Tuesday, October 21, 2014

with DoubleClick: T-Mobile increases creative effectiveness across screens using HTML5

Tuesday, October 21, 2014 |
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

T-Mobile is one of the largest mobile providers in the US. As a cutting-edge company, it was fitting that they create a cutting-edge brand experience when it came time to showcase the powerful new Samsung Galaxy S5.


The team was looking to maximize reach on mobile devices for the digital campaign. But ads built using Flash - the animation standard for many years - was a big obstacle in getting mobile reach, as the format won’t render on mobile at all. So instead of engaging with rich ads, mobile users are served a static backup image. With over 25% of all global web usage occurring on smartphones or tablets*, that's a bad experience for users, and lost opportunity for advertisers.

T-Mobile, along with its agencies, Publicis Seattle and Optimedia, turned to the DoubleClick Digital Marketing platform, and built rich, engaging HTML5 creatives to solve this shortcoming. HTML5 is a universal language for display ads that ensures they render seamlessly across any screen - smartphone, tablet, or desktop. Beyond improving campaign reach, the team would no longer need to build separate creative assets for desktop and mobile, saving lots of creative time and resources.

They then targeted a tech-savvy audience across devices. Optimedia was even able to target users of competing mobile providers, to entice them to switch to T-Mobile, thanks to the targeting capabilities available in DoubleClick Campaign Manager.


T-Mobile's campaign results confirmed the power of HTML5:
  • Eliminated 85% of all instances of static mobile creatives. There was a 1.1% creative backup rate on HTML5 impressions, versus 7.3% for Flash.
  • Mobile CTR was 400% that of desktop. The team believes this improved result was due largely to HTML5 providing a more richly engaging experience for more mobile users.
  • Equal or better performances than Flash desktop ads in key conversion categories. Once on T-mobile.com, users who had clicked on HTML5 smartphone ads were just as likely or more likely than Flash desktop users to explore content, interact, and show intent to purchase.
  • Lower serving fees. "HTML5 uses cloud technology, so its file sizes are much smaller than Flash," says Nelson Fortier. "This results in lower ad serving fees, saving T-Mobile valuable media dollars."
Armed with these results, T-Mobile and Publicis Seattle have begun using HTML5 for other campaigns with DoubleClick.

"We saw a huge difference with HTML5 compared to similarly-targeted Flash banners," says Nelson Fortier of Publicis Seattle. "It’s compelling proof that with HTML5 and DoubleClick, T-Mobile's reach on both desktop and mobile devices far eclipsed that of Flash-based ads."

To learn more about the team's approach and results, check out the full case study here.

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* "2014 Internet Trends," by Mary Meeker. Kleiner, Perkins, Caufield, Byers, May, 2014.  http://goo.gl/DxrLAJ

Friday, October 17, 2014

The Programmatic Revolution: Join us for a webinar

Friday, October 17, 2014 |


We’ve all heard it: marketing is at its best with the 3Rs in place -- the right message, to the right person, at the right time. There is no doubt programmatic buying is enabling this by automating marketing across channels for better targeting, relevance, and impact. A recent study Ad Age conducted for DoubleClick shows programmatic is top of mind for more than 40% of agencies and marketers when a media plan is being designed.

But how much of the opportunity is truly being capitalized? Register now to join Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company, and Emel Mutlu, Senior Product Marketing Manager at Google, for a discussion on the study's findings, and:
  • Why brands and marketers are incorporating programmatic into their media buys
  • The essentials marketers need to know for success in a programmatic world
  • How the industry must evolve to realize the promise of programmatic
Posted by Yamini Gupta, Product Marketing Team

Thursday, October 16, 2014

DoubleClick Search: The real-time gap and what it means for retail search marketers

Thursday, October 16, 2014 |
Understanding retailers and their relationship to real-time 
In a recent post, we announced a study we ran with Forrester to understand how retailers were leveraging real-time data in their online advertising efforts. What we learned was that they believe real-time data presents both opportunities and challenges. Retailers see the potential for including this type of data in their campaigns, but they also think it can be too much work to respond to changes that can come and go in an instant.

DoubleClick Search makes real-time easy 
At DoubleClick Search, we want to make it easy to integrate real-time data into your campaigns. We’ve worked hard to build tools that give you the data you need to make quick decisions for your business. We also want to make your campaign optimization easy and automated, so you don’t need hours of planning to respond to sudden changes in demand.

Over the next few weeks, we’ll share stories of how advertisers are using real-time data to reach customers in their time of need, faster. This first post in our series is on the real-time gap and how DoubleClick Search helps you to bridge it. The “real-time gap” is the difference between retailers’ current SEM practices and their best possible performance.

Fact: Real-time data is important 
Any number of factors can affect consumer demand for your products and services—many of which are unpredictable. Heat waves and cold snaps appear unannounced, fashion trends crop up, and wild card sports teams make it into the playoffs. From weather concerns to new shoes to baseball playoffs, search queries give marketers insight into what matters most to people in a specific moment. And with today’s proliferation of smartphones and tablets, consumers search all day, every day, providing real-time data on what’s happening right now.

Barriers to adoption for real-time data 
If real-time data is so important, you would think that all retailers would integrate it into their campaigns, but it turns out there are a few common barriers to adoption.

First, many retailers believe it takes too much time and energy to respond to unplanned events. One respondent in our Forrester study explained: “I’m sure there are quick wins to be had. But we don’t have the experience or manpower needed to chase everything.” Another said, “I have so many demands on my time, managing for something unexpected isn’t convenient for me.”

Retailers also need to re-think what’s “good enough” when it comes to speed and real time feedback. Our Forrester research shows that only 20% of retailers have access to real-time click and conversion data, and that over half do not see data updated for a week. Despite this reality, 84% of these retailers who consider driving sales as a goal feel their marketing programs are either “effective” or “very effective” at achieving their goals. But, data received once a day (or even less frequently) means there are unlimited missed opportunities to capture revenue, brand awareness, or reduce cost.



DoubleClick Search makes real-time easy
We want to make it easy to collect and act on real-time data. Our smart bid optimization understands your goals, gets conversion information in real-time, and adjusts bids multiple times per day to meet those goals. And with conversion data from all channels, delivered in real-time, DoubleClick Search can react quickly to changing market conditions by optimizing based on real-time attributed conversion data.

Real-time data in action
Here’s just one example of how real-time data can positively affect sales. This is an excerpt from a recent iProspect report.

The chart below shows how one of iProspect’s clients, a top luxury apparel brand (let’s call it Brand X), looked to real-time data and execution to maximize its marketing during a busy shopping season. Brand X holds a highly anticipated three-day sale twice per year. In 2012, it used an SEM platform that did not offer real-time conversion insights or intra-day bidding. A year later, when it switched to DoubleClick Search, a tool that reacted more quickly, the difference was immense. The overall result: the company more than tripled revenue on the first day of the promotion year over year while decreasing cost per clicks (CPCs) by over 60%. 

Three-day Promotion: Better Results With Real Time 

Source: iProspect proprietary data 

Your partner for real-time data
At DoubleClick search, we want to be your partner in delivering real-time data to improve your advertising performance. In our next post in the series, we’ll talk about how retailers are taking advantage of real-time data to optimize text ads and Shopping Campaigns for their products.

Wednesday, October 15, 2014

with DoubleClick: Neo@Ogilvy drives 38% higher ROI for major hotel chain

Wednesday, October 15, 2014 |
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Neo@Ogilvy, Ogilvy & Mather’s global media agency, manages the digital performance and media strategy for some of the world’s most innovative and respected brands.

The Neo@Ogilvy team needed the right tools in place to execute on clever, innovative campaigns for their clients, in addition to a better understanding the impact of their campaigns. To focus on these more strategic activities, they needed to change how their team worked, by spending less time on manual tasks that were time-consuming and inefficient.

They started using DoubleClick Digital Marketing to streamline the end-to-end campaign management process. With an intuitive interface that lets you view all campaign information from a single page, the platform has freed up 40 hours of Account Executive time per week - that is one full hire. Javier Oliete Vivas, Manager Director at Neo@Ogilvy told us, “DoubleClick Digital Marketing enables us to standardize analysis and have just one single approach, one way of analyzing all channels.”


Beyond the time and resource savings, the efficiencies from using a unified platform led to real campaign performance gains. Neo@Ogilvy was able to optimize their campaigns in real-time with clean, fresh cross-channel data, resulting in tremendous uplift. For one client, a major hotel chain, their conversion rate improved by 400%, and their ROI increased by 38% after moving onto the DoubleClick Digital Marketing platform. At the same time, their CPA improved 40%.

To learn more about the team's approach and results, watch the video below.


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Wednesday, October 8, 2014

with DoubleClick: How Media Partnership helped leading health care firm decrease CPA by 25%

Wednesday, October 8, 2014 |
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.
A leading health care firm turned to Media Partnership, an Interpublic Group media agency, to help them increase online health insurance applications, and better understand where to invest its digital marketing dollars. Media Partnership was already using the DoubleClick Digital Marketing platform to reach prospective customers with relevant messages across search and display.

In order to make the best decisions about how to allocate budget, the team needed to understand the path of exposure across channels that led to a conversion. They began using DoubleClick attribution tools, like the Path to Conversion report. Greg Young, media strategy supervisor at Media Partnership, said, "It gave us very interesting insights into the consumer journey and allowed us to develop an understanding of how certain vendors or media executions affected the end conversion."

This understanding helped the team move beyond last-click attribution, which gives all of the credit for a conversion to the last click before a conversion occurs. The team then began experimenting with the Attribution Modeling Tool to build custom models. They defined exactly how they wanted to apply different credits to different interactions, analyzed the implication on channel performance, and reallocated budget.

Just three months after beginning to adjust spend and media tactics based on their attribution analysis, the team doubled the conversion rate for the campaign, resulting in many more online health insurance applications. At the same time, they were able to drive down overall CPA by 25%.

To learn more about the team's approach and results, check out the full case study here.

Tuesday, October 7, 2014

Whip your seasonal campaigns into shape: Five “knead to know” tips for Media Agencies

Tuesday, October 7, 2014 |

Yesterday, we provided search marketers with four of our favorite tools to whip their digital strategy into shape. Today, we have five “knead to know” tips for Media Agencies to help you make your holiday promotions a piece of cake. With the right ingredients to scale and streamline your seasonal campaigns, you can find some extra time to sit back and enjoy your perfectly baked holiday pastries — while we take care of the rest. 

1. Find the recipe for success with DoubleClick Planning:
During the holidays, it’s easy to spend a lot of money—on food, gifts and decorations. But it can be hard to pull everything together to create that quintessential “holiday cheer.” This year, we have the recipe to ensure you achieve your holiday goals. DoubleClick Planning is a brand new tool that helps you simplify the planning and buying of your campaigns. The tool begins to unify programmatic and reservation inventory management, so you can carry out all of your buys in one place. Faster and more efficient cross-channel planning enables more insightful media strategies, and will ultimately help you get an ROI the size of a holiday feast. 


2. Whip up opportunities with real-time bidding and optimization: 
We get it. The holidays are busy, and you often find yourself running out of time—both in the kitchen and with your digital marketing. Forget the manual, hand-churned methods of the past that can leave your campaign results as stale as last year’s fruit cake. This year, turbocharge your campaigns with real-time automated bidding in DoubleClick Bid Manager. We’ll dynamically change a line item’s bid, based on the likeliness that an impression will perform well. Then we’ll use that near-instant conversion data to optimize bids throughout the day—helping you achieve specific campaign goals. And the best part? It’s all automatic, so you won’t have to make it from scratch.


3. Delight customers with Google Merchant Center feed integration in dynamic creative:
Knowing which product to show each viewer can be as tough as choosing what to make for Thanksgiving dinner. To ease the decision-making process, we launched support for Google Merchant Center feeds in DoubleClick Dynamic Creative. Use your existing Google Merchant Center feeds to automatically update your DoubleClick Studio or DoubleClick Bid Manager display campaigns — showing the right product to the right customers, when they’re looking to buy. In addition, retail and travel advertisers can now target dynamic campaigns to right-hand side inventory on the Facebook Exchange through DoubleClick Bid Manager. With these dynamic options on the table, the rest is gravy.


4. Handle on-the-go customers with geofence targeting: 
As a master cook, you’re moving around non-stop during the holidays—and so are your customers. But as they’re seeking deals and checking them twice across screens, how do you drive conversions - both online and offline? Geofence targeting in DoubleClick Bid Manager will enable you to deliver highly relevant messages to customers based on their proximity to a specified chain store. This means you can maximize performance for mobile by automatically adjusting the geofence, based on privacy and potential reach. Ready to make your holidays a multiscreen event this year? We’ll raise a glass of eggnog to that! 


5. Measure beyond a “pinch” with GRP and Viewability data:
A “pinch” of this and a “dash” of that won’t get you to holiday-perfect results, especially during the busy season. With our suite of solutions, we’ll give you the precise measurements you need to cook up an impactful campaign. Ensure your campaigns are actually seen, with ActiveView on DoubleClick. Reach the right audience with comScore and Nielsen GRPs, integrated seamlessly into DoubleClick. Then, optimize your campaigns in real time using audience insights gleaned from comScore vCE in DoubleClick. By accurately measuring and optimizing your campaigns, you won’t need to wait for days or weeks to make sure your holiday dollars are spent on the right audience.


Hopefully with these tips in toe, you’ll get your holiday campaigns up and running in no time, so you can enjoy some R&R with family and friends this season.

Posted by the DoubleClick Marketing Team


Monday, October 6, 2014

Whip your seasonal campaigns into shape: Four “knead to know” tips for search marketers

Monday, October 6, 2014 |
A pinch of salt, a dash of sugar...and a handful of data analysis? 

We all know baking is a huge part of the holidays. But amidst the hustle and bustle of planning scrumptious menus for friends and family, as a marketer you’re also juggling fleeting promotions, revising stale ads and trying to balance your budget — all in hopes of reaching holiday shoppers at the moment they’re looking to buy. So how do you avoid those half-baked campaigns during one of the busiest times of the year?

This season, we wanted to share a few of our favorite tools to whip your digital strategy into shape and help you make your holiday promotions a piece of cake. With the right ingredients to scale and streamline your seasonal campaigns, you can find some extra time to sit back and enjoy your perfectly baked holiday pastries — while we take care of the rest.

Screen Shot 2014-08-29 at 12.02.27 AM.png
1. Whip up new opportunities in an instant with real-time reporting and optimization
We get it. The holidays are busy, and you often find yourself running out of time — both in the kitchen and with your digital marketing. Forget the manual, hand-churned methods of the past that can leave your campaign results as stale as last year’s fruitcake. This year, turbocharge your campaigns with up-to-the-minute reporting and optimization in DoubleClick™ Search. We’ll whip up performance and conversion metrics as they happen, so you get a real-time view into how your campaigns are performing. Then we’ll use that near-instant conversion data to update bids throughout the day, —helping you get an ROI the size of a holiday feast.
Screen Shot 2014-08-29 at 12.02.36 AM.png
2. Handle on-the-go customers with mobile bid modifiers
As a master cook, you’re moving around non-stop during the holidays — and so are your customers. But as they’re searching for deals and checking them twice across screens, how do you set the right bids to showcase your hottest products to your most eager prospects — wherever they are? Mobile bid modifiers in DoubleClick Search help you adjust campaign bids to maximize performance for mobile searches. Ready to make your holidays a multiscreen event this year? We’ll raise a glass of eggnog to that!
Screen Shot 2014-08-29 at 12.02.42 AM.png
3. Find the right recipe with adaptive Shopping campaigns
Your digital marketing, much like your cooking, might need some extra help during the busy holidays. Take your go-to recipe from good to great by spicing it up with something special. This year, that secret ingredient can be adaptive Shopping campaigns, which ensures that your Shopping campaign structure is optimized to perform its very best. Adaptive Shopping campaigns dynamically optimize your Shopping campaign structure, based on product performance. That means you’ll set the right bids for your high-performing products, as well as save money on bids for low-performing products. And the best part? It’s all automatic, so you won’t have to make it from scratch.
Screen Shot 2014-08-29 at 12.02.46 AM.png
4. Measure your product sales with purchase detail reports
Proper measurement is one of the most important parts of cooking up an impactful campaign. Especially during the busy holiday season, trying to mix and match different reports can have you feeling like Scrooge. We’ll help your campaigns rise to the occasion this year with purchase detail reports for smarter product-centric measurement. Get clear visibility into the products consumers purchase, as well as the ads that drive those sales. Customize and report on your individual product sales by any product attribute—such as color, size and style—and do it for any type of campaign, including text, Shopping, and on AdWords™ or Bing.

Ready for more holiday treats? Tune in to the DoubleClick Advertisers blog tomorrow for even more tips for media agencies, and sign up to receive our newsletter for regular product updates: http://goo.gl/p03ZMS