No Comments | Tags: Google DoubleClick

Design with device in mind: Five strategies for successful cross-screen ad creative

May 19, 2014

Last week, the IAB hosted the second webinar in the “Make Mobile Work” Initiative, a program aimed at helping advertisers unlock the full value of mobile advertising. The webinar, entitled “Design with device in mind,” focused on strategies for designing ad creative to work properly across screens.

For those of you who weren’t able to watch the webinar, you can view the recording here, but we also thought we’d share the strategies more broadly.

Five strategies for developing successful cross-screen creative:

Note: “Step Zero” is to build your ads in HTML5, so that they can even show up across screens. We talked more about that in our first webinar.

1) Design ads differently for mobile phones vs. tablets.

Too often, advertisers lump mobile phones and tablets together as one and the same. But consumer behavior is very different on these two devices. On a smartphone, consumers are typically on the move and their information gathering is action-oriented — they are searching for a specific answer or piece of information and want to find it quickly. On these smaller screens, you want to keep things short and provide information easily and quickly to users.

With tablets, on the other hand, consumers tend to be stationary and their information gathering is more entertainment-oriented — they are browsing for interesting things and are more inclined to spend time flipping through content. On these larger screens, you can provide longer, more engaging experiences that use interactive elements, games, photos or videos.

2) Make ads feel more like content.

Consumers now expect engaging and interactive ad units, and they won’t tolerate ads that are intrusive or unhelpful. Think of your ad as another opportunity, just like your website, to provide useful information for people to engage with your brand and learn more about your products. This is true for all of your digital creative — desktop, tablet and smartphone — but it’s especially important for the tablet environment, where consumers are often in the “browsing” mentality. Here, they may be more likely to engage with an ad unit, so it’s critical to ensure that your ad grabs their attention.

Cadillac used interactive video and multiple content areas in this ad to provide multiple ways for people to engage with the brand and check out the product, directly within the ad unit.

3) Take advantage of the device form-factor.
Build your ads to mimic the way people already interact with the device. Use the touch screen and the accelerometer within mobile phones and tablets to build in interaction modes like swipe, touch, tilt, and shake, giving people new ways to interact with your content.

The Alka-Seltzer ad unit from Project Re:Brief illustrates how you can build these interaction modes into your ad creative in a way that works seamlessly (and even augments) the creative narrative.

You should also take advantage of the call functionality and geo-targeting capabilities inherent in mobile phones. According to the “Mobile path to purchase” research, 69% of consumers searching on mobile phones expect businesses to be within 5 miles or less of their location. And 55% of users who search for a product on their mobile phone want to purchase within an hour of searching. (83% want to purchase within the day.) Use click-to-call, location extensions, and the maps API to help consumers learn more about your company and reach a purchase faster.

4) Alter your assets to work for mobile.
Your standard 30-second TV commercial may not be the best video format for your digital placements, so you should get creative about the length, frequency and sequencing of your video content. You can try shorter 5-15 second video ads on mobile phones, and longer video units on tablets. (Many of the best YouTube videos from brands today are two- five minutes long!) You should also consider sequencing your video ads to create a linear story for a viewer through subsequent ad units.

Another thing to consider is the speed and cost of people’s internet connections on smartphones and tablets. People streaming or downloading video content when they are not on wifi have to pay for those data charges, so you should be smart about the file size of the ads that you show people. Identify whether the person is on a mobile network vs. wifi, and then serve smaller file sizes to the person on the mobile network, and larger file sizes (higher res assets, more interactive elements) to the person on the wifi network. This helps reduce viewers’ frustration when they can’t download and ensures that your mobile video message gets through with the quality you intended.

5) Create both in-app ad units in addition to mobile web ad units.
Smartphone users spend up to 5 times more minutes per month on apps than they do using the mobile web. (Nielsen Smartphone Analytics, March 2013) So it’s important to build in-app ad units, in addition to mobile web ad units, that can get in front of that audience. Mobile applications also offer different contexts for you to place your ads, so it provides more variety when considering your creative and targeting strategies.

——————
These 5 strategies are just a taste of the content available through the “Make Mobile Work” Webinars. Our next webinar will be in mid-August and will focus on how to target your campaigns and reach the right people across devices. (RSVP here.) We hope you’ll join us!

Posted by Becky Chappell, Product Marketing Manager, DoubleClick

Read | No Comments | Tags: Google DoubleClick

The Layouts Series 2.0 – Elevate your digital campaign: Millmaine trades up from static banner ads to rich media

Apr 24, 2014

This week, we’ve covered how to use Studio Layouts to give yourself more space for brainstorming while still being able to build HTML5 and engaging Lightbox and YouTube Mastheads with ease. Today we’ll focus on how you can elevate even your static image ads to rich media with Layouts.

Building rich media ads in Flash is complex, translating from Flash to HTML5 is even more complex, and the whole process can leave agencies throwing their hands in the air and reverting back to static image ads. DoubleClick Studio Layouts provide an opportunity to elevate your standard banner ads and trade up from static images to rich media, without the added cost and production time.

Millmaine jumps from static image to HTML5 rich media in one hour.

Millmaine Entertainment Marketing typically created digital campaigns for their client, the National Gallery of Australia, that primarily involved standard ad units. According to Gerard Rowan, Creative Director at Millmaine, “normally, we would just run some static images, but I had been researching the possibilities of DoubleClick Studio and when I came across Layouts, it seemed like an easy way to implement a rich media campaign.”

Millmaine used the HTML5 Featured Video Layout to create a unit that reused the National Gallery’s existing TV commercial in a display ad, giving them more reach across the web. To promote the “Gold and the Incas” exhibit specifically, they built an ad that evoked scenes from the ancient Incan civilization intercut with shots of the actual exhibit.

Rowan says the process of creating the campaign with Layouts was “nice and quick”. In fact, he had the ads up and running within one hour. “With DoubleClick Studio Layouts, it was a matter of swapping out some of the elements, such as the background image and the call-to-action button, and then supplying a link to the YouTube video for our television commercial.”

The choice paid off. More than 84,000 people viewed it in one day, and 3,230 clicked through to learn more. In the end, more than a quarter million people saw the ad, which was used for a home page takeover of the main newspaper in Australia’s capital city, The Canberra Times.

Rowan concluded, “We don’t usually have days and weeks to turn jobs around. More often we have a few hours. So we are looking for quick and effective solutions like DoubleClick Studio Layouts, which give us the potential to build more rich media content so we can do more exciting web ads for our clients.”

Learn more about Studio Layouts here, and get started today by visiting the Layouts tab in your DoubleClick Studio Account.

Posted by Becky Chappell, DoubleClick Product Marketing

Read | No Comments | Tags: Google DoubleClick

The Layouts Series 2.0 – "Long-tail" display doesn’t have to mean boring ads: LG livestreams smartphone launch across the web

Apr 23, 2014

Yesterday’s blog post focused on how to easily build HTML5 ads using Studio Layouts. Today, we’ll discuss the various types of engaging ad units you can build with Studio Layouts.

While we recommend that you use Studio Layouts to build out your long-tail of ad units for your display campaign, that doesn’t mean that all of those units have to be bland banners. Studio Layouts offers a rich selection of IAB rising star and Engagement ad formats that let you make your creative ideas shine through interactive units that engage viewers.

LG livestreams using a Layout.

Take LG as an example — in late 2013, LG faced the impending product launch of their new G2 smartphone, and they needed to convince a huge, global audience of the benefits of the device. Their launch centered around the unveiling of their phone at a big event in New York City, but they wanted to reach even more viewers who couldn’t attend in person.

According to Danny Kim, Digital Marketing Manager with LG Mobile Communications in Seoul, Korea, “The launch campaign was focused on product awareness and branding. So the most important metrics were impressions, reach, and engagement.”

To achieve these goals, LG’s creative team used Studio Layouts to build a Lightbox Engagement ad unit that could livestream the video from their event across the web. By syndicating their video content through the live-stream, LG received “almost 10 million playbacks during the live-streamed show, which is a huge number for a product launch…the results were a pleasant surprise,” says Kim.

Additionally, by using Studio Layouts to build this ad, LG was able to complete the development process in record time. The QA process was accomplished in six hours and the tags trafficked in less than one day. Without Layouts, this process could take multiple days to complete, so using the Layouts template cut the turnaround time by more than 80%.

What cool formats are available?

Studio Layouts currently offers six different formats of Lightbox Engagement ads, including Featured video and video gallery, as well as a masthead version of the image gallery, carousel and background masthead. (Engagement ads are Google Display Network’s proprietary ad format that measures user engagement via a required 2-second hover before the ad expands.)

You can also build full YouTube Mastheads with Studio Layouts; we’ve turned our most common YouTube Masthead formats – Background, Carousel, Featured Video, and Image Gallery — into Layouts so that you can easily create these units without the long review timelines that often accompany hand-coded YouTube Mastheads.

To get started with Layouts, simply click on the Layouts tab in the top-level navigation bar in your DoubleClick Studio account. Learn more>>

Posted by Becky Chappell, DoubleClick Product Marketing

Read | No Comments | Tags: Google DoubleClick

The Layouts Series 2.0 – Mobile, made accessible: Bask Digital creates HTML5 ads in minutes instead of hours

Apr 22, 2014

Yesterday we explained how you can use Studio Layouts to open up more time in your project schedule for the brainstorming and creative ideation for your campaigns. Today, we’ll specifically take a look at a customer who used Studio Layouts to gain access to HTML5 creative.

Bask Digital discovers HTML5 Layouts

HTML5 ads can be tricky to build, but HTML5 Studio Layouts let you take the same assets from your flash ads, plug them into the HTML5 Layout, and create HTML5 ads in minutes. For Bask Digital, a California-based web and social media shop for political campaigns, this ease-of-use enabled them to incorporate HTML5 ads into their campaigns for the first time at a large scale.

Previously, managing partner Jonas Kleiner used to spend hours creating HTML5 ads from scratch, compressing videos and tinkering with the code. The whole process was very complex and the steep learning curve meant that training his design team to code HTML5 ads was not a realistic option.

Once Kleiner learned about Studio Layouts, he found that he and his team were able to build HTML5 ads in 15-30 minutes, compared to the hours it used to take them to hand code everything.

“We just have to create a background image, embed a YouTube video, and it’s done. And then we have all the tracking and tabbing available, just like with other Doubleclick Rich Media ads,” says Kleiner. “HTML5 Layouts brings the campaign down to the core of design. Rather than using effects, you need to create a really good image, and then use the power of good graphic design to drive eyeballs.”

Using Studio Layouts, Kleiner and his team at BASK have been able to incorporate HTML5 into their campaigns, where it otherwise would not have been feasible.

What HTML5 Studio Layouts are available?

There are currently nine different HTML5 formats available in Studio Layouts, including 3D image gallery, scroll box, slideshow, swipe gallery, video and image gallery, GDN Lightbox Featured Video, YouTube video wall and a featured video format. You can view demos of all of these formats here.

In the near future, we’ll be launching our first in-app Layouts (HTML5 ad units that can work within mobile and tablet applications) as well as additional HTML5 formats for mobile web.

To get started with Layouts, simply click on the Layouts tab in the top-level navigation bar in your DoubleClick Studio account. Learn more>>

Posted by Becky Chappell, DoubleClick Product Marketing

Read | No Comments | Tags: Google DoubleClick

The Layouts Series 2.0 – Making time for innovation: How to spend more time brainstorming your creative idea

Apr 21, 2014

We began “The Layout Series” in Aug. 2013 with the initial launch of DoubleClick Studio Layouts. This week, we’ll continue the theme with “The Layouts Series 2.0,” providing updates about the product and why it matters to you.

We have never talked to a creative who doesn’t want more time to brainstorm and innovate. The quick turnarounds for digital campaigns mean that you already have limited time to get your big ideas on paper. But your brainstorming time is also eaten up by the time it takes to build all the supplemental ad units needed to flesh out a campaign.

Today, your project timeline might look something like this:

When half of the project timeline has to be devoted to building out all the ads to match the media buy, your brainstorming and design time gets cornered into shorter periods at the beginning of the project.

We built DoubleClick Studio Layouts with this reality in mind. Studio Layouts help creative agencies and production shops condense the time it takes to build out that long-tail of standard units for a campaign, so that you have more time to come up with a great idea at the outset of the project.

With Studio Layouts, your project timelines can now look more like this:

If you can build the long-tail of your ad units in half the time, you can make space at the beginning of the project for more brainstorming and design time, giving you the chance to come up with really innovative ideas.

Once you’ve built your “big, bad” creative units and sold your idea into your client, take the creative assets from those primary units, upload them to the Studio Layouts filler tool, preview and publish. Instead of spending an hour or two hand-coding each additional ad unit, select from one of 21 different formats (26 different sizes) and build each ad in 5-10 minutes.

Example media spec sheet:

Studio Layouts can save you 75% of your production time, because it’s easy to build out all the additional units you need to complete your campaign. Plus, because all the trafficking and reporting tags are baked in to each Layout, there are fewer areas where things can break, so your ads should go through QA much faster.

Use Studio Layouts to give yourself the space to innovate for your digital campaigns, by becoming more efficient with your ad production on the backend of your project.

You can get started using Studio Layouts today – check out the Layouts tab in the top navigation bar of your DoubleClick Studio account. Learn more >>

Posted by Becky Chappell, DoubleClick Product Marketing

Read | No Comments | Tags: Google DoubleClick

DoubleClick Studio Certification Program Updates

Apr 3, 2014

At the beginning of March, we announced a month-long campaign to revamp our DoubleClick Studio Certification program. Over the course of the month, we have released new resources to better communicate the benefits of being a Studio Certified user, and …

Read | No Comments | Tags: Google DoubleClick

Build your expertise. Get Studio Certified.

Mar 3, 2014

As an industry, we know that getting in front of the right user is just half the story. A campaign’s creative is a critical component that can make or break campaign success. And as the people who design and develop that creative message, creative agencies need to be experts at their craft, with a deep understanding of the tools of their trade and the ability to promote that expertise across the complicated ecosystem of players that compose the advertising landscape.

Here at DoubleClick, we recognize this need and have spent the past year and a half developing a robust training and certification program for our creative agency partners. By becoming a DoubleClick Studio and QA Certified Partner — a “Jedi” so to speak — you put yourself in the driver’s seat to build creative faster, with fewer issues, and ship it on your own timeline.

Our DoubleClick Studio Training and Certification program enables you to:

Work more efficiently by taking control of your turnaround times
Build your expertise in the Studio product and keep your skills fresh
Promote your expertise as a Certified Partner to prove you’re the best for the job

Over a thousand people in the creative industry have already become Certified Partners, representing individuals and agencies across the globe, and every day we’re adding more. Here are five of them to tell you a bit about their experience:

Beyond the core Studio and QA certifications, you can hone your skills further and demonstrate your “specialist” abilities with additional badges, including Dynamic, Masthead, and VPAID badges. These advanced certifications can help you create innovative, out-of-the-box approaches to digital creative that can set you apart from the crowd.

Ready to get started?
Visit the Studio Certification page. You can take all of our exams through this portal. Each exam takes ~1-2 hours to complete and has accompanying training materials to help you if you get stuck.

Still unsure?
Every day for the month of March, we’ll provide tips, fun facts and case studies about DoubleClick Studio and the Studio Certification program. Check back here each day for a new, unlocked Tip of the Day. Today’s tip features Tom Miller, Founder and Owner of Creative Ocean, sharing his experience with Studio Certification.

Posted by Becky Chappell, Product Marketing, DoubleClick

Read | No Comments | Tags: Google DoubleClick

Take advantage of engagement metrics and larger file sizes with Enhanced Formats in DoubleClick Campaign Manager

Feb 25, 2014

Today, we’re launching Enhanced Formats in DoubleClick Campaign Manager, which allow media agencies to easily add engagement reporting to their standard banner ads and upload larger creative files (such as HTML5 creatives) to DoubleClick Campaign Manager directly.

Digital advertising has moved beyond the impression and the click — consumers can now interact with ads in more nuanced ways and advertisers need to be able to measure and understand these interactions. As digital creative becomes more interactive and built for multi-screen, it is also challenging publishers’ website specifications with larger and more complex files. Enhanced Formats provide an easy and inexpensive tool, built into your existing DoubleClick Campaign Manager workflow, that allows you to ensure all of your digital ads are built to accommodate the changing realities of the modern web.

Measure user engagement and interaction for every digital ad you create

With Enhanced Formats, you can add basic engagement metrics and multiple exit links to your standard banner ads automatically. These will let you track metrics such as interaction rate, display time, the number of times people click on different exit links in your creative, and the breakdown of impressions that occur on various versions of your creative (back-up image vs. HTML5 vs. Flash.)

Enhanced banner in the DoubleClick Campaign Manager dropdown menu

Upload larger files sizes, such as HTML5 files

Instead of compressing your HD assets to meet publishers’ specifications, add a polite load image and load your heavy file after the rest of the website loads. That way you preserve your high-res assets without violating publisher specs. Because many HTML5 ads require larger file sizes, the polite load is essential for running mobile-compatible ads. You’ll also be able to pay a fixed price for your assets, rather than paying “by the KB,” so you’ll know exactly what to expect when invoices show up.

Upload mixed mode creative

Instead of showing a static backup image when Flash isn’t compatible, show a more robust HTML5 ad. Enhanced Formats support mixed mode creatives (creatives that include Flash, HTML5 and backup image assets.) DoubleClick automatically renders the correct assets, based on the end user’s environment. Metrics for each type of asset are available in the reporting tab.

Fewer steps; elegant execution and reporting

We’ve simplified the steps needed to “enhance” your banners and built everything into the existing DoubleClick Campaign Manager workflow.

Add multiple exits: DoubleClick automatically creates exits for the clicktags in a creative and lets you customize the reporting label for each exit. You only have to traffic one creative (as opposed to a creative for every clicktag), and you get all the exits alongside the rest of your metrics in the reporting tab.
Batch upload: Upload a zip file full of assets and DoubleClick will automatically detect which assets go with which creative. Enhanced banners will be created for larger assets in the zip, and flash or HTML5 formats will be created for smaller assets in the zip.

Less expensive than full rich media

With Enhanced Formats, you get access to engagement metrics, polite load, and larger file sizes at a lower cost.

To add Enhanced Formats to DoubleClick Campaign Manager, please contact your account manager. Note that Enhanced Formats are only available in DoubleClick Campaign Manager, so if you’re still using DFA, ask your account manager about upgrading to DoubleClick Campaign Manager first.

You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Jordan Sumerlus, Product Manager, DoubleClick

Read | No Comments | Tags: Google DoubleClick

“Making mobile work” for the advertising industry

Feb 10, 2014

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

Read | No Comments | Tags: Google DoubleClick

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

Feb 3, 2014

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.

Read | No Comments | Tags: Google DoubleClick

Making creative more intelligent

Jan 21, 2014

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

Read | No Comments | Tags: Google DoubleClick

DoubleClick Rich Media Hangout Series: Lessons from our Customers, featuring Project C

Dec 11, 2013

In the motion picture industry, you live or die by your movie trailer and your pre-launch advertising. With all the action-packed creative and large-scale campaigns competing in the same space, it’s quite a task to make innovative and attention-grabbing advertisements. Yet creative agency Project C embraces the challenge.

For our third installment in our DoubleClick Rich Media Hangout Series, “Lessons from our Customers”, we’ll be interviewing Project C, next Wednesday, 12/18 @ 2pm ET.

Joey Barrus, Director of Ad Media, Matthew Jordan, Director of Strategy and Production, and Jennifer Christiano, Project C Producer, will chat with Jeff Sundheim, DoubleClick Creative Account Executive, to discuss how they come up with the next big idea for their entertainment clients.

They’ll walk us through how they built the ad creatives for the major motion picture releases Thor, Despicable Me 2, and Anna Karenina, and which tools they used to make the creative come to life. Plus, they may even divulge some stories of Hollywood’s behind-the-scenes antics.

Join us next Wednesday, Dec. 18th @ 2:30pm ET / 11:30am PT.
RSVP for the hangout here.

If, like the rest of us, you’re just counting down the hours until you can leave for Christmas break, here’s some fodder to help you pass the time: Part one and two of our hangout series.

We hope you’ll join us!

Read | No Comments | Tags: Google DoubleClick

DoubleClick “Stocking Stuffers”: Festive strategies to lighten your workload this season

Nov 14, 2013

Running top-notch digital campaigns for the holidays can be a lot of work, and your to-do list can seem never-ending: on top of the festivities of the season, you’re juggling fleeting promotions, revising stale ads, and trying to balance your budget —all in hopes of reaching holiday shoppers at the moment they’re looking to buy. So how do you succeed online during one of the busiest times of the year, and reach the right people with the right message, at the drop of a (Santa) hat?

This season, we wanted to share a few of our favorite digital marketing “stocking stuffers” to put the cheer back in your holiday and help you plan, build, manage, measure and optimize your campaigns with ease. We took our best time-saving features that you can apply across your search and display campaigns, so you can find some extra time to sit back and enjoy your toasty apple cider — while we take care of the rest.

Plan your media buys strategically:

Solve the cross-channel puzzle with display remarketing from search ads.

It’s not a miracle on 34th Street: you can get your search and display campaigns connected and performing this holiday season, and beyond. Display remarketing from search ads will help you close the loop on those last minute shoppers who searched for your product or service but didn’t convert. With this feature, set up search campaigns in DoubleClick Search and re-engage your audience with display ads across exchanges via DoubleClick Bid Manager, or across Google Display Network - and do it all with an easy, tagless workflow.

Build your ad creative beautifully:

Schedule your asset swaps or make them on-the-fly with dynamic creative.

Admit it: manually updating every ad unit with new logos or creative assets can leave you feeling like a Grinch. When you know you’ll have to change the assets for a campaign, use dynamic creative to schedule the updates in advance. The new assets will automatically replace all the old ones in your ads, and you’ll be singing fa-la-la-la-la all the way home.

Don’t get tangled up with your holiday designs.

Google Web Designer lets you create beautiful HTML5 ads with ease, for free. Build cross-screen creative directly for DoubleClick Studio — all the ad tags and rich media metrics are automatically built into the ad, so your designs can shine on every screen.

Manage your campaigns easily:

Do the work of a team of elves with automated rules from DoubleClick Search.

Stay up ’til midnight waiting for Santa — not your campaign updates — with a little help from automated rules. Schedule changes to specific ads and keywords, based on criteria you specify, to ensure that your holiday search campaigns are in tip-top shape. That means you can spend less time on repetitive tasks, and more time setting up those reindeer traps.

Meet mobile under the mistletoe.

As consumers turn to their devices to research and shop, you can turn to us to reach and engage them. Whether you’re running search or display, our system is device-aware. With DoubleClick Search support of AdWords enhanced campaigns, seamlessly reach your customers across locations and devices with custom mobile bid adjustments based on your Floodlight tag activities. With Bid Manager mobile-specific targeting and formats, we automatically detect if users are on a mobile device, so you can engage your audience on both mobile web and apps — without any additional work. So cozy up with mobile this season!

Measure and optimize your campaigns successfully:

Get a new perspective on the year – and your performance – with data visualizations.

While Santa eagerly awaits his midnight milk and cookies, you can treat yourself to “infosnacks” – data visualizations that give you a snapshot of your campaign performance – right from the DoubleClick Bid Manager UI. Infosnacks bring information that’s commonly viewed – like conversion and CPA – to your fingertips. In addition, you can see how these metrics are trending over time. So you’ll spend less time digging through data, and more time spreading the yuletide cheer.

Race to the top with real-time bid and campaign optimization.

Looking for a solution that’ll help you go as fast as Rudolph? Put your best bid forward with the DoubleClick Search Performance Bidding Suite and DoubleClick Bid Manager automatic campaign optimization. Both suites are designed to drive campaign performance through speedy, data-driven bid optimization. Our systems use instant conversion data to update bids in near real-time, and on DoubleClick Bid Manager, we automatically shift your budget to the best performing line items.

Do you have a DoubleClick tip or trick that gets you through the busy holiday season? Email it to us at with your name and title. We’ll feature the best tips on this DoubleClick blog!

*Bonus* If you want even more product-specific tips, check out our DoubleClick Search and Rich Media Gallery blogs next week!

Posted by the DoubleClick Marketing Team

Read | No Comments | Tags: Google DoubleClick

previous page · next page

Google Data

About: Becky C.

Profile:

Website

Contact:

Posts by Becky C.

One Year In: An Update On Google Web Designer

New tools to help advertisers embrace cross-screen campaigns

Design with device in mind: Five strategies for successful cross-screen ad creative

The Layouts Series 2.0 – Elevate your digital campaign: Millmaine trades up from static banner ads to rich media

The Layouts Series 2.0 – "Long-tail" display doesn’t have to mean boring ads: LG livestreams smartphone launch across the web

The Layouts Series 2.0 – Mobile, made accessible: Bask Digital creates HTML5 ads in minutes instead of hours

The Layouts Series 2.0 – Making time for innovation: How to spend more time brainstorming your creative idea

DoubleClick Studio Certification Program Updates

Build your expertise. Get Studio Certified.

Take advantage of engagement metrics and larger file sizes with Enhanced Formats in DoubleClick Campaign Manager

“Making mobile work” for the advertising industry

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

Making creative more intelligent

DoubleClick Rich Media Hangout Series: Lessons from our Customers, featuring Project C

DoubleClick “Stocking Stuffers”: Festive strategies to lighten your workload this season

Categories

Tags