New tools to help advertisers embrace cross-screen campaigns
June 18th, 2014 | Published in Google DoubleClick
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.
- 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.
- (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.
- 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.)
- 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, 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