Published March 2018
The way we watch TV and video has changed significantly over the last several years. While TV screens still account for 91% of our viewing time1, we’re now able to watch great video content wherever, whenever and however we want.
While this is great for consumers, it can create complexity for marketers. But there is also great opportunity — you can use advanced data and automated technology to more effectively reach audiences wherever they are choosing to watch.
Here are 10 tips for improving the performance of your DoubleClick brand campaigns to reach today’s viewers:
Tip #1: Build media campaigns that reach audiences across all screens and channels.
In 2017, video consumption on over-the-top streaming devices rose 35% year-over-year among adults 18–49.2 And according to Nielsen, the average 18-24 year-old spent more than 90 minutes watching video on smartphones in Q2 2017.3 With access to a broad array of premium video inventory in DoubleClick Bid Manager, you can reach your audience across all the devices and channels where they are choosing to watch:
- YouTube reserve and auction inventory, including Google Preferred and TrueView
- Premium broadcasters and publishers, with whom you can negotiate direct deals
- Easy-to-buy inventory packs that are hand-curated by content and placement types (e.g. TV content, mobile video placements)
- Local, national, and even addressable linear TV spots, via partnerships with Wideorbit, clypd, and Google Fiber (in beta today, with more partnerships coming soon.)
Tip #2: Use advanced targeting over and above basic demos.
Campaigns that use intent-based targeting on mobile have 20% higher ad recall lift and 50% higher brand awareness lift relative to campaigns that only use demographic targeting. When buying YouTube inventory, you can use Google's intent and interest data, such as computer patterns or life stages, to find audiences that are in the right mindset for your brand or product. Across other publisher inventory, use audience lists with Programmatic Guaranteed to layer your first-party audience data on to your negotiated reservation deals.
Tip #3: Ensure your brand shows up on high-quality content and placements.
DoubleClick’s fraud and verification reports let you confirm that your ads are shown to real people, and that they show up where you expected them to. DoubleClick uses live reviewers, automatic filters, and machine learning to block invalid and fraudulent activity.
You can also optimize your campaigns to placements that meet the MRC definition for viewability (half of the video ad is in view for at least two seconds) or more stringent requirements, such as viewable on screen for at least 10 seconds, or in view and audible on video completion. These tools can help you control for quality across your campaign.
Tip #4: Build relevant experiences based on real-world events.
Try out Real-time triggers in DoubleClick Bid Manager to trigger digital ads based on real-world events such as TV airings, sports results, or the weather. You can show a message to digital audiences that is relevant to their immediate surroundings and help them take action on something that is already top of mind.
For example, 80% of sports viewers say they use a computer or smartphone while watching live sports on TV, for related activities.5 You can reach this cross-screen audience by serving digital ads immediately after your commercial airs during a big, televised sports game. Augment your awareness message with shorter, mobile-friendly ads that drive people to action.
You can also trigger ads based on the weather (e.g. when it starts to rain, serve ads for umbrellas) and based on sports results (e.g. when a player scores in the game, immediately serve congratulatory ads across devices). This allows you to coordinate your campaigns to the moments in which your potential customers are paying attention.
Tip #5: Expand reach to engaged audiences even on non-video content.
While people love watching video, they are also spending significant time engaging with non-video content. In fact, news, sports, entertainment, and gaming apps together account for nearly an hour of time spent on mobile every day.6 These audiences can offer opportunities to expand campaign reach beyond your traditional in-stream placements.
Reach these audiences with out-stream placements — video ads in non-video content, such as in-feed, in-article, and interstitial placements. Access these placements through direct deals in DoubleClick for Publishers or use the native video format in DoubleClick Bid Manager.
Tip #6: Align metrics across TV and digital buying teams.
TV and digital buying teams often use different KPIs to measure campaign performance, which makes it tough to compare results. If you buy linear TV in Bid Manager, you can align teams on Brand Lift metrics (i.e. search lift) to compare performance across digital video and even linear TV. This helps you move beyond reach and frequency proxies to get at the real impact your ads have on brand interest.
Even if your teams aren’t yet ready for that step, you can use TV Ad Explorer to get TV data in the same place as your digital reporting. Digital buyers can access reach and airing data for all of a brand’s linear TV campaigns (regardless of where the media is bought). By having the data in one place, you can identify opportunities to complement TV buys with digital media. For example, you can understand if your TV campaign reached your intended audience, and then plan a digital campaign to augment that reach.
Tip #7: Understand the impact of your campaigns from awareness to attribution.
Research suggests that leading marketers — those who significantly exceeded their top 2016 business goals — are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.7 DoubleClick offers a full-funnel measurement solution to help you measure your marketing strategies from awareness to attribution.
Use Active View, Unique Reach, and Brand Lift metrics to measure whether people are seeing your messages, how many unique people your campaigns reach and how your ads drive lift in awareness and perception of your brand. You can also use trusted third party metrics to validate your campaign results if you choose; DoubleClick is integrated with the largest third party measurement providers.
For lower-funnel measurement, use DoubleClick’s attribution solution and offline conversion API to understand how your advertising campaigns drive online conversions and offline sales lift. This helps you close the loop on the impact your advertising dollars have on bottomline business metrics.
Tip #8: Quickly act on insights to improve campaign performance.
Don’t wait until the end of a campaign to tweak strategies. DoubleClick provides fast reporting with uniform metrics across formats and tactics. Set up your campaigns to optimize automatically toward common goals such as viewability or conversions. Or, if you have specific campaign goals unique to your business, you can set up custom algorithms so that your campaigns auto-optimize toward your business’s needs.
Tip #9: Maximize your marketing investment by consolidating ad buying in one tool.
Recent research found that brands that consolidated their reservation and open auction ad buys in DoubleClick reached 11% more unique consumers for the same impression investment8 and were 29% more efficient in their campaign execution (measured in time saved).9 Use Programmatic Guaranteed in Bid Manager to bring your reservation deals into the same tool where you buy auction inventory.
Tip #10: Maintain a learning mindset.
In a recent survey conducted by Harvard Business Review Analytic Services, only 30% of respondents said that the marketing professionals in their organizations are "very knowledgeable" about the changing viewing trends and the resulting advertising needs.
But there is a business imperative to staying close to these consumer trends: the “very knowledgeable” businesses are three times as likely to say they are adapting their strategies to a "great extent" in response to changing viewing trends, compared to their less knowledgeable peers.10