Research
Google White Paper: The Arrival of Real-Time Bidding and What it Means for Media BuyersIn under two years, the industry has witnessed explosive growth in real-time bidding (RTB). More spending by third-party buyers on DoubleClick Ad Exchange occurs via real-time bidding than any other buying mechanism. Plus, many advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of the benefits of RTB. At Google, we believe that the overall display advertising pie can get bigger and see real-time bidding as one of the technologies that can help get us there. This white paper shares our view of real-time bidding for online display advertising, how buyers benefit from RTB, and how they can get involved with it. Read the white paper (PDF) |
Ad Exchange White Paper: Publisher RevenueResearch conducted in the first half of 2010 demonstrated that that the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory. We wanted to take the research one step further by analyzing the actual revenue impact of Ad Exchange. Read the white paper (PDF) |
Ad Exchange White Paper: Publisher eCPMsWe’re often asked to quantify the incremental value DoubleClick Ad Exchange can provide compared with publishers’ existing yield management techniques. According to proprietary research conducted in the first half of 2010, the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory. Read the white paper (PDF) |
DoubleClick Benchmarks Report: 2009 Year-in-ReviewPublished: July 2010 A free annual report of display benchmarks that helps advertisers and agencies evaluate their display and rich media campaign performance against industry norms. Based on data from DoubleClick for Advertisers across hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions, the benchmark report is now also available for the EMEA region in a separate report. Both the U.S. and EMEA benchmark reports cover the year in 2009 findings for click through rates, rich media interaction rates, expansion rates and times and video completes. Benchmarks are further broken down by creative size, creative formats, industry vertical and country. Download the U.S. Benchmarks Report (PDF) |
The Brand Value of Rich Media and Video AdsPublished: June 2009 Are you looking to move the needle on branding goals? A new report from DoubleClick and Dynamic Logic can help. This jointly authored report provides detailed information on the impact of ad format selection on branding results. Readers will learn the branding strengths of Image, Rich Media with Video, Rich Media without Video and Simple Flash ad formats. The report covers how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent. Plus, readers will get tips and tricks on how to match ad format choice to branding goals. |
DoubleClick Benchmarks Report: 2008 Year-in-ReviewPublished: June 2009 Advertisers and agencies have long been asking the questions of their display campaigns, "How do I know whether my campaign is doing well against the industry norms?" and "Are there credible benchmarks I can compare against?" With the release of this report, DoubleClick hopes to address these questions by providing a robust set of benchmark metrics based on data from DART for Advertisers across hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions. The report covers the year in 2008 findings for click through rates, rich media interaction rates, expansion rates and times and video completes. Benchmarks are further broken down by creative size and creative formats. Here you will also find benchmarks by industry vertical and by country. |
Creative Insights on Rich MediaPublished: September 2008 This report details everything that aggregate ad serving data can tell you about click-through rate, interaction rate, interaction time, expansion rate, expansion time and video complete rate. Each of these metrics can be used as an indicator of success for your rich media campaigns. In each section, we'll focus on a specific metric of success. We'll show you how the choice of ad format and creative size can affect campaign performance. We'll end each section with industry benchmarks and advice on how to compare your campaign's performance to that of other advertisers in the same industry vertical. |
Invalid Clicks and Online AdvertisingPublished: April 2007 The term "click fraud" has gained widespread attention in the media and throughout our industry over the past two years. Ad servers and networks do indeed have to protect their customers against not only malicious clicks, but also largely inadvertent invalid clicks arising from robots and spiders in the ad environment that do not obey standard Web server rules and robots.txt files. This paper outlines the state of invalid clicks in our industry, what DoubleClick is doing to combat invalid clicks, and how to assess the ROI of your click-based online advertising, and in particular search campaigns, for existence and levels of invalid clicking. |
Video Ad Benchmarks: Average Campaign Performance MetricsPublished: February 2007 Video is the hottest new format for online advertising. DoubleClick analyzed over 300 video campaigns by 130 advertisers during a four month period of 2006. The objective of this analysis was to identify major trends in the performance metrics of video ad campaigns by industry vertical, ad format, ad size, and ad length. There were several key findings including click through rate for video on average being about five times higher than those for image ads. |
Influencing the Influencers: How Online Advertising and Media Impact Word of MouthPublished: December 2006 Word of mouth marketing is all the buzz. But how exactly can marketers make it work? As part of our DoubleClick Touchpoints IV consumer survey, we identified a segment of respondents deemed to be "influencers" and studied how they make purchase decisions differently from the rest of us. Key conclusions include they are super media savvy and pay close attention to advertising, both positively and negatively. |
Touchpoints IV: How Digital Media Fit into Consumer Purchase DecisionsPublished: November 2006 DoubleClick Touchpoints IV consumer survey is our fourth annual report about what influences people's purchase decisions, online and offline, across 15 product and service categories. The findings, based on responses from more than 6,000 U.S. Internet uses, show that consumers are more likely to "view through" an online ad than to click on one, that online video is the most popular online activity of a list of types of emerging media, and that people value online ads more for ongoing learning than discovery. |
Best Practices for Optimizing Web Advertising EffectivenessPublished: May 2006 Twelve years after the first appearance of web-based advertising, the industry now stands as a legitimate heavyweight. Growth rates average over 30% annually; new advertising techniques and opportunities arise daily. More than ever, the influx of advertisers and their dollars creates a need to set your strategies apart. This white paper reveals 10 key insights and advice on how to gain a critical edge in your online advertising initiatives. At the end, further recommended readings will help you get the most out of your online advertising campaigns. |
The Evolution of Rich Media AdvertisingPublished: September 2005 This research-packed white paper examines several key issues in rich media, including which industries are the leading adopters of rich media, how marketers are measuring audience engagement and brand impact, and what new emerging technologies, such as online video, have them most excited. The paper also includes a DART Motif case study from Digitas and a leading CPG marketer, best practice advice and additional insights. With research from Nielsen//NetRatings AdRelevance, Dynamic Logic and other sources. |
The Online Advertising Landscape, EuropePublished: September 2005 DoubleClick and U.K.-based analytics group E-Consultancy examine online advertising trends in Europe. The report focuses particularly on Europe's three largest markets for online marketing spending: the U.K., France and Germany, paying particular attention to trends in rich media and search marketing in those markets. |
Touchpoints III: The Internet's Role in the Modern Purchase ProcessPublished: July 2005 Touchpoints III is DoubleClick's third annual survey of consumers about what influences their purchase decisions, online and offline, across multiple product categories: Automotive, Consumer Electronics, Consumer Packaged Goods, Credit Cards and Banking, Home Improvement, Investments and Mortgages, Movies, Prescription Drugs, Telecom Services and Travel. The findings show the importance consumers attribute to many Internet channels (websites, email, search) on awareness to through purchase, even compared to traditional media such as TV and print ads. |
Target Demographics, Before and After: New Methodologies for Matching Pre-Campaign Audience
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The Decade in Online Advertising, 1994-2004Published: April 2005 An account of 10 years in Internet marketing: from click-through to cross-media optimization, rich media to search engine ads. This report studies major industry trends, including a pricing shift to a seller's market for premium publishers. |
Search Before the Purchase: Understanding Buyer Search Activity as it Builds to Online PurchasePublished: February 2005 This study, which tracked people's use of search engines for 12 weeks before they made an online purchase, reveals several surprises, including the prominence search plays in e-commerce, the high volume of related search activity weeks before buying, and the dominant use of generic search terms compared to merchants' brands. |
Internet Audience Dynamics: How Can You Effectively Use Online as a Reach Medium?Published: September 2004 DoubleClick and comScore examine Internet audience build dynamics and how they impact both the buying and distribution of impressions on websites. |
In-Direct Response to Digital Advertising: Best Practices in Measuring Response Over Time;
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