The proliferation of screens to “watch TV” on has given Broadcasters increased reach but at the expense of audience fragmentation. In Part 2, Reaching Audiences Across Screens, we discuss how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.
- 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.
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.
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.
-- posted by Neal Mohan, Vice President, Video & Display Advertising
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
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.
Marketing, DoubleClick Video
With 2014 drawing to a close, we’re getting excited about what’s ahead in the new year. We’ll be ringing in 2015 at the International CES (Consumer Electronics Show) the first week of January. If you’re planning to go too, we’d like to invite you to come by C Space, the new destination at CES for publishers, advertisers, agencies, and content creators.
On the first day of the event (Tuesday, January 6th), Neal Mohan, Google’s VP of Display and Video Advertising Products, will be headlining C Space. In his keynote he’ll talk about how brands can make the most of video in a climate where consumers are easier to reach but harder to influence. He’ll discuss not only how to drive engagement but also how to measure the impact that it has on brand metrics.
Following his keynote, Neal will join Meredith Levien, EVP Advertising at The New York Times, in a fireside chat.
Learn more about C Space and check out the full agenda here.
Hope to see you there!
Tuesday, January 6th 2015
1 - 2 PM PT
These are just some of the moments that moved our industry forward in 2014. “Digital Advertising in 2014: An Industry in Motion” recaps the ideas we congregated around as an industry, the technology we evolved to realize them, and the impact we saw from executing on them. Together with you, we:
- Told stories through big, beautiful canvases everywhere
- Evolved media buying
- Measured what matters with new metrics
- Made digital easier for all of us
As we raise a toast to the year that was and look forward to 2015, we thank you for partnering with us and ensuring that we never stay still, that as an industry, we’re always in motion.
As advertisers shift to paying for viewable, rather than served impressions, it’s more important than ever to understand what drives the viewability of ads. To see all “5 factors of viewability” check out the full infographic and study at thinkwithgoogle.com.
1/2 - Tks for all the emails. First global DFP outage in many, many years. Our large engineering team jumped on it as soon as we found out.— Neal Mohan (@nealmohan) November 12, 2014
2/2 - Engineers had it back up in <2 hours. Now finding cause and making sure it doesn't happen again. Sorry to all our partners.— Neal Mohan (@nealmohan) November 12, 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
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