Wednesday, November 7, 2012

Sell more on more screens with DFP

Wednesday, November 7, 2012 |
More and more of us are using using two screens at once to interact with media these days: for instance searching the internet from a smartphone while watching TV. A recent study conducted by Ispos and Sterling (and sponsored by Google) found that a whopping 90% of our daily media consumption is now done on 4 screens: smartphones, laptops, tablets and televisions.

DoubleClick for Publishers was built with this multi-screen challenge in mind. To better deliver an advertiser’s campaigns, we integrated mobile and video in the same ad server and same user interface. You only deal with one ad server for all formats: desktop, mobile and video. You get one view of all your inventory and one view of your audience, so it's easier than ever to respond to advertiser requests and deliver engaging campaigns across all screens and formats.

Says, Tutuwa Ahwoi, ad operations manager at National Public Media, “One of the greatest benefits of DFP has been consolidation. It’s great to be able to serve mobile, video and display from the same platform. That’s helped us spend less time managing different systems and trying to get avails for our proposals, and helped us get forecasting right and respond with proposals to agencies quicker and faster.”

Better Mobile
DFP Mobile is integrated seamlessly with DoubleClick for Publishers. You can now manage all your ad inventory with one view and one workflow. Features like data transfer, audience targeting, delivery, creative rotation, and frequency capping are all in the same UI. Try using DFP’s powerful forecasting and reporting engine to uncover new mobile sales opportunities. And with the Octagon SDK, your mobile apps can access the extra advertiser demand from Google’s AdMob network.

Better Video
DFP Video gives publishers a powerful platform to manage their user’s video ad experience as they move across screens. By integrating with your video Content Management System (CMS), DFP Video can have full awareness of all your video inventory, so you can package, forecast, sell and report on any combination of data. We’ve extended better controls to DFP Video like competitive exclusions and frequency capping to the stream, pod and content level so you can control your video ad load and sell your inventory in a similar way to TV. Utilizing Google’s resources publishers can access additional demand from AdWords for Video buyers, provide a better user experience with the TrueViewTM ad format, and automatically transcode your videos, using YouTube technology, to ensure videos are delivered in the right format and bitrate regardless of the screen size or connection speed of a device.

Alex Boyce, the GM of Digital says the features have delivered a “significant improvement” over The Hollywood Reporter’s previous ad management solutions and processes. “DFP Video is clearly going to make a significant impact to our overall video advertising revenue by providing a greater level of flexibility and staging efficiency.” After switching to DFP Video, The Hollywood Reporter’s has seen great results with overall video ad operations efficiency improved 25%.

Tomorrow, we'll focus on ad ops -- and how DFP can ease the load. See you then.