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
Two years ago, Felix Baumgartner’s attempt to skydive from the edge of space became the highest viewed live event online. The Red Bull Stratos mission, live-streamed by YouTube, delivered 8 million concurrent viewers.
In 2014, we have become even more comfortable streaming live sports and events. It is no longer uncommon to start watching a football game on the TV in your living room and switch to watching it on your smartphone as you hop in a cab to get to a viewing party.
We are in the midst of a major transition, where traditional TV is shifting to IP delivery over a highly fragmented landscape of connected devices. Consumers shifting between these devices and screens makes it increasingly complex to deliver the same reliable viewing experience as traditional TV -- all while honoring the same business rules as TV, serving relevant ads and avoiding that dreaded buffering wheel.
In June we announced the launch of Google Partner Select, a programmatic marketplace built for premium publishers. We followed up this launch with the acquisition of mDialog, a company working with leading media companies to manage, deliver and measure video advertising across live, linear and VOD streams at TV scale. These efforts are part of a broader aim to unlock value for our TV Broadcast and Cable partners.
This morning we had the pleasure of speaking at the AdMonsters Publisher Forum. As we talked about there, we’re focused on building DoubleClick’s video solutions around four key areas to empower our TV partners:
Engage audiences everywhere
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.
Enhance value to brands
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.
Unlock new revenue potential
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.
When the technology gets out of the way, you can focus on building content that your audiences love and brands want to buy. This is why we are committed to building an end-to-end video solution that is a part of an integrated cross-format publishing platform.
-Rany Ng, Product Management Director, Video
Sign up for Google Publisher Connection to receive industry updates from DoubleClick and Google: Sign up here
In an important step toward making brand measurement as actionable as the click
, customers of our DoubleClick platform globally now have access to Active View reporting. Advertisers, agencies and publishers now have access to a common, integrated metric to evaluate and compare the viewability of impressions across the web.
Digital advertising can provide brand marketers better measurement for their campaigns, but to do so, we must transition to a market where viewable impressions are a standard currency. On March 31, the Media Rating Council took the first step toward making viewable impressions a standard by lifting its advisory
to refrain from transacting on viewable impressions as a digital advertising currency. We’ve always been a strong supporter of the viewability standard
and we’re excited to roll out our MRC-certified viewability solution Active View to our DoubleClick partners.
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.”
Providing a common measurement metric is the foundation for a world where we can transact on viewable impressions. But measurement alone does not make viewable impressions a currency. For this, we need to develop technology that allows advertisers and publishers to not only measure, but also transact viewable impressions. We already enable this on the Google Display Network
and, we’re also investing in tools on the DoubleClick platform to allow advertisers and publishers to value, buy, sell, serve and optimize to viewable impressions.
The transition to viewable impressions will not happen overnight, but as more brands, agencies and publishers adopt the viewable standard, we can create a more transparent and actionable display ecosystem for brand advertisers. We look forward to working with our clients and industry bodies to turn viewability into a new currency for the web.
Posted by Sanaz Ahari, Group Product Manager, Brand Metrics
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At Google, we’re constantly updating our publisher products to improve user experience and push the boundaries of innovation in the digital advertising space. We know it can be difficult to stay current with these ongoing updates when you have an online business to manage, which is why we’re excited to introduce Google's brand new online training center, Publisher University
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
Video is how brands tell stories
, how they surprise us, make us laugh or make us cry. No other medium brings together sight, sound and motion, and now with digital, interaction. As I’ve said for a while
, our goal is to make digital work for brands. To do that, we have to make online video work for brands and their publisher partners, a topic I’ll be addressing this morning at our annual DoubleClick customer event.
Introducing Google Partner Select, A Programmatic Premium Video Marketplace
Publishers are investing like never before in compelling, high quality video experiences. Brand marketers are eager to buy against this content -- in fact eMarketer projects video ad spending to grow from $4 billion last year to nearly $6 billion in 2014. One big hurdle to growth remains, though: much of this content is hard to access.
Our brands and agencies want to buy this premium content programmatically, but have difficulty finding the high quality inventory they want. Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens. In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale.
As a step towards that goal, today we are introducing Google Partner Select, bringing together the best of brand with the best of programmatic. This new premium programmatic marketplace will connect a select set of publishers investing in top-quality video with the brands that want to buy against it.
What we’re most pleased about is the reaction to Partner Select that we’re getting from clients:
“As a longtime Google partner, we are excited about what this marketplace has to offer. Video is the fuel for effective brand marketing and having more top quality video content available programmatically is going to open up all sorts of new possibilities for brand clients,” said Josh Jacobs, Global CEO, Accuen & President, Platforms and Partnerships, Omnicom Media Group. “That’s what Google is looking to accomplish with this marketplace and we look forward to working with them as it evolves.”
“Video has become central to our strategy, and being able to sell premium video programmatically to top brand partners is a requirement in this dynamic marketplace,” said J.R. McCabe SVP, Video, Time Inc. “We are looking forward to working with Google to enable this technology and to develop this premium marketplace.”
Partner Select helping marketers and publishers also requires having the right buying technologies in place. Along with Google Partners Select, we’re introducing a way for marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform. This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.
I’m inspired every day by the rich experiences that brands and publishers are creating. Together with our partners, we can make digital a medium where brands, agencies and publishers can flourish.
To hear more of our thoughts on this, join us for our livestream here
-- Posted by, Neal Mohan, Vice President of Display and Video Advertising Products, Google
DoubleClick’s annual digital advertising summit is just around the corner, streaming live on YouTube on Wednesday, June 4th. (Sign up here
to watch.) We caught up with Neal Mohan, Google’s Vice President of Display and Video Advertising Products, to hear what’s on his mind as we get ready for the event.
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
Programmatic is changing the way media is being bought and sold, helping brands cut through the clutter to make one-to-one connections with consumers, at scale.
In this infographic, “Programmatic: The Brand Era
”, we explore four ways in which programmatic is changing the game for marketers, winning them the moments that matter with the people they care about.
See the full infographic here.
Posted by Kelly Cox, Product Marketing Manager
Digital is no longer just another marketing channel. It’s a medium that’s changing the art of storytelling and reinventing the way companies connect with consumers.
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
Register now for the live stream
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
Native advertising is a becoming a dominant force in the online
advertising industry and at DoubleClick, we’re building tools to power publishers’ native solutions. Today, we’re shining a light on BuzzFeed, who is using DFP to succeed in this space.
BuzzFeed is a leading social news and entertainment company whose popular website curates viral and shareable online content to over 100 million unique monthly users worldwide. Their mantra is “great advertising is content” and they’ve applied this across their entire monetization strategy. Eric Harris, BuzzFeed’s Executive Vice President of Business Operations explains that the site exclusively uses ‘social advertising’, a form of native advertising, to ‘communicate the aspirations and attributes of the brands we’re working with...and promote it on our site in a way that’s clearly marked as advertising, but similar to how we promote our other content.” Scaling this burgeoning format to a large user base is no small feat. So, we caught up with Eric to learn how DFP is helping BuzzFeed execute against this strategy.
Scaling for success
BuzzFeed needed a customized and robust infrastructure that could keep up with its growth and reliably serve ads across different platforms. The team turned to DFP for it’s scalability, enabling them to “focus on what we do best, and giving us the credibility that comes with working with the industry leader.” Using DFP for ad serving and inventory management has been critical for BuzzFeed’s success. “We haven’t had to worry about anything with DFP – it just works.” Eric emphasizes.
Integrating the best of BuzzFeed with DFP
In addition to ad serving, BuzzFeed leverages the openness and flexibility of the DFP API to integrate its proprietary technologies- which help determine the content to promote- with DFP’s ad targeting and delivering capabilities to serve the ads.
When it comes to tracking, DFP also enables BuzzFeed to accurately measure its social advertising: “The fact that DFP easily integrates with other third-party tracking solutions and our custom analytics – with low discrepancies – is a big benefit for us,” says Eric.
Taking engagement cross-device
Moreover, with over half of its traffic (and growing) coming from mobile devices, BuzzFeed deeply values the ability to work fluidly and consistently across platforms with DFP. “It is hugely important for us that we can work with just one vendor – DoubleClick – to serve ads seamlessly across desktop, mobile web and mobile apps,” notes Eric.
Powering long-term growth
As it examines the future of its native advertising program, BuzzFeed has three clear goals: leadership in social, content-driven advertising, continued growth in mobile, and international expansion. Eric notes, “with the flexibility, scale and robust infrastructure that it offers, DFP plays an important role in all three of these goals.”
To get the full scoop on BuzzFeed’s success with native advertising, download the full customer story here. Stay tuned to the DoubleClick for Publishers blog for even more customer success stories.
Posted by Jane Brinkley, Product Marketing Manager
Yesterday, the Media Rating Council
(MRC) announced that it is lifting its advisory on transacting on viewability for display advertising, originally issued in November 2012. In taking this step, the MRC is signaling that great strides have been made toward the goal of transacting display advertising using viewable impressions, and the industry is ready to begin the process of adopting viewable impressions as a standard metric. We applaud this move and are thrilled to see the industry move closer to the reality of a true viewability currency
Google has been a longtime supporter of this effort and we’ve partnered with the industry, the Media Rating Council and the IAB, as part of the Making Measurement Make Sense
(3MS) initiative, to help guide the definition and adoption of a viewable impression standard. Last April our viewability measurement solution Active View
by the Media Rating Council and, in the coming months, we’ll be making Active View reporting available to all DoubleClick customers across our platform. We believe that giving marketers, agencies and publishers access to a common, integrated viewable impression metric will set the foundation for viewable impressions to become an actionable currency.
But measurement alone will not make viewable impressions a currency. To become a currency we need technology that allows advertisers and publishers to not only measure, but also transact on viewable impressions. In December, we took our first step toward making viewable impressions a true currency by giving advertisers the ability to target and buy only viewable impressions on the Google Display Network
. We’ve seen a strong positive response as thousands of advertisers and brands have adopted viewable impression buying on our network, but we’re not stopping there. We’re investing heavily in Active View and working quickly to enable our DoubleClick platform clients to value, buy, sell, serve and optimize to viewable impressions across the web.
The MRC announcement represents an important milestone in the journey towards a viewable currency. As marketers and agencies adopt the viewable standard we can start to build a new display market that is more transparent and actionable for brand marketers.
Posted by Sanaz Ahari, Senior Product Manager