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20Feb/150

Evolution of TV: Reaching audiences across screens

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.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.
In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (articlePDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

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.

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Anish Kattukaran

Product Marketing, DoubleClick Video & Brand Measurement

7Jan/150

Video and the Moments That Matter

Today’s consumer spends more time in digital than any other media, often while fluidly moving across screens. In the past three years alone, multi-screen media consumption has jumped by 500 percent, with 90 percent of consumers moving between one device and another to complete a task, whether it’s to shop, plan a trip or browse content. And the growth rates are stunning: on YouTube, more video content will be uploaded today than all three major networks created in the past five years.

Today at CES I announced two really exciting developments that will help turbocharge the future of video advertising:
  • 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.


An update on Partner Select
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.


We’ve also seen strong traction on the advertiser side with over 20 major brand advertisers, including iconic brands like Allstate, BMW and Netflix, and their agencies having signed significant commitments to buy through Google Partner Select. In our early tests, we've seen video ads running through Google Partner Select driving significant audience engagement with 74% video ad completion rates, demonstrating that when brands pick the right moments, engagement follows.

Viewability for Video
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.

In our latest of ongoing investments in this area, in the coming days, we will start to offer viewability reporting for video campaigns available to all marketers and publishers using our DoubleClick platforms, as well as for the DoubleClick Ad Exchange. We’ll soon have this capability for reserved inventory on YouTube as well (including all of Google Preferred) across desktop and app views, a significant addition with so much viewership now happening in mobile. In the coming months, we’ll start offering the ability to target viewable impressions in DoubleClick, as well as the ability to buy only viewable video impressions across the Google Display Network. Later in the year, we also plan to report on audibility for video ads, as well as the total amount of time an ad was viewable.

We’re adhering to the industry definition for video viewability (as set by the MRC and Making Measurement Make Sense): 50% or more of the video being on screen for two seconds or longer.

Viewability, though, is just the starting point, not an end in and of itself. With the confidence that their ads can be seen by a real person, marketers can then go on to strive for--and measure--what really matters, impact and engagement. Along with our commitment to viewability, we’ll continue our investments in other ways to help marketers drive engagement, like our TrueView format (where advertisers only pay when consumers engage) and Brand Lift surveys, which help marketers measure the impact of their campaigns on their branding goals.

I’m incredibly excited about the future of digital video for brand building. No other medium brings together sight, sound and motion--and incredible measurability. This is the start of what we expect will be a year of leaps forward in the industry in making digital work for brand advertisers. So watch this space for more to come.

-- posted by Neal Mohan, Vice President, Video & Display Advertising

17Dec/140

Evolution of TV: 7 Dynamics Transforming TV

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 
  • Advertising 

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.

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Anish Kattukaran
Marketing, DoubleClick Video

12Dec/140

CES: A keynote on building brands with 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


12Dec/140

Digital Advertising in 2014: An Industry in Motion

2014: IAB’s “Open Letter to Marketers” advocated for the universal adoption of HTML5. “Programmatic” became the ANA’s marketing word of the year. The MRC lifted its advisory on transacting on viewability. 

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.

Get DoubleClick’s full 2014 recap here.

Posted by Yamini Gupta, Product Marketing team

4Dec/140

How many ads are actually seen? New benchmarks for viewability

With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user. In fact in a recent study of Active View data by Google, we found that 56.1% of all ads served were not measured viewable.(footnote) Yet, the average publisher’s viewability is 50.2%. This means a small number of publishers are serving the majority of non-viewable impressions and dragging down the served impression viewability average by almost 6%.

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.

Posted by Sanaz Ahari, Group Product Manager

13Nov/140

DoubleClick for Publishers back up and running

DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug and it's now back up and running, so our publisher partners can return to funding their content.

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

30Oct/140

with DoubleClick: The promise of programmatic

Cross-posted from the DoubleClick Advertisers blog

You may have seen the research we shared with you last month that looks at how programmatic buying is changing advertising. Today’s with DoubleClick episode takes a personal spin on that study, focusing on a few of the people who are both seeing and driving those changes.

We talked to leaders from Universal McCann, VivaKi, MAGNA Global, and The McClatchy Company to find out how they’re thinking about the shift to programmatic. Reach and relevance were top of mind. With greater efficiency and richer audience insights, they’re achieving both goals across screens and formats. As Deborah Gaudette, SVP and Group Partner at UM, points out, this ultimately helps create advertising that consumers want to be part of. That’s a promise we can all get behind.

For ideas on how to adopt a programmatic strategy, take a look at last week’s webinar with Aaron Fetters, Director at the Kellogg Company.

You can stay on top of updates by subscribing to our newsletter and following us on Google+ and Twitter.

18Oct/140

The Programmatic Revolution: Join us for a webinar

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

1Oct/140

41.6% of surveyed advertisers say programmatic is top of mind when designing a media plan

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

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