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This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There's lots of TV content online, but hitting all three of those checkboxes isn't yet possible for every piece of programming. To do so requires a greater shift to delivering TV programming over the Internet rather than just over the air, satellite, or cable. Sounds simple, right? It's not. It is a massive shift that has game-changing implications for everyone involved.

This shift isn’t just impacting TV programmers and distributors, but also the viewers watching their favorite TV shows and sports teams across every screen, and the advertisers telling their brand stories against that content.

Today we are introducing the first part in a series called the Evolution of TV. In this series, DoubleClick and Google have identified 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet. These 7 dynamics fall into three key areas:
  • Viewer engagement 
  • Delivery over the Internet and cloud 
  • Advertising 
Download the first part of the series now to learn the risks and opportunities associated with each of the 7 dynamics transforming the TV landscape and driving the shift of the $68 billion TV advertising industry.


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Anish Kattukaran
Marketing, DoubleClick Video

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With 2014 drawing to a close, we’re getting excited about what’s ahead in the new year. We’ll be ringing in 2015 at the International CES (Consumer Electronics Show) the first week of January. If you’re planning to go too, we’d like to invite you to come by C Space, the new destination at CES for publishers, advertisers, agencies, and content creators.

On the first day of the event (Tuesday, January 6th), Neal Mohan, Google’s VP of Display and Video Advertising Products, will be headlining C Space. In his keynote he’ll talk about how brands can make the most of video in a climate where consumers are easier to reach but harder to influence. He’ll discuss not only how to drive engagement but also how to measure the impact that it has on brand metrics.

Following his keynote, Neal will join Meredith Levien, EVP Advertising at The New York Times, in a fireside chat.

Learn more about C Space and check out the full agenda here.

Hope to see you there!
Tuesday, January 6th 2015
1 - 2 PM PT




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2014: IAB’s “Open Letter to Marketers” advocated for the universal adoption of HTML5. “Programmatic” became the ANA’s marketing word of the year. The MRC lifted its advisory on transacting on viewability. 

These are just some of the moments that moved our industry forward in 2014. “Digital Advertising in 2014: An Industry in Motion” recaps the ideas we congregated around as an industry, the technology we evolved to realize them, and the impact we saw from executing on them. Together with you, we:
  • Told stories through big, beautiful canvases everywhere
  • Evolved media buying 
  • Measured what matters with new metrics
  • Made digital easier for all of us
As we raise a toast to the year that was and look forward to 2015, we thank you for partnering with us and ensuring that we never stay still, that as an industry, we’re always in motion.

Get DoubleClick’s full 2014 recap here.

Posted by Yamini Gupta, Product Marketing team

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With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user. In fact in a recent study of Active View data by Google, we found that 56.1% of all ads served were not measured viewable. Yet, the average publisher’s viewability is 50.2%. This means a small number of publishers are serving the majority of non-viewable impressions and dragging down the served impression viewability average by almost 6%.
As advertisers shift to paying for viewable, rather than served impressions, it’s more important than ever to understand what drives the viewability of ads. To see all “5 factors of viewability” check out the full infographic and study at thinkwithgoogle.com.

Posted by Sanaz Ahari, Group Product Manager

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DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug and it's now back up and running, so our publisher partners can return to funding their content.


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Cross-posted from the DoubleClick Advertisers blog

You may have seen the research we shared with you last month that looks at how programmatic buying is changing advertising. Today’s with DoubleClick episode takes a personal spin on that study, focusing on a few of the people who are both seeing and driving those changes.

We talked to leaders from Universal McCann, VivaKi, MAGNA Global, and The McClatchy Company to find out how they’re thinking about the shift to programmatic. Reach and relevance were top of mind. With greater efficiency and richer audience insights, they’re achieving both goals across screens and formats. As Deborah Gaudette, SVP and Group Partner at UM, points out, this ultimately helps create advertising that consumers want to be part of. That’s a promise we can all get behind.


For ideas on how to adopt a programmatic strategy, take a look at last week’s webinar with Aaron Fetters, Director at the Kellogg Company.

You can stay on top of updates by subscribing to our newsletter and following us on Google+ and Twitter.

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We’ve all heard it: marketing is at its best with the 3Rs in place -- the right message, to the right person, at the right time. There is no doubt programmatic buying is enabling this by automating marketing across channels for better targeting, relevance, and impact. A recent study Ad Age conducted for DoubleClick shows programmatic is top of mind for more than 40% of agencies and marketers when a media plan is being designed.

But how much of the opportunity is truly being capitalized? Register now to join Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company, and Emel Mutlu, Senior Product Marketing Manager at Google, for a discussion on the study's findings, and:
  • Why brands and marketers are incorporating programmatic into their media buys
  • The essentials marketers need to know for success in a programmatic world
  • How the industry must evolve to realize the promise of programmatic
Posted by Yamini Gupta, Product Marketing Team