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The Goals

  • Develop a custom and innovative programmatic strategy for a consumer packaged goods (CPG) brand who was looking to increase awareness
  • Drive traffic and interactions with geolocation tool on their client’s website to increase store visits
  • Reach users who are fitness enthusiasts and always on the go and aren’t often able to engage with display and video ads

The Approach

  • Expand the reach of their radio campaign to digital radio by leveraging Bid Manager to access audio ads on Google Play Music, which is natively builds into all Android devices
  • Test general run of site versus demo targeting (ages 18-34) to see how performance skews across their target age group
  • Identify key designated market areas (DMAs) where their brand was available and allocate budget accordingly

The Results

  • +7.5M impressions delivered by programmatic audio ads
  • +7500 clicks delivered
  • Over 95% ad completion rate
  • In addition to audio delivery, this campaign drove a 0.11% CTR, which is 1.2X higher than the average display CTR of 0.05%

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Published December 2017

MightyHive is a programmatic solutions partner that serves forward-thinking marketers and agencies on the path to programmatic self-sufficiency. MightyHive’s goal is to empower clients to build data-driven organizations that drive results through programmatic insourcing, full-service management and strategic advisory services. As one of the largest and fastest-growing programmatic buyers in the world, MightyHive has helped hundreds of clients adopt programmatic, and has a global presence with offices in San Francisco, New York, Sydney, London, and Singapore.

MightyHive wanted to design a custom programmatic strategy for a CPG brand who was looking to increase brand awareness and store visits. The client’s site was not designed to make purchases on the site, so the goal was to drive traffic to a new geo location tool within their website and encourage consumers to interact with the tool to find their nearest store location.

While both MightyHive and the client knew the importance of broad targeting to increase awareness, MightyHive understood that their client’s products attracted an affluent audience who skewed on the younger side and had an affinity for working out. A key challenge for the brand was being able to reach their younger group of users who was often on the move listening to their mobile phones, but weren’t always engaging with the actual device, which made it harder to serve this group with standard display and video ads.

MightyHive wanted to develop an innovative solution for their client while maintaining the efficiency and effectiveness they achieve by running their digital marketing programmatically through a single integrated stack. When the DoubleClick team shared the opportunity to beta test audio ads on Google Play Music through DoubleClick Bid Manager, MightyHive saw this as an innovative way to reach the niche audiences they wanted to engage for their client’s CPG brand.

Audio advertisements have long been an effective means to reach customers. Updating these ads for a programmatic world represents yet another significant step forward for our industry - creating opportunities for targeted reach in the moments between screens. MightyHive is thrilled to be a pioneer in introducing this format to our clients.

Pete Kim, CEO, MightyHive

MightyHive expanded the reach of their radio campaign to digital radio by leveraging Bid Manager to access audio ads on Google Play Music, which is natively built into all Android devices. This strategy enabled them to reach users when they’re not available on desktop or mobile web since audio is often playing in the background and doesn’t require the user to be engaged with the device itself.

MightyHive identified key DMAs where their brand was available and allocated budget accordingly. They leveraged two different creative iterations and evenly distributed impression volume to help their client understand how audiences were interacting with their ads. To ensure that they understood the brand’s audience, MightyHive tested both broader run of site placement to reach adults ages 18-34 to see how performance skewed across their target age group.

While programmatic audio ads were proven to be successful and a natural fit to reach their client’s niche audience, MightyHive knew that they needed to back up their recommendation to their with data. They also understood the importance of testing and learning what works best for new formats and strategies. To ensure that they could gain insights, MightyHive created a test campaign with minimal to no optimization and a short flight to help them better understand who the ideal audiences were within this new medium and what messages resonated with them.

When it comes to new product betas and innovations, sometimes you have to have a little faith and sometimes you have to test. Obviously you don’t want to recommend something to your clients if it’s not going to work. Our motto - and I think the programmatic motto in general - is to always test. Test, test, test and always be iterating. What we’ve done through our partnership with DoubleClick is make sure we have enough data to back up our recommendations, so that our clients understand the potential impact of new betas and formats.

Mackenzie Gaura, Team Lead Programmatic Advertising, MightyHive

MightyHive’s strategy enabled them to uncover new audiences for their client and helped them deliver over 7.5 million impressions and 7,500 clicks across mobile web, desktop and app. The campaign achieved over 95% ad completion rates and drove a CTR of 0.11%.

Based on initial test results, MightyHive is continuing to build on the success of this campaign and has began including audio ads within their overarching programmatic strategy.

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Further reading:

Beautiful advertising made easy on web and apps with Native Ads on DoubleClick

    People want great experiences wherever they’re consuming content – on the web, in apps, on every screen. Savvy publishers have responded by building smart, responsive websites and new app interaction models. But improving the content experience alone is not enough. Publishers need to evolve their advertising as well, from boxy banners to flexible and contextually relevant native ads that scale. To help them do that, we’re extending our native ads for apps solution to work across all screens – on the web and in apps – making it easier for publishers to set up, deliver, and measure directly-sold native ads everywhere.

    Reducing complexity to scale beautiful native ads across screens

    Running native ads across all of a publisher’s digital inventory has, until now, been an operationally complex process requiring hours spent manually coding and compiling individual ad creatives from advertiser-provided assets.

    Now, DoubleClick for Publishers supports native creatives that easily scale and adapt to different content layouts on different screens. Instead of providing rigid, pre-defined ad creatives, advertisers can give publishers components that make up their ads – image, headline, copy, etc. Publishers set up a central library of native styles suited to their content and DoubleClick automatically compiles the creative from the components, applying the right style based on where users are consuming content.

    These native creatives can run both in traditional banner slots and a new, responsive fluid ad slot in Google Publisher Tag and the Google Mobile Ads SDK. And ActiveView and third-party measurement are fully supported.

    Flexing The New York Times’ native advertising strategy

    Last year, The New York Times launched “Flex Frames”, a new suite of natively styled ads developed in-house. The goal was to extend innovative storytelling and beautiful user experiences to ads across all of their content platforms. 

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