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Following the recent launch of our Mobile White Paper, “Unlocking the HTML5 Opportunity: What’s the Holdup
?”, this week we’re continuing the conversation around unlocking the mobile opportunity with a Digital Dialogues Hangout-on-Air
There's no question that people are spending more time across screens, and the opportunity to reach them there is huge. Advertisers, media and creative agencies are still trying to figure out the best way to leverage mobile in their campaigns, optimize for it and build engaging multi-screen creatives. Publishers continue to strategize on ways to deliver and monetize engaging cross-screen consumer experiences.
Join us for a conversation on how technologies and solutions like HTML5 can make cross-screen creative and mobile advertising more accessible for the industry.
What: Digital Dialogues Hangout on Air: Making Mobile Work with HTML5
When: Thursday, 10/24 @ 10am PT / 1pm ET
Where: Think With Google G+ page.
While you’re waiting, here’s some background reading:
We hope you’ll be able to join us!
Posted by Becky Chappell, Product Marketing
By now, it’s evident that multi-screen consumption is the way of the future; mobile and tablet devices are becoming consumers’ first screens, so the content that is developed needs to work seamlessly across these screens. There are already more end-users in HTML5-compatible environments than there are in Flash-compatible environments, and HTML5 ad spend is expected to overtake Flash spend within the next two years (1). But until recently, advertisers and publishers didn't have the tools they needed to easily develop content fit for today's cross-screen experiences.
Build once, run anywhere
We’re working hard to solve this development challenge by offering powerful yet easy-to-use tools for HTML5 production. In this vein, we announced DoubleClick Studio Layouts for HTML5 back in August (also available to DFP Premium publishers using DoubleClick Studio), which lets you create HTML5 ads in minutes, and last week we announced Ready Creatives in AdWords, which creates HTML5 ads for you in seconds.
Today, we’re excited to announce the public beta of Google Web Designer, a new professional-quality design tool that makes HTML5 creative accessible to everyone from the designer to the dabbler.
Google Web Designer enables you to:
- Create animated HTML5 creative, with a robust, yet intuitive set of design tools.
- View and edit the code behind your designs and see your edits reflected back on the stage automatically.
- Build ad creatives seamlessly for DoubleClick and AdMob, or publish them to any generic environment you choose.
- Receive updates to the product automatically, without having to re-download the application.
- Access all of this entirely for free.
Ready to give it a spin?
- Download Google Web Designer.
- Read through our getting started guide.
- Send us feedback! We need your input to make this tool even better, so share your ideas with us in our user forum or on our Google+ page. We’re working hard over the next couple quarters to add new features and improvements to make the product an even more robust offering.
HTML5 is a universal language for building beautiful, engaging content that can run across desktops, smartphones, and tablets. We think that Google Web Designer will be the key to making HTML5 accessible to people throughout the industry, getting us closer to the goal of “build once, run anywhere.”
Posted by Sean Kranzberg, Lead Engineer, Google Web Designer
(1) StatCounter, Top 12 Browser Versions in North America, February 2012 to August 2013
A few months ago, we kicked off the Video in the Future
content series featuring speakers like AOL’s Ran Harnevo
, Meredith’s Liz Schimel
, NewsCorp’s Rahul Chopra and AMC’s Kirk Linden
, among others.
The next edition in this series will be from Australia, as we’ll speak with Adam Good, Director of Digital Media & Content, at Telstra.
From Telstra’s long history as a telco to now, a media empire - how is the company creating, promoting and monetizing digital video content to engage its audience? Adam will speak about Telstra’s digital video strategy in a conversation with Jason Pellegrino, Sales Director for Google Australia and New Zealand.
Join us live on September 24, 10:30AM Sydney time. RSVP here.
Posted by Yamini Gupta, Product Marketing Team
DoubleClick Ad Exchange (AdX) launched the first Preferred Deal in 2012
and the first Private Auction in 2013
to help publishers and advertisers create greater opportunities with programmatic buying. Since the beginning of this year we’ve seen the number of Preferred Deals double, the number of Preferred Deals impressions grow by 2.5X, and Private Auction impressions explode from nothing to millions per day. As these programmatic deal types become more important for our partners, they started asking for the ability to negotiate deals on the go. So today, we’re excited to launch a Mobile version of the DoubleClick Ad Exchange Deals interface.
Negotiate on the go
The new DoubleClick Ad Exchange Deals interface for mobile allows buyers and sellers to check the status of a Preferred Deal or Private Auction on any device. When you sign into the Deals interface on your phone or tablet, the mobile site will load automatically. From there, buyers and sellers can view, edit, accept, or stop existing deals.
If at any time you need to access other features, you can switch to the classic version of the Deals UI by clicking on the Desktop link at the bottom of the screen.
We built this mobile interface to help DoubleClick Ad Exchange partners continue their deal negotiations while away from their desks and it’s available now for all users. To access it, just visit www.google.com/adxbuyer/uploader
from your mobile browser and visit our Help Center for buyers
or Help Center for sellers
to learn more.
Posted by Michael Smith, Product Manager
Built by Brandon Krieger, Software Engineering Intern
Recently there has been a great deal of discussion about applications that inject or overlay ads on sites without the express approval of users and those sites, and then monetize the inventory as their own. We believe that this kind of activity is bad for end users and damages the integrity of the advertising industry. In order for the programmatic marketplace to achieve its full potential and help as many marketers and publishers as we think it can, there needs to be trust between advertisers, publishers, and users.
We’ve invested, since the beginning, in strong policies and a system of checks and filters to ensure that the inventory on the DoubleClick Ad Exchange is the highest quality in the industry. Here’s a quick summary of what we do to stop invalid injected inventory from entering our exchange.
We don’t support spammy applications. Period.
Both the Google Platforms program policies
and the DoubleClick Ad Exchange (AdX) Seller Program Guidelines
strictly prohibit the use of systems, including toolbars, that overlay ad space on a given site without express permission of the site owner. In addition, we have numerous processes and technologies in place to review publishers’ inventory as well as advertisers’ ads to maintain a high standard of quality for how advertising is transacted on our platforms.
In light of the increased concerns on this subject, many publishers have asked us for guidance on what to ask the exchanges or networks they work with. Here are three suggested questions any publisher partner should be able to answer in regards to protecting against injected inventory:
- Does your platform work with or supply advertising for clients who inject display ads in browsers?
- Do your program policies prohibit the use of systems to inject display ads in browsers, without first having obtained user consent or consent from the site affected?
- Please provide me a report of all the inventory partners on your platform serving my domain?
We do, and will always, support our publisher partners.
Finally, I’d like to thank the millions of publishers who use the DoubleClick Ad Exchange, large and small, that day in and day out, provide amazing value both to their users and their advertisers. We welcome a broader discussion with our partners and with the industry about how to collectively solve this issue and others. Together, we can all ask the tough questions, hold each other accountable, and ultimately create the web we all want, where publishers, users and advertisers all thrive.
Posted by Scott Spencer, Director of Product Management
With every new plot planted and zombie zapped to bits, the online games industry is changing the way we interact with entertainment. Online games publishers work with us to grow their gaming empires across all screens, from distribution and downloads through to in-game advertising. We’ve also recognized a growing advertiser demand to reach highly engaged games audiences. So we were especially excited to announce two launches at Europe’s Game Developer Conference: we’re launching the TrueView video ad format across our games monetization platforms, and opening up the DoubleClick Ad Exchange to monetize desktop games.
TrueView creates a better ad experience for gamers, and higher monetization for publishers
We all know how important it is to create a gamer-friendly ad experience, which is why we’re bringing one of our most successful ad formats to games: the skippable video ad. TrueView Instream skippable video ads drive a lot of advertiser demand on YouTube, the Ad Exchange, and AdSense for video. Following on Susan Wojcicki’s beta announcement earlier this year, we’re now making TrueView video ads available to all games publishers on AdX, AdSense for games, and select mobile publishers on AdMob. During the beta, we found that TrueView video ads contributed to lower abandonment rates and greater monetization compared to normal instream video ads.
The Ad Exchange posts a new high score with desktop in-game ads
Programmatic channels have revolutionized the way we buy and sell online advertising - and now the launch of in-game ads on the Ad Exchange gives developers the same sophisticated platform to accelerate their monetization efforts. Publishers who have desktop Flash and HTML5 games can now access the global advertiser demand, top-performing ad formats, and finely-tuned controls offered by the Ad Exchange. Advertisers can now specifically target online games’ highly engaged audiences with wide range of gamer-friendly ad formats. These include image and text overlays and interstitials, right through to standard video ads and the skippable TrueView video ad format.
We think that opening the programmatic channel and the rise of gamer-friendly ad formats like TrueView will drive even better monetization for games - which is great news for game publishers, but perhaps not for the zombies.
Rebecca Illowsky and Allen Huang
Product Managers, Games Monetization
Automated buying. Machine-based buying. RTB. Call it what you may, there's no doubt that programmatic buying is changing (read: simplifying) the way media is bought and sold, in real-time. No wonder then, we’ve seen more daily transactions on the DoubleClick Ad Exchange than on the NYSE and NASDAQ combined, and a tripling of instream video ad impressions
as brands adopt the technology. And eMarketer predicts that 1/3rd of all display advertising is going to be bought programmatically by 2017.
In coming weeks, stay tuned for us to add new research, best practices and perspectives to the collection. In the meantime, catch up with Google executives across the globe to hear about the evolution of online advertising and the programmatic opportunity:
- Digiday Programmatic Advertising Breakfast, August 15, New York
Scott Spencer, Director of Product Management, talks about new programmatic trends
- Yoyi & iResearch’s China Ad Technology Conference, August 15, Beijing
Robbie Hills, Head of Display Advertising - APAC, and Elliott Ng, Director of Product Management, talk about the region’s challenges and opportunities in programmatic
- The Next Web LatAm Conference, August 29, Sao Paolo
Daniel Alegre, President - Global Partner Business Solutions, reflects on the evolution of online advertising and the role of programmatic in the future
Posted by Yamini Gupta, Product Marketing Team
Today, we’re thrilled to announce the launch of DoubleClick Studio Layouts, a rich media production tool that makes it easier to build and publish rich media and HTML5 ads.
Rich media formats are becoming a mainstay for brand advertisers, who are expected to increase their rich media spend by ~150% over the next four years.* Rich media’s continued growth is due in large part to it’s ability to help brands bring their stories to life online. (Check out our recent iMedia article for examples of great digital storytelling.) But although rich media ads are recognized as a critical vehicle for digital advertising, the tools to produce these ads are still too complex and time-consuming. The insurgence of mobile advertising and HTML5 has only made the process even more complicated. In fact, ad production can consume up to 80% of a creative agency’s time, leaving only 20% for the strategic, innovative thinking.
We want to invert that statistic.
With today’s launch, you no longer have to toil through the hand-coding of a long tear sheet, or undergo multiple creative revisions for a simple ad. Studio Layouts provides a pre-built rich media ad shell, so you can simply select a layout, upload your existing assets and publish. You can even build HTML5 ads using the same basic assets. Because the structure of the ad is already created for you, there are fewer places for the creative to break, meaning your ads can get through QA with few to zero revisions. With Studio Layouts, you can build rich media and HTML5 ads much faster, reach more people with your existing assets and upgrade your basic image ads to rich media. Let’s see how these benefits came to life with Samsung Turkey for their recent Galaxy S4 campaign. (Full case study here.)
Efficiency: Build rich media and HTML5 ads faster
Samsung Turkey launched a rich media campaign in 90% less time than they could have before Layouts. They built a three-video GDN lightbox ad in 15 minutes and completed quality assurance in three hours with no revisions. Not only was the turn-around time greatly reduced, but the campaign was also successful in driving consumer engagement. In one month, 20 million impressions were served to 2.4 million unique users, with an engagement rate of 2.73%. More than 60,000 viewers watched the videos through to the end, and the cost per engagement was low, at less than 10 cents US.
Samsung’s GDN lightbox unit begins as a 300x250, and expands when a user hovers over the ad for two seconds. The expanded state can accommodate three YouTube videos.
Reach: Get more mileage out of existing assets
Samsung was able to take their YouTube videos and quickly turn them into a rich media ad, syndicating their existing content across the internet. They could also take those same assets, plug them into an HTML5 layout and reach people on mobile and tablet devices as well, without having to code a thing.
Performance: Upgrade standard flash and image ads to rich media
Finally, by using rich media to distribute their videos, Samsung gained access to rich media metrics, such as interaction and video completion rates. “The campaign data showed that we were reaching the right customer at the right place and at the right time,” says Seda Gumustas, digital marketing manager for Samsung Turkey. This data gives advertisers the ability to understand how users are engaging with their brands and gauge success of their campaigns in ways not possible before.
What’s Launching today?
Today, we’re launching Studio Layouts to the public, and we’ll continue to roll out new Layouts formats and features over the next six months. In the coming weeks, we’ll be launching Layouts for the IAB Rising Star formats Cascade, Billboard, and Sidekick, as well as an HTML5 GDN Lightbox format.
If you are already a DoubleClick Studio user, you’ll notice the new Layouts tab in the top green navigation bar of the UI. There you’ll find the Layouts Gallery with descriptions for how to begin using the tool.
To learn more about Studio Layouts, visit our landing page on the Rich Media Gallery.
Posted by Tal Snir, Product Manager, DoubleClick Rich Media and Video
*eMarketer, “US Ad Spending: Mid-2013 Forecast and Comparative Estimates”, July 31, 2013
By all measures, this year has been an incredible one for DoubleClick Ad Exchange (AdX) and its partners. From NYC to London to Tokyo (and everywhere in between), more buyers and sellers are using AdX than ever before, and they’re doing it across a broader range of use cases – including direct programmatic deals, tag-based ad network optimization, and of course, RTB.
From Q1 to Q2, AdX saw a 33% increase in RTB spend in the US and a 24% increase globally. But it’s not just about quantity: as marketers continue to embrace the programmatic opportunity, publishers such as Gannett, British Telecom, and The Weather Company are using the platform to identify and capture this spend.
Part of what’s driving this shift for publishers is the availability of more powerful tools to specify the exact terms of each transaction and understand how buyers are buying. In the past, doing this required some publishers to stitch together many technologies at once. Although we’ve been working on unifying Admeld and AdX for more than a year
, in March we unveiled a key milestone on that road with a major series of updates
. In addition to its advanced programmatic tools like Preferred Deals and Private Auctions, AdX now includes the best features of Admeld such as ad network optimization and increased transparency and control. The response has been amazing: To date more than 50% of Admeld publishers by volume have migrated their inventory onto AdX. Hundreds of publishers – including CBSi – have already made the switch, and everyone else is scheduled to transition shortly.
Though the legacy of Admeld continues to inspire our design decisions, we believe strongly that consolidating our efforts behind a single platform is more effective for our clients and more conducive to providing them with the best possible service. For that reason, we’ve notified all our clients in recent weeks that we’ll be sunsetting the Admeld platform and brand on September 30, before the holiday ad spend begins to ramp up.
We've done a lot of preparation to make the migration process as smooth as possible for you. Your account manager should already be in touch with you about what the migration will mean for you.
Posted by Scott Spencer, Director, Product Management
Since we launched DoubleClick for Publishers (DFP) Small Business, we’ve been constantly innovating to meet the evolving needs of growing publishers.
From introducing free mobile and video ad serving functionality, to streamlining the tagging process, we’ve been committed to building a complete and easy-to-use platform that helps publishers grow their digital advertising business.
To help publishers continue to grow with the platform, we’re making available a set of features, such as creative templates, competitive exclusion, and configureable roles, that had previously only been available to our largest publishers. These features will help DFP Small Business publishers unlock new revenue opportunities and have even greater flexibility and control over their ad operations.
A full list of features now available to DFP Small Business publishers can be viewed here. If you don’t have a DFP Small Business account, sign up for free today.
Posted by Chealsea Conroy, Product Manager
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