DoubleClick Analytical Tools

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

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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

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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESMedia Rating Council and the Make Measurement Make Sense (3MS) initiative

Arriving at a viewability metric

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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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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESTalking 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

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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDEStraditional 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

USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDESbase of DCLK, on 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: spinar@google.comTwitter: @dspinar

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