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Online Display Advertising
Google DoubleClick Ad Exchange for AdWords PPC Advertisers
Google is stepping up its efforts to capture a piece of the lucrative online display ad market with the launch of the DoubleClick Ad Exchange, a real-time, auction-based marketplace where publishers and advertisers gather to buy and sell online advertising space. This market is currently served, at least in the US, by some 300 ad networks and ad exchanges with Yahoo! as the dominant player.
Google has been eyeing at the online display advertising market for future growth and now that the search market growth has slowed the time seems to be right to make a move. Up to now Google has built its business primarily from text-based ads that appear along-side the search results on Google.com and syndicated ad partners
Now that the new DoubleClick ad exchange has been launched and is operational, it may be a good time for Google AdWords PPC advertisers to expand into display ad advertising.
Buyers and Sellers
Although the new DoubleClick Ad Exchange seems to be a complete software rewrite, there are many familiar components that are part of the new platform. On the buy side, there is the integration of the Google Adwords Content Network. This expands the approximately 40 ad networks there are already part of the Google DoubleClick platform with the huge number of advertisers from the Google AdWords Content Network. Those advertisers will be able to run ads on the Google AdWords Content Network and the expanded ad networks in the DoubleClick Ad Exchange, using the existing Google Adwords user interface.
On the seller-side the integration of the Google AdSense publisher system into the Google DoubleClick platform automatically allows hundreds of thousands of publishers to expose their ad space to the huge network of Google Adwords Content Network advertisers who previously only had access to inventory on the Google AdSense system.
The DoubleClick Ad Exchange
Google advertisers who are already using the Google Content Network with AdWords, the integration into the DoubleClick Ad Exchange is seamless. The advertiser’s text and display ads will automatically be visible to the ad networks that are part of the DoubleClick Ad Exchange, as well as the Content Network, for new ads. At this point, there is no opt-out available. Advertisers, therefore, need to continually monitor what sites their ads are running on using Placement Reports. They can then use what Google now is referring to as “managed placement” to block certain sites from displaying their ads. For advertisers who are not planning on using the DoubleClick Ad Exchange, we recommended they check their campaign’s ad placements at regular time intervals to see what new sites their ads may be appearing on.
Ad Creation Tools
Google is offering several free tools to help advertisers with the composition of display and video ads. The Display Ad Builder tool is built right into Google AdWords and can be selected anytime when new display ad needs to be creative. The tool provides advertisers with a variety of theme templates, stock images, animations and audio that they can use to create display ads. It also guides them through the development process for rich media and video ads as well. The ad creation tool can also be used to create In Video ads, which can be targeted to appear as overlays at the bottom of videos running on web sites that are part of the exchange network. Advertisers who want to use existing ad creative can use the Display Ad Builder tool to upload the content files to the ad system.
Google also supplies AdWords Content Network advertisers with an integrated self-serve tool for the creation of in-stream video ads that can be served within video on sites that are part of the Google Content Network. The Content Network currently includes many video sites such as TV Guide, Current TV, AMC.tv, Shape and Marvel.
The video creation tool automatically converts an advertiser’s existing AdWords text ad into a tailored video ad within the advertiser's AdWords account. Users can customize their video ads by adding their own photos and video and incorporating a voiceover. Video ads can be 15- or 30-second spots that can be distributed through the Google Content Network, as pre-roll, mid-roll or post-roll ads.
Benefits for Publishers and Advertisers
The Google DoubleClick Ad Exchange can have significant benefits for both publishers and advertisers:
Publishers (Sellers)
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Better pricing. More advertisers compete for inventory, which can lead to higher CPM’s and CPC’s. |
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Improved efficiency. Real-time bidding and dynamic allocation of ad space to the sales channel that pays the most, simplified reporting and hassle free payments from a single ad exchange |
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Advertisers (Buyers)
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More inventory. Access to huge ad inventory from many web sites reaching |
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Better content targeting. Due to a much larger pool of content there is a better chance for the ad system to match content with the most appropriate advertising to maximize ROI |
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Increased reach. The web audience of the new ad exchange is huge (up to 100 percent of overall web audience) with deep reach into the long-tail publisher ad space |
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For Google advertisers who have already a display ad campaign in place through the Google Adwords Content Network, or are thinking about starting one up, the emergence of the DoubleClick Ad Exchange will have major implications. More ad inventory, especially on niche sites, is available to advertisers than ever before. It may also mean increased competition among advertisers for existing inventory, which may lead to higher CPC’s because more advertisers are now competing for the same space.
Google advertisers, who are already running a display ad campaign within the Google Content Network, must now monitor their ad placements and campaign performance even more aggressively then before. For those Google advertisers who are currently running a text ad-based campaign within the Google Content Network, now may be the time to expand in to display advertising. The ad space inventory, the tools and a management system now exist that make it easier than ever to create and run a successful display ad campaign. Either way, online display advertising has just taken a major step forward in realizing it’s potential.
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Speaking Engagements
128 Business Expo
Friday, October 9th, 2009, 12:00 - 1:30 PM
Westin Waltham-Boston Hotel
70 Third Avenue
Waltham, MA
"Using Twitter and Blogging for Business"
Click here for more info
Past Presentations
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Advanced Media Productions, Inc.
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