Partners Blog
What's new @ Google? Tips and tools for agencies
The Mobile Landscape: What Creative Agencies Need to Know
Thursday, June 14, 2012
Join us on Tues, June 19th at 4pm ET/1pm PT, for a 45 minute LIVE conversation with Wook Chung and Nate Racklyeft of Google's Mobile Product Team!
Wook and Nate will discuss the key technology issues around Mobile and strategies for creatives to drive success now.
Creatives worldwide can join Hangout on Air:
youtube.com/creativesandbox
There's a special opportunity for a maximum of 8 leading creative agencies who have done work in Mobile or are planning a special push in the arena, to reserve a spot on screen in the Hangout with Wook and Nate, available on a first come basis. Contact
Jeff Sundheim
to check availability.
Posted by Jeff Sundheim, Creative Platform Strategies
Introducing Agency Edge: a one-stop shop for Agency Education Online
Thursday, June 14, 2012
One of the requests we get most often from our agency partners is for tools that help them put our tools into action to make the web work for them. We listened, and are today introducing
Agency Edge
, our new home for agency learning online.
Agency Edge is for agency professionals to get on-demand training, sales collateral, and benchmark data to better serve their clients. Agencies can fully leverage the platform as their own by customizing Google and agency materials into “course packs” and assigning them to employees for a globally scalable training platform.
We have consolidated and refreshed agency-specialized content from multiple Google content portals, which are now available for on-demand self service, including:
Search
,
Display,
Mobile,
YouTube,
Think Insights,
Google Research
,
Learn with Google
, and
Engage content.
Agency Edge is available in English today, with more language support coming. Contact your Google rep for more info about how to get set up!
Posted by the Agency Edge team
With over 940,000 followers, H&M captivates Google+ users with exclusive content
Wednesday, June 13, 2012
When
H&M
produces hot new collections, the Swedish fashion retailer knows just how to get the word out. With around 2,500 stores spread across 44 markets, not only does the company engage in traditional forms of marketing, but also integrates its social media with other communication activities. An early adopter of Google+, today H&M has more fans on the platform than any other retail brand – over 940,000 followers.
Unique, exclusive content wins followers
Instead of replicating the experience of shopping in the store or on the website, their page supplies a steady stream of interactive content tailored specifically to the Google+ audience. H&M publishes unique coverage, including a captivating range of exclusive collection previews, contests and behind the scenes footage, such as a Vogue editor preparing for an H&M photo shoot. Their most popular posts are the ones for their top collections with Beckham, Versace and Marni.
Using
ripples
to understand trendsetting
H&M has a very high rate of shared posts. Their team can “View Ripples” to see who has shared content and what has been said. In this way, the ripples feature lets H&M see how posts spread across Google+, who’s sharing and resharing the content and whose opinions matter. The feature can be used to identify influencers and see how communities form around content. The larger the circles in ripples, the larger the reach they might have.
Social extensions
to integrate their social strategy into search
Another feature H&M uses are social extensions in its AdWords advertising. Social extensions help the company obtain a higher number of brand recommendations, +1’s and direct traffic to their Google+ page, effectively increasing their number of followers by doing so. On average H&M has achieved a 22% CTR uplift on all their AdWords campaigns thanks to implementing social extensions.
It’s all adding up...
All of this has contributed in great levels of engagement from fans with the following results so far:
Average number of +1’s per post: 72
Average number of reshares per post: 11
Average number of comments per post: 22
To learn more about H&M’s inspirational example,
read the full case study here.
Posted by Natalia Cano, PMM Google+ for Businesses
Google and GroupM Next Launch SPARK Education Series
Thursday, June 7, 2012
Today we’re kicking off a partnership with GroupM Next, the innovation unit of GroupM, called Spark, a series of custom, co-programmed events focused on delivering unique education and innovation experiences for brands – specifically, clients of GroupM media agencies. We created this initiative together to cultivate education and dialogue for verticals that are under-represented in the broader digital media space in terms of data, research and opportunity. This partnership is the first of its kind for both Google and GroupM, in that it’s a series dedicated to client-focused education and is designed to address topics that directly impact brand opportunity and performance.
The first event, Spark: CPG, is taking place this afternoon in New York with nine leading CPG companies in attendance. In addition to discussions led by Google and GroupM Next execs, Kantar, Buzzfeed and Amazon are joining us as we, collectively as marketers, share insights, research and digital opportunities brands in the consumer packaged goods category can take advantage of.
A quick rundown of discussions on the docket at Spark: CPG in the context of marketing for CPG brands includes:
Making the web work for CPG brands – our take on how the consumer, and world around us, has changed
The digital enhanced path, exploring the ever-changing connection between consumers and brands and opportunities that exist through understanding new consumer behaviors and the role of technology
Marketing and messaging innovation across multiple screens
The power of video and building brands with the power of sight, sound and motion
Developing ‘content gifts’ in the social world and capturing opportunities by engaging your brand’s super sharers
How mobile commerce can connect shoppers to the places and CPG products they love
Fostering fluid innovation across marketing and process to enable agencies and brands to meet the pace of change in consumer dynamics and technology
In most cases, Spark will provide brands with insights and education they wouldn’t have access to elsewhere. Additionally, through ongoing collaboration between our companies, GroupM agencies and clients, we’ll identify areas of interest and need for brands across digital media, and foster opportunities as they emerge.
A digital marketing platform to win the moments that matter
Tuesday, June 5, 2012
Today, at the
DoubleClick Insights
conference, we’re unveiling DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. The improvements we’re announcing today represent the biggest ever overhaul of our DoubleClick ad platform and are the result of a great deal of hard work over the last few years. This fully integrated, unified platform and its components will be rolling out to partners over the coming months.
You can click here to watch a livestream of the event:
A platform for today
Today’s consumers work, play and share, moving seamlessly between formats and devices. However, for agencies and advertisers, the process of connecting with consumers is anything but seamless. It’s hard to reach the right audience at the right moment with the right message when every channel requires its own system and you’re patching together, and switching, between ad platforms that aren’t in sync. In fact, in a recent survey of 300 clients, marketers and agencies, they told us their team members are spending almost two days a week working across various digital platforms, often on manual workflow tasks. They estimate an integrated digital platform could liberate a third of that time. That’s an extra month every year that each team member can invest in other campaigns and new business.
Based on what we’ve heard from our customers, we challenged ourselves to re-invent ad buying with a unified platform:
Can we build an ad management platform that’s
comprehensive
, so that clients can manage all channels in one place, across all formats and devices?
Can we build a
seamless
platform, so that clients can easily optimize, tailor, measure and compare all elements of their campaigns, using a common language and interface?
Can we ensure that it’s
customizable
, so that marketers can easily plug in their own technology, data and third-party suppliers?
Can we make ad buying
faster
, to dramatically speed up data analysis and slash manual campaign management activities?
A platform that works better together
DoubleClick Digital Marketing is our answer. The new platform comprises the following components, which will be fully integrated and work together to enable seamless ad campaign management for agencies and advertisers:
DoubleClick Digital Marketing Manager
, our upgraded DoubleClick ad server, used by thousands of marketers and agencies worldwide to manage directly bought ad space.
DoubleClick Bid Manager
, our new demand-side platform, rebuilt on our DoubleClick technology, making it faster and more flexible. Many Invite Media customers are currently in the process of being upgraded to the new DSP. Last year, spending on Invite Media grew by about 50%, and we believe these new investments will create even more momentum for the exchange ecosystem.
DoubleClick Search
, our cross-engine search management platform that was completely
rebuilt last year
and is natively integrated into the DoubleClick platform. DoubleClick Search is used by 6 of the largest 10 agencies, and is creating efficiency gains of up to 65%.
DoubleClick Studio
, our rich media creative solution, now with Teracent’s dynamic creative technology built in, which powers engaging and intelligent ad units. In 2011,
rich media ads
accounted for 10% of all display ads, doubling in volume over 12 months.
Finally,
Google Analytics
, which will enable attribution modelling, conversion reports and site traffic reporting to be incorporated seamlessly into ad campaigns.
We’ve invested significantly in this area, because we believe that such a system would dramatically improve digital marketing—growing the pie for publishers, funding great online content for users, and helping marketers grow their businesses.
What are we making possible?
With the DoubleClick Digital Marketing platform, we’re enabling:
Smarter creative
that works with your media buy and that dynamically responds in real-time, with the audience in mind.
More responsive campaigns
that can “learn” the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimization signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel—from awareness to conversion).
Creating greater value
for your business and campaigns, enabling a better understanding across channels and formats (e.g., how does rich media perform versus video?); and facilitating real-time, smarter optimization decisions to reduce cost and increase campaign performance (for example, should you reduce bids on your search keywords and exchange buying while increasing your bids to run more video ads?).
A big step forward
We’re often asked about the future of digital advertising. We’re passionate about this industry. It’s the fuel that powers the digital world and a powerful engine of growth and employment. Over the last decade, a remarkably successful industry has been built via humble web banners, repurposed pre-roll video ads, desktop computers and a patchwork of ad buying tools. However, for marketers, the combination of re-imagined
creative tools
, reinvented
measurement
solutions and re-vamped ad buying platforms can propel digital advertising into a $200 billion industry that funds and supports great content.
In the coming days on this blog, and on the
DoubleClick Publishers blog
, we’ll provide more details of the new buying platform and discuss other announcements from our DoubleClick Insights event, including new solutions for our DFP and Ad Exchange partners.
Posted by Neal Mohan, Vice President, Display Advertising
Future of Advertising Event - DoubleClick Insights
Friday, June 1, 2012
There has been explosive growth in ad technology over the last 20 years. From each of our perspectives -- whether you are an agency, an advertiser, publisher or a technology provider -- we can all still see unprecedented opportunities as the digital world continues to grow and diversify.
We believe that as an industry, we’re on a common digital journey and that the next wave of innovation in ad tech will come from us all working better together.
However, like all great opportunities, there are challenges and questions, such as:
How do we unlock the next $50 billion of opportunity for digital advertising?
How do we deliver those immersive, interactive experiences to today’s empowered consumer demands?
What do we, as part of the ad tech ecosystem, need to build to create even more value for our clients and consumers?
On June 5th we’re hosting
DoubleClick Insights
to start exploring some answers to these questions. Senior leaders from top agencies, advertisers and publishers will help lead the conversation -- and you’re invited to join via the live stream! Register
here
.
The agenda will include topics such as:
Adapting to the Empowered Consumer:
Neal Mohan, Vice President, Display Advertising at Google will be joined by David Kenny, Chairman & CEO, The Weather Channel Companies, and James Pitaro, Co-President, Disney Interactive Media Group, to discuss how technology is being used to deliver new content and advertising experiences to consumers.
If We Build It, Will They (Consumers) Come?
Terry Kawaja, CEO and Co-Founder, Luma Partners (and creator of the now legendary LUMAscape chart) will lead a conversation about the ad tech ecosystem, and what it needs to do next to add value for agencies, publishers, marketers – and ultimately consumers. Terry will be joined onstage by:
Omar Tawokol, Chief Executive Officer, BlueKai
Greg Stuart, Global CEO of Mobile Marketing Association
Kurt Unkel, President, VivaKi
Shishir Mehrota, Vice President of Product Management, YouTube
Outside the Box: Technology = Creative Friend or Foe?
Technology is supposed to make the life of a marketer easier. For our final conversation, we’re going to focus on the question of: Is this technology exploring resulting in better marketing? Or, is it just resulting in mediocre creative and complexity for both consumers and marketers? Karim Temsamani, Vice President - New Products and Solutions, Google moderates the conversation with leaders from creative agencies, iconic brands and publishers including:
Brad Ruffkess, Global Connection, Coca-Cola
Mike Lowenstern, Managing Director of Digital Advertising, R/GA
Peter Minnium, Head of Digital Brand Initiatives, IAB
John Caldwell, Chief Digital Officer, National Geographic
The live stream will start on
June 5, 2012, at 9:00 am PDT
, and you’ll be able to watch from your computer, tablet, or mobile device. To learn more about our highlighted speakers go to the
Speakers page
on our site.
Please register for this virtual event by visiting the
DoubleClick Insights Live Stream page
.
DoubleClick Insights
Tuesday, June 5th 2012
9:00am - 1:00pm PST
Set event reminder today
Following us on
Google+
or Twitter (
@DoubleClick
and
@DoubleClick_pub
)? Use the #dclkinsights tag as you're watching the event to ask questions or share comments during the event?
Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing
Mark your calendar for a mobile search strategy Hangout On Air with Time Warner Cable and Leapfrog Online on June 7th 4:30EST/1:30PST
Friday, June 1, 2012
We hope you can join us on the
Think with Google
Google+ page on Thursday June 7th at 4:30pm EST/ 1:30pm PST to learn from mobile thought leaders Time Warner Cable and their partner agency Leapfrog Online to understand how a well executed mobile search marketing campaign helped grow Time Warner mobile revenue from 0% to 10% of total digital sales in just 3 months. Google’s Andy Miller, Head of Global Mobile Search Sales and Strategy, hosts Rob Roy, VP and GM of e-Commerce and Interactive Marketing at Time Warner Cable, and mobile guru Cass Baker, EVP of Leapfrog Online, as the three of them explore insights from Time Warner Cable’s phenomenal success in acquiring new customers through mobile.
Tune-in for tips and strategies on putting together a winning mobile marketing campaign, how to best take advantage of click-to-call, Time Warner Cable’s latest mobile success metrics, and the latest Google has seen in mobile search momentum. We’ll be releasing a full case study here on our blog that you can read to learn more. We hope you’ll be there. Details on how to tune in:
In order to view the Hangout on Air, visit the
Think with Google
Google+ page at 4:30pm EST on June 7th, look for the stream post, and click to tune in. Don’t forget to be signed into Google+!
On June 7th, look for the Hangout on Air post like the image above on the Think with Google +page and click to tune-in!
Posted by Kevin Otsuka, Associate Product Marketing Manager, Mobile Ads
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