Tag Archives: Neal Mohan

Making the web work for major brands

In the 1950s, major brand marketers, like movie studios and consumer goods companies, embraced television, helping spark a multi-billion dollar industry—and the beginning of TV’s golden age.

One reason these brands invested in TV was the emergence of new measurement tools, like TV ratings and market research, that helped show which ads were reaching the right audiences and having a positive impact.

Measurability is already at the heart of digital advertising—every second, businesses rely on insights from products like Google Analytics and Google AdWords to help them grow.

But major brands are interested in things like “brand recall” (such as whether consumers remember the name of your cereal), and “brand favorability” (whether they think positively about it), rather than just clicks and online sales. The metrics that the online advertising industry uses today aren’t always equipped to tell that fuller story. Many brands scramble together metrics like clicks, ad impressions, and numerous tools and measurement solutions, trying to make sense of them and—some time later—acting upon the insights they can glean.

The lack of these actionable, truly useful metrics is a key reason that many major brands have been cautious in embracing digital advertising over the past decade, even as high-quality content and millions of users have moved online.

We think that a new generation of measurement solutions will help brands quantify the benefits of investing online and will help to fund the next generation of great online content and services.

Today at the Ad Age Digital Conference we’re introducing the Brand Activate initiative, a new effort to re-imagine online measurement for brand marketers and—crucially—to help brands turn measurement into action, immediately. We’re working with the industry and supporting the IAB’s Making Measurement Make Sense (3MS) coalition on this project.

We believe that the industry’s significant investment in these areas can substantially grow the online advertising pie, help major brands invest for growth, and fund new digital content and services.

Read all the details about this initiative, and the first solutions (Active GRP and Active View) on our Agency blog.

Take a walk on the sell-side

In June, we announced that we are acquiring Admeld, a New York-based company that helps large publishers (also known as the “sell-side” by people, like me, who live and breathe display advertising) maximize their revenues from online advertising. We’re pleased that the U.S. Department of Justice has today cleared this deal. We’ll close the acquisition in the coming days and then start the real work—building improved products and services that help our publisher partners to make more informed decisions across all their ad space, and to grow their revenues.

The opportunity for major online publishers is huge…and growing. People are spending more and more time consuming online content across numerous devices, advertisers are running more online and mobile campaigns to reach them; and ads continue to get more engaging and relevant. This represents an unprecedented moment for publishers. We believe that improved technology and services can help publishers seize it and make online advertising work much better.

For now, it’s business as usual—Admeld’s products will operate separately to Google’s existing solutions (such as DoubleClick for Publishers and the DoubleClick Ad Exchange). But over time, there are opportunities to bring the best of both businesses together in a variety of ways; and to develop entirely new solutions, too.

As we do this, Admeld and Google are guided by some core shared beliefs:

  • We want to give publishers more control over their ad space, and offer more flexible ways to manage and sell it. Publishers’ businesses should influence the technology they use; not the other way around
  • We believe that publishers can make better decisions to maximize their revenues when they have better insights at their fingertips
  • We envisage a much simpler system that enables publishers to manage and sell their ad space—across desktop, video, mobile, tablets and more

The content produced by Google’s and Admeld’s publisher partners is the lifeblood of the Internet. We can’t wait to start building the next generation of tools and services that will help them grow their businesses.

(Cross-posted on the DoubleClick Publisher Blog)

New tools to help publishers maximize their revenue

What do a celebrity blog, a video interview on a newspaper site and a cable channel’s smartphone app have in common? They’re all supported by advertising…and they’re all examples of how the lines between media formats are blurring.

These increasingly blurry lines are not only resulting in highly engaging forms of content for users, but many new revenue opportunities for publishers. A wave of innovation and investment over the past several years has also created better performing ads, a larger pool of online advertisers, and new technologies to sell and manage ad space. Together, these trends are helping to spur increased investment in online advertising. We’ve seen this in our own Google Display Network: our publisher partners have seen spending across the Google Display Network from our largest 1,000 advertisers more than double in the last 12 months.

With all these new opportunities in mind, we’re introducing new tools for our publisher partners—in our ad serving technology (DoubleClick for Publishers) and in our ad exchange (DoubleClick Ad Exchange).

Video and mobile in DoubleClick for Publishers
Given the changes in the media landscape, it’s not surprising that we’ve seen incredible growth for both mobile and video ad formats over the past year: the number of video ads on the Google Display Network has increased 350 percent in the past 12 months, while AdMob, our mobile network, has grown by more than 200 percent.

Before now, it’s been difficult for publishers to manage all their video and mobile ad space from a single ad server—the platform publishers use to schedule, measure and run the ads they’ve sold on their sites. To solve this challenge, we’re rolling out new tools in our latest version of DoubleClick for Publishers that enable publishers to better manage video and mobile inventory. Publishers will be able to manage all of the ads they’re running—across all of their webpages, videos and mobile devices—from a single dashboard, and see which formats and channels are performing best for them.

A handful of publishers have already begun using the video feature and it appears to be performing well for them: we’ve seen 55 percent month-over-month growth in video ad volume in the last quarter. In other words, publishers are now able not only to produce more video content, but to make more money from it as well.

Direct Deals on the DoubleClick Ad Exchange
Another way publishers make money is to sell their advertising via online exchanges, like the DoubleClick Ad Exchange, where they can offer their ad space to a wide pool of competing ad buyers. This has already proven to generate substantially more revenue for publishers, and as a result we’ve seen significant growth in the number of trades on our exchange (158 percent year over year).

However, publishers have told us that they’d also like the option of making some of their ad space available only to certain buyers at a certain price—similar to how an art dealer might want to offer a painting first to certain clients before giving it to an auction house to sell. So we’re introducing Direct Deals on the Doubleclick Ad Exchange, which gives publishers the ability to make these “first look” offers. For example, using Direct Deals, a news publisher could set aside all of the ad space on their sports page and offer it first to a select group of buyers at a specific price, and then if those buyers pass on the offer, automatically place that inventory into the Ad Exchange’s auction.

Looking back at that blog, news site and app, we’d like them to have one more thing in common—being able to advantage of new opportunities to grow their businesses even further. These new tools, together with the other solutions we’re continuing to develop, are designed to help businesses like them—and all our publisher partners—do just that, and get the most out of today’s advertising landscape.