Wednesday, August 27, 2014

Introducing DoubleClick Planning: unifying cross-channel planning and buying

Wednesday, August 27, 2014 |
Starting today, DoubleClick clients will have a brand new way to manage their planning and buying: DoubleClick Planning. In today’s fragmented media landscape, marketers need a simple way to put their dollars to work across channels and screens, whether the media is bought programmatically or traditionally. DoubleClick Planning begins to unify programmatic and traditional reservation inventory management, enabling you to carry out all of your buys in one place. 

We will host a live webinar (register here) and discuss the feature at IAB MIXX, but in the meantime, we chatted with Adam Champy, lead Product Manager for DoubleClick Planning, to hear his thoughts on the changing digital media landscape and thinking behind DoubleClick Planning.

Q: What is the vision for DoubleClick Planning?
A: Marketers can only make better decisions if they are looking at their media plans holistically - across all channels and screens. Our goal is to help marketers and agencies make smarter buying decisions, seamlessly coordinate with inventory providers, and ultimately drive better campaign performance. To achieve this, we had to rethink how buyers and sellers communicate - challenging today’s methods and timelines in the traditional RFP process. The vision for DoubleClick Planning is to help marketers and agencies do just this: plan, discover, and acquire inventory in one place, across channels and screens. 

Q: How does DoubleClick Planning fit in today’s digital media buying landscape?
A: We are seeing that digital media teams today are trying to break down the silos that are in the way of making fast, smart decisions. One critical divide has been between channels and media - as specialized teams and platforms were built to tackle one particular piece of the digital marketing puzzle - such as programmatic-, mobile-, or video-specific platforms. As a result, most products in the market today don’t help marketers and agencies actually make decisions across channels and all types of buys.

We started to address this with the DoubleClick Digital Marketing platform, built to unify the process and enable a true cross-media customer experience. Now, DoubleClick Planning is a tool within the platform that brings together reservations and programmatic capabilities to help marketers and agencies discover and buy the best inventory, regardless of how it is bought. DoubleClick Planning was built to help teams work better together, across the customer journey, with the following features:

Today
  • Two-way sync between planning and campaign execution 
    • Most of the information required to traffic campaigns is already generated during the planning process. Now you can take advantage of that, with the seamless integration of planning and campaign execution, by pushing campaign information directly into trafficking.
  • Efficient Request for Proposal (RFP) process
    • Create, issue, and track RFPs so publishers can provide inventory options that meet your goals. You can also track negotiations and publisher provided inventory electronically.
  • IO management and billing actualization
    • Create order documents like insertion orders and change orders with custom terms and contracts. And create billing actualization reports to measure delivery against contracted amounts.
In the next few months
  • Unified Alerts
    • Automatically get alerts and notifications about discrepancies between planning and trafficking, including under-delivery and verification errors.
  • Integrating DoubleClick Insights 
    • Learn from previous campaign data and optimize media allocation across channels and inventory sources with auto-generated insights built directly into DoubleClick Planning.
Q: What is the plan for MediaVisor?
A: MediaVisor has served our customers well over the years, but this new world of buying and planning requires new tools. We’ll be winding down support for MediaVisor by the end of 2014 and working with our customers to transition them to the new tool

Q: Looking ahead, what are the major opportunities for digital planners and buyers in the next year?
A: First, there is a major opportunity to make media planning and buying even more efficient. For example, in the next few months, we’ll be bringing automation to traditional reservations. The elements that make products like DoubleClick Bid Manager so powerful - direct access to inventory, zero-discrepancy clearing, and buyer data and targeting - will become available for guaranteed reservation deals. 

Second, marketers will begin to consolidate their insights across channels and screens, building one, integrated media plan across all types of buys. Whether a published proposed inventory or you are buying on an exchange, you will be able to put together a multi-channel plan, and get a unified view of your inventory portfolio.

Faster and more efficient cross-channel planning will enable more responsive strategies, better discoverability of unique inventory sources, and ultimately, better campaign performance.

Learn more about DoubleClick Planning by registering for our webinar with the product team, which will include a live demo and time for Q&A.

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

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

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This is day 3 of “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our past flashcards: day 1, day 2

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Sometimes it’s about working smarter, not harder. As shown in a Boston Consulting Group (BCG) study, “Cutting Complexity, Adding Value”, campaign teams spend on average only 1 day in 5 on ‘value-creation’ activities, with 80% of their time spent on low-value activities such as trafficking. By adopting a unified ad technology, organizations can improve productivity by up to 33% across the campaign lifecycle. Skip study hall and learn how to save time with digital platforms; check out the cheat sheet here.

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!  

Tuesday, August 26, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

Tuesday, August 26, 2014 |
This is day 2 of the “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our day 1 flashcard here.

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Double-majoring in search and display? Unified advertising platforms can help you get that competitive edge. For VivaKi, an integrated platform provided the team with new ways to drive results across their digital marketing channels. By incorporating their paid search signals into their display activity using DoubleClick display remarketing from search ads, VivaKi aced the performance test with a 60%+ improvement in CPA across their travel and auto advertisers. Want to brush up on how they did it?  Check out the full report here.

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!  

Monday, August 25, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

Monday, August 25, 2014 |
Alright bookworms, it's Back-to-School time. That means new teachers, new friends, new shoes -- and for digital marketers, new seasonal promotions.

Back-to-school searches have jumped 45% since last year, and many shoppers report that online research will have a notable impact on their in-store purchase decisions. So as a digital marketer, how do you work faster, act smarter, and make better decisions across channels -- all before that recess bell rings?  

In a recent report, 75% of organizations believe an integrated platform could meet all of their marketing needs. To help make your digital marketing campaigns look as good as that meticulously-planned “first day” outfit, every day this week we’ll be sharing a few fun and educational flashcards around need-to-know stats, tips, and tricks from DoubleClick.

So sharpen those pencils, crack open that notebook, and let’s get started! Here's today's flashcard:

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Integrated and real-time technologies can help you race to the top of the class -- and the results page. Using smart, fast, and unified tools that act from up-to-the-minute conversion data, iProspect exceeded their luxury retail client’s expectations by more than tripling revenue on the first day of their promotion, while decreasing cost per clicks (CPCs) by over 60% year over year. Ready to study up on how? Check out the full notes here. 

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!  

Wednesday, August 13, 2014

Valuing Website Metrics: Introducing Bid Optimization Support for Google Analytics Goals in DoubleClick Search

Wednesday, August 13, 2014 |
As part of our mission to offer the most actionable data and reporting, from all sources, DoubleClick Search lets you report on Google Analytics goals. You may not know that we also have the capability to use Google Analytics Goals as targets for DoubleClick Search bid-strategies. When you create a bid strategy in the Doubleclick Search Performance Bidding Suite, you can optimize to conversions and revenue based on Google Analytics goals and transactions. This feature extends the flexibility of DS bid strategies, which already support optimization to Floodlight activities and formula columns. This release also extends bid optimization support to goals based on site analytics metrics such as pages per visit and visit duration.

Make better decisions based on user behavior insights 
Google Analytics goals make it possible to have user behavior prior to purchase drive your bidding decisions. Conversion windows vary by vertical. Some customers finalize their purchases/actions within minutes or hours, while other customers may take days, weeks or even months to research before converting. If you understand the propensity of a user to convert based on their session behavior, you can bid more for keywords that drive higher quality customers. This is where site analytics data comes in as it provides useful post click data such as  "users from ad group X spend an average of 5 minutes on the site after clicking".

Our Google Analytics integration gives you access to powerful new metrics to enhance bid optimization and create custom models that not only include the final conversion but also values keywords that lead to pre-conversion user behaviors including time on site, pages viewed, etc.

Getting started with Google Analytics goals 
Getting started with Google Analytics goals & DoubleClick Search bid-strategies is simple. They work in the same way as the DoubleClick Floodlight-targeted bid strategies you are already familiar with. Just create a new bid strategy using the wizard and select Conversions, Revenue, or Advanced targeting as the goal. Then Google Analytics can be selected as a conversion source (shown below).



If you want to mix Floodlight Tags and Google Analytics Goals in the same bid-strategy, first define the relative value of the Tags and Goal inside the formula column. For example, suppose you wanted a ROAS strategy for your travel agency. Your main objective is to drive revenue from ticket and package sales, but you value a user spending 10 minutes reading about vacation packages at $1.50 since you expect they will return later to buy. The following formula column would capture this valuation:

FL_ticket_revenue + FL_package_revenue + to_money(1.50 * GA_10_minute_session) 

In the above formula: FL=Floodlight, GA=Google Analytics

Once you've created this formula columns, create a new bid strategy, in step 2 select the conversion source to be "formula column". If you haven’t linked your Google analytics account with DS, you can find a step by step guide here. If you are interested in using the site analytics level goals, please follow the guide here (note: you only need to complete Step 1: Transferring Property). To learn more about DS bid-strategies and Google Analytics integration, please check out our help center article.

Monday, August 11, 2014

Learn about DoubleClick Dynamic Creative Solutions and join our webinar series

Monday, August 11, 2014 |
Last week’s updates to Google Web Designer included cool new features that make it easier for creative designers and developers to build robust HTML5 creative. These features, combined with DoubleClick’s audience and environment information can help advertisers and agencies improve creative messaging for even more successful cross-screen marketing campaigns.

Today’s consumers expect to see tailored and relevant ads, and DoubleClick Dynamic Creative can help you use the information about who is viewing an ad to build smarter and more relevant creatives for every viewer. Learn about DoubleClick Dynamic Creative today by visiting our Dynamic Solutions page on the Rich Media Gallery and joining this week’s training webinar series.

Watch this video:


Find DoubleClick Dynamic Creative solutions by vertical.
Check out our Dynamic Creative Solutions page in the Rich Media Gallery to learn how to get started with DoubleClick Rich Media Dynamic Creative. You’ll find industry-specific information, best practices and creative examples for retail, travel, auto, and telecom verticals.

Join this week’s DoubleClick Dynamic Creative webinar series.
Want to learn more in an interactive environment? Join our product experts for this week’s DoubleClick Dynamic Creative webinar series. See the schedule below and register through the links below.

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Introduction to Dynamic Creative – 8/12 at 9 AM PST / 12 PM EST
Learn about the benefits of DoubleClick Dynamic Creative and see how it works. You’ll also learn the differences between basic and advanced formats, how to set up and make changes, and how to use advanced targeting. Register

Advanced Dynamic Creative Workflow – 8/13 at 9 AM PST / 12 PM EST
Learn the advanced dynamic creative workflow. We’ll cover the pre-launch, launch, and post-launch processes for advanced formats, along with advanced dynamic strategy kits. You’ll also learn troubleshooting tips and tricks to help you with the more advanced dynamic creatives. Register

Dynamic Creative Best Practices – 8/14 at 9 AM PST / 12 PM EST
Build your knowledge and learn best practices for designing, developing, and revising dynamic creative. We’ll cover advanced features, like creative dimension filtering, autosizing, and more. Register

If you’ve taken Fundamentals training for DoubleClick Campaign Manager and DoubleClick Rich Media, these resources will help you better understand how to implement dynamic creative. If you haven’t already, be sure to take DoubleClick Campaign Manager Fundamentals and Rich Media Fundamentals and get your certificate of completion.

Watch a pre-recorded webinar.
Can’t make this week’s webinar series? No worries! You can watch a recorded webinar in our Help Center to learn more dynamic creative best practices. While you’re there, be sure to read about our latest release notes.

Stay connected with DoubleClick Training by subscribing to training updates.

Posted by Ilinka Zaharčeva, DoubleClick Rich Media Product Trainer

Thursday, August 7, 2014

Navigating the “wild west” of HTML5 with Google’s Tech Lab and Google Web Designer

Thursday, August 7, 2014 |

Marius Veltman’s thought experiment yesterday utilized the Tech Lab’s Full Page Flex and Motion Sensor components to enable viewers to navigate the scenery of the ad in full screen, by tilting their mobile device. 

This component is just one example of many that are being developed by Google’s new Tech Lab, a project created by Google’s Creative Technical Consultants to produce new innovations, push the boundaries of rich media and partner with creative agencies to help take these solutions to the next level. Even the best designers and developers need inspiration, and the Tech Lab has been established to help our DoubleClick Studio Certified Partners experiment with the latest, most innovative ad formats and features for their campaigns. 

HTML5 is still a bit of a “wild west,” both risky and alluring in that it is unchartered territory. There is space for creative designers and developers to experiment with new executions. As Marius pointed out in his article, “the experimentation process … is crucial to developing new ideas and pushing the creative envelope.” 

The Tech Lab helps designers and developers build never-before-seen formats and features into their rich media campaigns. These fresh ideas haven’t been used in many (if any) campaigns before, meaning they are exciting but also untested; but these are the realities of living on the edge of technology. 

To date, the Tech Lab has created 15 innovative formats and features, and today the group is launching three new ones for HTML5:
  • HTML5 Autoplay Video: Start any video within an HTML5 creative automatically, without requiring a user interaction.
  • HTML5 Shake and Shout: Boost your HTML5 creatives by adding cool interactions: Let people blow or shout onto their device and the mic will pick up the cue; or let them shake the phone and the accelerometer will pick up the cue. 
  • HTML5 Twitter Widget: Boost your HTML5 creative’s social IQ by adding the twitter widget and letting viewers view, tweet, retweet, and follow your twitter account directly from your mobile ads. 
If you’re a DoubleClick Studio Certified partner, reach out to your DoubleClick rep to begin working with the Tech Lab. To become a Studio Certified partner, visit our exam page. 

Posted by Becky Chappell, Product Marketing Manager, Google Web Designer