USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
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23.05.17
Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Online behaviour become more complicated
users are exposed to ads from large brand target the same user 200 38% different sources up to times per day
of data is lost when switching up to 20% between different systems 90% of users have several devices
Источник: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013 Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
How to use all the data for advertising?
How to find target audience online?
How to measure the efficiency of advertising channels?
Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Programmatic: new approach to advertising
Actionable data
Focus on your target audience
User-centric view Automated technology
Google Confidential & Proprietary THE PROGRAMMATIC LANDSCAPE
Google Confidential & Proprietary The Programmatic Landscape is Complex
Marketer Publisher (audience)
Google Confidential & Proprietary A Fragmented AdTech Ecosystem
Search Display Tag On-site Ad Serving Rich Media Management Buying Management Analytics DSP Ad Serving Rich Media Search Analytics
Google Confidential & Proprietary The Unified DoubleClick EcoSystem
Google Confidential & Proprietary DoubleClick has 5 Key Tools for Advertisers
Search Display Tag On-site Ad Serving Rich Media Management Buying Management Analytics Programmatic cross-screen buying for display and video
Core ad serving, reporting, attribution, and verification tool
Rich media and dynamic ad production tool
Cross-engine search management and bid optimisation
Measure and prove your marketing is driving revenue
Google Confidential & Proprietary DoubleClick FULL STACK
Google Confidential & Proprietary Why use the Full DoubleClick Stack?
Reduce data loss and increase Centralised marketing will make it Make full use of each individual accuracy between all of your online easier to achieve and measure your goals platform when connected as a stack marketing platforms
Google Confidential & Proprietary Full Reporting of Customer Journeys Centralisation
● Comprehensive reporting for analysis and optimisation
● One centralised solution for reporting on all your data - Across the whole customer journey ● See how display impressions and clicks drive site traffic (and engagement on site)
● Inclusion of impressions in the path to conversion
● GA Goals, GA Transactions and floodlight conversions all included
Google Confidential & Proprietary Minimising Data Loss through using one platform Data Fidelity
20% Loss Per Extra Tech Partner
Google Confidential & Proprietary Preserving Data Fidelity Data Fidelity
MULTIPLE COOKIE SPACES
SINGLE COOKIE SPACE
Google Confidential & Proprietary List sharing across DoubleClick Digital Marketing
Advanced Share Audience Lists seamlessly Features
15 Global DMP’s
1st Party Data
Lists
Google Confidential & Proprietary Advanced Search Remarketing Features Across display, video and mobile
Google Confidential & Proprietary Advanced Website Remarketing Features
Didn’t convert They meet the custom criteria set in Google Analytics User User visits Converts and are added to an audience list (eg. Abandoned website Cart, Saw 3+ pages, Saw page X but not Page Y)
Later visits a Impression evaluated User is shown the User clicks the ad publisher’s website in real time relevant creative and converts
Google Confidential & Proprietary Difference in data flow and connectedness
Advanced Data Driven Creative with DBM & DCM Features
Execution with Campaign Manager Execution with other Ad Servers
Creative Ad Ad Creative DSP Creative Serving Serving DSP
Studio Campaign Bid Manager Bid Manager Manager
Other Ad Server
Two way data flow between Campaign Manager and Bid Manager Inability to ingest audience or contextual signals from the DSP; this allows for audience & contextual signals to be passed back and limits the number of signals which can be passed back and used in forth and used to automatically change creative. delivering the creative.
Google Confidential & Proprietary Key Takeaways Summary of products saying key players in each area
Bid Manager Campaign Manager Creative Solutions Search “The whole is greater than the sum of its parts.”
Own your Huge and campaign data Storage of Unified insights varied reach creative assets and reporting Host and serve Rich audience all formats Data driven Strategic bid data segments dynamic creative optimisation Single user view across devices Sophisticated QA and creative Native stack technology debugging integration Attribute the online journey
Google Confidential & Proprietary Why use a full stack approach to Programmatic?
● Best in class technology at each stage of the programmatic ecosystem
● One cookie space, means no data loss and full path to conversion across all digital media
● Advanced cross media reporting enables precise optimisation & spend efficiencies
● One system, means more efficient media buying and time savings
● Advanced audience targeting through list sharing between platforms
● Precise audience driven creative for best media performance
Google Confidential & Proprietary The Goals
● Maximize number of visits and leads. ● Deliver personalized messaging to each prospect. ● Improve effectiveness of banners. The Approach
● Established dynamic ad creation strategies for acquisition and remarketing via DoubleClick Studio. ● Updated ad content daily to reflect current inventory. ● Ran A/B testing to compare performance and drive optimizations. The Results
● +35% increase in in site visit rate from acquisition campaigns. ● +65% improvement in site visit rate from remarketing campaigns. ● +47% growth in return on investment.
Google Confidential & Proprietary www.doubleclickbygoogle.com
Google Confidential & Proprietary THANK YOU
Google Confidential & Proprietary