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
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.
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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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