DART for Advertisers Strengthens Ties Between Media Planning, Ad Serving, and Reporting
DART for Advertisers Strengthens Ties Between Media Planning, Ad Serving, and Reporting
We're pleased to announce the new DFA Analytics beta and the beta integration of Ad Planner within the DART for Advertisers (DFA) platform. Now enhanced with Google technology, DFA offers a more unified and efficient platform to plan, execute, measure, and optimize your online display advertising campaigns.
DFA Analytics is our new reporting and visualization tool for viewing advertising performance data. It shares similar technology with Google Analytics; if you've used Google Analytics before, you can quickly come up to speed with the easy-to-use graphical reporting tools that are now part of DFA.
With DFA Analytics, you can:
Get frequent updates--about every three hours--of your campaign performance data.
See account performance at a glance, in easy-to-understand charts and graphs.
Drill down through reports at the advertiser, campaign, site, ad, and creative levels.
You can also review performance by:
Country, designated market area (DMA), state, city, area code, or zip code.
Hour, day, week, month, and one or more date ranges.
Browser, operating system, and connection speed.
Here's an example of a DFA Analytics campaign report, graphed by day, with ad performance data:
New! Google Ad Planner Integration
Google Ad Planner is a research and media planning tool that can help you identify sites where audiences are likely to visit, make better-informed media planning decisions, and manage your media plans.
With the upcoming integration, you can:
Access Ad Planner data (already used by tens of thousands of media planners each week) directly in DFA.
Enjoy effortless transitions between planning, trafficking, and reporting features.
Collaborate on media plans using existing account structures and permission settings.
Overall, this release is designed to increase the efficiency of managing online advertising campaigns with DFA. It's just the beginning to a more unified, efficient, and effective advertising platform.
Please note that DFA Analytics and Ad Planner are only available in DFA 6. To inquire about DFA 6, please fill out our inquiry form.
Yesterday, we celebrated the best creative work in digital movie marketing with top creative agencies and movie studios at the 4th Annual DMACS event. If you recall from our call for entries, this awards program invited submissions across four awards categories: Home Entertainment Rich Media Display Ad, Multi-Channel Cross Media Campaign, YouTube Creative Award and Theatrical Release Rich Media Display Ad. Take a look at the videos below to see the amazing creative work from the top nominees in each category then read on to find out who won.
Best Home Entertainment Rich Media Display Ad Nominees
Congratulations to:
Fast & Furious by Ignited, LLC and NBC Universal
WALL-E by Deadline Advertising and Walt Disney Studios
Watchmen by AvatarLabs and Warner Bros.
YouTube Creative Award Nominees
Congratulations to:
G-Force by BLT & Associates and Walt Disney Studios
The Haunting in Connecticut by Division 13 Design Group and Lionsgate
My Bloody Valentine by The Visionaire Group and Lionsgate
Best Multi-Channel Cross Media Campaign Nominees
Congratulations to:
Fast & Furious by The Visionaire Group and Universal Pictures
I Love You, Beth Cooper by Earthbound Media Group and 20th Century Fox
Coraline by Wieden+Kennedy and Laika Studios/Focus Features
Best Theatrical Release Rich Media Display Ad Nominees
Congratulations to:
Bruno by The Visionaire Group and Universal Pictures
Harry Potter and the Half-Blood Prince by AvatarLabs and Warner Bros.
Star Trek by AvatarLabs and Paramount Pictures
The Haunting in Connecticut by Division 13 Design Group and Lionsgate
Valkyrie by Palisades Interactive and MGM
And the Winners Are...
WALL-E by Deadline Advertising and Walt Disney Studios for Best Home Entertainment Rich Media Ad
My Bloody Valentine by The Visionaire Group and Lionsgate for the YouTube Creative Award
Coraline by Wieden+Kennedy and Laika Studios/Focus Features for Best Multi-Channel Cross Media Campaign
Star Trek by AvatarLabs and Paramount Pictures for Best Theatrical Release Rich Media Display Ad
We heartily congratulate the winners for their spectacular creative executions and dedication to the craft of movie marketing.
You may have read on the Official Google Blog that the new DoubleClick Ad Exchange is open for business.
The new DoubleClick Ad Exchange helps to open the ecosystem and establish a new marketplace for buyers and sellers. For a large publisher managing multiple sales channels and ad networks, the Ad Exchange provides real-time yield management to maximize returns. Participating ad networks and agency networks get access to a large pool of inventory and the controls they need to precisely achieve their marketing goals.
We've been working for some time on rebuilding the Ad Exchange on Google technology to deliver an improved platform, with new features and functionality for our customers. Both sellers (publishers) and buyers (ad networks and agency networks) stand to benefit from the new features we've incorporated.
Key benefits for sellers include:
Real-time dynamic allocation to maximize yield. Publishers can automatically generate the highest return for every impression, using real-time data and bids to allocate ad space to the sales channel that pays the most at that second.
Access to many more advertisers. The Ad Exchange offers publishers access to new buyers, including AdWords advertisers, bringing higher quality ads and more competition for ad space on their sites.
Hassle-free payments managed by Google. We manage the billing and payments from networks so publishers get one monthly payment and minimize having to manage multiple relationships.
Greater controls. Publishers can decide what advertisers, networks, ad formats, and bid types to allow.
New easy to use interface with enhanced reporting. We use the simplicity of Google's user design principles to help publishers easily find out how their sites are performing, to help them make the right decisions about their ad space.
Key benefits for buyers include:
Access to more publishers and more ad space. Hundreds of thousands of AdSense publisher sites are now available on the Ad Exchange to Google-certified ad networks. And as more publishers join the Ad Exchange to take advantage of its yield management capabilities, more high quality inventory is being added all the time.
Real-time bidder. The Ad Exchange has a new real-time bidder feature that allows buyers to use their own data, optimization and ad serving technologies to bid on their desired inventory on an impression-by-impression basis, choosing only the sites, audiences, or particular type of ad space they want to reach.
New easy to use interface with enhanced buyer reporting capabilities. Redesigned reports are simple to use and understand, so buyers can easily see how their campaigns are performing to help them make the right decisions.
More control and precision. Buyers control where their ads appear and don't appear. They can use frequency capping, pacing and other features to precisely control ad delivery.
Centralized clearing system. Google makes all payments to publishers, reducing complexity with a single billing and payment point. Buyers benefit from managing one business relationship instead of many.
A new API - Ad networks and agency networks will have access to an API which enables them to integrate their own functionality and systems when working with the Ad Exchange.
We're excited about the open marketplace that the new Ad Exchange creates and believe that it will add substantial value to the display advertising ecosystem.
Posted by Scott Spencer on September 18, 2009 | Link
Online campaigns for theatrical and home video movie releases have some of the most creative and innovative executions. To celebrate the best of movie marketing, we're opening up a call for entries to our 4th Annual Digital Movie Advertising Creative Showcase awards program. Movie marketers and creative agencies are invited to submit up to three entries per category. This year's categories are:
Theatrical Release Rich Media Display Ad(s): Any rich media ad or set of rich media ads used to promote a theatrical movie release.
Home Entertainment Rich Media Display Ad(s): Any rich media ad or set of rich media ads used to promote a home video movie release.
Multi-Channel Cross Media Campaign: Any home video or theatrical movie campaign that involves at least three interactive digital elements (one of which must be rich media ads) as part of a holistic campaign including, but not limited to:
Website
Rich media ads
Search campaign
Alternate reality game (ARG)
Mobile
Viral video or webisodes
Virtual world
User-Generated content
Social networking
Online game(s)
Digital outdoor
DVD/Blue-Ray interactive experience/extras
Multi-channel, cross media digital campaign submissions may involve more than one creative agency, but all agencies must be listed and give permission for submission
YouTube Creative Award: Any home entertainment or theatrical movie campaign creative that included YouTube in its execution -- YouTube homepage "masthead" creative, brand channels, contests, or original video creative uploaded to YouTube to engage the community.
The winners of each category will receive recognition by their industry peers, the opportunity to present to a live audience at the Director's Guild of America in Los Angeles, inclusion in the event's video reel, two award trophies (one each for the movie studio and creative agency) and two Flip Mino mini digital camcorders!
To submit an entry or learn more about the awards program, please visit the Digital Movie Advertising Creative Showcase website. The deadline for entries is Friday, September 18 -- so don't delay if you plan to enter. We look forward to seeing the amazing work in this space.
For every online display campaign, advertisers must decide what ad formats to use for best results. To help, DoubleClick teamed up with Dynamic Logic to study the impact of ad format selection on branding goals. In the joint report titled "The Brand Value of Rich Media and Video Ads," we compare the branding strengths of four common display advertising formats:
Image - GIF or JPG ads
Simple Flash - Ads with a short animation and single click-through link
Rich Media with Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that also contain video
Rich Media without Video - Ads capable of responding to user interaction, such as mouseovers, keyboard inputs, or clicks without a click-through, that do not contain video
The report provides detailed information on how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent. For example, study findings show that, on average:
Rich Media formats are the most successful at driving purchase intent
Rich Media without Video is unique among the formats in its ability to positively impact all five brand metrics
Simple Flash is the least effective of the ad formats studied
For brand favorability, aided brand awareness and purchase intent metrics, Rich Media with Video provides a statistically significant improvement over Simple Flash at a 90% confidence level
The report concludes with a cheat sheet to help guide your ad format decisions and suggests best practices for achieving branding goals.
Advertisers and agencies who work on display ad campaigns often wonder "How do I know if my display ad campaigns are doing well?" and "What credible benchmarks can I use to compare the results on my current campaign?"
Some might rely on past campaign performance metrics while others might compare across multiple campaigns and advertisers within their client roster. All are fine means in the absence of larger, more comprehensive industry benchmarks.
This is why we're particularly pleased to make available DoubleClick benchmarks so that marketers, agencies, and publishers have a reference by which to evaluate the performance of online display advertising campaigns in the U.S., relative to industry norms.
These benchmarks are derived from a robust data set across DART for Advertisers, based on rigorous methodology with input from the Advertising Research Foundation. Benchmarks in this report cover those for 2008 and transect ad format, ad size, and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions.
You can download the report here. More in-depth benchmarks by industry are available exclusively to DoubleClick clients so contact your account manager to discuss further.
If you're interested in learning more you can attend our webinar, "Benchmarking Ahead: IAB Reveals the DoubleClick Benchmarks Report," co-hosted with the Internet Advertising Bureau (IAB) on June 24th at 12pm EST. Register here for the webinar.
At DoubleClick, we've had the privilege of picking the brains of several of the industry's thought leaders and innovators in digital marketing. We've captured a few of these key insights through our ThreeQuestions for Innovators video interview series: These interviews span the gamut of key industry themes and issues, including current trends and influencers, ad exchanges, social media, emerging media, and the future.
This month we're honored to highlight interviews with Carla Hendra, Chief Executive Officer of Ogilvy North America, as well as Ian Schafer, CEO and Founder of interactive marketing agency Deep Focus. Carla speaks to us on the challenges in the brave world of digital marketing, while Ian shares his insights on rich media, video, and the role of the agency in the advertising process.
We're excited about our lineup of thought leaders and the conversations they spark - whether it's about opportunities in a challenging economic environment, trends to watch for in 2009 or ground-breaking insights from innovative fields such as neuromarketing, watch this space for upcoming interviews.
Over the last several months, we've been working hard to develop a new tool for creative teams who build rich media ads and the media agencies and publishers they work with. The result of our efforts is DoubleClick Studio, a free rich media production and web-based workflow tool designed to streamline development processes for creative teams and to provide more control over turnaround times. We've designed DoubleClick Studio to significantly improve upon the existing Ad Kit, and pave the way for future innovation in rich media.
To learn more about DoubleClick Studio or to fill out a form showing your interest, please visit studio.doubleclick.com. As creative teams migrate to this new tool, users will also be able to log in here, download components for Flash, and access the web-based workflow.
Here are a few of the features we think creative teams will really like:
Improved workflow that gets preview links into client's hands faster
A fully searchable archive of work structured by clients, campaigns and creatives
Integrated QA processes that get errors identified and fixed earlier in the process
Full range of intuitive Flash components and full APIs in both AS2 and AS3
Direct upload to DART for Advertisers ensures smooth transition to traffickers for approved creatives
Testimonials
Josh Race of Ogilvy RedWorks, a member of the DoubleClick Studio beta program, has this to say: "DoubleClick Studio has a clean interface and you will never get lost trying to figure out where you are, which is uncommon amongst ad-serving tools. Our developers are all now self-sufficient and not depending on the one guy who knows his way around some wonky interface."
Will Campbell, also a beta member and owner of ARC Media Group, a creative agency based in Southern California, says, "DoubleClick Studio can greatly improve the workflow for any interactive studio working with Flash. From development to getting creatives ready for publishing it has increased our productivity and decreased the amount of steps we take to accomplish different tasks. It really shows that DoubleClick has given a lot of thought into not only increasing productivity on the development side, but also improving the workflow on the administrative side."
Benefits for Media Agencies
Although not direct users of the authoring tool, media agencies will also benefit from DoubleClick Studio and its integration with DART for Advertisers (DFA), enabling agencies to streamline the process for getting rich media campaigns approved and live. With DoubleClick Studio rolling out on a global basis, it is now easier than ever to manage local, regional and global campaigns on a single authoring platform. Here are some of the benefits:
Direct link between DoubleClick Studio and DART platforms for instant transfer of creative
Automated creative checks reduce approval time for campaigns to go live
Preview links include a view into all rich media events that can triggered by the ad for easy testing, review and sign-off
More Details
For a quick tour of DoubleClick Studio, take a look at this short video from Shamim Samadi, product manager for DoubleClick Rich Media.
For those of you who have used DoubleClick Rich Media tools in the past, we will continue to support the Ad Kit though we do not plan to make future upgrades. We also want to note that, while we intend for DoubleClick Studio to make rich media production more efficient for agencies, advertisers and publishers who would like to own the entire process themselves, we remain fully committed to the highest levels of customer service.
Today we're happy to announce the general availability of DoubleClick Network Builder, a complete toolkit for building and managing networks of partner sites to create new revenue opportunities, expand reach and increase efficiency.
We first introduced this initiative a little over a year ago in response to the audience fragmentation challenge facing many of our publisher clients. This challenge is even more pronounced today. The overall number of websites and blogs has continued to grow in tandem with online audiences, increasingly fragmenting consumer time and attention across more and more online destinations. In response, many publishers continue to leverage their brands to build vertical networks of partner sites to expand their overall reach and grow advertising inventory.
With the potential revenue opportunity that vertical networks offer also comes a number of operational challenges. These include efficiently managing network inventory, partner management, billing and reconciliation and reporting. In our customer surveys, publishers also expressed the need for better inventory forecasting and reporting that was more tightly integrated with the systems they were already using to sell their owned and operated content. Similarly, our ad network customers voiced the need for a better solution to manage their numerous and often complex partner relationships and inventory.
With these needs in mind, we built DoubleClick Network Builder to provide a comprehensive solution for brand-name publishers and ad networks to solve many of the challenges involved in managing networks including:
Integration with core ad systems - Seamless integration with our DART for Publishers (DFP) ad serving platform unifies data and workflow across both owned and operated content as well as partner sites. This streamlines and enhances key sales and operations tasks including inventory packaging, forecasting, reporting, and trafficking. Publishers also benefit from DFP's industry-leading reliability, scalability, and service.
Efficient network management and control - We designed DoubleClick Network Builder to help increase efficiency and visibility through intuitive partner management, automated tag generation, simplified network inventory setup, and extensive controls for revenue adjustments.
Managing partner relationships - DoubleClick Network Builder's partner portal allows large publishers and networks to more easily provide the service and transparency needed to retain partners, enabling more rapid and profitable network growth. The partner portal provides partners with the ability to login and view their sites' performance, access detailed reporting, pick-up tags and receive messages from the network.
Managing complex financial reporting and partner payments - DoubleClick Network Builder's revenue and financial reporting can help publishers drastically simplify the partner payment process and improve overall profitability. DoubleClick Network Builder gives publishers the flexibility to accommodate a number of complex partner financial terms and features a complete set of reconciliation tools including expense deductions and partner payout calculations. The product's detailed revenue reporting makes it easy to monitor the performance of site partners and provide visibility across the network and for each individual partner.
Since October 2008, we have been testing a beta version of DoubleClick Network Builder with a number of premium publishers and networks, including Real Girls Media and InvestingChannel. These publishers realized a number of immediate benefits including significant improvements in the efficiency and accuracy of their network operations, enabling more rapid growth. Today, we're excited to extend these benefits by making DoubleClick Network Builder available to all publishers using our DART for Publishers ad serving platform. If you're a publisher who is ready to start using DoubleClick Network Builder to help create and manage your network, contact your DoubleClick account manager or click here to learn more. If you aren't already a DoubleClick client, please contact us here.
Today, the Online Publishers Association (OPA) announced that over two dozen members plan to introduce larger format ads on their sites by July 2009. They've proposed the following units:
The Fixed Panel (recommended dimension is 336 wide x 860 tall), which looks naturally embedded into the page layout and scrolls to the top and bottom of the page as a user scrolls.
The XXL Box (recommended dimension is 468 wide x 648 tall), which has page-turn functionality with video capability.
The Pushdown (recommended dimension is 970 wide x 418 tall), which opens to display the advertisement and then rolls up to the top of the page.
For publishers and agencies looking to get a head start, these units can be done with DoubleClick Rich Media today and are easily implemented in either the DART for Publishers or DART for Advertisers ad serving systems.
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