My Article: September 2011

Sabtu, 24 September 2011

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Rabu, 21 September 2011

We know that as online marketers your goals are to drive greater value from your advertising and to optimize future results based on the learnings from current campaigns. Campaign reporting is central to that effort, and so with this in mind, the DoubleClick for Advertisers product team has been working hard on developing some innovations to the reporting system that will impart greater insight into your role as a marketer.

Today we’re launching the new DFA Reporting system with the introduction of two features -- Report Builder and Multi-Channel Funnels -- that offer the power, flexibility and access to near real-time data required to keep up with today’s always connected, multi-device consumer.

Report Builder: In-Depth, Powerful Campaign Reporting
Report Builder, a new query-based reporting tool, allows you to build campaign reports to the exact specifications that you require. Report Builder is the gateway to reporting for all integrated products from across key DoubleClick products including DoubleClick Search and DoubleClick Rich Media.

Multi-Channel Funnels: At-a-Glance Insights on Conversions
Similar to the feature available in Google Analytics, Multi-Channel Funnels in DFA allow you to chart out greater insight into the paths your customers took from the initial interaction to the final conversion.

A collection of three reports are available to help marketers better understand what channels or mix of channels are helping to drive conversions from campaigns tracked in DFA.

Attributed Channels outlines which channels are contributing to and resulting in conversions.
Path Length reveals the number of interactions a customer had with your ads before converting.
Time Lag tells you the length of time it took between the first interaction with your campaign and the last before conversion.

We’re getting great feedback from clients currently piloting the tool and will be incorporating their feedback into developing additional funnel reports. Make sure to follow the blog for latest developments on new reporting features available in DFA.

In the next couple of weeks we will be offering a free webinar to cover in greater detail the latest developments in DFA reporting. Look out for an announcement here on the blog or sign up here to be notified by email. We’ll be walking through the reports and common use cases and you’ll have an opportunity to ask questions. We hope you’ll be able to make it!

Aaron Nelson, Product Manager

Selasa, 20 September 2011

+1 Button in DoubleClick Rich Media: Attract and Showcase Social Recommendations

Last March, Google introduced the +1 button on search results and ads to make it easier for people to get recommendations from the people they trust right when they’re searching. With just a single click, the +1 button lets signed-in Google users publicly recommend content to friends and contacts. Since then, webmasters have been installing the +1 button on their pages. The button has already been installed on over a million websites across the web with over 4 billion impressions daily. These +1 recommendations tell others, “This is something to check out!”

Starting now, advertisers have the option to include the +1 button in any DoubleClick Rich Media ad. This provides advertisers with the ability to include the +1 button in our third-party rich media creatives and to control the inclusion of the +1 button at the creative level. This new option provides rich media advertisers with a simple and scalable way to increase positive and public advocacy of their brand online.

Xbox and AKQA London have worked with DoubleClick to include the +1 button in their upcoming rich media ads for the Gears of War 3 release.

Beginning in October, the +1 button will also appear across display ads served directly through Google Display Network (GDN) and in select mobile inventory. Wherever a +1 action originates, be it from Google’s search engine, in a display or mobile ad on GDN, in a DoubleClick Rich Media ad or from a web page, the +1 endorsement applies universally to a single page. Each +1 action adds to the overall +1 count for a page.

We look forward to helping advertisers accelerate social recommendations of their content by adding the +1 button to DoubleClick Rich Media ad units. For more details and best practices on including the +1 button in DoubleClick Rich Media ad units, please download our overview here. To get started with +1 in your next campaign, contact your DoubleClick Rich Media account representative.

Posted by Sally Cole, Product Marketing Manager

Kamis, 15 September 2011

Introducing Ad Exchange Direct Deals

The rise of Ad Exchanges has made it easier for buyers and sellers to connect, using technologies such as real-time bidding (RTB) to help unlock more value for every impression. Exchanges have also provided a number of efficiency benefits such as the elimination of paperwork (known as “insertion orders”) and trafficking for every transaction. Increasingly, deal types have been evolving on this platform as publishers have been making exclusive tiers of inventory available to select buyers via exchanges, a model typically known as a “private exchange”. Private exchanges can provide buyers with enhanced access to premium inventory.

While buyers and sellers have been transacting with anonymous inventory in the DoubleClick Ad Exchange auction for more than a year, it was clear that the industry was also ready for yet another evolutionary step in exchange buying. Both buyers and sellers wanted even more flexibility, control and pricing certainty for some transactions. In tandem, we’ve continued to evolve the Ad Exchange to meet these needs by rolling-out a new solution called Ad Exchange Direct Deals.

This new type of exchange deal allows buyers to access inventory from publishers at a fixed price through DoubleClick Ad Exchange. This differs from typical deals where the price is set through the auction. With Direct Deals, buyers get access to inventory on a pre-auction basis, thus getting “first look” access.

For buyers, this creates a bridge between the spot and reserve markets for display inventory. It helps buyers benefit from the high quality publisher inventory that the reserve market is known for while preserving the audience targeting power that the data-driven spot market is known for. With Direct Deals, buyers keep the efficiency of the exchange transaction, such as “insertion-orderless” buying and an ability to buy on an impression-by-impression basis, all while enjoying the pricing certainty of the directly negotiated deal. Accessing inventory through Direct Deals in combination with using brand-friendly formats like in-stream video and rich media will help advertisers execute brand campaigns against specific audiences and further unlock the branding potential of exchange-based buying.

Premium publishers, such as Washington Post and About.com, have been early testers of this feature working with leading exchange buyers such as re-targeting network, Criteo. For Criteo, this feature has meant new opportunities to connect with publishers. Jonathan Wolf, Chief Buying Officer at Criteo says, “Working directly with publishers has always been critical for Criteo, as a way to access the best inventory and deliver the highest CPMs to publishers. We are delighted to be using Direct Deals as a new way to achieve this, with all the advantages of a real-time mechanism.”

Here at Google, we are excited to introduce this new level of flexibility to Ad Exchange to help buyers improve the effectiveness of their campaigns and sellers profit from real-time display buying on their terms. DoubleClick Ad Exchange advertisers and publishers can contact their account manager to join the Direct Deals beta program.

Posted by Scott Spencer, Director of Product Management

Minggu, 11 September 2011

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Sabtu, 10 September 2011

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