Friday, November 16, 2012

Optimizations using Attribution Modeling in DFA

In September we launched Multi-Channel Funnels with Attribution modeling for DFA, a powerful tool built into DFA which allows to create and apply custom attribution models within the UI and in real-time. Since then, we’ve received feedback from advertisers who are better able to understand how their marketing efforts are working together to drive conversions. We put together this short video to highlight how you can use attribution modeling to optimize your campaigns today.

So start optimizing your campaigns today - attribution is already available for all the data in your DFA campaigns.

Attribution modeling is just one area where clients will benefit from a single view of the customer via the unified platform, DoubleClick Digital Marketing. To learn more about what you can do with attribution in DFA, reference these articles in the DFA Help Center (sign-in required).

Posted by Bill Kee, Product Manager

Tuesday, November 13, 2012

Join us for ClickZ Academy’s bid optimization webinar, Choosing the Right Bid Optimization Platform to Drive Paid Search Results

Cross-posted from the DoubleClick Search blog

Search marketing today is changing faster than ever before, and as a result, marketers are increasingly turning to powerful bid optimization platforms to help them scale their keyword bidding and take advantage of new opportunities. However, with so many tools in the market -- including our own DoubleClick Search Performance Bidding Suite -- search marketers need to carefully evaluate different platforms before investing in one.

We invite you to join us and paid search luminary Kevin Lee, Executive Chairman at Didit, for a ClickZ Academy webinar, Choosing the Right Bid Optimization Platform to Drive Paid Search Results.

In this webinar, you’ll learn:

  • How automated bid optimization can help search marketers meet their unique business goals
  • Why smart, fast, and flexible platforms are a must in an increasingly-complex search landscape
  • How to navigate the balance between automation and control to achieve the best results

Register today to attend the webinar. Live Q&A will follow.  

Date: November 19, 2012
Time: 1:00pm ET / 10:00am PT

To follow our bid optimization blog post series on the 7 factors to consider when choosing a bid optimization platform, subscribe to the DoubleClick Search blog.

Monday, November 12, 2012

Introducing our guide for the holidays: Scale your holidays with DoubleClick Search

Online holiday shopping is turning into a yearly endeavor for consumers -- and a yearly challenge for marketers. If you're a search marketer, how do you succeed in search during one of the busiest times of the year, to reach the right people with the right message, when it matters?

With the holidays quickly approaching, we want to be right there with you to ensure that yours are stress-free and merry. For seasonal trends, tips, and tricks on how to
win this holiday season with DoubleClick Search solutions that’ll let your search go faster, smarter, and better, visit the DoubleClick Search blog to access our Guide to the Holidays, and sign up for our holiday best practices training on November 14th.

Posted by the DoubleClick Search Team

1 Week, 5 Hangouts, Showcasing 5 Standout Campaigns

Re-posted from the Google Agency Blog

Looking for fresh inspiration to start off the holiday season? We’ve invited a few of the creatives and developers who have campaigns featured on the Creative Sandbox gallery to join a series of Google+ Hangouts on Air, in conversation with Google product experts. They’ll talk about what they did, how they did it and explain their hangups and breakthroughs. 

To RSVP for the series, visit the Google+ Event.

We love seeing the work our agency partners come up with using digital tools, bringing brands and ideas to life. We hope that the Creative Sandbox Hangouts will fuel your creativity. Sometimes all it takes is an example to inspire the next big idea.

Here’s the detailed schedule:

Monday: Mobile | 2:30pm EST | featuring Beattie McGuinness Bungay | Watch at

Tuesday: YouTube API | 2:30pm EST | featuring Saatchi & Saatchi LA, Stoop LA, and Ogilvy Paris | Watch at

Wednesday: DoubleClick Rich Media
 | 2:30pm EST | featuring Grow and Spinnaker | Watch at

Thursday: Google+ API | 2:30pm EST | featuring Resn, Goodby Silverstein & Partners and Hook | Watch at

Friday: Geo API | 2:30pm EST | featuring McCann New York, Goodby Silverstein & Partners and Famous Interactive | Watch at

Posted by Hope Friedland, Associate Product Marketing Manager

Thursday, November 8, 2012

Google Tag Manager: Webinar, GoPro case study, and product updates

Just over a month ago, we launched Google Tag Manager, a free tool that makes it easy for marketers to add and update website tagsincluding conversion tracking, site analytics, remarketing and morewith just a few clicks. Since then, we’ve released the product in 35 languages, we’ve added new tagging capabilities for Google Analytics, and we’ve been hard at work building more enhancements.

To help you get the most out of Google Tag Manager, we’ve scheduled a webinar next week with Product Manager Laura Holmes to walk through the tool and go over implementation basics:

Webinar: Getting Started with Google Tag Manager
Date: Tuesday, November 13, 2012
Time: 10am PST / 1pm EST / 6pm GMT

We’ve also been hearing great feedback from our users, including GoPro, the world’s leader in wearable and gear-mountable cameras and digital devices. With the growing popularity of GoPro products and accompanying complexity of their digital marketing activities, GoPro found itself with dozens of tags measuring countless engagement activities across its web properties. It was critical to find a way to implement and maintain marketing tags that would scale with the marketing organization. Analytics Pros, a Google Analytics Certified Partner and Google Tag Manager specialist, led a comprehensive migration to Google Tag Manager -- and GoPro stakeholders were delighted with the results:

“Google Tag Manager centralizes our tags into a single location that gives our marketing and analytics teams the flexibility to make tagging updates within minutes without burdening IT.”
- Lee Topar, Director of Online Marketing, GoPro
Download the full case study.

We hope you’ll join us at the webinar next Tuesday the 13th. If you’re not able to attend, we’ll be posting a recording of the webinar about a week afterwards here on the blog and on YouTube, and you can also read more about Google Tag Manager on the website or the help center.

Tuesday, November 6, 2012

How HTML5 is changing the game for creative innovation and mobile ad development: A Q&A with Product Manager Wook Chung

We’ve heard a lot of talk about HTML5 and it’s potential to alter the way ads are developed and trafficked online, but we wanted more details. So we chatted with Wook Chung, Product Manager for DoubleClick Mobile, to hear his thoughts on the changing landscape.  

Q: So what’s the big deal with HTML5? (Why should people care about it?)
A: We’re living in a multi-device era where people use a variety of devices to meet their daily needs. Advertisers want to reach their audience on all surface areas and HTML5/Javascript is the only known language that runs across all modern day devices. With HTML5, a given ad creative can potentially run everywhere.

Furthermore, HTML5 gives advertisers access to native device features such as touch, gyroscope, GPS, and even 3D graphics acceleration. Creatives now have access to many more primary constructs which translates to infinitely more possibilities in what content can be. With HTML5, we have an opportunity to revolutionize digital advertising. Finally, the HTML5 spec is still yet to be finalized, which means it can remain agile in adapting to hardware innovations.  

Q: How does HTML5 specifically improve the possibilities for mobile ad development?
A: HTML5 is the only known language that runs across all major mobile operating systems and browsers. Without it, mobile advertising would be relegated to custom native code rendering governed by ad SDK providers. It would not be scalable and designers would be severely limited in flexing their creative muscles. With HTML5, we can now unleash all sorts of possibilities. Currently, the majority of the mobile ads seen out in the internet are static images. We can change this with HTML5.

Q: How is Google and Doubleclick thinking about HTML5?
A: Google has been a strong supporter of the HTML5 standards alongside other companies and organizations. Through our contribution to the WebKit open-source project and our Chrome browser, we continue to push the boundaries in showcasing what is possible with HTML5. You can check out the latest HTML5 innovations and experiences in our Chrome Experiments projects or Another great example is Google Maps on browsers that use WebGL for 3D renderings.  

Just as Google places a high priority on HTML5, we also envision a healthy ad ecosystem based on HTML5 ads. We see a world where a single creative can potentially run on any device, any screen size, and naturally respond to user interactions and device movements. To realize this vision, Google is working with industry partners to establish HTML5 ad standards, educating creative agencies on HTML5, and building products and services that can support these ads, from our DoubleClick platform to our ad networks and SDKs.

If you work on a creative team at an agency, we would love to hear from you to understand how you're currently creating HTML5 ads and how you'd like to be creating them in the future.

Please complete this short survey to let us know how we can better meet your needs. You can enter to win one of two Nexus 7 tablets if you complete the form!*
*Only participants located in the United States, who submit their email addresses, are eligible to win prizes. Winners will be selected on November 30th, 2012 and notified within 2 weeks.

Update 11/16/12: We've decided to push the deadline of the survey back until Dec. 7th, 2012. Winners will be selected on Dec. 7th and will be notified within 2 weeks.
Posted by Becky Chappell, Product Marketing Manager, DoubleClick Rich Media