In today's constantly connected world, it's crucial for marketers to reach people across multiple screens and platforms in a cohesive way. This is largely driven by advances in mobile technology and consumer adoption, with mobile playing an increasingly crucial role in advertisers' overall marketing strategies. Total mobile ad spend is projected to grow ~4.5 times to $22.4B in 2016, representing ~35% of all digital ad spend by 2016.1 We're also seeing incredible growth from online video, which is the fastest growing form of display advertising, projected to grow 2.5 times to $6.5B by 2016.2

Given these transformations, we are working hard to build best-in-class tools for our integrated platform that make it easier for you to create, buy and manage successful campaigns across all formats and screens. Today, we’re announcing a series of improvements that aim to help you accomplish this.

The DoubleClick Digital Marketing platform now helps you:

Create more beautiful video and mobile ads in DoubleClick Studio.

Build robust interactive in-stream video ads in DoubleClick Studio, and use the new IAB rising stars formats to turn your standard 15-second TV commercial into a longer, engaged viewer experience. Check out our demo below!

Preview and test your mobile ads as they will actually appear on mobile and tablet devices. Scan a QR code on your phone or use our Mobile Ads Showcase App to push your ads to mobile and tablet for testing.

Buy video inventory in real time on DoubleClick Bid Manager, and access more mobile and video inventory on DoubleClick Ad Exchange.

With DoubleClick Bid Manager (DoubleClick’s DSP and real-time bidding platform), you’ll soon be able to programmatically buy and report on your video campaigns in the same place as the rest of your display media. We’ll be offering a video beta for select clients in the coming weeks. Contact your sales rep for more info.

Buyers can now find skippable in-stream video inventory and expandable/interstitial mobile inventory from across the web on DoubleClick Ad Exchange. Ad Exchange continues to grow its available inventory across high-quality content, helping you expand your creative palette. 

Manage all of your ads - across devices, formats and channels - with enhanced campaign support in DoubleClick Search and a single reporting interface in DoubleClick for Advertisers.

DoubleClick Search (DS) will be supporting AdWords enhanced campaigns over the next few weeks, to help you better reach your customers across locations and devices. By using enhanced campaigns through DoubleClick Search you additionally gain holistic measurement, a streamlined, easy workflow, and better bid decisions based on your Floodlight conversion data.

Track all the metrics for your Trueview in-stream video ads in DoubleClick for Advertisers (DFA). Thanks to one new trafficking tag, even though the ads aren’t served through DFA,  you can still pull the metrics back into DFA and compare them with the rest of your placements.

With an integrated platform of DoubleClick products that work better together, you not only benefit from top-notch individual products, but you also benefit from the efficiencies, insight, and performance gained when all of your campaign’s assets and data exist in one spot.

For more information about our DoubleClick platform, visit our website.

Posted by: Jason Miller, Director of Product Management for DoubleClick

Sources:
1 eMarketer: Data is from the January 2013 J.P. Morgan report titled "U.S. Internet."  
2 ThinkEquity, comscore and Google proprietary data

In late May, Google announced a beta launch that enables rich media ads to be served from DoubleClick into mobile apps in the AdMob network.

Google selected Intel and OMD as the first advertiser-agency team to test this capability in June. As part of this test, Intel served one million rich media impressions from DoubleClick into the AdMob network. The rich media ads were banner-initiated interstitials that featured additional calls to actions such as playing a video or visiting the mobile site to learn more.
 


As it turned out, the test proved successful from an ad serving perspective as the variance in reported impressions between AdMob and DoubleClick were in line and compliant with industry standards.

Since the mobile campaign was served from DoubleClick, Intel and OMD could understand their campaign’s performance across an expanded set of ad metrics, including:

• Engagement rate: the rate at which users engaged with the ad, whether it be tapping to play the ad’s video or visit a site.
• Average display time: the average time in seconds that each rich media ad is displayed to users
• Midpoint and complete video plays: a measure of how much of the video was viewed, including up to the midpoint of the video or to the video’s end.

Based on these metrics, Intel’s rich media campaign proved highly successful in engaging users:

• 19.5% engagement rate
• 15+ seconds average display time; 3x longer than average DoubleClick rich media campaigns.
• 1 of 4 video plays lasted to at least the mid-point of the video.

For OMD, DoubleClick-served rich media into mobile is a big step forward. According to Amit Prakash, Director of Analytics at OMD, “Getting DoubleClick to serve rich media into AdMob mobile apps is a huge win for advertisers. This really helps bring down the complexity of working in mobile. DoubleClick platform can now be utilized to build, host, serve mobile ads that we’re already using for digital.”

In light of the compelling results of this first test, Google will be opening this beta to another handful of advertisers over the coming weeks.

Posted by Ben Chung, Product Marketing Manager, Mobile Ads

AdMob is excited to announce that rich media ads can now be served from DoubleClick into the AdMob network. This feature is currently in beta and will also enable advertisers to create and measure rich media ads from DoubleClick Rich Media. 

To date, AdMob advertisers have relied on AdMob systems to serve their mobile rich media ads. Today, the beta will pave the way for advertisers in mobile to build, serve, manage and report on rich media ad units using the DoubleClick tools that they, and their agencies, are already familiar with. Creative agencies will be able to use DoubleClick Studio, a creative platform for producing rich media ads, to output rich, HTML5 mobile creatives for placement on AdMob apps. Media agencies will be able to use DoubleClick’s ad server, DoubleClick for Advertisers (DFA), to serve and report on rich media ads in mobile.  

To date, advertisers on DoubleClick have enjoyed the ability to build an ad once and run it anywhere with online display and rich media ads. AdMob’s beta with DoubleClick gets us one step closer to making this possible for mobile display advertising too. 

Posted by Ben Chung, Product Marketing Manager