Google Partners Blog: February 2011

The three laws of display advertising physics

Wednesday, February 23, 2011

we’vewrittenon our blogsbeforeexchanges involving real time biddingdemand side platformsimproved ad networksThe three laws of display advertising physics1. The Theory of Relativity:What’s better, a demand side platform, or an ad network? It depends

The online broker model: For buyers looking to manage the details of their ad buying and use their own technology and data, a DSP like Invite Media is often the best option. This is similar to an online broker that lets you log in and closely manage your investments (and, as with Invite Media, get access to special trading features, market intelligence and expert advice).

The stockbroker model: Some marketers have a desired campaign result (such as a target reach for a new car campaign, or a number of conversions for a sporting tickets campaign). They want to outsource the details and have a customized, transparent media solution designed for their campaign. The Google Display Network most often fits this bill—it’s like having a stock broker manage your portfolio to meet your investment goals.

2. Fusion Theory: Why contextual and audience buying release more energy when combined

With effective contextual advertising, you can get the maximum reach while delivering your message in highly relevant locations—like news articles related to your products—in the precise moment a person indicates interest. Contextual advertising is vital to building brand awareness and reaching new prospects at relevant moments.

Audience buying—such as remarketing—enables marketers to reach people who have already shown an interest in a particular topic or brand. This is especially effective for re-engaging consumers.

third partystudies3. The Law of Perpetual Motion:Why marketers should embrace a rapidly moving industry

Advances in computer science are driving changes in advertising. To illustrate: creativity has always been at the heart of good display advertising. But look at what’s become widely used by marketers in just the last few years—rich media technology, new mobile and video formats and dynamic creative technology that can take a creative ad concept and automatically bring it to life over millions of websites.

The industry is literally moving faster as media buyers start to increase their use of real-time bidding (RTB) technology, which allows them to evaluate and bid on ad space on an impression-by-impression basis. We recently undertook an industry study with Digiday, surveying more than 300 digital media buyers, agencies and intermediaries about their thoughts on RTB in the year ahead. Some revealing findings:

88% of buyers plan to buy via RTB in 2011, up from 75% last year.
47% of media buyers say that the benefits or RTB will increase their overall digital advertising budget this year (16% said it would not, 37% were unsure).
Spending on RTB is quickly moving out of the "test budget" range: 79% of buyers estimate that more than 10% of their digital display budgets will go to RTB in 2011. 33% estimate that 50% or more of their digital display budget will go to RTB. And 7% estimate 90-100% of their digital display budget will go to RTB.
29% of media intermediaries (such as DSPs, ad networks, and exchanges) anticipate their volume of real-time bidding will increase by 100% or more versus last year. 19% believe it will go up by at least 200%.
More formats are moving to RTB: 34% of buyers say they are extremely or very likely to purchase rich media ads via RTB this year, 32% are extremely or very likely to purchase dynamic creative ads via RTB, 20% are extremely or very likely to purchase mobile display ads via RTB, 18% are extremely or very likely to purchase in-stream video via RTB and 14% are extremely or very likely to purchase mobile rich media via RTB.
Nearly half (48%) of publishers surveyed say they plan to increase the amount of inventory they will make available via RTB. 28% are still deciding. Only 24% said they were not planning to increase RTB inventory.

studyThe future

Posted by Neal Mohan, Vice President of Product Management

The Top 10 Ads and Earned Media for Super Bowl 2011

Tuesday, February 22, 2011

Editor’s Note: Brian Shin is the CEO and founder of Visible Measures, a firm that measures and reports on the universe of online video performance for advertisers and publishers and publishes the weekly Viral Video Chart with Advertising Age.Super Bowl ads

our blog

What drives video views and what best practices can an advertiser adopt?

What does it take to earn a Top 10 spot and how has that changed over the years?

Which is growing faster: online or broadcast viewership?

Who came out on top: auto or CPG?

our blog

93 Million views and counting for Super Bowl Ads on YouTube’s Ad Blitz

Tuesday, February 22, 2011

111 million folks who watched live Ad BlitzWieden + Kennedy UM YouTube Home Page MastheadPosted by Suzie Reider, Director, YouTube and Google Display Network

Keep Thinking Mobile

Friday, February 18, 2011

Last week we brought together top marketing executives, industry visionaries and agency leaders to discuss all things mobile at Google’s Think Mobile event.

Speaking to a room full of excited marketers, Google’s Dennis Woodside, President Americas, Mary Meeker, Partner at Kleiner Perkins, and Jason Spero, Head of Americas Mobile Advertising gave their thoughts on the future of mobile and what advertisers can do to better connect with today’s mobilized consumers.

In order to share these innovative perspectives with as many people as possible, the event was live streamed to desktop and Android and iPhone mobile devices. If you missed the live stream, you can watch the recorded session on the Google Mobile Ads YouTube channel. Additionally, be sure to visit our Think Mobile Live Stream page where you can view presentations and videos from the event.Originally posted to the Google Mobile Ads Blog

Posted by Suzanne Mumford, Google Mobile Ads Marketing Team

Webinar Alert - Contextual targeting: performance at scale

Thursday, February 17, 2011

Contextual targeting strategies for specific marketing objectives

The Contextual Targeting Tool, build and optimize better-performing campaigns in minutes

Tips for boosting performance of contextually-targeted campaigns

blog postclick herePosted by Agency Ad Solutions Blog Team

Using ads services with new Google Account security features

Friday, February 11, 2011

announced2-step verificationAuthorizing applications & sitesAccount Settings

Google Accounts Help CenterAdWords Editor Help CenterOfficial Google BlogPosted by Katie Wasilenko, Agency Team

Upcoming webinars - Remarketing strategies and reaching Hispanics

Wednesday, February 9, 2011

Remarketing on the Google Display Network: Optimizing & Maximizing your Current StrategiesTuesday, February 15th at 11amPST / 1pmCST / 2pmESTOptimizing & Maximizing your Current StrategiesRemarketing Optimization and Advanced Strategies

Maximization: Ensure you're reaching all of the users on your lists.

Optimization: Learn how to ensure you are getting the most effective ROI from your campaigns.

Case Studies/List Strategies: Hear how others in your industry are achieving great results from remarketing.

herehereConnecting with US Hispanics OnlineWednesday, February 16th at 10am PST / 12pmCST / 1pmEST

Highlights from Google's new primary research report: The 4 Truths about US Hispanics & Digital

Specific strategies you can implement immediate to target the US Hispanic audience online

herePosted by Agency Ad Solutions Blog Team

Tips and tricks for Financial Services advertisers

Friday, February 4, 2011

Small Business BlogSmall Business Blog
Posted by Agency Ad Solutions Blog Team

Join us on February 10, 2011 at 1:05pm EST for Google’s Think Mobile Event Live Stream

Thursday, February 3, 2011

Think Mobile Live Stream pageTwitter#thinkmobile

Posted by Suzanne Mumford, Product Marketing Manger

Deadline approaching for submissions to TED’s Ads Worth Spreading Challenge!

Thursday, February 3, 2011

announcedAds Worth Spreadingsubmit your entry here

a beautifully produced, :60 cinematic TV spot for a top brand

a long-form 3-minute video too long for network but perfect for online

a spec spot that has a hugely compelling idea or new use of technology

an online video of your CEO giving a short, TED-like talk about your company's idea to change the world

a PSA that makes you cry and click Share

Ads Worth Spreading on TED.com
Posted by Mark Sabec, YouTube Product Marketing Manager, recently watched Life In A Day at the 2011 Sundance Film Festival

Think with Google: What We Learned in 2010

Wednesday, February 2, 2011

Sources: ¹Google & Compete Personals Study 2010. ²Google & Compete Automotive Buy Flow Study 2010.
Posted by Lauren Dale, Marketing Manager, Large Advertisers

AdWords Policy updates and auditing plans for third parties

Tuesday, February 1, 2011

JulyDecemberdisclosure documentthird-party policy sectionoverview of Google third-party programsinformation and links to applicable third party policieshere

Posted by Katie Wasilenko, Agency Team

Partners Blog