The right ad to the right audience
The new generation of digital advertising
technologies are already here
Jerome Grateau
Head of Media Platforms,
Southern & Eastern Europe, Middle East and Africa
Google
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We are just at the beginning…
TV
Internet
Radio
Tech
Content
Users
2010
1990
1941
1927
1922
1895
1836
1450
Print
Advertising
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1959 Barbie Doll ad
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… and complexity will increase significantly
A growing audience
More websites
More
channels/forma
t
More data
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4
The goal is still the same
Find the right audience
Deliver the right ad
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Google vision for Display advertising
Simplify
Performance
Open
Integrated platform
for greater efficiency
Tools to improve
advertiser
performance
Provide open access
to the industry
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DFA an integrated Buy Side solution already
available
Ad Planner
New DFA / Re-targeting
Planning
DFA Analytics
Measurement
Integrated
Workflow
Buying
Creative
DoubleClick Studio
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Efficient campaign management and reliable
data to analyse with Third Party adserving
Planning
Less time wasted
Measure
Buying
• Manage the campaign workflow from start to finish
• Manage the trafficking to all sites in your media buy
Creative
• 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
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Measure post-impression and post-click
results from campaigns
Spotlight Tag
Track Conversions
on Your Ad Campaigns
Define what a conversion means to
you — a sale, download, filling out a
form, etc.
Floodlight Tag
One Tag to
Aggregate All Tags
Update your tags without the hassle
of changing your landing page code
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Improve the ROI of your campaign with sitedriven re-targeting
1
I click on an ad for Estee
Lauder Sensuous
2
Differentiate customers
from prospects
I get to the website but I don’t
buy anything
Deliver different ads based
on past browsing behavior
Increase the likelihood for
conversions and reduce
4 wasted media spend
3
My cookie ID is stored on a
re-targeting list within DFA
I am served an ad with an
incentive on the next
exposure
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Get a detailed and yet easy-to-understand view
of the results of your campaigns
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Create engagement with Rich Media format,
leveraging social dimension
Volvo - YouTube expandable Masthead with Facebook share & Live
Twitter feed – 24hr takeover
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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Data-driven new Creative approach
DoubleClick Ad Planner
DoubleClick for Advertisers
Planning
DFA Analytics
Measurement
Integrated
Workflow
Buying
Creative
DoubleClick Studio
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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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Big performance with remarketing
Challenge:
ROI was unprofitable and they
were overpaying for certain users
Solution:
Dynamic ads and data optimisation
improves relevance with remarketing
Visit Site
Before
After
Search for travel…
Simple site remarketing
One-size fits all image and message
Exit to generic landing page
CTR: 651% Increase
Cost Per Transaction: 79% Decrease
Transaction Volume: 230% Increase
Earnings: 133% Increase
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Online Video…more than an extension of TV
Google
Google Confidential
Confidential and
and Proprietary
Proprietary
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Data-driven audience buying
DoubleClick Ad Planner
DoubleClick for Advertisers
Planning
DFA Analytics
Measurement
Integrated
Workflow
Buying
Creative
DoubleClick Studio
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Ad Exchange: An open, real-time auction
Networks
Liquidity
Publisher
1
Access
Real-time bidding
Publisher
2
Sellers
Agency
Holding
Cos
Sellers
Buyers
Large unique reach
Targeting
multiple criteria
AdWords
•
•
•
•
Targeting
Restrictions
Creative
Max CPM bid
AdSense
• Min CPM
• Branding
• Restrictions
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You can also leverage Google Display
Network’s toolkit
Data
Targeting
Optimization
Google Interest categories or your own remarketing list
Google targeting suite: contextual, placement, etc
Google optimization (conversion optimizer, etc)
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