Google and GroupM Next Launch SPARK Education Series

Today we’re kicking off a partnership with GroupM Next, the innovation unit of GroupM, called Spark, a series of custom, co-programmed events focused on delivering unique education and innovation experiences for brands – specifically, clients of GroupM media agencies. We created this initiative together to cultivate education and dialogue for verticals that are under-represented in the broader digital media space in terms of data, research and opportunity. This partnership is the first of its kind for both Google and GroupM, in that it’s a series dedicated to client-focused education and is designed to address topics that directly impact brand opportunity and performance.



The first event, Spark: CPG, is taking place this afternoon in New York with nine leading CPG companies in attendance. In addition to discussions led by Google and GroupM Next execs, Kantar, Buzzfeed and Amazon are joining us as we, collectively as marketers, share insights, research and digital opportunities brands in the consumer packaged goods category can take advantage of.



A quick rundown of discussions on the docket at Spark: CPG in the context of marketing for CPG brands includes:

• Making the web work for CPG brands – our take on how the consumer, and world around us, has changed


• The digital enhanced path, exploring the ever-changing connection between consumers and brands and opportunities that exist through understanding new consumer behaviors and the role of technology


• Marketing and messaging innovation across multiple screens


• The power of video and building brands with the power of sight, sound and motion


• Developing ‘content gifts’ in the social world and capturing opportunities by engaging your brand’s super sharers


• How mobile commerce can connect shoppers to the places and CPG products they love


• Fostering fluid innovation across marketing and process to enable agencies and brands to meet the pace of change in consumer dynamics and technology

In most cases, Spark will provide brands with insights and education they wouldn’t have access to elsewhere. Additionally, through ongoing collaboration between our companies, GroupM agencies and clients, we’ll identify areas of interest and need for brands across digital media, and foster opportunities as they emerge.

An Insights Recap

Tuesday I had the pleasure of delivering the opening keynote at DoubleClick Insights, a half-day event in which we brought together the industry’s top digital media executives for a series of honest conversations about where the space is headed and how we can move it forward together. In addition to several announcements I summarize below, the event was packed with viewpoints from ecosystem partners and luminaries. If you weren’t one of the thousands who tuned in for the livestream, you can watch it here on the DoubleClick YouTube channel.


Over the last few years, DoubleClick has focused its publisher efforts on helping you maximize revenues across multiple channels and formats. We introduced the next generation of DFP, expanded our capabilities across mobile and video, and acquired Admeld. Today we’re doubling down on publishers by building on this foundation to help you make smarter decisions, capture new spends, and work seamlessly with partners across the ecosystem.

Make Smarter Decisions
We launched the beta of Ad Exchange Market View, an interface that lets you see an aggregated landscape of pricing and uniques across the entire exchange, including which ad formats and regions are likely to get the best returns. It’s data that’s highly actionable, and no other exchange operates with this type of transparency. In addition, we also introduced the integration of 3rd party audience segments into the new version of DFP. For years, buyers have used aggregate audience data to target particular demographics and segments, and we think publishers deserve the same perspectives for their sales process. The early response to this capability has been enthusiastic and we look forward to expanding it further.

Capture New Spend
With its high-touch private exchange, Admeld took pioneering steps toward helping publishers find value in the elusive “middle tier” between direct and indirect sales. We’re continuing to iterate on this model with the launch of AdX Preferred Deals, a tool for publishers to privately negotiate and sell non-guaranteed inventory to individual buyers. Preferred Deals (formerly called Direct Deals), are best suited for publishers who haven’t yet fully embraced the exchange model, and in the coming weeks we’ll share more information with our clients about how they can take part in this closed beta.

Work Easily with Partners
As the ubiquitous Lumascape attests, our ecosystem is complex and in order for digital advertising to be medium that provides a great experience for consumers, marketers and publishers alike, we all need to work together. DoubleClick believes in the power of openness, and we’re privileged to work with over 200 partners. This includes 100+ for core DFP, 40+ for mobile, 40+ for video, and a dozen each for data and rich media. Together, in partnership with the ecosystem, we’re ready to help you explore the next growth areas, and drive the revenue that funds a new generation of great content.

A Word About Digital Marketing Manager
Lastly, I wanted to mention an big announcement we made on the buy side -- the introduction of DoubleClick Digital Marketing Manager (DDM), a integrated buy-side platform that will ultimately unify audience buying and reporting across all digital channels and formats -- search, display, social, desktop, mobile and video. DDM will help buyers spend more and spend smarter. As a publisher, that means means more revenue for you and better ad experiences for your audience. You can read more about DDM at the DoubleClick Advertiser Blog.

My main takeaway from Insights, is that we’re entering an exciting new phase in this industry--one in which everything is being re-imagined, from the ads themselves to the ways they’re created, delivered, transacted and measured. DoubleClick’s goal isn’t just to help you thrive in this change, but help you drive it in ways that meet your evolving business needs. In short, our success is based on yours.

Posted by Neal Mohan, Vice President of Display Advertising

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A digital marketing platform to win the moments that matter

Today, at the DoubleClick Insights conference, we’re unveiling DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. The improvements we’re announcing today represent the biggest ever overhaul of our DoubleClick ad platform and are the result of a great deal of hard work over the last few years. This fully integrated, unified platform and its components will be rolling out to partners over the coming months.



You can click here to watch a livestream of the event:






A platform for today

Today’s consumers work, play and share, moving seamlessly between formats and devices. However, for agencies and advertisers, the process of connecting with consumers is anything but seamless. It’s hard to reach the right audience at the right moment with the right message when every channel requires its own system and you’re patching together, and switching, between ad platforms that aren’t in sync. In fact, in a recent survey of 300 clients, marketers and agencies, they told us their team members are spending almost two days a week working across various digital platforms, often on manual workflow tasks. They estimate an integrated digital platform could liberate a third of that time. That’s an extra month every year that each team member can invest in other campaigns and new business.



Based on what we’ve heard from our customers, we challenged ourselves to re-invent ad buying with a unified platform:

• Can we build an ad management platform that’s comprehensive, so that clients can manage all channels in one place, across all formats and devices?


• Can we build a seamless platform, so that clients can easily optimize, tailor, measure and compare all elements of their campaigns, using a common language and interface?


• Can we ensure that it’s customizable, so that marketers can easily plug in their own technology, data and third-party suppliers?


• Can we make ad buying faster, to dramatically speed up data analysis and slash manual campaign management activities?

A platform that works better together

DoubleClick Digital Marketing is our answer. The new platform comprises the following components, which will be fully integrated and work together to enable seamless ad campaign management for agencies and advertisers:

• DoubleClick Digital Marketing Manager, our upgraded DoubleClick ad server, used by thousands of marketers and agencies worldwide to manage directly bought ad space.


• DoubleClick Bid Manager, our new demand-side platform, rebuilt on our DoubleClick technology, making it faster and more flexible. Many Invite Media customers are currently in the process of being upgraded to the new DSP. Last year, spending on Invite Media grew by about 50%, and we believe these new investments will create even more momentum for the exchange ecosystem.


• DoubleClick Search, our cross-engine search management platform that was completely rebuilt last year and is natively integrated into the DoubleClick platform. DoubleClick Search is used by 6 of the largest 10 agencies, and is creating efficiency gains of up to 65%.


• DoubleClick Studio, our rich media creative solution, now with Teracent’s dynamic creative technology built in, which powers engaging and intelligent ad units. In 2011, rich media ads accounted for 10% of all display ads, doubling in volume over 12 months.


• Finally, Google Analytics, which will enable attribution modelling, conversion reports and site traffic reporting to be incorporated seamlessly into ad campaigns.

We’ve invested significantly in this area, because we believe that such a system would dramatically improve digital marketing—growing the pie for publishers, funding great online content for users, and helping marketers grow their businesses.



What are we making possible?

With the DoubleClick Digital Marketing platform, we’re enabling:

• Smarter creative that works with your media buy and that dynamically responds in real-time, with the audience in mind.


• More responsive campaigns that can “learn” the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimization signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel—from awareness to conversion).


• Creating greater value for your business and campaigns, enabling a better understanding across channels and formats (e.g., how does rich media perform versus video?); and facilitating real-time, smarter optimization decisions to reduce cost and increase campaign performance (for example, should you reduce bids on your search keywords and exchange buying while increasing your bids to run more video ads?).

A big step forward

We’re often asked about the future of digital advertising. We’re passionate about this industry. It’s the fuel that powers the digital world and a powerful engine of growth and employment. Over the last decade, a remarkably successful industry has been built via humble web banners, repurposed pre-roll video ads, desktop computers and a patchwork of ad buying tools. However, for marketers, the combination of re-imagined creative tools, reinvented measurement solutions and re-vamped ad buying platforms can propel digital advertising into a $200 billion industry that funds and supports great content.



In the coming days on this blog, and on the DoubleClick Publishers blog, we’ll provide more details of the new buying platform and discuss other announcements from our DoubleClick Insights event, including new solutions for our DFP and Ad Exchange partners.



Posted by Neal Mohan, Vice President, Display Advertising

A digital marketing platform to win the moments that matter

Editor's note (Tuesday, June 5, 2012, 6:15pm PST): We have updated the YouTube link to show a recorded version of the DoubleClick Insight livestream event.

Today, at the DoubleClick Insights conference, we’re unveiling DoubleClick Digital Marketing: the first modern ad platform built for the modern digital world. The improvements we’re announcing today represent the biggest ever overhaul of our DoubleClick ad platform and are the result of a great deal of hard work over the last few years. This fully integrated, unified platform and its components will be rolling out to partners over the coming months.

You can click here to watch a recording of the livestream of the event:

A platform for today

Today’s consumers work, play and share, moving seamlessly between formats and devices. However, for agencies and advertisers, the process of connecting with consumers is anything but seamless. It’s hard to reach the right audience at the right moment with the right message when every channel requires its own system and you’re patching together, and switching, between ad platforms that aren’t in sync. In fact, in a recent survey of 300 clients, marketers and agencies, they told us their team members are spending almost two days a week working across various digital platforms, often on manual workflow tasks. They estimate an integrated digital platform could liberate a third of that time. That’s an extra month every year that each team member can invest in other campaigns and new business.

Based on what we’ve heard from our customers, we challenged ourselves to re-invent ad buying with a unified platform:

• Can we build an ad management platform that’s comprehensive, so that clients can manage all channels in one place, across all formats and devices?
  
  
• Can we build a seamless platform, so that clients can easily optimize, tailor, measure and compare all elements of their campaigns, using a common language and interface?
  
  
• Can we ensure that it’s customizable, so that marketers can easily plug in their own technology, data and third-party suppliers?
  
  
• Can we make ad buying faster, to dramatically speed up data analysis and slash manual campaign management activities?

A platform that works better together DoubleClick Digital Marketing is our answer. The new platform comprises the following components, which will be fully integrated and work together to enable seamless ad campaign management for agencies and advertisers:

• DoubleClick Digital Marketing Manager, our upgraded DoubleClick ad server, used by thousands of marketers and agencies worldwide to manage directly bought ad space.
  
  
• DoubleClick Bid Manager, our new demand-side platform, rebuilt on our DoubleClick technology, making it faster and more flexible. Many Invite Media customers are currently in the process of being upgraded to the new DSP. Last year, spending on Invite Media grew by about 50%, and we believe these new investments will create even more momentum for the exchange ecosystem.
  
  
• DoubleClick Search, our cross-engine search management platform that was completely rebuilt last year and is natively integrated into the DoubleClick platform. DoubleClick Search is used by 6 of the largest 10 agencies, and is creating efficiency gains of up to 65%.
  
  
• DoubleClick Studio, our rich media creative solution, now with Teracent’s dynamic creative technology built in, which powers engaging and intelligent ad units. In 2011, rich media ads accounted for 10% of all display ads, doubling in volume over 12 months.
  
  
• Finally, Google Analytics, which will enable attribution modelling, conversion reports and site traffic reporting to be incorporated seamlessly into ad campaigns.

We’ve invested significantly in this area, because we believe that such a system would dramatically improve digital marketing—growing the pie for publishers, funding great online content for users, and helping marketers grow their businesses.

What are we making possible? With the DoubleClick Digital Marketing platform, we’re enabling:

• Smarter creative that works with your media buy and that dynamically responds in real-time, with the audience in mind.
  
  
• More responsive campaigns that can “learn” the channels where consumers interact and quickly respond with the most appropriate creative, message and offer across all screens (for example, using a single set of frequency capping, remarketing and creative optimization signals across the entire campaign, helping to deliver the right ad as users move through the marketing funnel—from awareness to conversion).
  
  
• Creating greater value for your business and campaigns, enabling a better understanding across channels and formats (e.g., how does rich media perform versus video?); and facilitating real-time, smarter optimization decisions to reduce cost and increase campaign performance (for example, should you reduce bids on your search keywords and exchange buying while increasing your bids to run more video ads?).

A big step forward We’re often asked about the future of digital advertising. We’re passionate about this industry. It’s the fuel that powers the digital world and a powerful engine of growth and employment. Over the last decade, a remarkably successful industry has been built via humble web banners, repurposed pre-roll video ads, desktop computers and a patchwork of ad buying tools. However, for marketers, the combination of re-imagined creative tools, reinvented measurement solutions and re-vamped ad buying platforms can propel digital advertising into a $200 billion industry that funds and supports great content.

In the coming days on this blog, and on the DoubleClick Publishers blog we’ll provide more details of the new buying platform and discuss other announcements from our DoubleClick Insights event, including new solutions for our DFP and Ad Exchange partners.

Posted by Neal Mohan, Vice President, Display Advertising

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