Brand measurement research using the DoubleClick for Advertisers platform

We think that better online brand measurement is a hugely important area where technology can play a significant role. We’ll have much more to announce in the coming months; but we wanted to highlight one early experiment. Our research team is working with our clients and Vizu to conduct online brand measurement research for about 70 DFA campaigns.

The IAB’s publication on online ad effectiveness measurement noted that true experimental design (creating consistent, randomly assigned control groups) would be a major step forward in online ad effectiveness research. Our approach does just that. We use DoubleClick ad serving technology to create two randomly selected groups of users - one that sees the campaign’s ads, and another that sees public service ads instead. We maintain this control group for the duration of the campaign, across all sites where DFA serves ads. Vizu’s sampling technology is then used to deliver a brand lift survey to all users so that we may individually measure variables like brand awareness, purchase intent and favorability.

The brand results, presented through DFA, will show how ads performed across the campaign, as well as different sites and ad frequencies. This data can be used with the other campaign metrics in DFA to help marketers to see the impact of the campaign using any metric they want - from impressions to clicks to brand impact to conversions.

Sherrill Mane, Senior Vice President of Research, Analytics and Measurement at the IAB commented, “This is very promising and innovative research. After years of settling for less than optimal designs, the industry will finally see if a true experimental design is possible through the use of technology. The results of this research, if successful, could have far reaching implications for the future of brand impact measurement of online advertising campaigns.”

DoubleClick is sponsoring the survey research for all participating clients. We hope this pilot will show that the use of experimental design principles is a great way to address the brand measurement challenge, and to provide real and actionable insights to brand marketers. It’s one of our early stage efforts to re-imagine measurement for online marketers.

To participate in the Brand Lift experiments pilot with DoubleClick and Vizu, you can contact either your DoubleClick or Vizu sales representative for more information and eligibility requirements.

Posted by Jim Dravillas, Google Research team

New Campaign Summary Report Available in DFA’s ReportCentral

We’re bringing the convenience of downloading campaign reports straight into a Microsoft PowerPoint® presentation to users of ReportCentral in DoubleClick for Advertisers. Now you can easily extract campaign performance data at the site, ad or creative level with the PowerPoint Campaign Summary reports query in ReportCentral. The easy-to-digest charts and graphs will make it that much easier for you to share the results of your online advertising campaigns with your clients, team or manager.

To read more about how to access this new feature, check out this Help Center article (DFA sign-in required).

You should also check out Report Builder as we have recently added a couple of new options to make it even more efficient in running and managing campaign reports. For instance, now you can re-run any previously saved reports and run multiple ones at the same time from the report list page. You can also aggregate data for several activity groups at a time, search for and re-run saved reports as well as run multiple reports at a time in the “Reports” tab in Report Builder. Detailed information on these latest enhancements is available in the Help Center.

Expect more exciting news from the DFA reporting team in the coming months as we’re looking to introduce a host of new features to make campaign reporting that much more robust, insightful and efficient.

Posted by Aaron Nelson, Product Manager

Attend a DFA Training in March

Learn all about ad capabilities this month in the DFA Webinar series. We'll be covering click trackers, 1x1s, priority, frequency capping, and much more. Visit the DFA Help Center to register for any or all webinars as well as our classroom offerings.

Classroom Training

DFA Fundamentals: This full-day course (10am-5pm) is for new DFA users looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• Chicago - March 14
• Atlanta - March 15
• Toronto - March 19
• San Francisco - March 20
• Los Angeles - March 27

DFA Trafficking Lab: Get more practice trafficking campaigns. These sessions cover the basics such as assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation.

Class Prerequisite:Attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Chicago - March 15
• Atlanta - March 16
• Toronto - March 20
• San Francisco - March 21
• Los Angeles - March 28

MediaVisor: Learn more about planning and creating campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• New York - March 8
• Chicago - March 15
• Atlanta - March 16
• Toronto - March 20

Webinar Training

DFA Ads: Making Them Work For You - March 13
Learn the basics of setting up ads in DFA while thinking strategically about campaigns. Things like setting ads up as efficiently as possible, managing start and end dates, and avoiding serving too many defaults.

Priority, Frequency Capping, Targeting and Other Ad Level Capabilities - March 20
DFA offers a lot of flexibility with your ads, and in this session you’ll learn how to leverage the options available to you such as priority, frequency capping and targeting.

Click Trackers and 1x1s: Getting it Right - March 27
Did you know that you can track site-served creatives using DFA? Are you familiar with how to best work with sites to ensure that click trackers get implemented correctly? Trafficking these types of ads can get tricky and we're here to show you how to get it right.

DFA for New Users - March 7 and March 21
An introduction to the fundamentals of DFA.

MediaVisor Fundamentals - March 13
Learn the Fundamentals of MediaVisor.

Be sure to check back with us on this blog for regular updates to our training schedule. We look forward to seeing you in class.

Posted by Amanda Gangl, DFA Product Trainer

Attend an Upcoming DFA Training

Whether you’re new to DFA or you’re a seasoned trafficker, the training team has several training options to help expand your knowledge of DFA. We offer classroom and webinar training, so choose the option that best fits your needs. Visit the DFA Help Center to register (sign-in required).

Classroom Training

DFA Fundamentals: This full-day course (10am-5pm) is for new DFA users looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• Chicago - February 15
• San Francisco - February 23
• Los Angeles - February 28
• Cambridge - March 1

DFA Trafficking Lab: Get more practice trafficking campaigns. These sessions cover the basics such as assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation.

Class Prerequisite:Attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Chicago - February 16
• San Francisco - February 24
• Los Angeles - February 29
• Cambridge - March 2

MediaVisor: Learn more about planning and creating campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• Los Angeles - February 29
• Cambridge - March 2

Webinar Training

Managing Creatives in DFA: The Fundamentals - February 14
Learn about the different types of creatives and the basic creative trafficking process.

Making Use of Creative Templates and Optimization - February 21
Learn more about optimizing performance on your creative assets by setting up criteria for rotating your ads based on campaign goals.

Making Sure Your Creatives Work and Troubleshooting - February 28
Learn how to troubleshoot common creative questions.

DFA for New Users - February 22
An introduction to the fundamentals of DFA.

Be sure to check back with us on this blog for regular updates to our training schedule. We look forward to seeing you in class.

Posted by Amanda Gangl, DFA Product Trainer

New features coming to DFA Report Builder in January

When we introduced the new DFA Reporting system back in the fall, we received great feedback from users saying things like, “I love Report Builder. You have no idea how much time you have saved me!” This month we’re adding some new features to Report Builder, some of which will spell even greater time savings in pulling reports.

Reach by frequency
As an advertiser it’s important to have insight into your campaigns reach as well as the number of times you are actually hitting your audience with your message. Now in Report Builder you can get the Reach by Frequency report which shows the number of users you reached by the number of times you've reached them.

Incremental reach
We’ve introduced three new metrics that measure the number of additional users reached by time period (day, week or month). Reach and incremental metrics are broken down by click, impression or total reach.

These new metrics are useful for analyzing the incremental number of people you are reaching for each day of spend. So you can tell within a given time frame whether your spend is going towards reaching new people or if you’re just hitting the same people again and again.

Reordering Floodlight activities and custom rich media events
The drag and drop interface of Report Builder is now also handy when you want to change the order of Floodlight activities and custom rich media events in your reports.

Copy and delete saved reports
Building reports can be time consuming process especially when you have to run them on a frequent basis. So now you can save additional time by being able to copy or delete saved reports in the ‘Reports’ tab.

Export Summary reports
The Summary Reports tab in DFA Reporting gives you at-a-glance details on your campaign performance. We’ve heard from clients that it would be helpful to be able to see the same data in the Report Builder query tool. So this new option lets you export summary reports to Report Builder. Upon export, you’ll see a pre-built page in Report Builder based on your current view of the Summary Reports tab and the great thing is this view is not limited to the number of rows on screen.

To learn more about these latest features available in Report Builder reference this article in the Help Center (DFA sign-in required).

Posted by Aaron Nelson, Product Manager

Attend the First DFA Trainings of 2012

Hit the ground running in 2012 and attend DFA training! We offer classroom and webinar training, so choose the option that best fits your needs. Visit the DFA Help Center to register (sign-in required).

Classroom Training

DFA Fundamentals: This full-day course (10am-5pm) is for new DFA users looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• San Francisco - January 19
• Los Angeles - January 26

DFA Trafficking Lab: Get more practice trafficking campaigns. These sessions cover the basics such as assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation.

Class Prerequisite:Attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• San Francisco - January 20
• Los Angeles - January 27

MediaVisor: Learn more about planning and creating campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• San Francisco - January 20

Webinar Training

Flawless Floodlight: How to Set up and Test Your Floodlight Tags - January 24
Learn how to set up, test, and provide Floodlight tags to sites. Also learn strategies for dealing with Floodlight issues when they arise.

Floodlight Features Demystified: Tags, Macros, and Custom Variables - January 31
Learn how to manage publisher and default pixels, leverage macros, and implement custom variables.

DFA for New Users - January 25
An introduction to the fundamentals of DFA.

Be sure to check back with us on this blog for regular updates to our training schedule. We look forward to seeing you in class!

Posted by Amanda Gangl, DFA Product Trainer

Putting Faces to Names in a Google +1 Custom Creative in DFA

Last month we introduced the ability to add a +1 button to ads trafficked in DFA. Now we’ve added a couple of features to the +1 creative template in DFA to make it even more effective as a recommendation engine for your brand.

Viewers of your ad can now see the faces of friends who have +1’d the ad. Putting a face to the name makes for more powerful impact as it makes the ad more personal and relevant. The result, we believe, are that people who see your ad will be more likely to click and respond to your call to action. In fact, 71% of shoppers say that recommendations from friends and family impact their purchasing decisions (Harris Interactive, June 2010).

Also, you now have full control over the placement of a +1 button in your display ad. For instance, you can set the size and annotation style of the button so aligns well with your creative concept.

Please note that if your account had previously been enabled for the +1 creative template functionality, you will now have access to the updated version. For more information on the +1 button and on the incorporating the +1 button in DFA reference this article in the Help Center (DFA sign-in required).

Posted by Gabe Stein, DFA Technical Specialist

End the year on a bright note: Attend a DFA Webinar in December

As the year is winding down and another is just about to begin, why not get a head start on one of your new resolutions and do something to help you become an expert at your job? We know the holiday season is a very busy time but that’s why we’re offering you an array of webinars for you to attend at your convenience.

This month we have a webinar dedicated to all of the exciting DFA product enhancements that took place during Q4 2011. Visit the DFA Help Center (sign-in required) to register for these or either of our Fundamentals webinars.

Q4 2011 DFA Product Releases - December 13
This webinar will focus on the recent DFA product releases and will cover DFA Trafficking enhancements and the new DFA Reporting suite, including Report Builder and Multi-Channel Funnels. Two identical sessions will be held to accommodate both Eastern and Western time zones.

DFA for New Users - December 14
This webinar is intended for new users to DFA. It will provide an introduction to the fundamentals of DFA Trafficking and demonstrate best practices for beginners.

MediaVisor Fundamentals - December 20
An introduction to the fundamentals of MediaVisor.

To sign up for any upcoming webinars and view recordings of past webinars, please visit the DFA Help Center (sign-in required). And be sure to check back with us here on the DFA blog for regular updates to our training schedule.

The training team would like to thank you for the last year’s worth of feedback and attendance - we really do value your feedback and develop our curriculum with you in mind. We wish you a happy holiday season and look forward to seeing and hearing from you in the new year!

Posted by Amanda Gangl, DFA Product Trainer

Bringing Reach and Media Cost Data into Report Builder

As a follow up to the September launch of Report Builder in DoubleClick for Advertisers, we’re pleased to announce several new features that will make the tool even more useful.

Incorporating Reach and Media Cost
New reach reports in Report Builder show an estimate of how many unique users have interacted with your ads. With the flexibility of Report Builder, you can choose specific advertisers, campaigns, ads, and placements, and gain insight into how many people they reached during a selected timeframe.

Media cost is now an available metric in Report Builder and you can add it to your reports as you would any metric. Media cost represents the cost of all impressions, clicks and activities during the specified date range, based on the schedule and pricing information you input into DFA for each placement.

Saved and Deferred Reports
A major benefit of Report Builder is the ability to create detailed reports with exactly the dimensions and metrics you need. Now you can save report reports, which act as templates so you can quickly re-run or reconfigure frequently-run reports.

You also now have the option to defer report generation, which saves the file so you can come back and download it later. This is especially helpful when running a big report, because you can keep working without having to wait for the report to finish generating.

To learn more about these latest features available in Report Builder reference this article in the Help Center (DFA sign-in required).

Posted by Pamela Eng, Product Marketing Manager

New Classroom and Webinar Training Registration System

Now you can register for DFA and MediaVisor training directly in the DFA Help Center. Going forward it will be your one-stop shop for training and support needs. This new, easy to use interface includes exciting features like:

• Ability to enroll someone regardless if they have a DFA log-in.
• Integration of Google Maps within the registration confirmation email.
• Session notifications. If a class is full we can send you a notification when another one opens up.
• And much more.

Register now for an upcoming training!

DFA Fundamentals: This all day course (10am-5pm) is for new DFA users looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• Los Angeles - December 13
• Chicago - December 14
• San Francisco - December 15

DFA Trafficking Lab: Get more practice running campaigns. These sessions cover the basics such as assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation.

Class Prerequisite:Attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Los Angeles - December 14
• Chicago - December 15
• San Francisco - December 16

MediaVisor Fundamentals: Learn more about planning and creating campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• Los Angeles - December 14

We look forward to seeing you in class!

Posted by Amanda Gangl, DFA Product Trainer

+1 Button in DFA: Leveraging Social Recommendations in Your Display Ads

Last March, Google introduced the +1 button on search results to make it easier for people to get recommendations from the people they trust right when they’re searching. And then in October, the +1 button was made available on display ads running across the Google Display Network.

For our part, we have been working on some new developments to let advertisers easily incorporate the +1 button with DoubleClick products. You can already make your rich media ads more social by adding the +1 to any DoubleClick Rich Media creative.

And now we’re pleased to announce that you can add the +1 icon to ads you traffic in DFA. Using the Google +1 custom in-page creative template in DFA, you can add the Google +1 icon to your ads so that people can recommend and share your ad and website with others across the web.

For more information on how to incorporate the +1 button into your ad, check out the DFA Help Center (DFA sign-in required). If the custom template is not already available for your DFA account, reach out to the DoubleClick Support Team to have it enabled.

Posted by Jessica Doolittle, Product Manager

Streamlined Workflow for AdMob Rich Media in DoubleClick Studio and DFA

Since the launch of DoubleClick Studio in April 2009, we’ve streamlined the workflow for thousands upon thousands of rich media creatives for advertiser’s online campaigns. In May 2011, DoubleClick Rich Media creatives were certified to run in AdMob inventory. Now, we’re building on these two innovations to improve the efficiency of mobile display campaigns, too.

This Saturday we added support to DoubleClick Studio and DoubleClick for Advertisers for “Mobile In-App” AdMob rich media formats. With this addition, it’s much easier for creative agencies and media agencies to work together to build, preview, manage and serve mobile display campaigns across AdMob inventory. AdMob’s mobile display ad network is comprised of 89,000+ mobile sites and apps across 230 countries. Mobile advertisers will benefit by combining the efficiency of DoubleClick tools with the scale of AdMob inventory.

Here’s what the creation of a new “Mobile In-App” creative looks like in the DoubleClick Studio interface:

You can preview what your “Mobile In-App” creative will look like on a tablet or phone. The preview tool in DoubleClick Studio includes options to view the ad in landscape and portrait mode and the ability to zoom to 100% or 50% resolutions. Here’s what a tablet preview of a “Mobile In-App” creative looks like:

Just as you can with other rich media formats in DoubleClick Studio, you can now push a “Mobile In-App” creative directly to DFA. The ad will show up to traffickers when they import advertiser-level creatives, as in the screenshot here:

Once the “Mobile In-App” creative is in DFA, traffickers can change properties of the creative, such as its landing page, much like they do for other rich media formats. Here’s how a “Mobile In-App” creative looks in DFA:

Initially, all campaigns and creatives using this new workflow will run through our full-service team. Please contact your DoubleClick Rich Media representative if you're interested in running Mobile In-App creatives or campaigns.

Research shows that rich media campaigns across multiple screens work better than those targeting just one screen. By making the mobile rich media workflow easier, we hope this helps you include captivating mobile display ads in your next campaign and drive campaign performance across screens.

Posted by Sally Cole, Product Marketing Manager

Making It Easier to Comply with the Self-Regulatory Program for Online Behavioral Ads

We know that maintaining consumer trust is an important priority for our clients. To help support that priority, DFA is providing six custom creative templates for implementing the Advertising Option Icon in your ads, in compliance with the Digital Advertising Alliance (DAA)'s Self-Regulatory Program for Online Behavioral Advertising.

These custom templates in DFA work with the three approved providers to provide compliance services: DoubleVerify, Evidon, and TRUSTe. If you partner with one of these providers, you can save time by using these custom creative templates to implement the Advertising Option Icon on your ads. We have provided a template in DFA for Flash and a template for images for each of these providers. We have worked with these vendors to ensure support of OBA functionality but did not validate that any other components of these solutions worked with DFA.

DFA is an open platform allowing our advertisers to take advantage of 3rd party or native solutions for a variety of problems, and compliance with OBA standards is just one example of these problems.

To learn more about how to add the Advertising Option Icon templates to your DFA account and also to add a creative with the Advertising Option Icon within DFA, reference this article in the Help Center (DFA sign-in required).

Posted by Jessica Doolittle, Product Manager

Attend a DFA Webinar in November

Attend a DFA Webinar in November and learn more about the newest Reporting options available through DFA. Visit the DoubleClick Learn Center to register for these or any of our Fundamentals webinars (sign-in required).

Navigating the DFA Reporting Options. What to Use, When, and How? - November 15
We've rolled out some exciting new features in recent months. Sign up for this Webinar to make sense of them all. We'll cover questions like, "When should you use each tool?" "What advantages do some tools present over others?" And "What features will make your reporting workflow easier and more efficient?"

Working with Data and Troubleshooting in a Land of Multiple Reporting Options. - November 29
You now have multiple sources of data to pull from. We'll cover questions like "What happens when two sets of numbers do not match?" and "What is an acceptable difference when looking at reports from two different sources?"

DFA for New Users - November 16 and November 30
An introduction to the fundamentals of DFA.

MediaVisor Fundamentals - November 29
An introduction to the fundamentals of MediaVisor.

To sign up for all upcoming webinars and view recordings of past webinars, visit the DoubleClick Learn Center (sign-in required). And be sure to check back with us on this blog for regular updates to our training schedule.

Posted by Amanda Gangl, DFA Product Trainer

Webinar Recap: Introducing the New DFA Reporting

On Tuesday, October 18, we held a webinar introducing the new DFA Reporting suite covering:

• The vision for how we’re building the next generation of reporting tools
• Details of the new reporting query tool, Report Builder
• Scenarios of how to best use the new Multi-Channel Funnel reports in DFA

For those of you who missed the webinar, a recorded version is now available, which you can watch below. You can also download the materials we covered here.

During the presentation we fielded some great questions from participants; you’ll find responses to the top questions below.

Q. We’ve always been told that since DFA Analytics was in beta, data was not guaranteed and so we were directed to Report Central. Is Report Builder now as trusted and accurate as Report Central?
A. Yes, getting data as accurate as possible between the two systems is a number one priority so yes, you can trust the accuracy of data available in Report Builder. The user interface in Report Builder is in beta so keep in mind that we will be continuously tweaking and improving the user experience of the tool but consider the data as accurate as in ReportCentral.

Q. How far back can you pull data in Report Builder?
A. With Report Builder, we will store data for 24 months - an improvement over the legacy system, ReportCentral, where you can pull the last 16 months of data.

Q. Is ReportCentral being discontinued?
A. Yes but as of now there is no set date as to when that will happen. Of course, we will give clients plenty of lead time to prepare for this. But the end goal is to have DFA Reporting completely replace ReportCentral.

Q. Is there a plan to roll out real-time reporting?
We’re always striving to update DFA data more frequently and will continue to do so. For example, in the old Report Central, we updated data once per day, whereas in the new Report Builder we update data several times a day.

Q. Regarding geo-reporting, can I visualize reports on a map with performance broken down by DMA? Currently, when we pulled maps it only shows statewide delivery and ideally we would like to see multiple DMAs overlayed in the same map.
A. In Report Builder you can pull results by geo dimensions including DMA, country, state, city, but we don’t have that feature available in the map visualizations yet. But it’s a good suggestion to add that feature.

Q. When will geo-reporting be available for Europe?
A. Geo data is currently available for Europe but only down to the country and city level at this point. We will be expanding into more granular geo-data in the future for Europe.

Q. I still don’t understand the attribution report. Where can I see how many (last-click) conversions a publisher generated versus how many assisted conversions generated (not last-click conversions). I can see that in Google Analytics, but I am not seeing the same here.
A. In Google Analytic’s Multi-Channel Funnel Report, they have an Assisted Channel Conversion report which explicitly calls this out.

In DFA, the Attributed Channel report shows you the total number of conversions and if you apply the Assisted Channel filter you’ll see the number of conversions that have an assisting interaction in the path. You can get this information plus if needed, greater detail from the Exposure to Conversion report.

So in DFA we don’t provide you with the total number of assists, but rather the number of conversions that were assisted.

Q: Will the Exposure to Conversion report continue to only be offered as an additional paid service in the system?
A. Yes. The E2C report along with the Cross-Site Duplication and Time Lag will remain premium reports in the new system.

For more information on all your questions, please check out the video to hear the Q&A in its entirety and also check our help center (DFA sign-in required). Thanks to all who attended the webinar, we look forward to hosting additional webinars to update you on the latest in DFA developments.

Posted by Pamela Eng, Product Marketing Manager

Attend a DFA Classroom Training

Attend a DoubleClick for Advertisers (DFA) classroom training and learn the fundamentals of DFA and become familiar with the ad trafficking process. Class details and upcoming dates are listed below.

Visit the DoubleClick Learn Center to register (sign-in required).

DFA Fundamentals: This all day course (10am-5pm) is useful for new DFA users who are looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• Chicago - November 16
  
• San Francisco - November 30
  
• New York - December 7
  

DFA Trafficking Lab: This lab provides users with practice at running campaigns. It covers basic DFA functionality including assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation. As a prerequisite, attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Chicago - November 17
• San Francisco - December 1
• New York - December 8

MediaVisor: Learn more about MediaVisor in this course that covers how to plan and create campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• Chicago - November 17

To sign up for any upcoming classroom training, visit the DoubleClick Learn Center (sign-in required). And be sure to check back with us on this blog for regular updates to our training schedule.

Posted by Amanda Gangl, DFA Product Trainer

Ushering in a New Era for DFA Reporting

You might notice a small change when you sign in to DoubleClick for Advertisers today -- the link to DFA Analytics at the top of the page now reads “DFA Reporting.” Although this is a small change to the interface, it represents a big step towards an entirely new reporting system in DFA -- one that is fast and flexible, fully integrated with other DoubleClick advertiser products and that can deliver key insights in this world of advertising to the multi-device, always-on consumer.

The rubber met the road with last month’s reporting launch of Report Builder and Multi-Channel Funnels in DFA, representing the first of many exciting new developments for reporting in the coming year.

Please join the DoubleClick product management team for an upcoming webinar, Introducing the New DFA Reporting, to learn more about these major enhancements to DFA’s reporting system.

Date
October 18, 2011

Time
12:30pm EST / 9:30am PST

Register
To register for this webinar please visit http://tinyurl.com/dfareporting

We look forward to hearing your feedback and questions during the webinar!

Posted by Pamela Eng, Product Marketing Manager

Attend a DFA Training in October

Whether you're looking to brush up on certain features of DoubleClick for Advertisers or are entirely new to using the product, the DFA training team offers a variety of training experiences that best suit your needs. In addition to in-person classroom training for a deep dive on the product, we also offer a regular rotation of webinars focused on a particular hot topic.

Visit the DoubleClick Learn Center to register (sign-in required).

Classroom Training

DFA Fundamentals: This all day course (10am-5pm) is useful for new DFA users who are looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• Chicago - October 19
  
• Minneapolis - October 24
  
• Santa Monica - October 24
  
• San Francisco - October 26
  
• New York - November 2

DFA Trafficking Lab: This lab provides users with practice at running campaigns. It covers basic DFA functionality including assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation. As a prerequisite, attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• Chicago - October 20
• Minneapolis - October 25
• Santa Monica - October 25
• San Francisco - October 27
• New York - November 3

MediaVisor: Learn more about MediaVisor in this course that covers how to plan and create campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• New York - November 3

Webinar Training This month join us for webinars focusing on how to work with Ads in DFA. For those not able to attend the classroom training sessions, we also offer monthly webinars for both DFA and MediaVisor Fundamentals.

DFA Ads - Making Them Work for You - October 11 This webinar will teach you the fundamentals of setting up ads in DFA while thinking strategically about campaigns. We'll tackle questions such as "how can you set up ads as efficiently as possible?" and "how do you manage start and end dates so that the right things run at the right time?" and "how do you avoid serving too many defaults?"

Priority, Frequency Capping, Targeting and Other Ad Level Capabilities - October 18 DFA gives you the flexibility to do a lot with your ads, you just have to discover the possibilities. This webinar will teach you how to leverage things like priority, frequency capping, and targeting in order to enhance your campaigns.

Click Trackers and 1x1's - Getting it Right - October 25 Did you know that you can track site-served creatives using DFA? Do you know how to best work with sites to ensure that click trackers get implemented correctly? Well, we can teach you. Trafficking these types of ads can get tricky and we're here to show you how to get it right.

DFA for New Users - October 12 and October 26 An introduction to the fundamentals of DFA.

MediaVisor Fundamentals - October 18 An introduction to the fundamentals of MediaVisor.

To sign up for all upcoming webinars and view recordings of past webinars, visit the DoubleClick Learn Center (sign-in required). And be sure to check back with us on this blog for regular updates to our training schedule.

Posted by Amanda Gangl, DFA Product Trainer

Introducing new DFA Reporting

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

Attend a DFA Training in September

Whether you're looking to brush up on certain features of DoubleClick for Advertisers or are entirely new to using the product, the DFA training team offers a variety of training experiences that best suit your needs. In addition to in-person classroom training for a deep dive on the product, we also offer a regular rotation of webinars focused on a particular hot topic.

Visit the DoubleClick Learn Center to register (sign-in required).

Classroom Training

DFA Fundamentals: This all day course (10am-5pm) is useful for new DFA users who are looking to understand the fundamentals of third-party ad serving including best practices for campaign trafficking, serving your ads and pulling reports.

• New York - September 7
• Chicago - September 14
• Toronto - September 15
• Boston - September 22
• Santa Monica - September 26
• San Francisco - September 28

DFA Trafficking Lab: This lab provides users with practice at running campaigns. It covers basic DFA functionality including assigning landing pages to creatives, updating campaigns, setting up geo-targeting and using creative rotation. As a prerequisite, attendees should have taken the DFA Fundamentals class in the previous two months or have less than two months trafficking experience.

• New York - September 8
• Chicago - September 15
• Toronto - September 16
• Boston - September 23
• Santa Monica - September 27
• San Francisco - September 29

MediaVisor: Learn more about MediaVisor in this course that covers how to plan and create campaigns, advertisers, site placements and IOs as well as how to send RFPs.

• New York - September 8
• Chicago - September 15
• Toronto - September 16
• Boston - September 23
• Santa Monica - September 27
• San Francisco - September 29

Webinar Training
This month join us for webinars focusing on the basics of Rich Media. For those not able to attend the classroom training sessions, we offer monthly webinars for both DFA and MediaVisor Fundamentals.

Basics of Rich Media and DFA - September 20
This webinar will cover the benefits of Rich Media, the campaign life cycle, and the basics of trafficking Rich Media creatives.

Reporting on Rich Media in DFA - September 27
Learn about the the standard and custom metrics available in Rich Media reporting, how to pull the reports, and tips on how to analyze the data.

DFA for New Users - September 14 and September 28
An introduction to the fundamentals of DFA.

MediaVisor Fundamentals - September 15
An introduction to the fundamentals of MediaVisor.

To sign up for all upcoming webinars and view recordings of past webinars, visit the DoubleClick Learn Center (sign-in required). And be sure to check back with us on this blog for regular updates to our training schedule.

Posted by Amanda Gangl, DFA Product Trainer