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1330 sponsored lunch double click
This document discusses Google's plans to expand its real-time bidding platform to include mobile in-app inventory from AdMob. It highlights data showing the growth of mobile advertising and effectiveness of various mobile ad formats. The expansion will allow buyers to reach mobile audiences at scale and test different mobile ad creatives. One buyer is excited to gain insights into what works best for mobile through this opportunity.
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- 1. Google Confidential andProprietary
- 2. Google Confidential andProprietary 2
- 3. Google Confidential andProprietary 3 Source: eMarketer, Nov. 2010
- 4. Google Confidential andProprietary 4
- 5. 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Google Confidential and Proprietary 5 Does not indicate absolute or relative traffic volumes.
- 6. % correctly recallingVolvo as brand advertised 74% +24 point lift in aided recall 50% TV Only TV, PC Video, Phone Video and Tablet Video Source: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 6
- 7. % attributing Volvoto specified traits Top Rated 25% Safety +12 point lift 37% Reliable 23% +12 point lift 35% Attractive 20% +4 point lift 24% Powerful 8% +11 point lift 19% TV Only Intelligent 7% All Platforms +5 point lift 12% Source: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 7
- 8. Google Confidential andProprietary 8
- 9. In which categoryof digital advertising do you anticipate the greatest increase in real-time bidding in 2011? 40% 35% 34.0% 34.0% 30% Response % 25% 20% 17.0% 15% 10% 9.4% 5.7% 5% 0% Rich Media Dynamic Creative In-Stream Video Mobile Mobile Rich Media (Banners) (Banners) Ad Format Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, question respondents n=53 Google Confidential and Proprietary 9
- 10. Google Confidential andProprietary 10
- 11. ~9 % ~15 % of global Ad Exchange of U.S. Ad Exchange inventory is mobile web inventory is mobile web inventory inventory Source: Internal DoubleClick Ad Exchange data. October 31, 2011. Mobile web inventory includes inventory from high-end phones and tablets. Google Confidential and Proprietary 11
- 12. To-Date: Just IAB In the Coming Weeks: 320x50 Size Sizes Web page viewed Web page with mobile Mobile app with mobile from mobile device specific ad unit specific ad unit Google Confidential and Proprietary 12
- 13. Mobile display adsshow huge deltas between exposed and control groups 20.2 20 15 12.2 10 5.9 4.9 5 4.1 0 Aided Brand Online/Mobile Ad Message Brand Purchase Intent Awareness Awareness Association Favorability Source: Dynamic Logic MarketNorms®, Full Dataset (2006–2010). Fixed frequency level of 1 for campaigns using mobile N=40–127. Google Confidential and Proprietary 13
- 14. Google Confidential andProprietary 14
- 15. Google Confidential andProprietary 15
- 16. Q3 2011 3XBuyers First full quarter selling Tripled the number in-stream inventory of in-stream buyers to Ad Exchange buyers from Q3 to Q4 Google Confidential and Proprietary 16
- 17. Sight, sound Scale, reach and motion and audience Brand Results Google Confidential and Proprietary 17
- 18. In-Stream video ads,at a frequency of just 1, show large deltas between exposed and control groups in 4 key brand metrics 5 4.5 4 3.5 3 2.9 2.5 2.0 1.9 2 1.9 1.5 1 0.5 0 Aided Brand Awareness Online/Mobile Ad Brand Purchase Awareness Favorability Intent Source: Dynamic Logic MarketNorms®, Full Dataset (2002–2010). Fixed frequency level of 1 for campaigns using in-stream N=9–14. Google Confidential and Proprietary 18
- 19. Google Confidential andProprietary 19
- 20. In-Page In-Page with Video Clickto Expand Rollover to Expand Google Confidential and Proprietary 20
- 21. Rich media adswithout video, at a frequency of 2 or more, show large deltas between exposed and control groups 5 4.5 4.4 4 3.5 3 2.8 2.5 2.0 2 1.5 1.2 1.1 1 0.5 0 Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase Intent Awareness Source: Dynamic Logic MarketNorms®, 2008–2010. Frequency level of 2+ for campaigns using rich media without video N=411–592. Google Confidential and Proprietary 21
- 22. Google Confidential andProprietary 22
- 23. Multiple Formats Standard Rich In-Stream Mobile Display Media (beta) (beta) Flexible Deal Types Auction Direct Deals Anonymous Branded Private Bidded Fixed Price, Pre-Auction Three Ways to Place a Buy RTB API UI API Google Confidential and Proprietary 23
- 24. Impression and clickfraud protection Blocking and filtering of undesirable inventory Protect buyers from revealing their advertisers Seller blocking Bid protection to keep individual buyer bids anonymous Google Confidential and Proprietary 24
- 25. “We are delightedto be working with Google as they open up the DoubleClick Ad Exchange to include AdMob in-app inventory, and to deliver this opportunity to our clients. We anticipate this experience will help us bring mobile to scale to our partners, and will provide insight into the operational elements and the creative assets that work best in this environment.” Kurt Unkel, Senior Vice President, VivaKi Nerve Center Google Confidential and Proprietary 25
- 26. Google Confidential andProprietary