Google Data

SES New York is coming up next week, and we hope you’ll join us in the Big Apple!During day 1 of SES New York, we’ll be on the expo floor with a custom-built Google classroom. Join us for a full day of learning about the latest solutions from AdWords…

• Keeping your contact information current
• Setting your communication preferences
• Approving advertiser invitations

• Keeping your links current
• Regularly reviewing pending publisher applications
• Building a datafeed in Google Merchant Center

Last month we announced enhanced campaigns to help advertisers more simply and scalably reach their customers in a multi-screen world.  Today, we’ll look more closely at how enhanced campaigns work with your display campaigns.Why Enhanced Campai…

We’re constantly looking for ways to help publishers simplify their operations, make smarter decisions, and generate more revenue. That’s why we bought Admeld, the world’s leading Sell Side Platform (SSP), and it’s why we’ve spent the past year integrating Admeld’s best features into the Ad Exchange.

In the coming weeks we’ll be rolling out a series of enhancements that provide you with even more transparency into who’s buying, more control over how you sell, and higher yield. These features don’t just represent an evolution of DoubleClick Ad Exchange, but an evolution of our philosophy about what an ad exchange should be. Combining the strengths of an SSP and an exchange into one platform is more efficient for you and it fosters a more robust marketplace–and that’s ultimately better for buyers too.

Transparency & Control
We’re following up on a recent redesign of our reporting system by making it easier to track the buying and bidding behaviors of advertisers, DSPs, and trading desks in granular detail. Plus, we’re overhauling the Google Publisher Toolbar and the Ad Review Center (ARC) so it’ll be even easier to find and block unwanted ads. We’re also adding a feature to ARC that uses technology from Google Image Search to let you find visually similar ads by uploading any image, logo or screenshot. Register for a live webinar on April 4 to learn more about this first group of upcoming features. Learn more about this first group of features, watch a recording of the April 4 webinar.

Higher Yield
RTB continues to grow, but every year there are still billions coming through traditional ad networks. To help you tap into this demand, we’ll be integrating Admeld’s ad network optimization engine into the exchange. Through this technology (now in closed beta), ad network tags can compete dynamically against RTB, helping to drive higher overall CPMs. We’re also introducing Private Auctions, a new way to increase yield from your high-value inventory by pitting select buyers against each other. If you use the new DFP, you’ll be able to raise the value of your Private Auction inventory even further by importing your first-party data directly into AdX. Register for a live webinar on April 18 to learn more about this second group of upcoming features.  Learn more about this second group of features, watch a recording of the April 18 webinar.

There’s a lot more on the way, so watch this space for details. If you have questions, or you’d like a deeper dive on any of these features, contact your DoubleClick account representative or our sales team.

Posted by Scott Spencer, Director, Product Management 

In a multi-screen world, it’s increasingly important for advertisers to show relevant ads based on a user’s context: location, time of day, and device. We launched enhanced campaigns to help advertisers take full advantage of user context, maximizi…

As we’ve said before, we’ve entered the next wave of digital marketing, as major brands like L’Oreal, Audi and Kay Jewelers embrace digital media and make it a core part of their marketing strategy. We’ve seen a 65 percent increase in the last quarter alone in the number of brand advertisers using our brand formats and buying tools.

This influx of brand investment is translating into meaningful results for digital publishers.

• We looked at the 50 top publishers that enable brand-friendly ad formats on their sites. Over the past three months we found that, on average, they experienced a CPM increase of 2x or more when running these engagement-driven ads, such as our Lightbox ad, which expands to a full page only after a user has deliberately engaged with the ad. “We’ve seen CPM increases of more than 3X, and our advertisers love the large canvas and pay for engagement model,” says Rich Dredge, Answers.com’s Chief Revenue Officer.
• We’ve seen an overall increase in higher CPMs across our exchange — in the U.S., CPMs over $5 have increased 24% year-over-year while those over $10 have increased 23% year-over-year. Brand spend is a critical piece of these increases.

Fueling brand adoption
To continue this momentum, we’ve been investing in a suite of brand solutions over the past year to help these advertisers make the most of what digital marketing has to offer:

• New Ways to Buy — Last year, we introduced Active View, offering for the first time the ability to not only measure whether ads are viewable, but actually buy based on it. Brands are able to “reserve” a guaranteed number of impressions on brand-friendly sites across the web — and they pay only for impressions that are viewed. 
• • Over the past year, the number of advertisers using the reserve option has increased fourfold.
  • Nearly two-thirds of those are Ad Age top 100 brands. 

• New Ways to Engage — Last year, we introduced a new family of brand-friendly, engagement-focused ad formats. Engagement formats are already showing terrific early returns. For example, L’ORÉAL PARiS was one of the first brands to run a campaign using engagement ads. They ran an expandable ad in Germany as part of their “Beauty Minute” campaign and found that 30% of those who expanded the ad watched the entire 30-second embedded video. 

• New Ways to Measure — We’re committed to providing meaningful metrics for brands, measurement that goes beyond just clicks and conversions. Earlier this week, we introduced Brand Lift in AdWords, which will enable marketers to run surveys along with their ad campaigns, to determine how their ads helped their marketing objectives (i.e., whether their ads helped build awareness, increased favorability towards their brand, etc.). Brand Lift complements our other investments in brand measurement, like Active View and Active GRP. 

Digital media represents an amazing opportunity for both brands and publishers, bringing together sight, sound, motion, interactivity and measurement in ways we’ve never seen before.

Over the coming year, we’ll be continuing to invest in our products and systems that will help brands thrive in the digital space, as well as help publishers capitalize on the shift…so stay tuned for more to come.

Posted by Neal Mohan

As we’ve said before, we’ve entered the next wave of digital marketing, as major brands like L’Oreal, Audi and Kay Jewelers embrace digital media and make it a core part of their marketing strategy.  We’ve seen a 65 percent increase in the…

At DoubleClick, we’re constantly developing new ways to help publishers provide valuable, highly engaging solutions to advertisers. Recently we launched the new LightBox full page expandable ad – an innovative format to drive greater campaign performance and deliver rich creative options for publishers.

Today marks the debut of the new Think Insights, Google’s hub for marketing insights and inspiration for advertisers and agencies. On google.com/think, you can learn about the latest research in digital marketing, be inspired by creative brand campai…

In this era of mobility, our smartphones are always with us, keeping us connected anytime and anywhere. With this constant connectivity, we’ve come to expect information (literally) right at our fingertips just a search away – whether it’s locating…

People today are constantly connected, presenting a tremendous opportunity for retailers to deliver the right products to them across devices anytime, anywhere. We recently announced the release of enhanced campaigns to  help advertisers reach cus…

Enhanced campaigns have arrived, featuring bid adjustments, updates to ad extensions, and more options for location and device targeting. We’re here to equip you with the knowledge and tools you need to continue your success as you upgrade and migra…

A few weeks ago, Susan Wojcicki spoke at IAB about building an ads ecosystem for 2020.  There, she introduced a new tool, Brand Lift surveys in AdWords, that will help advertisers measure the brand impact of their display campaigns via surveys. &n…

Automotive brands were among the first advertisers to adopt Google+ and they’re making it pay off in big ways. Our research has shown that the path to buying a car is becoming more and more social, with consumers relying on information and advice fro…

(Cross-posted from the DoubleClick Search blog)We at DoubleClick Search know that search marketing has expanded dramatically in scale and complexity over the years, and today, large search campaigns are practically impossible to manage using manual met…