DoubleClick Analytical Tools

DoubleClick Analytical Tools

David Špinar, Google

Google Confidential & Proprietary

Complete Suite for holistic view on online advertising

2

Paid search

Reservation display/vide

o

Programmatic

display/video


AdServer Web AnalyticsvsFocus on impact of advertising/traffic acq. Focus on user behaviour on a website

Measured along the way Measured at the destination

Stronger in “post-visit” metricsStronger in “pre-visit” metrics.

Key challenge: missing organic and direct Key challenge: missing impressions

Easier touchpoint segmentation More difficult touchpoint segmentation

Costs money (CPM, CPC etc.) To limited extend for free


Typical challenges ahead of attribution modelling that cannot be solved with any web analytics tool.

4

De-duplicationand Active Bidding

Able to act on your insights?

Clicks? Impressions? Views?

All touch pointsavailable?

Viewability? Cross-environment effects?

Full and true picture?


Was it seen by humans?Fraud Protection

Far more than just impressions, clicks and conversions

Was my ad seen?Active View

Was it seen in the right environment & context?

Content Verification

Was it seen by my target audience?Audience Verification

Did it result in a conversion?

5

Conversions

What impact did it bring on brand awareness?

Brand Lift *

*) 2016 roadmap


Touchpoints


View-through conversions matter






Viewability


of Display Ads are never seen56

%See the full research at ThinkWithGoogle.com/viewability

of Video Ads are never seen(excluding YouTube)46

%

The viewability challenge


Arriving at a viewability metric

Minimum

of the ad50%

A served ad impression is classified as viewable if at least 50% of it is within viewable space of the screen - for at least 1 second for display, and 2

seconds for video.

1s FOR DISPLAY

- At least -

2s FOR VIDEO


Arriving at a viewability metric


Cross-environment


Cross-device is essential!

15

38% of all customer journeys involve more than one channel of interaction

90% of people switch between screens to complete tasks

Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013


“Cross-Device” = Cross-Environment

16

Sees a banner ad on her personal laptop

Downloads the app on her work-issued Android phone.

Desktop to mobile Mobile web to Mobile app

Browser to different browser Tablet to mobile

Clicks on a banner ad on Safari iPhone

browser Purchases on the android app which downloaded the

week prior.

Sees an ad in his FB.com news feed (on

Chrome)

Purchases a ticket on website with Firefox.

Watches a trueview ad while watching the

Youtube app on her iOS tablet

Purchases a ticket from mobile web on her Android

phone.


How does Cross Device Measurement works in DoubleClick

17

OBSERVE CROSS-DEVICE CONVERSIONS FROM

SAMPLE

Previously signed into Google properties on multiple devices

SURFACE DATA IN INTERFACE ONLY WHEN

95% CONFIDENT

ESTIMATE CROSS-DEVICE USERS & EXPAND DATA TO

NON SIGNED-IN USERS

Mul

tipl

e Si

gnal

s


With Cross-Device Attribution more conversions are credited to total media investment

18

Cross-Device Attribution Findings

1 Compared to non-Cross Device Attribution measurement. Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.

up to 43% more attributable conversions1 to media budgets

Half the increase in attributable conversions are driven from mobile

Cross-Device Attribution will lead to improvements in measuring cost-efficiency metrics such as CPA


And Cross-Device Attribution exposes a more accurate view of mobile’s impact on business goals

19

Cross-Device attribution helps to solve for the previous fragmentation seen in mobile measurement

1 Compared to non-Cross Device Attribution measurement. Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.

5 - 46%1 Increase in attributable

conversions to mobile

4 - 30%1

Decrease in mobile CPA

(Active) Attribution



Traditional ad server - no deduplication

22

Ad Server

Search Bid Management

Display Bid Management

De-DuplicatedReporting

80 Leads

40 Leads

DuplicatedTest drive leads

DuplicatedTest drive leads

100 Leads

Example data, only for illustration


Integrated DoubleClick ad server = real time deduplication

23

De-DuplicatedReporting

100 Leads

70 Leads

30 Leads

De-DuplicatedTest drive leads

De-DuplicatedTest drive leads

Example data, only for illustration

Thank you

Questions & Comments?E-mail: [email protected]: @dspinar

Data & Analytics

DoubleClick Analytical Tools