Tag Archives: Programmatic video

Four ways to make video advertising work in a complex media landscape

At the DoubleClick Leadership Summit, we discussed the implications for brands, broadcasters and publishers of the shift from Primetime to All-the-time.

As part of our presentation, we focussed on four ways for brands to break through the noise and cut through the cross-screen complexity to drive more effective video advertising:
  • Be on the best screen for the moment
  • Connect and engage with every interaction
  • Buy smarter across every screen
  • Focus on impact not views

Read the article on the new DoubleClick.com to learn what each of these mean for advertisers, broadcasters and publishers?

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Published by 
Rany Ng, Director of Product Management, Video & TV Advertising, Google
Anish Kattukaran, Product Marketing Manager, Video Platforms & Brand Measurement, Google

Four ways to make video advertising work in a complex media landscape

At the DoubleClick Leadership Summit, we discussed the implications for brands, broadcasters and publishers of the shift from Primetime to All-the-time.

As part of our presentation, we focussed on four ways for brands to break through the noise and cut through the cross-screen complexity to drive more effective video advertising:
  • Be on the best screen for the moment
  • Connect and engage with every interaction
  • Buy smarter across every screen
  • Focus on impact not views

Read the article on the new DoubleClick.com to learn what each of these mean for advertisers, broadcasters and publishers?

-
Published by 
Rany Ng, Director of Product Management, Video & TV Advertising, Google
Anish Kattukaran, Product Marketing Manager, Video Platforms & Brand Measurement, Google

Putting ads in the right context: Announcing Programmatic Guaranteed and Marketplace in DoubleClick Bid Manager

Last week at the DoubleClick Leadership Summit we announced several innovations designed to help advertisers and publishers thrive in a moments-driven world. In order to capture these moments, marketers are increasingly turning to programmatic buying to deliver the right experience to the right consumer, in real-time. We are pleased to share more details on two of the programmatic buying innovations we announced last week: Programmatic Guaranteed and Marketplace in DoubleClick Bid Manager.

New Frontiers for Media Buying
Programmatic buying might be better known for helping marketers streamline the ad buying process with auction based buying but it certainly has evolved beyond these confines. As marketers continue to strive to get the content and the context right, programmatic direct has emerged as a way for brands to combine the efficiency of programmatic with traditional direct-to-publisher buys. The popularity of programmatic direct deals will continue to increase with eMarketer estimating that programmatic direct will account for 42% of digital display ads by 2016. In fact, over the last year across Google systems we’ve seen 2X YOY programmatic direct growth across desktop display and 3X YOY growth across mobile.

But to date programmatic direct deals haven’t included the reservation buys that make up a majority of marketers’ spend. Reservations are largely made in time-consuming, offline negotiations that can take up to 40 steps to complete. Advertisers not only find it difficult to optimize across different media buys but reservation buys also don’t allow marketers to set frequency caps to control for the saturation of ads to a viewer across programmatic and reservation media - resulting in a bad user experience and wasteful spending.

Introducing: Programmatic Guaranteed
Programmatic Guaranteed is a new deal type that allows advertisers to access guaranteed inventory on higher impact formats such as video and mobile rich media with programmatic targeting and frequency capping across all digital media. Marketers will be able to save media dollars by minimizing wasted impressions on users already reached, instead optimizing that budget to reach new users across all their buys. It is also possible to apply remarketing lists to reservation deals using first and third party data and to truly serve the right creative at the right time by reaching users based on where they are in the marketing funnel and not based on media type. We are currently piloting Programmatic Guaranteed, globally, and several clients are seeing great results.

"Programmatic Guaranteed is proving to be a powerful tool to drive full efficiency in the media buying process. In particular, it offers the opportunity to control each component of the media plan, at the same time, in a synergistic and systematic way. Programmatic Guaranteed represents a key application in relieving digital media planning from the time-consuming management process. Partnering with Google has allowed Amnet to test this cutting-edge solution and serve as an innovator and trend-setter in this space." -Massimo Fontana, Head of Amnet IT
"We see Programmatic Guaranteed as another important step to connect advertisers with premium publishers’ inventory. Google’s technology helps automate the buying and selling of premium inventory, which is important to ensure that we can deliver the best experience for our advertising and publisher partners”. -Darby Sieben, President of Mediative, a Yellow Pages Digital & Media Solutions Limited Division
Introducing: Marketplace in DoubleClick Bid Manager
Even with all of this functionality, discovering the right kind of publishers and inventory can be cumbersome and difficult to scale. Marketers should be able manage all of these deal types simply and easily. That is why last week we were excited to announce the global alpha launch of Marketplace in DoubleClick Bid Manager -- a shoppable storefront that will empower marketers to discover, negotiate and manage all their inventory from a single place. Advertisers will have greater visibility into publisher offerings, giving them a richer, more detailed discovery experience for all deal types, including Programmatic Guaranteed. Marketplace in DoubleClick Bid Manager is currently in Alpha and will be more generally available by end of year.

Innovating for the future
If digital is the future of media then programmatic is the future of digital. Brands no longer have to decide ahead of time where their message will get the best response. With these new innovations in programmatic, ads can fluidly reach each person in their audience at the best time, place and channel for that person - regardless of how the deal was signed.

We’re excited about the future of programmatic buying and selling and the possibilities it will bring for all of our partners. If you’re interested in learning more about Marketplace in DoubleClick Bid Manager or Programmatic Guaranteed reach out to your account manager today, and stay tuned as we look to expand our pilots to more buyers.

This is the first announcement in our post-DLS series. Join us over the next week as we release more details of all our recent product announcements. Next up, Native Ads in DoubleClick.

Posted by:
  • Roshan Khan, Product Manager, DoubleClick 
  • Steve Suppe, Product Manager, DoubleClick 
  • Kelly Cox, Product Marketing, DoubleClick

Moving to the forefront of programmatic buying

The abundance of choices consumers have today means people are consuming content in more places and actively tuning out what’s not relevant in the moment. In this environment, programmatic buying is redefining how marketers can connect with consumers in all the moments that matter. And to take advantage of its benefits, advertisers are adopting programmatic at dramatic rates. In fact, eMarketer predicts that 83% of all display buys will be bought programmatically by 2017.

However, achieving the promise of programmatic is not a guarantee. It takes partnering with the right platform to effectively craft, execute, and manage a programmatic strategy. But with so many options, how should advertisers choose the right platform to reach their unique goals today, and in the future with programmatic buying?

To help marketers better understand what to look for when Choosing a Programmatic Buying Partner, we uncover the five areas of expertise to look for in a potential platform.
This buyer’s guide will help marketers define and prioritize selection criteria for a programmatic buying platform that’s the right fit for your short- and long-term goals. Download the whitepaper here.


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


Posted by -
Kelly Cox, Product Marketing, DoubleClick

How the Cloud is Transforming TV Across All Screens

This post is part of DoubleClick's 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.

Recently, at the National Association for Broadcasters (NAB) Show in Las Vegas, we released the fourth installment of our Evolution of TV series where we explore the impact of the cloud on TV's transformation. The premise of this new whitepaper is that everything we know about TV delivery and viewing is about to change.


Everything from the way we watch TV to how it's distributed is changing. The delivery and production of the TV content we're viewing—and sometimes binge-watching on so many screens—is on the cusp of industry-wide innovation as TV delivery shifts from over the air, satellite, or cable to the internet. To support TV programming over the internet, those responsible for delivering the content—the programmers and distributors—are beginning to migrate their operations to a more flexible, agile environment: the cloud


In short, migrating TV to the cloud not only affords programmers and distributors cost savings and efficiency but also enables innovation that could change TV as we know it today into a far more dynamic, personalized, and addressable medium.


Download the PDF to get the entire scoop on how parallel transformations in other industries show us that the cloud will encourage innovation and necessitate agility for programmers and distributors, as well as create a vastly different viewing experience for users.




Anish Kattukaran,

Product Marketing, DoubleClick Video & Brand Measurement

How Many Video Ads are Actually Seen? New Infographic and Research for Video Viewability Across the Web and on YouTube.

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.


In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.


As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

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Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement


How Many Video Ads are Actually Seen? New Infographic and Research for Video Viewability Across the Web and on YouTube.

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.


In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.


As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

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Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement


TrueView coming to DoubleClick Bid Manager: User choice meets programmatic

Cross-posted from our DoubleClick Advertiser blog.

Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.

This launch brings together two important trends we’re seeing: the importance of user choice in advertising and the ability to reach the right person at the right time with programmatic buying.

We introduced TrueView, an innovative cost-per-view (CPV) ad format, five years ago as a way to put user choice at the heart of brand advertising. With TrueView, viewers choose to engage, and brands only pay when they do. Today, the format is a brand mainstay, representing 85% of all in-stream ads on YouTube. And based on a recent study, we’ve seen that two-thirds of TrueView campaigns deliver significant lift in brand interest.

In parallel, programmatic buying has evolved from just a real-time bidding tool for direct response campaigns to an important technology and data-driven solution for brand building. Across our own platforms, we’ve seen the volume of programmatic transactions double year-over-year. With the consumer journey now fractured into many "micro-moments" across screens, programmatic can help brands understand and reach their audiences across devices and formats.

In the coming months, marketers and agencies will be able to buy the TrueView choice-based video ad format on a cost-per-view (CPV) basis through DoubleClick Bid Manager. This is the first time TrueView has been available outside of AdWords, allowing DoubleClick clients to take advantage of features like cross-campaign frequency capping, unified audience insights, measurement and billing across campaigns.

Some of our partners are already seeing success:


"At Netflix, we have always embraced consumer choice. In the advertising world, TrueView is the epitome of that choice. The fact that we can now scale it further via DoubleClick Bid Manager represents a powerful new channel for marketing our content across the world." 
Mike Zeman, Director of Digital Marketing, Netflix




“TrueView has empowered us to give our consumers greater choice while delivering a better engaging viewer experience. As an early adopter of the TrueView beta in DoubleClick Bid Manager in the UK we have seen great success in achieving our CPV goals.” 
Nestlé UK



“We’re really excited to bring TrueView on DoubleClick Bid Manager into our video campaign arsenal. This deepens our ability to achieve client success metrics on highly relevant and viewable video inventory combined with universal controls around targeting, frequency management and reporting.” 
Ian Johnson, EVP and MD, Global Product at Cadreon




“TrueView in DoubleClick Bid Manager (DBM) allows us to strengthen our branding offering while benefiting from significant efficiency gains. Once we can leverage DBM’s capabilities such as 3rd party audience targeting and universal frequency capping, we will have a very powerful value proposition for advertisers.” 
Ali Nehme, Managing Director Digital, Vivaki Middle East and North Africa


This adds to our ongoing investments to help brands get the most out of the programmatic landscape like Google Partner Select, Active View, Verification and brand safety protections. We're committed to providing the most complete programmatic platform to our brand partners to help them connect with their audiences in all the moments that matter. Stay tuned for even more in the months to come.

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Neal Mohan, Vice President of Display and Video Advertising Products


TrueView coming to DoubleClick: User choice meets programmatic

Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.

This launch brings together two important trends we’re seeing: the importance of user choice in advertising and the ability to reach the right person at the right time with programmatic buying.

We introduced TrueView, an innovative cost-per-view (CPV) ad format, five years ago as a way to put user choice at the heart of brand advertising. With TrueView, viewers choose to engage, and brands only pay when they do. Today, the format is a brand mainstay, representing 85% of all in-stream ads on YouTube. And based on a recent study, we’ve seen that two-thirds of TrueView campaigns deliver significant lift in brand interest.

In parallel, programmatic buying has evolved from just a real-time bidding tool for direct response campaigns to an important technology and data-driven solution for brand building. Across our own platforms, we’ve seen the volume of programmatic transactions double year-over-year. With the consumer journey now fractured into many "micro-moments" across screens, programmatic can help brands understand and reach their audiences across devices and formats.

In the coming months, marketers and agencies will be able to buy the TrueView choice-based video ad format on a cost-per-view (CPV) basis through DoubleClick Bid Manager. This is the first time TrueView has been available outside of AdWords, allowing DoubleClick clients to take advantage of features like cross-campaign frequency capping, unified audience insights, measurement and billing across campaigns.

Some of our partners are already seeing success:


"At Netflix, we have always embraced consumer choice. In the advertising world, TrueView is the epitome of that choice. The fact that we can now scale it further via DoubleClick Bid Manager represents a powerful new channel for marketing our content across the world." 
Mike Zeman, Director of Digital Marketing, Netflix




“TrueView has empowered us to give our consumers greater choice while delivering a better engaging viewer experience. As an early adopter of the TrueView beta in DoubleClick Bid Manager in the UK we have seen great success in achieving our CPV goals.” 
Nestlé UK



“We’re really excited to bring TrueView on DoubleClick Bid Manager into our video campaign arsenal. This deepens our ability to achieve client success metrics on highly relevant and viewable video inventory combined with universal controls around targeting, frequency management and reporting.” 
Ian Johnson, EVP and MD, Global Product at Cadreon




“TrueView in DoubleClick Bid Manager (DBM) allows us to strengthen our branding offering while benefiting from significant efficiency gains. Once we can leverage DBM’s capabilities such as 3rd party audience targeting and universal frequency capping, we will have a very powerful value proposition for advertisers.” 
Roli Okoro, Director of AOD, Middle East and North Africa


This adds to our ongoing investments to help brands get the most out of the programmatic landscape like Google Partner Select, Active View, Verification and brand safety protections. We're committed to providing the most complete programmatic platform to our brand partners to help them connect with their audiences in all the moments that matter. Stay tuned for even more in the months to come.

-
Neal Mohan, Vice President of Display and Video Advertising Products


Announcing new ways for TV providers to manage cross-screen, addressable digital video advertising

Cross posted from our DoubleClick for Publishers blog.

It's an exciting time for broadcasters. With the proliferation of streaming video, OTT devices, connected TVs and mobile devices, the line between offline and digital video is quickly blurring. Navigating this change, though, is tricky--broadcasters are now facing the challenge of how to manage an ads business that spans multiple devices and multiple ways of consuming content. We’ve been working on a few initiatives to help broadcasters with this challenge, I had the pleasure of introducing a few of these at the NAB Show this morning.

Better TV forecasting in DoubleClick for Publishers
One of the biggest challenges broadcasters face in this new landscape is accurately being able to forecast their inventory for their shows. What was once a fairly straightforward process--estimating how many ads they could show during a given program though one delivery method on one screen--now looks like a logic puzzle on steroids. 

Broadcasters now need to take into account the unpredictable nature of viewing habits on multiple screens, seasonality, spikes and fluctuations in traffic (e.g. for NCAA finals), different devices, ad loads, not to mention all of the new data that is available with digital.  How do you even begin to tell an advertiser that you can deliver on their campaign goals if the math is just this complicated? And especially as broadcasters plan for the upfronts?

To help them meet this challenge, we're introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available internet TV inventory with greater precision and insights and the impact from patterns in commercial breaks. And coming soon, broadcasters will be able to use seasonality in forecasting for upfront cycles and model based on their offline data. Our goal with these changes is to make it easier for our broadcast partners to manage this process and put together great inventory packages for their upfront offerings.

mDialog inventory comes to the DoubleClick Ad Exchange
Last year, we acquired a company called mDialog with expertise in dynamically delivering ads to internet-delivered TV content (like streaming video, OTT devices and connected TVs). We’ve been working to bring their technology together with ours. Thanks to this work, we’ve now connected mDialog inventory to the DoubleClick Ad Exchange. This means that TV providers will be able to monetize TV inventory across OTT devices (like Chromecast, Apple TV, Roku, Amazon Fire TB), across all screens, programmatically. 

Partners like Fox News are already seeing success with this new feature:

'With more and more of our viewers consuming content across screens, digital video is, of course, a huge focus. Google bringing the mDialog technology to the DoubleClick Ad Exchange has allowed us to connect our Internet-delivered television content, whether live programming or full-episode shows with the controls we need to programmatic demand. This is a great step forward both towards being able to better monetize this cross-screen content and providing a great ads experience for viewers. We're excited to see where this goes."
- Zach Friedman,
VP of Digital Ad Sales at FOX News Channel & FOX Business Network

Investing for the future

We're experimenting with additional models, like linear TV, as well. As just one example, we're running trials of addressable ads into linear TV set-top boxes via our Google Fiber service in Kansas City. Powered by DoubleClick technology, we are helping local businesses connect with customers in that market by delivering more relevant messages to viewers.

Continuing to explore the evolution of TV
In our ongoing DoubleClick series on the Evolution of TV, we've been discussing the risks and opportunities around 7 dynamics transforming the advertising landscape. In Part 3 in our Evolution of TV series (find the rest of the series here) we dispel the hype about programmatic TV, address the challenges, and concentrate on its promise for brand advertisers, programmers, and broadcasters.

Download the new whitepaper from Think with Google for the in-depth story.

Ultimately delivering addressable ads whether across TV ads served via the internet or through the set-top box is about delighting users with the best viewing experience. It's a technology that everyone in the industry can get behind. Advertisers have always wanted the customization, programmers and distributors have always wanted it to maximize the value of every impression and viewers appreciate more relevant ads. Addressable TV is a win-win-win proposition.

Posted by Rany Ng, Director of Product Management, Video