Published May 2017
At Google Marketing Next 2017, we took to the stage to share product updates that will help you transform your marketing. Watch the live stream recording and explore the collection of articles inspired by these talks to delve deeper into the insights, trends and innovations discussed.
There are more opportunities to enjoy video than ever before. We’re able to watch great content wherever, whenever and however we want, from the small screens in our pockets to the large screens in our living rooms. We’re no longer bound to set viewing schedules — but this means advertisers don’t always know how or where to reach their audience.
Making the most of every screen starts with an approach to planning and measurement that helps you understand where your audiences spend their time. To make this process easier, we’re working to make DoubleClick Bid Manager a more versatile tool for your planning and measurement needs, so you can reach your audience.
Smarter planning in DoubleClick Bid Manager
The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in Bid Manager.
Bid Manager uses machine learning to analyze your past campaigns and understand what's performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.
We’ve heard great feedback about planning in Bid Manager from customers like National Bank of Canada. Planning has helped them reduce the manual work and time needed to go from planning to launch, freeing up more time for other strategic activities.
Planning in DoubleClick Bid Manager helps us find the right inventory and strategies in a matter of seconds. Now we can invest even more time in understanding our audience rather than how we should reach them.
Unique Reach arrives for DoubleClick campaigns
Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. Data shows that 30% of people today use five or more devices — that means if you reach someone three times on each screen, you could be showing them fifteen ads.
We launched Unique Reach for YouTube in AdWords earlier this year and are now bringing these metrics to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.
We’re focused on making Bid Manager an end-to-end solution that can help you reach the right audience and achieve your brand goals. Smarter planning isn’t just about optimization — it’s about making sure the right people hear you. We’re working to make it easier than ever for you to reach them, across screens and channels, from one centralized tool.
To learn more about how DoubleClick Bid Manager can be an end-to-end campaign solution, explore some of our case studies.