Cross-posted from the
DoubleClick Advertiser blog
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 crossscreen 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.
Mobile inventory growth:
- 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.
Inapp remarketing:
- (Re)target your customers using
audience lists within mobile app environments, so that you can drive and measure reengagement with your
existing mobile app users.
Publisher Certification program for inapp creative formats:
- 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 inapp
creative. We are certifying publishers and networks to ensure their mobile apps can accept and run standard mobile
inapp ad units (59 certifications completed to date.)
Inapp conversion tracking:
- Measure inapp viewthrough and
clickthrough conversions with Floodlight to report on mobile app downloads or any other inapp activities. Whether you are running an app
install campaign or driving inapp purchases, you can now attribute these activities to your inapp media and
better measure app campaign effectiveness.
TalkTalk drives 12% decrease in eCPA with
HTML5 creative and mobile programmatic.
TalkTalk, a Telecom company based in the UK, has
embraced crossscreen 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.
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
crossscreen campaigns.
Posted by the DoubleClick Marketing Team
(1) Mary Meeker’s
“Internet Trends 2014” http://www.kpcb.com/internettrends
