google confidential and proprietary the right ad to the right audience the new generation of digital...
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Google Confidential and Proprietary
The right ad to the right audienceThe new generation of digital advertising technologies are already here
Jerome GrateauHead of Media Platforms, Southern & Eastern Europe, Middle East and AfricaGoogle
Google Confidential and Proprietary
We are just at the beginning…14
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Radio
TV
Internet
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Tech Content Users Advertising
Google Confidential and Proprietary
1959 Barbie Doll ad
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… and complexity will increase significantly
More websites More channels/forma
t
More data
A growing audience
Google Confidential and Proprietary
The goal is still the same
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Find the right audience
Deliver the right ad
Google Confidential and Proprietary
Google vision for Display advertising
Simplify Performance Open
Integrated platform for greater efficiency
Tools to improve advertiser
performance
Provide open access to the industry
Google Confidential and Proprietary
Measure-ment
Measure-ment
CreativeCreative
PlanningPlanning
BuyingBuying
Integrated Workflow
Ad Planner
New DFA / Re-targeting
DoubleClick Studio
DFA Analytics
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DFA an integrated Buy Side solution already available
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Efficient campaign management and reliable data to analyse with Third Party adserving
Less time wasted• Manage the campaign workflow from start to finish
• Manage the trafficking to all sites in your media buy
• Access a central repository for creative assets
• One system to serve up your rich media and video ads
Numbers you can trust• Consistent counting methodology (IAB, MRC
compliant) for all third party ads served through DART
• Consistent reporting with DENT/DFP sites
• Standard reports across ad served display and search creatives
Planning
Measure Buying
Creative
Google Confidential and Proprietary
Track Conversions on Your Ad Campaigns
Define what a conversion means to you — a sale, download, filling out a form, etc.
One Tag toAggregate All Tags
Update your tags without the hassle of changing your landing page code
Floodlight TagSpotlight Tag
Measure post-impression and post-click results from campaigns
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Improve the ROI of your campaign with site-driven re-targeting
Differentiate customers from prospects
Deliver different ads based on past browsing behavior
Increase the likelihood for conversions and reduce
wasted media spend
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I click on an ad for Estee Lauder Sensuous
I get to the website but I don’t buy anything
My cookie ID is stored on a re-targeting list within DFA
I am served an ad with an incentive on the next exposure
Google Confidential and Proprietary
Get a detailed and yet easy-to-understand view of the results of your campaigns
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Google Confidential and Proprietary
Create engagement with Rich Media format, leveraging social dimension
38M impressions
8.66% interaction rate
17,000 hours of brand engagement in 24 hours
YouTube viewers who were exposed to the ad were • 16x more likely to view Volvo content on YouTube• 11x more likely to visit the Volvo website• 7x more likely to conduct a Volvo branded query on a search engine
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Volvo - YouTube expandable Masthead with Facebook share & Live Twitter feed – 24hr takeover
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Data-driven new Creative approach
Integrated Workflow
Measure-ment
Measure-ment
Creative Creative
PlanningPlanning
BuyingBuying
DoubleClick for Advertisers
DoubleClick Ad Planner
DFA Analytics
DoubleClick Studio
Google Confidential and Proprietary
Dynamic Ads of tomorrow - intelligent Ads from Teracent
• Ads dynamically assembled on the fly according to user profile, media or BT data
• Powered by real time performance optimization and insights engine delivering faster results & learning
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Google Confidential and Proprietary
Big performance with remarketing
Before After
Challenge:
ROI was unprofitable and they were overpaying for certain users
Solution:
Dynamic ads and data optimisation improves relevance with remarketing
Simple site remarketingOne-size fits all image and message
Exit to generic landing page
CTR: 651% IncreaseCost Per Transaction: 79% DecreaseTransaction Volume: 230% Increase
Earnings: 133% Increase
Visit Site
Search for travel…
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Online Video…more than an extension of TV
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Data-driven audience buying
Integrated Workflow
Measure-ment
Measure-ment
Creative Creative
PlanningPlanning
BuyingBuying
DoubleClick for Advertisers
DoubleClick Ad Planner
DFA Analytics
DoubleClick Studio
Google Confidential and Proprietary
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Ad Exchange: An open, real-time auction S
ellersB
uyer
s Sellers
Networks
Agency Holding
Cos
AdWords
Publisher1
Publisher2
AdSense
LiquidityLarge unique reach
Targetingmultiple criteria
AccessReal-time bidding
• Min CPM• Branding• Restrictions
• Targeting• Restrictions• Creative• Max CPM bid
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Data Google Interest categories or your own remarketing list
Targeting Google targeting suite: contextual, placement, etc
Optimization Google optimization (conversion optimizer, etc)
You can also leverage Google Display Network’s toolkit