DoubleClick Analytical Tools
David pinar, Google
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Complete Suite for holistic view on online advertising#
Paid searchReservation display/videoProgrammatic
display/video
Google Confidential & Proprietary
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AdServerWeb AnalyticsvsFocus on impact of advertising/traffic
acq.Focus on user behaviour on a websiteMeasured along the
wayMeasured at the destinationStronger in post-visit
metricsStronger in pre-visit metrics.Key challenge: missing organic
and directKey challenge: missing impressionsEasier touchpoint
segmentationMore difficult touchpoint segmentationCosts money (CPM,
CPC etc.)To limited extend for free
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Typical challenges ahead of attribution modelling that cannot be
solved with any web analytics tool.#
De-duplicationand Active Bidding
Able to act on your insights?
Clicks? Impressions? Views?
All touch pointsavailable?
Viewability? Cross-environment effects?
Full and true picture?
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESdata
freshness
Was it seen by humans?
Fraud Protection
Far more than just impressions, clicks and conversionsWas my ad
seen?
Active View
Brand Lift
Perform Brand Lift surveys across Trueview inventory on Bid
Manager. Q4: Measure Brand Lift across DBM
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?
#ConversionsWhat impact did it bring on brand awareness?
Brand Lift *
*) 2016 roadmap
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Touchpoints
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View-through conversions matter
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View-through conversions matter
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View-through conversions matter
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Viewability
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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
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESSET THE STAGE
FOR WHY VIEWABILITY MATTERS WITH DATAAs we recently published..over
half of desktop display ads are not seen and almost half of all
video ads are not viewable, with percentages like these, nothing
else you do matters.
Ads just dont work if theyre not seen, They cant influence, or
drive sales.
Over the last year and a half since the Media Rating Council
lifted their advisory and encouraged the ecosystem to transact on
viewable impressions theres been a lot of discussion in the market
about the standards, publishers have redesigned their sites, but
theres still a lot to do.
Arriving at a viewability metricMinimumof 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
Google Confidential & Proprietary
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Council and the Make Measurement Make Sense (3MS) initiative
Arriving at a viewability metric
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESMedia Rating
Council and the Make Measurement Make Sense (3MS) initiative
Cross-environment
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Cross-device is essential!#
38% of all customer journeys involve more than one channel of
interaction
90% of people switch between screens to complete tasksSources:
Google, The New Multi-Screen World Research, 2012; McKinsey &
Co, 2013
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Cross-Device = Cross-Environment#
Sees a banner ad on her personal laptopDownloads the app on her
work-issued Android phone.
Desktop to mobileMobile web to Mobile appBrowser to different
browserTablet to mobileClicks 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
tabletPurchases a ticket from mobile web on her Android phone.
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How does Cross Device Measurement works in DoubleClick#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
Multiple Signals
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With Cross-Device Attribution more conversions are credited to
total media investment #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
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points:Conversions: Floodlight tags includes only conversions that
the bid manager algorithm was optimizing towards (such as sales,
sign ups, build a model and quotes)These are not incremental
conversions. These numbers are conversions that previously could
NOT be credited to a device but with cross-device we can now credit
them to DDM investment. Its more of a SHIFT in conversions giving
DDM investment more credit.
And Cross-Device Attribution exposes a more accurate view of
mobiles impact on business goals
#Cross-Device attribution helps to solve for the previous
fragmentation seen in mobile measurement1 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 mobile4 -
30%1
Decrease in mobile CPA
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(Active) Attribution
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Traditional ad server - no deduplication#Ad ServerSearch Bid
ManagementDisplay Bid ManagementDe-DuplicatedReporting80 Leads40
LeadsDuplicatedTest drive leadsDuplicatedTest drive leads100
LeadsExample data, only for illustration
Google Confidential & Proprietary
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servers measure and de-duplicate conversions but can not
communicate with buying tools. its one way information flow this is
why out of 80 + 40 ...
Integrated DoubleClick ad server = real time deduplication#
De-DuplicatedReporting100 Leads70 Leads30 LeadsDe-DuplicatedTest
drive leadsDe-DuplicatedTest drive leads
Example data, only for illustration
Google Confidential & Proprietary
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the heart of system, one setup, so this is first challenge - not
only have information but also share it
Thank you
Questions & Comments?E-mail: [email protected]:
@dspinar
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