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
There’s no question that yesterday’s ad tech trend, programmatic buying, is here to stay. Programmatic spending is expected to reach $21B worldwide in 2014, according to Magna Global. To understand how the move toward programmatic buying is impacting the advertising industry, DoubleClick recently commissioned a study on the topic with Advertising Age. Here’s what we found.
- More advertisers are demanding it:
- 41.6% of surveyed advertisers (including marketers and agencies) indicated that programmatic is top of mind when designing a media plan. This is a marked shift from previous strategies, where it was primarily considered at the end of the media buying process.
- 2 years from now, marketing departments will be the primary advocates for programmatic buying; currently, the media buying arms of agencies and marketers are responsible for it.
- Cross-platform reach is believed to be the primary benefit of programmatic buying for advertisers, followed by increased operational efficiency, and better relevance in messaging
- Publishers are adapting for a programmatic world:
- For nearly 25% of the publisher respondents in the survey, programmatic selling is top of mind when responding to RFPs
- 72% of publishers surveyed would sell more inventory programmatically with stronger cross-platform support
- Publishers expect an 11.17% rise in CPM growth rates in the next 2 years
- The growth of programmatic is contingent upon the evolution of the advertising ecosystem:
- Transparency is key to adoption by buyers and sellers
- Inventory quality, ad fraud management and the move to programmatic premium will drive higher-value advertising
- Cross-platform support will help marketers and sellers realize the true potential of one-to-one engagement
Want more information on the study? Here are three things you can do:
- Read the full report, along with perspectives from industry leaders from Vivaki, UM, Fox News, New York Times.
- Get the high-level picture in the infographic supporting key findings
- Stay tuned for details on a webinar featuring Kellogg’s Aaron Fetters, Director of Analytics and Insights to hear why and how they’re increasing their investment in programmatic technologies.
Posted by Yamini Gupta, Product Marketing Team
Viewers have become accustomed to a high-quality viewing experience on TV and demand the same across their smartphones, tablets, smart-TVs, laptops and other devices. The opportunity here isn’t simply in replicating TV quality in streams delivered to audiences but also in layering abilities unique to digital like true 1:1 addressability for live streaming at TV scale.
Bringing TV-style audience measurement to the DoubleClick Video platform is just the beginning. The vision is ensuring that every impression you deliver is viewed by the right person, in real-time and without wasting impressions in order to deliver guarantees. Brands reach their audiences, the value of your content increases and everyone wins.
As viewing extends beyond the living room, we are committed to ensuring that you can replicate the same business rules and deals from TV across video. Beyond this, with premium initiatives like Google Partner Select, we are unlocking untapped revenue sources for Broadcasters.
Sign up for Google Publisher Connection to receive industry updates from DoubleClick and Google: Sign up here
DoubleClick clients globally now have access to Active View viewability reporting by default in:
- DoubleClick for Publishers, for publishers using Google Publisher Tags
- DoubleClick Ad Exchange, in the new Query Tool
- DoubleClick Digital Marketing
- DoubleClick Campaign Manager, including reach and frequency
- DoubleClick Bid Manager
From measurement to currency, the future of Viewability
Moving from served impressions to viewable impressions as the standard unit of measurement in the advertising ecosystem will be a huge shift but, leaders in the industry see opportunity ahead.
“The shift toward viewability will bring more brand spend to digital, ultimately benefiting premium publishers,” says David Payne, Chief Digital Officer at Gannett. “Viewability provides us another proof point that shows how our premium content creates highly engaged audiences perfect for branding campaigns.”
"At VivaKi, we’re passionate about viewability because an ad served that is not viewable is an inefficient use of our clients’ resources,” says VP Audience Media Strategy Phil Shih. “In the future, viewable premium inventory will demand a higher CPM than unviewed impressions; but it’s worth it for the sake of growing your brand.”
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This new offering allows you to deep dive into the product areas that are most valuable to you through tailorable, self-study training solutions for DoubleClick for Publishers, DoubleClick Ad Exchange and AdSense.
As your one-stop training destination for all publisher-facing products, the materials have been designed to suit a variety of roles and skill levels. Whether you’re starting out as a trafficker or you’re a seasoned manager, there’s a training solution suited to your needs:
- Certification: Review one of our engaging online courses and demonstrate your knowledge of Google publisher products by taking an online exam. Once you’ve passed you’ll obtain a printable certificate of completion.
- Mix and Match: Here you’ll find all of the publisher training materials conveniently located in one place. Go ahead and pick the topics that are most relevant for you.
- Labs: Practice what you’ve learned through in-product exercises and activities. For example, you can practice your trafficking skills in a real DFP network!
- What’s New: Check out the latest feature releases and how to use them.
- Learning Paths (Coming soon): If you’re simply not sure where to start, we can suggest a learning path for you and help you to explore the training options available!
Access the same high-quality content delivered at our in-person classroom trainings from the convenience of your own computer. With a huge variety of regularly updated learning resources, there’s never been a better time to brush up on your skills.
Visit g.co/PublisherU and kick-start your training today!
Posted by Marcus Jacobs, Technical Trainer
Introducing Google Partner Select, A Programmatic Premium Video Marketplace
Q: What topics should we expect to hear about this year?
A: I don’t think it will come as a surprise that our team has been very focused on how to make digital work for brands and premium publishers. You can expect to hear a lot more about that. Also, since this event marks Google’s annual conversation on the future of digital advertising, we’ll discuss how digital is redefining consumer behavior, content development, and the ways that advertisers and publishers reach their customers.
Q: Will the live stream include any special guests?
A: I’ll be joined by Nikesh Arora, our Chief Business Officer at Google, and Jeffrey Katzenberg, the CEO and Co-Founder of DreamWorks Animation. I’m looking forward to hearing Jeffrey talk about how technology has changed content creation.
Q: What consumer trends are impacting the way brands and publishers think about digital?
A: When we started this DoubleClick event 14 years ago, going online was a deliberate act that required going to a computer and “logging-in”. The days of going online are coming to an end. Today’s digital experience is one that is always-on and always with us. As a result, digital has become far more personal, and one of the most personal forms of communication - video - is playing a more central role in our online lives. All these factors have major implications for brands and publishers, which we’ll discuss at the event.
Q: So...any scoops you can give us?
A: As I mentioned, video has been very much on my mind lately. Getting video right is something that is essential to our brand, agency, and publisher partners...expect to hear more about what we have planned to help make that happen.
We hope you can join us on Wednesday, June 4th at 9:30 am PDT / 12:30 pm EDT. Register to watch the live stream or to receive the recording.
-The DoubleClick Team
See the full infographic here.
How will digital advertising evolve next? You’re invited to tune in live as industry leaders tackle the question at DoubleClick’s annual event on digital trends.
Jeffrey Katzenberg, CEO of DreamWorks Animation
Nikesh Arora, Chief Business Officer at Google
Neal Mohan, VP of Display Advertising at Google
Wednesday, June 4
9:30 am PDT - 10:45 am PDT / 12:30 pm EDT - 1:45 pm EDT
Time not convenient? When you register you’ll receive a link to watch the recording on demand.
Here’s footage from last year’s event to give you a taste of the 2014 live stream:
We hope you can join!
Posted by Jane Brinkley, Product Marketing Manager