Unlocking the Brand Opportunity
June 4th, 2014 | by Anish Kattukaran | published in Google DoubleClick, Youtube
Video is how brands tell stories, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event.
Introducing Google Partner Select, A Programmatic Premium Video Marketplace
Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content — in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access.
Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale.
As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it.
What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:
“As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”
“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.”
Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partners Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.
I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish.
To hear more of our thoughts on this, join us for our livestream here.
– Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google
