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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.

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Posted by Kelly Cox, Product Marketing Manager, DoubleClick

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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.

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Posted by the DoubleClick Product Marketing team

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Today’s consumer spends more time in digital than any other media, often while fluidly moving across screens. In the past three years alone, multi-screen media consumption has jumped by 500 percent, with 90 percent of consumers moving between one device and another to complete a task, whether it’s to shop, plan a trip or browse content. And the growth rates are stunning: on YouTube, more video content will be uploaded today than all three major networks created in the past five years.

Today at CES I announced two really exciting developments that will help turbocharge the future of video advertising:
  • First, more than 30 mainstays of video advertising--broadcasters, premium publishers and major brands--have joined our premium video marketplace, Google Partner Select and;
  • We’re rolling out viewability reporting across our ad platforms. This will, for the first time, inform brands whether their video ads on digital channels were actually seen or not (as opposed to, for example, appearing off-screen, going unwatched or being swiped past).
Our goal with both of these updates is to help marketers succeed in today’s world of media abundance by connecting them with consumers at the right time in the right place and enabling them to measure what truly matters.

An update on Partner Select
In June we introduced you to Google Partner Select, a premium video marketplace that brings together the best of brand advertising with the best of programmatic. Our goal was to create a marketplace of top-quality video content from the best producers. Today, we’re happy to share some of those partnerships.
Since launch, more than 30 broadcast and premium publisher brands have signed on including CBS Interactive, Fox News, Discovery, Animal Planet, TLC, HGTV, Food Network, Cooking Channel, Travel Channel, Hearst Television, Rolling Stone, Us Weekly, Men’s Fitness, and PGA Tour. These publishers are helping brands discover a wide range of their premium video content including full-episode shows, live sports & news, and short-form content across a broad range of audiences and content categories. And all of this inventory is exclusive to Google Partner Select.

We’ve also seen strong traction on the advertiser side with over 20 major brand advertisers, including iconic brands like Allstate, BMW and Netflix, and their agencies having signed significant commitments to buy through Google Partner Select. In our early tests, we've seen video ads running through Google Partner Select driving significant audience engagement with 74% video ad completion rates, demonstrating that when brands pick the right moments, engagement follows.

Viewability for Video
When it comes to impact, being seen is not just important, it’s fundamental. That’s why this time last year, we set a goal for ourselves to help make viewability a common currency across the industry. I’m encouraged that this issue is staying top of mind for so many and hope that marketers and publishers continue to push for the full transparency and accountability they deserve.

In our latest of ongoing investments in this area, in the coming days, we will start to offer viewability reporting for video campaigns available to all marketers and publishers using our DoubleClick platforms, as well as for the DoubleClick Ad Exchange. We’ll soon have this capability for reserved inventory on YouTube as well (including all of Google Preferred) across desktop and app views, a significant addition with so much viewership now happening in mobile. In the coming months, we’ll start offering the ability to target viewable impressions in DoubleClick, as well as the ability to buy only viewable video impressions across the Google Display Network. Later in the year, we also plan to report on audibility for video ads, as well as the total amount of time an ad was viewable.

We’re adhering to the industry definition for video viewability (as set by the MRC and Making Measurement Make Sense): 50% or more of the video being on screen for two seconds or longer.

Viewability, though, is just the starting point, not an end in and of itself. With the confidence that their ads can be seen by a real person, marketers can then go on to strive for--and measure--what really matters, impact and engagement. Along with our commitment to viewability, we’ll continue our investments in other ways to help marketers drive engagement, like our TrueView format (where advertisers only pay when consumers engage) and Brand Lift surveys, which help marketers measure the impact of their campaigns on their branding goals.

I’m incredibly excited about the future of digital video for brand building. No other medium brings together sight, sound and motion--and incredible measurability. This is the start of what we expect will be a year of leaps forward in the industry in making digital work for brand advertisers. So watch this space for more to come.

-- posted by Neal Mohan, Vice President, Video & Display Advertising

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Increasingly, marketers are looking to integrate their digital marketing efforts in order to get better campaign performance, while also benefiting from workflow efficiencies for their teams. To celebrate and learn from the successes these teams are seeing, we launched with DoubleClick, highlighting stories and perspectives from marketers and agencies about how integrated platforms are changing how they work, creating bigger impact, and fueling better decisions.

We kicked off the series with a recent study, “Adding Data, Boosting Impact,” where the Boston Consulting Group found that marketers who use an integrated platform to power their programmatic buying are seeing major uplifts in performance and engagement. The study, now published on Think with Google, identifies five steps marketers should take to achieve these uplifts.

And throughout the series, we highlighted specific marketers and agencies who realized similar gains. Like Neo@Ogilvy, and how they freed up 40 hours per week with more streamlined workflows, and how Kia improved their CPA by 30% with powerful attribution tools. We saw how T-Mobile eliminated static backup images by 85% with HTML5, and how the Kellogg Company increased their ad viewability rate to over 70%. Dive in to learn about these and many more success stories.
Today we wrap up the series, but stay tuned for more with DoubleClick customer spotlights in 2015.

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This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.


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Anish Kattukaran
Marketing, DoubleClick Video