Tuesday, April 22, 2014

The Layouts Series 2.0 - Mobile, made accessible: Bask Digital creates HTML5 ads in minutes instead of hours

Tuesday, April 22, 2014 |

Yesterday we explained how you can use Studio Layouts to open up more time in your project schedule for the brainstorming and creative ideation for your campaigns. Today, we’ll specifically take a look at a customer who used Studio Layouts to gain access to HTML5 creative. 

Bask Digital discovers HTML5 Layouts
HTML5 ads can be tricky to build, but HTML5 Studio Layouts let you take the same assets from your flash ads, plug them into the HTML5 Layout, and create HTML5 ads in minutes. For Bask Digital, a California-based web and social media shop for political campaigns, this ease-of-use enabled them to incorporate HTML5 ads into their campaigns for the first time at a large scale.

Previously, managing partner Jonas Kleiner used to spend hours creating HTML5 ads from scratch, compressing videos and tinkering with the code. The whole process was very complex and the steep learning curve meant that training his design team to code HTML5 ads was not a realistic option.

Once Kleiner learned about Studio Layouts, he found that he and his team were able to build HTML5 ads in 15-30 minutes, compared to the hours it used to take them to hand code everything. 

“We just have to create a background image, embed a YouTube video, and it’s done. And then we have all the tracking and tabbing available, just like with other Doubleclick Rich Media ads,” says Kleiner. “HTML5 Layouts brings the campaign down to the core of design. Rather than using effects, you need to create a really good image, and then use the power of good graphic design to drive eyeballs.” 

Using Studio Layouts, Kleiner and his team at BASK have been able to incorporate HTML5 into their campaigns, where it otherwise would not have been feasible. 

What HTML5 Studio Layouts are available?
There are currently nine different HTML5 formats available in Studio Layouts, including 3D image gallery, scroll box, slideshow, swipe gallery, video and image gallery, GDN Lightbox Featured Video, YouTube video wall and a featured video format. You can view demos of all of these formats here

In the near future, we’ll be launching our first in-app Layouts (HTML5 ad units that can work within mobile and tablet applications) as well as additional HTML5 formats for mobile web. 

To get started with Layouts, simply click on the Layouts tab in the top-level navigation bar in your DoubleClick Studio account. Learn more>>

Posted by Becky Chappell, DoubleClick Product Marketing

Monday, April 21, 2014

The Layouts Series 2.0 - Making time for innovation: How to spend more time brainstorming your creative idea

Monday, April 21, 2014 |

We began “The Layout Series” in Aug. 2013 with the initial launch of DoubleClick Studio Layouts. This week, we’ll continue the theme with “The Layouts Series 2.0,” providing updates about the product and why it matters to you.

We have never talked to a creative who doesn’t want more time to brainstorm and innovate. The quick turnarounds for digital campaigns mean that you already have limited time to get your big ideas on paper. But your brainstorming time is also eaten up by the time it takes to build all the supplemental ad units needed to flesh out a campaign.

Today, your project timeline might look something like this:

When half of the project timeline has to be devoted to building out all the ads to match the media buy, your brainstorming and design time gets cornered into shorter periods at the beginning of the project.

We built DoubleClick Studio Layouts with this reality in mind. Studio Layouts help creative agencies and production shops condense the time it takes to build out that long-tail of standard units for a campaign, so that you have more time to come up with a great idea at the outset of the project. 

With Studio Layouts, your project timelines can now look more like this:

If you can build the long-tail of your ad units in half the time, you can make space at the beginning of the project for more brainstorming and design time, giving you the chance to come up with really innovative ideas. 

Once you’ve built your “big, bad” creative units and sold your idea into your client, take the creative assets from those primary units, upload them to the Studio Layouts filler tool, preview and publish. Instead of spending an hour or two hand-coding each additional ad unit, select from one of 21 different formats (26 different sizes) and build each ad in 5-10 minutes. 

Example media spec sheet:

Studio Layouts can save you 75% of your production time, because it’s easy to build out all the additional units you need to complete your campaign. Plus, because all the trafficking and reporting tags are baked in to each Layout, there are fewer areas where things can break, so your ads should go through QA much faster.

Use Studio Layouts to give yourself the space to innovate for your digital campaigns, by becoming more efficient with your ad production on the backend of your project. 

You can get started using Studio Layouts today - check out the Layouts tab in the top navigation bar of your DoubleClick Studio account. Learn more >> 

Posted by Becky Chappell, DoubleClick Product Marketing

Wednesday, April 9, 2014

A new look and feel across DoubleClick Digital Marketing

Wednesday, April 9, 2014 |
Over the past several years, we’ve been working on a gradual redesign of many Google products like Search, Maps, Gmail, and AdWords -- with the goal of offering a simple, streamlined user experience that helps you get tasks done quickly and efficiently.

Today, we’re rolling out this new look and feel across all our DoubleClick products -- another example of how we’re continuing to unify our solutions across the platform. With this update, you’ll find that all products part of DoubleClick Digital Marketing now offer more screen real estate to our tools and reports, to help you focus on your tasks at hand. This means that you’ll experience the same, easy workflows across our products -- whether you’re managing search, display, rich media, and beyond. Note that this change only affects the style of the page, and does not change any functionality of our products today.

kennedy screenshot.png

We hope that the new design will help you better navigate through your account and focus more on your data so you continue to succeed with our tools. To stay up-to-date on new DoubleClick developments, follow us on our Google+ page.

Tuesday, April 8, 2014

Be a programmatic expert: learn Bid Manager with role-based training and webinars

Tuesday, April 8, 2014 |
Programmatic buying in DoubleClick Bid Manager keeps getting easier. We offer training for all levels, from new user training to advanced webinars. To help you learn faster and more efficiently, we’ve launched the new Bid Manager checklists along with two new optimization webinars.

Bid Manager checklists

Learn the basics of Bid Manager or master more advanced campaign management topics using the new Bid Manager checklists. These self-paced learning paths help you learn and master the product based on your role:
  • Basics for new users: Learn the basics of a demand-side platform and apply these concepts to an advertiser's media plan in Bid Manager. This checklist includes Bid Manager Fundamentals eLearning and certification. You'll also learn how Bid Manager integrates with DoubleClick Campaign Manager & DFA6. 
  • Implementation guide for administrators: Learn to set up and structure a new account, set up new users, and create new advertisers. 
  • Implementation guides for campaign managers: Walk through step-by-step guidelines, tips, and best practices for setting up new campaigns. We offer checklists for campaign managers based on whether or not they use DoubleClick Campaign Manager & DFA6.
Regardless of your level of experience with real time bidding and DoubleClick Bid Manager, we have a learning track that’s right for you!

Join a webinar this spring
Continue your learning by joining a live training webinar this spring. See the schedule below and register through the Training page in the Bid Manager Help Center (sign-in required).

Bid Manager Overview for new users – 4/17
Get an overview of Bid Manager – including the basic benefits and features of demand-side platforms and how ad exchanges work. Learn the steps to setting up a new campaign in Bid Manager. We'll also cover Core Bid Manager functionality and how it works with DoubleClick Campaign Manager & DFA6, as well as how to analyze performance and optimize campaigns. Register

We also offer eLearning and Certification, available in Spanish, Portuguese-Brazilian, and more.

Optimization webinar series
Learn key features in DoubleClick Bid Manager so you can more effectively manage your programmatic campaigns.
Bids and budgets – 5/15
Learn tips on setting up bids, budgets, and frequency caps, and evaluating the performance to make optimizations. Register 
Audience buying – 5/28
Learn to use the audience targeting feature for both third-party and first-party audience targeting. We'll look at tools like the Audience Composition report, and provide best practices for your remarketing line items. Register 
These webinars are intended for Bid Manager users who have completed Fundamentals training. If you’re a Bid Manager customer but are not yet using the tool, complete the Fundamentals eLearning.
Advanced webinars
Launch your campaign – 4/23
Now that you know the basics, it's time to set your bid strategies. In this webinar, you’ll walk through turning a media plan into a live campaign in Bid Manager. We'll also cover different strategies for gaining reach and increasing ROI, as well as setting up remarketing recency. Register

Creative Approvals – 6/3
Learn more about the creative approval process and find out what you need to do if creatives aren't approved. Register

These webinars are intended for Bid Manager users who have completed Fundamentals training. If you’re a Bid Manager customer but are not yet using the tool, complete the Fundamentals eLearning.

Watch a pre-recorded webinar
We also offer recorded webinars in our Help Center, covering an Overview for new users, topics like keyword contextual targeting, creative approvals, upgrades, and more. While you’re there, be sure to read about our latest product releases.

Some sessions mention prerequisites where we recommend background knowledge. Please note these to make sure you get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any of the live sessions.

Keep in mind, the Bid Manager Help Center is only available to current Bid Manager users, so you'll need to sign in with the Google account you use for Bid Manager.

Be sure to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates.

Posted by Molly Larrison, DoubleClick Bid Manager Product Trainer

Thursday, April 3, 2014

DoubleClick Studio Certification Program Updates

Thursday, April 3, 2014 |

At the beginning of March, we announced a month-long campaign to revamp our DoubleClick Studio Certification program. Over the course of the month, we have released new resources to better communicate the benefits of being a Studio Certified user, and new badges to help you develop a diverse set of skills.

Our new certification resources - by the numbers:
  • 1 new landing page on the Rich Media Gallery 
  • 2 new one-sheeters for creative and media agencies*
  • 5 new case studies featuring studio certified creative agencies*
  • 12 tips and tricks, available via our Certification Poster 
    • EX: Did you know certified users now have access to Live DoubleClick Chat Support?

The new certification badges include:
  • Engagement Ads badge: This badge lets you prove your expertise building Google Display Network Engagement Ad formats.
  • Updated QA badge: The updated badge includes comprehensive testing for Flash, HTML5, and dynamic creatives. 
    • Note: If you took the QA Certification exam before March 13th, 2014, you'll need to get re-certified with the new QA badge by July 1st, 2014.
Media agencies -- if you're looking for a creative agency that knows the in's and out's of the DoubleClick product, you can find them on our Certified Partner list

Creative Agencies -- even if you're already certified in our core badges, you can continue to develop your skills in more complex areas, such as dynamic creative, the YouTube Masthead and VPAID. So keep building your expertise and get certified today.

Posted by Becky Chappell, DoubleClick Product Marketing 

*available in the resources section of the new Certification landing page

Tuesday, April 1, 2014

An important step by the Media Rating Council towards a viewable impression currency

Tuesday, April 1, 2014 |
Yesterday, the Media Rating Council (MRC) announced that it is lifting its advisory on transacting on viewability for display advertising, originally issued in November 2012. In taking this step, the MRC is signaling that great strides have been made toward the goal of transacting display advertising using viewable impressions, and the industry is ready to begin the process of adopting viewable impressions as a standard metric. We applaud this move and are thrilled to see the industry move closer to the reality of a true viewability currency.

Google has been a longtime supporter of this effort and we’ve partnered with the industry, the Media Rating Council and the IAB, as part of the Making Measurement Make Sense (3MS) initiative, to help guide the definition and adoption of a viewable impression standard. Last April our viewability measurement solution Active View received accreditation by the Media Rating Council and, in the coming months, we’ll be making Active View reporting available to all DoubleClick customers across our platform. We believe that giving marketers, agencies and publishers access to a common, integrated viewable impression metric will set the foundation for viewable impressions to become an actionable currency.

But measurement alone will not make viewable impressions a currency. To become a currency we need technology that allows advertisers and publishers to not only measure, but also transact on viewable impressions. In December, we took our first step toward making viewable impressions a true currency by giving advertisers the ability to target and buy only viewable impressions on the Google Display Network. We’ve seen a strong positive response as thousands of advertisers and brands have adopted viewable impression buying on our network, but we’re not stopping there. We’re investing heavily in Active View and working quickly to enable our DoubleClick platform clients to value, buy, sell, serve and optimize to viewable impressions across the web. 

The MRC announcement represents an important milestone in the journey towards a viewable currency. As marketers and agencies adopt the viewable standard we can start to build a new display market that is more transparent and actionable for brand marketers.

Posted by Sanaz Ahari, Senior Product Manager

Wednesday, March 26, 2014

Join a DoubleClick Campaign Manager webinar this Spring

Wednesday, March 26, 2014 |
Spring is in bloom in most places, trees and flowers are growing (or at least the snow is melting), and more agencies and marketers are upgrading! It’s the perfect season to learn and master DoubleClick Campaign Manager based on your role and how you use the product. We offer multiple learning options, from the basics to more advanced topics like In-Stream Video, Attribution, and more – so come check us out!

Register for the eLearning and see upcoming webinars via the Training page in the DCM or DFA Help Centers (sign-in required).

Start with DCM Academy and Fundamentals eLearning

Are you an ad trafficker, analyst, or media planner just getting started? Try DCM Academy for easy-to-use learning paths that guide you through core Help Center articles and online training material, including the recently-launched DCM Fundamentals eLearning and Certification

Pass the exam and get a printable certificate of completion demonstrating your knowledge of DoubleClick Campaign Manager.

Join a DoubleClick Campaign Manager webinar
Whether you’re starting to upgrade to DCM or you’ve already made the move, attend these webinars to better understand and use the product.

DCM Fundamentals – 4/29 and 6/10
Similar to the eLearning, this 2.5 hour webinar will teach you everything from how third-party ad serving works to the steps needed to set up Floodlight tags and traffic your first campaign. This session also touches on Remarketing. Attend this webinar if you need an introduction to the fundamentals and want to learn best practices.
DFA6 to DCM for Existing Users – 4/2, 4/16, 4/30, 5/14, 5/28, 6/11, 6/25
Learn what's changed in DoubleClick Campaign Manager. Get a demo of the key differences compared to DFA6. Attend this webinar if you’ve been using DFA6 and want to know about functionality and workflow differences between DFA and DoubleClick Campaign Manager before you upgrade.  
Campaign Trafficking Demo – 4/9, 5/7, and 6/4
Join our product trainer for a live walk through of how to create a campaign and assign campaign elements.

Prerequisites: This session is a companion to the DCM Fundamentals eLearning, and assumes that attendees have taken the DCM eLearning and Certification or attended the DCM Fundamentals webinar. Before attending, you should already know how DoubleClick Campaign Manager defines a campaign, placement, ad, and creative.

Advanced webinars
In these webinars, we’ll discuss featured topics to help you more effectively manage your campaigns. Before attending, make sure you’re familiar with basic reporting and DFA6/DoubleClick Campaign Manager concepts.
Understanding In-Stream Video – 4/17
In this session, you'll learn the basics of trafficking In-Stream Video creatives in DCM.

Reporting: Report Builder – 4/3, 5/1, and 6/5
Learn how to run reports in Report Builder, and slice and dice data in the Summary tab (dashboard view). Get a demo of Reporting along with how to pull common reports, including Standard/Performance, Reach, and Floodlight.

Reporting: Attribution – 5/15
In this session, you’ll learn about the attribution options available in Reporting, and uses for Multi-channel funnels, Attribution, and Modeling. This session is also helpful if you’re upgrading from DFA to DCM and want to expand your knowledge of what the Reporting tool offers.
Prerequisites: Users should have familiarity with ad trafficking in DFA6 or DoubleClick Campaign Manager before attending these sessions. If you’re not familiar with DoubleClick Campaign Manager or DFA6, attend the Fundamentals webinar session first.

DFA webinars
Still using DFA6? That’s okay, we still offer plenty of training! Get trained online with DFA Fundamentals eLearning and Certification (eLearnings available in Spanish, Japanese, Portuguese, Swedish, Italian, and more). We also offer webinars for DFA6 Fundamentals and MediaVisor.

DFA Fundamentals – 4/23 and 6/4
DFA Fundamentals is the first step if you’re new to third-party ad serving and DFA6. This webinar mainly focuses on the basics of ad trafficking, but also touches briefly on Floodlight tags and DFA Reporting.

MediaVisor Fundamentals – 4/22 and 6/17
Learn the most common uses of MediaVisor, including how to plan and create campaigns, advertisers, and site placements. You’ll also learn how to send RFPs and IOs, as well as how to traffic placements from MediaVisor to DFA.
Some sessions mention prerequisites where we recommend background knowledge. Be sure to note these to get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any live sessions.

Running into a scheduling conflict? Check out the pre-recorded webinars in the DCM Help Center, and the DFA Help Center – you might find a pre-recorded session ready to watch.

Don’t forget to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates!

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer