Transcript jerome100719

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
Google Confidential and Proprietary
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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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
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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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