Published March 2017
With consumers watching video across screens and devices, you need to be able to reach these audiences wherever they are — on YouTube, on the web and on apps — and analyze your campaign results in tandem. This requires access to engaging formats and to reporting and measurement capabilities that work across your buys.
Today, we’re excited to announce several improvements to YouTube buying and reporting in DoubleClick that make it easier to align your YouTube and cross-exchange buys under one roof, and understand how your viewers are engaging with your brand across all of your media strategies.
New formats that drive awareness and consideration
It’s important to have multiple formats to choose from when designing your campaign creative. Bumper ads, now available in DoubleClick Bid Manager, are YouTube’s 6-second non-skippable video format. Bumpers are great for driving upper-funnel brand impact at an efficient CPM and in a mobile-friendly way. TrueView Shopping ads, currently in beta in DoubleClick Bid Manager, allow you to add product details from your Google Merchant Center account to your video ads on YouTube, making it easier for viewers to engage and learn more about your products.
Enhanced reporting for YouTube TrueView campaigns in DoubleClick
Starting soon, we'll automatically track TrueView campaigns bought through DoubleClick Bid Manager with pixels from DoubleClick Campaign Manager. No more waiting for support to manually set them up.
Automated tracking enables us to offer substantial enhancements to TrueView reporting across the DoubleClick suite, including:
- Enhanced conversion tracking in DoubleClick Bid Manager. Measure de-duplicated conversions across TrueView and exchange inventory.
- A wide variety of brand metrics: Easily track additional brand metrics in DoubleClick Campaign Manager for TrueView and cross-exchange buys. Metrics now include: standard VAST, viewability, audibility and visibility metrics.
- Automated TrueView attribution: See how TrueView impressions factor into your viewers’ conversion paths without having to manually set anything up. We’ll expose TrueView in DoubleClick Campaign Manager’s attribution reports automatically, helping you compare different models of assigning credit to your TrueView campaigns (e.g. last interaction, first interaction, linear and time decay).
- Data extraction for custom analyses: TrueView data is now available through DoubleClick Campaign Manager data transfer files, so you can extract the raw data and complete custom analyses, or export your data into Data Studio to build advanced dashboards and visualizations. This allows you to determine campaign effectiveness across media and can inform your strategy for future campaigns.
Begin consolidating your media
It’s always a challenge to understand what’s working best — and what isn’t working — when your media is spread across different sources. Combining your media buys under one roof with a single set of brand metrics can help you understand which strategies are working across all of your inventory. Consolidation with DoubleClick can lead to greater efficiency, reliability and insight for your video advertising, resulting in better, more effective campaigns.