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We recently introduced a new umbrella name for our online display media offerings, the Google Display Network (GDN) to make our solutions clear to advertisers and agencies. You also heard from us about the investments we’re making in display advertising and the promise it holds for marketers and agencies to drive great marketing results. In this series of posts, we’ll cover what you can do today on the GDN. We’ve been busy working to improve every step of your display campaigns: from media planning and developing creative, to choosing targeting, measuring results and optimizing your campaign. Each week over the next month, we’ll talk about the solutions available to you in each area, starting with campaign planning. With millions of sites on the web, how do you find exactly the people who will respond to your message? We introduced DoubleClick Ad Planner to help. It’s a free research and media planning tool to help identify web sites most likely to attract your audience. The insights provided by Ad Planner continue to get deeper and more robust. Let’s take a look: Research sites by ones you know your audience visits, or by defining your audience based on what you know about them, such as geography, demographics, interests, sites they visit or keywords they search. Recently, we released more features to help you research more effectively: Pre-defined audiences . Select from commonly used audiences like Baby Boomers to save time or if you don’t know how to define your audience. With Ad Planner 1000 , quickly reference and target the web’s largest sites. Use subdomain and ad placement data for more granular media planning. With Lists , create lists of your favorite sites and placements for future use. Manage your site results by applying a variety of site ranking methods : See sites that are most likely to attract your target audience, see larger, mass-media sites to ensure campaign scale, or, see a balance between the two. Filter to see just sites in the Google Display Network, or all sites that accept advertising. Apply other filters to see sites accepting certain ad formats, sites in specific categories like Video Games or sites with a particular domain suffix like .edu . View robust site details. For each site, you can see detailed information and audience visitation patters. A Site Overview shows general site information like thumbnail and description and site categories. Traffic Statistics and Demographics show unique visitor metrics and demographic information. Online Activity shows what other sites your audience visits or keywords they search. Finally, Ad Specifications show placement type, impressions/day and accepted ad formats and sizes. Most recently, we introduced audience interest information, showing the aggregate interests of a site’s visitors. It complements the demographic data available in Ad Planner, providing a deeper view into a site’s audience. Build, analyze and export your media plan . After researching sites, you can select sites and add them to your media plan . As you do, you’ll see unduplicated unique users, reach, and page view statistics. You can then analyze your media plan by reviewing its aggregate demographic statistics. When you’re ready, you can export sites directly into your AdWords account or into CSV format to import into MediaVisor . Beyond robust features like these, Ad Planner provides true scale for your campaigns because you can go beyond the most common sites, to tap into millions of sites and do it for over 40 countries and 20 languages. Further, web site owners can claim, manage and share their data on Ad Planner, providing another level of up-to-date and accurate information for your media planning. You can stay on top of new enhancements in our Ad Planner release notes . Stay tuned for our next post about developing effective ads and the solutions available on the Google Display Network. Posted by Emel Mutlu, Marketing Manager, Google Display Network

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Google Display Network series: Effectively planning your online display campaigns

Over the years I have opted into many a marketer’s email list. Within the last several months, I have been inundated with offers seemingly everyday. Unfortunately for each of these marketing list owners, all of their emails are beginning to look and sound a like. Their formula? That’s the problem. They all follow the same formula. What are the all doing that is the same? Each email begins first by trying to suspend the receiver’s disbelief. Marketing List Marketing Now either all of these offers are too good to be true or they all work wonderfully and the audience as a whole is just too skeptical. Take your pick.

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I Get Two of These Everyday: Marketing List Marketing

From comScore: In April 2010, 69.6 million mobile users accessed an application on their phone, an increase of 28 percent from the previous year. Several application categories experienced triple-digit growth in the past year, emphasizing the increasing popularity of this method as a form of mobile content access. Social Networking experienced the strongest growth in app access, increasing 240 percent to 14.5 million users. Accessing News apps followed, growing 124 percent to 9.3 million users, while Sports Information apps experienced a 113-percent surge to nearly 7.7 million users. Bank Accounts apps also more than doubled their audience, growing to nearly 5 million users in April. Social Networking Via App

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Social Networking App Audience More Than Triples in Past Year

I was reading yet another story about how newspapers can be saved by tweaking their business models. The newspaper industry can tweak their business models all they want, yet as long as Google offers advertisers a more direct method of reaching their audience without having to wrap their sales message in the day’s news, the news – whether online or offline – will continue to illustrate just how ineffective it has been all along at delivering branded sales messages let alone direct sales message performance. The reality is News as content is no longer the most effective sales message carrier. No business model can change what has been traditionally considered “news”.

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News Isn’t Transactional For Advertisers

I have been thinking about Twitter a lot lately and after a great deal of consideration, I have concluded its just another push (broadcast) channel. Not only is it a push channel, its an uphill model to boot (your work effectively perishes upon production). Yippee! Two of the things I love to do most combined into one 1). push things 2). uphill. That’s the best case scenario and as with all best case scenarios they are few and far between! If you have 10,000 or more listeners and are bolting Twitter onto existing channels to pick up what fell through the cracks otherwise, maybe the Tweeting process could pass a cost benefit analysis. I doubt it does though for 99.99% of Twitter users though. Yeah Tweeting doesn’t cost anything but unless you give your time away for free – Tweeting has costs. Twitter is at best just another albeit new broadcast medium for those who have more than just a handful of followers in their audience. The reality is much further from the truth for the majority of Twitter accounts. I recently read the majority of Twitter accounts have under 100 followers. Thus for the majority of Tweeters, Twitter is a narrowcasting medium if that. Skinny messages broadcast to an even skinnier audience. Most Twitter users would be better off taking their SkinnyCast down to their nearest intersection and shouting it at every car that went by. Only there and then would the majority of Twitter users likely reach a larger more active audience than they are now currently with their Twitter accounts.

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Twitter: Home Of The SkinnyCast – Just Another Push (Broadcast) Channel