Increasingly, marketers are looking to integrate their digital marketing efforts in order to get better campaign performance, while also benefiting from workflow efficiencies for their teams. To celebrate and learn from the successes these teams are seeing, we launched with DoubleClick, highlighting stories and perspectives from marketers and agencies about how integrated platforms are changing how they work, creating bigger impact, and fueling better decisions.

We kicked off the series with a recent study, “Adding Data, Boosting Impact,” where the Boston Consulting Group found that marketers who use an integrated platform to power their programmatic buying are seeing major uplifts in performance and engagement. The study, now published on Think with Google, identifies five steps marketers should take to achieve these uplifts.

And throughout the series, we highlighted specific marketers and agencies who realized similar gains. Like Neo@Ogilvy, and how they freed up 40 hours per week with more streamlined workflows, and how Kia improved their CPA by 30% with powerful attribution tools. We saw how T-Mobile eliminated static backup images by 85% with HTML5, and how the Kellogg Company increased their ad viewability rate to over 70%. Dive in to learn about these and many more success stories.
Today we wrap up the series, but stay tuned for more with DoubleClick customer spotlights in 2015.

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This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.

Anish Kattukaran
Marketing, DoubleClick Video

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Kellogg Company is a century-old marketer with some of the world’s most trusted brands. Kellogg’s vision is to enrich and delight the world through foods and brands that matter, and digital marketing plays a key role in helping them move consumers through the path to purchase. The cereal powerhouse adopted DoubleClick Digital Marketing for programmatic buying. Using the unified platform, they were able to gain a holistic view of the consumer, deliver the right message to the right person, and ensure that their digital marketing efforts delivered maximum effectiveness.
Kellogg recognized that traditional marketing channels often aren’t enough to reach consumers in today’s digital age. To help solve for this, Kellogg embraced programmatic buying as a key part of their digital strategy to stay at the forefront of changing consumer behavior. “Programmatic buying has played a significant role in our digital marketing strategy,” said Aaron Fetters, director of Kellogg’s Insight and Analytics Solution Center. “It’s an opportunity to drive further success in our core metrics for digital advertising, and to use data and technology to deliver our message to the target audience.”

Formulating the right key performance indicators (KPIs) for their digital marketing campaigns was vital in reaching Kellogg’s goal of driving offline sales. And for this, the right digital measurement tools were critical. One of Kellogg’s main KPIs was ad viewability, and with programmatic buying and measurement solutions from DoubleClick, Kellogg’s viewability rate increased to over 70%. “It's amazing the impact you can have on a measurement like viewability, when you focus on it, plan for it, and optimize for it,” Fetters said.

DoubleClick solutions have helped Kellogg refine the targeting and frequency of their digital campaigns, and the team is confident that with DoubleClick they’re reaching the right consumer and managing their campaigns more effectively. The food company is now two to three times better at ensuring their impressions go directly to the consumers they most want to reach.

To learn more about the team's approach and results, watch the video below and check out the full case study here.
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With 2014 drawing to a close, we’re getting excited about what’s ahead in the new year. We’ll be ringing in 2015 at the International CES (Consumer Electronics Show) the first week of January. If you’re planning to go too, we’d like to invite you to come by C Space, the new destination at CES for advertisers, publishers, agencies, and content creators.

On the first day of the event (Tuesday, January 6th), Neal Mohan, Google’s VP of Display and Video Advertising Products, will be headlining C Space. In his keynote he’ll talk about how brands can make the most of video in a climate where consumers are easier to reach but harder to influence. He’ll discuss not only how to drive engagement but also how to measure the impact that it has on brand metrics.

Following his keynote, Neal will join Meredith Levien, EVP Advertising at The New York Times, in a fireside chat.

Learn more about C Space and check out the full agenda here.

Hope to see you there!
Tuesday, January 6th 2015
1 - 2 PM PT

2014: IAB’s “Open Letter to Marketers” advocated for the universal adoption of HTML5. “Programmatic” became the ANA’s marketing word of the year. The MRC lifted its advisory on transacting on viewability. 

These are just some of the moments that moved our industry forward in 2014. “Digital Advertising in 2014: An Industry in Motion” recaps the ideas we congregated around as an industry, the technology we evolved to realize them, and the impact we saw from executing on them. Together with you, we:
  • Told stories through big, beautiful canvases everywhere
  • Evolved media buying 
  • Measured what matters with new metrics
  • Made digital easier for all of us
As we raise a toast to the year that was and look forward to 2015, we thank you for partnering with us and ensuring that we never stay still, that as an industry, we’re always in motion.

Get DoubleClick’s full 2014 recap here.

Posted by Yamini Gupta, Product Marketing team