https://googledata.org Everything Google: News, Products, Services, Content, Culture Thu, 19 Mar 2015 22:49:02 +0000 en-US hourly 1 http://wordpress.org/?v=3.7.5 https://googledata.org/google-doubleclick/programmatic-in-2015-3-resolutions-for-brands/?utm_source=rss&utm_medium=rss&utm_campaign=programmatic-in-2015-3-resolutions-for-brands https://googledata.org/google-doubleclick/programmatic-in-2015-3-resolutions-for-brands/#comments Thu, 29 Jan 2015 19:00:00 +0000 https://googledata.org/?guid=d6e6476a7ae5623b1d216b0676542642 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.

Stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Posted by Kelly Cox, Product Marketing Manager, DoubleClick]]> 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.

Stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Posted by Kelly Cox, Product Marketing Manager, DoubleClick]]> https://googledata.org/google-doubleclick/programmatic-in-2015-3-resolutions-for-brands/feed/ 0 https://googledata.org/google-doubleclick/targeting-views-with-doubleclick/?utm_source=rss&utm_medium=rss&utm_campaign=targeting-views-with-doubleclick https://googledata.org/google-doubleclick/targeting-views-with-doubleclick/#comments Mon, 26 Jan 2015 20:29:00 +0000 https://googledata.org/?guid=c6d041403450828bf427e9d611a9d6fe 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.

Stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Posted by the DoubleClick Product Marketing team

]]> 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.

Stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Posted by the DoubleClick Product Marketing team

]]> https://googledata.org/google-doubleclick/targeting-views-with-doubleclick/feed/ 0 https://googledata.org/google-analytics/for-brand-marketers-5-step-guide-to-programmatic-buying/?utm_source=rss&utm_medium=rss&utm_campaign=for-brand-marketers-5-step-guide-to-programmatic-buying https://googledata.org/google-analytics/for-brand-marketers-5-step-guide-to-programmatic-buying/#comments Wed, 10 Dec 2014 17:39:00 +0000 https://googledata.org/?guid=e6087a081d05b96c2790eca84d755679 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.

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

Posted by Kelly Cox, Product Marketing Manager

]]> 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.

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

Posted by Kelly Cox, Product Marketing Manager

]]> https://googledata.org/google-analytics/for-brand-marketers-5-step-guide-to-programmatic-buying/feed/ 0 https://googledata.org/google-doubleclick/infographic-4-ways-brands-win-with-programmatic/?utm_source=rss&utm_medium=rss&utm_campaign=infographic-4-ways-brands-win-with-programmatic https://googledata.org/google-doubleclick/infographic-4-ways-brands-win-with-programmatic/#comments Mon, 19 May 2014 20:24:00 +0000 https://googledata.org/?guid=e7f14a78a8ee4bf869983d07201b2ea2 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.

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




Posted by Kelly Cox, Product Marketing Manager
]]> 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.

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




Posted by Kelly Cox, Product Marketing Manager
]]> https://googledata.org/google-doubleclick/infographic-4-ways-brands-win-with-programmatic/feed/ 0