DoubleClick Analytical Tools
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Transcript of 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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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?
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Touchpoints
Google Confidential & Proprietary
View-through conversions matter
Google Confidential & Proprietary
View-through conversions matter
Google Confidential & Proprietary
View-through conversions matter
Google Confidential & Proprietary
Viewability
Google Confidential & Proprietary
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
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
Google Confidential & Proprietary
Arriving at a viewability metric
Google Confidential & Proprietary
Cross-environment
Google Confidential & Proprietary
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
Google Confidential & Proprietary
“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.
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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
Google Confidential & Proprietary
Google Confidential & Proprietary
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
Google Confidential & Proprietary
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