Google Confidential and Proprietary The right ad to the right audience The new generation of digital...

Google Confidential and Proprietary

The right ad to the right audienceThe new generation of digital advertising technologies are already here

Jerome GrateauHead of Media Platforms, Southern & Eastern Europe, Middle East and AfricaGoogle


We are just at the beginning…14

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5

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Print

Radio

TV

Internet

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Tech Content Users Advertising


1959 Barbie Doll ad

Google Confidential and Proprietary 4

… and complexity will increase significantly

More websites More channels/forma

t

More data

A growing audience


The goal is still the same

5

Find the right audience

Deliver the right ad


Google vision for Display advertising

Simplify Performance Open

Integrated platform for greater efficiency

Tools to improve advertiser

performance

Provide open access to the industry


Measure-ment

Measure-ment

CreativeCreative

PlanningPlanning

BuyingBuying

Integrated Workflow

Ad Planner

New DFA / Re-targeting

DoubleClick Studio

DFA Analytics

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DFA an integrated Buy Side solution already available


Efficient campaign management and reliable data to analyse with Third Party adserving

Less time wasted• Manage the campaign workflow from start to finish

• Manage the trafficking to all sites in your media buy

• 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

Planning

Measure Buying

Creative


Track Conversions on Your Ad Campaigns

Define what a conversion means to you — a sale, download, filling out a form, etc.

One Tag toAggregate All Tags

Update your tags without the hassle of changing your landing page code

Floodlight TagSpotlight Tag

Measure post-impression and post-click results from campaigns

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Improve the ROI of your campaign with site-driven re-targeting

Differentiate customers from prospects

Deliver different ads based on past browsing behavior

Increase the likelihood for conversions and reduce

wasted media spend

1 2

4 3

I click on an ad for Estee Lauder Sensuous

I get to the website but I don’t buy anything

My cookie ID is stored on a re-targeting list within DFA

I am served an ad with an incentive on the next exposure


Get a detailed and yet easy-to-understand view of the results of your campaigns

1111


Create engagement with Rich Media format, leveraging social dimension

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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Volvo - YouTube expandable Masthead with Facebook share & Live Twitter feed – 24hr takeover


Data-driven new Creative approach

Integrated Workflow

Measure-ment

Measure-ment

Creative Creative

PlanningPlanning

BuyingBuying

DoubleClick for Advertisers

DoubleClick Ad Planner

DFA Analytics

DoubleClick Studio


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

Before After

Challenge:

ROI was unprofitable and they were overpaying for certain users

Solution:

Dynamic ads and data optimisation improves relevance with remarketing

Simple site remarketingOne-size fits all image and message

Exit to generic landing page

CTR: 651% IncreaseCost Per Transaction: 79% DecreaseTransaction Volume: 230% Increase

Earnings: 133% Increase

Visit Site

Search for travel…


Online Video…more than an extension of TV



Data-driven audience buying

Integrated Workflow

Measure-ment

Measure-ment

Creative Creative

PlanningPlanning

BuyingBuying

DoubleClick for Advertisers

DoubleClick Ad Planner

DFA Analytics

DoubleClick Studio


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Ad Exchange: An open, real-time auction S

ellersB

uyer

s Sellers

Networks

Agency Holding

Cos

AdWords

Publisher1

Publisher2

AdSense

LiquidityLarge unique reach

Targetingmultiple criteria

AccessReal-time bidding

• Min CPM• Branding• Restrictions

• Targeting• Restrictions• Creative• Max CPM bid


Data Google Interest categories or your own remarketing list

Targeting Google targeting suite: contextual, placement, etc

Optimization Google optimization (conversion optimizer, etc)

You can also leverage Google Display Network’s toolkit

Google Confidential and Proprietary The right ad to the right audience The new generation of digital...

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