In part 4 of our " Coffee break " series, we caught up with Kaylyn Miller, Associate Search Director at MEC , who shared with us how her team incorporated click-to-play video ads into a recipe campaign for Swanson® Chicken, a division of Campbell Soup Company. The video campaign was established to distribute a new cooking video during two key dipping occasions - New Year's and Super Bowl. The campaign ran for six weeks, starting in mid-December and concluding at the end of January. During our interview, Kaylyn shared the following: What were the goals of using click-to-play video ads? We were tasked with distributing the Frank's® Red Hot® Buffalo Chicken Dip recipe, made with Swanson® Premium Chunk Chicken. We were already successfully directing users to print the recipe using paid search. However, we knew that keyword targeting could be a powerful tool for video distribution as well. Our goal was to use contextual targeting on the Google Content Network for cost efficient video views. Knowing that this strategy worked well for clients in the entertainment industry, we were striving to keep playback rate and cost per view in line with Google’s entertainment benchmarks. How did you set up and execute the campaign? We began by looking at the most relevant ad groups from our paid search campaign, including buffalo chicken dip, appetizer and dip, chicken recipes, New Year's recipes and Super Bowl recipes. The ad groups were then modified to include broader keywords to effectively target the Google Content Network. From there, additional ad groups were created, such as hot wings, cooking videos, easy recipes and general recipe words to obtain greater reach. Three distinct starter images were created for the video - Everyday, New Year’s and Super Bowl (images below) - based on the events of a given week. We used the best practice of making the starter image a YouTube-like still, instead of a display ad, to increase consumer engagement. Click to view images - Everyday , New Year's , Super Bowl How did the click-to-play video campaigns perform? The campaign's performance exceeded our expectations. In the 6 weeks it ran, the click-to-play video campaign received more than 34,000 video views with 42% of the videos viewed to completion. In addition, this was a good test for us to see how CPG would perform since there aren’t many benchmarks for this category to-date. We saw a lower cost per view and higher play rate than Entertainment industry benchmarks, a space where we assumed users would be more engaged. In addition to success found through video viewing, we also found success in on-site engagement. While recipe prints are the main goal of the paid search campaign, they were secondary for the video campaign. We were pleased to find that the consumers who were engaged in the video carried that engagement over to the site. The download rate associated with video plays was 203% higher than the stand-alone paid search campaign, keeping the cost per recipe print in line with the search averages, despite the more premium CPCs found in the video campaign. What did you learn from this campaign? This campaign validates that click-to-play videos can supplement paid search to expand reach while maintaining consumer engagement for a client. If you did not use this Google solution, how would things have been different? We may have used a portion of the search budget to drive traffic to sites where the video was being distributed by our Social Media and Display teams, but most likely the video wouldn’t have been promoted through keyword targeting. For more information on click-to-play video ads, visit the AdWords Help Center . For more information on how to prepare this recipe for your next dipping occasion, visit buffalochickendip.com. Posted by Agency Ad Solutions Blog Team
The rest is here:
Coffee break with clients: Swanson® Chicken dips into click-to-play video
Today, we are introducing several new features that integrate DoubleClick Ad Planner data with other Google advertising solutions. These features help streamline the process of planning and building online ad campaigns while offering advertisers access to better data for more informed media planning decisions. Ad Planner Top 1,000 Most Visited Sites The Ad Planner 1,000 list is a list of the top 1,000 global sites on the web by unique users as measured by Ad Planner. Published monthly, this list details the number of unique visitors, page views and reach for each site for the top 1,000 sites globally. It’s a great way to quickly reference the most popular sites on the web. This latest resource represents yet another step in the evolution of Ad Planner in providing reliable traffic and audience information for websites. In conjunction with our Ad Planner 1,000 list, the Google Content just released an Ad Planner 1,000 targeting feature . These two features combined provide an example of how Google is working to provide more actionable data for online display advertisers. Exporting Google Content Network Placements to AdWords Many Ad Planner users are also AdWords users, and one of the top requested features is to provide a simple and easy way to buy Google Content Network placements advertisers find through Ad Planner. The newly launched Export to AdWords feature enables advertisers to simply export Google Content Network placements from Ad Planner into AdWords. These exported placements will be set up as a new campaign or ad group within AdWords. For advertisers running text ads or display ads on the Google Content Network, this provides an easy way to build media plans of managed placements. Now translating the great audience research data in Ad Planner into your AdWords campaigns is easier than ever. Creating Lists in Ad Planner To help you create your own list of favorite sites to save and add your media plans, we also recently launched “Lists” in Ad Planner. With “Lists”, you can store sites and placements in lists for future use in media plans. To get you started, we’ve made the Ad Planner 1,000 list available to all Ad Planner user accounts for use as a handy reference or for download. Our goal with the Top 1000 Sites and other recent updates is to deliver new tools for greater planning efficiency and data to make more informed advertising decisions. Visit www.google.com/adplanner to check out our new features. Posted by Rohit Kundaji, Software Engineer and Wayne Lin, Product Manager
Read the original here:
Announcing the Ad Planner 1,000 and Greater Integration with AdWords
Display advertising is changing rapidly with the emergence of audience data, engaging new ad formats, dynamic creatives, and new technologies. We'd like to invite you to a webinar about our recent innovations in display advertising and how marketers are incorporating it into their strategy. Specifically, we’ll discuss: Google's vision and recent innovations in display advertising How to best take advantage of our offerings, from planning to optimizing your campaigns How advertisers are incorporating the Google Content Network into their marketing strategy Date: Thursday, May 20, 2010 at 11:00am PST / 1:00pm CST / 2:00pm EST Register here Posted by Agency Ad Solutions Blog Team
Read more from the original source:
Upcoming webinar: Uncovering opportunities with display advertising
Advertisers can now build media plans to reach audiences with interests relevant to their campaigns using DoubleClick Ad Planner. Audience interests represent the aggregate interests of visitors to any given website. With today’s release, the top ten audience interests for each site are now listed on the profile page for each of the millions of sites profiled in Ad Planner. This provides an important complement to the demographic data that’s already widely available. By combining an understanding of a website’s demographic appeal with the range of interests of the audience the site attracts, advertisers can get a more complete picture of who they will reach by advertising on the site. To date in Ad Planner, advertisers have used site categories, which describe the content of websites, as a proxy for audience interests. For example, to plan an ad campaign for a pet product, advertisers would look for sites with content about pets for their media plan. While this may be an appropriate proxy, it also may overlook some great sites, since when people are interested in a topic, they don’t only visit sites about that topic. Audience interests in Ad Planner helps advertisers find a wider range of sites for their media plan without compromising their ability to reach the right audience. With the “Search by audience” tab in Ad Planner, selecting the “Pets” interest will reveal a list of sites that have a high affinity with audiences interested in pets. While some of the sites will be about pets, many additional sites will be about other topics. Take the screenshot below, which is from the Ad Planner profile for a site about politics . Although the site is not about pets, it scores a high (36.9x) affinity with audiences who are interested in pets, which means visitors to this site are 36.9 times more likely to be interested in pets than the average Internet population. A category filter on pets would never locate this site, but an interests search on pets would. (click to view image) Audience interests gives advertisers a new tool for selecting the best sites for their media plans. To learn more about how we generate the data for audience interests, please refer to our methodology document . To try out the new audience interests features, visit www.google.com/adplanner . Posted by Ben Chambers, Software Engineer [note: this post has been reprinted from the DoubleClick Blog ]
Read the original:
Audience Interests Now Available in DoubleClick Ad Planner
DoubleClick Ad Planner is our free, online measurement product that helps advertisers and agencies to create media plans by providing reliable traffic and audience information for websites on which they may wish to advertise. It measures millions of sites in over 40 countries and is used by thousands of advertisers and agencies to build media plans. In recent months, we've been investing significantly in new features for DoubleClick Ad Planner. ( Better site data in DoubleClick Ad Planner , Ad Planner updates provide more data, more ways ) To further our commitment to provide reliable data in DoubleClick Ad Planner, we have submitted it for accreditation by the Media Rating Council (MRC). The MRC is an advertising industry group that works to accredit audience measurement services that are valid, reliable, and effective. MRC accreditation is voluntary and some third-party measurement products have submitted for accreditation, as we have; some have not. Once complete, the MRC accreditation will provide independent confirmation that Ad Planner's methodologies, and the processes supporting this technology, adhere to industry standards. As part of the MRC audit, we're sharing more details about our data sources and methodology. For our traffic measurement, Ad Planner uses a hybrid measurement methodology that combines direct-measured site traffic, through Google Analytics data that publishers have chosen to opt in to provide us, and sample aggregated data from Google products and services. We currently have over 10,000 sites that are contributing direct measured opt-in data to Ad Planner. Our sample data comes from a variety of sources including anonymized, aggregated Google Toolbar data from users who have opted in to enhanced features , opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. All of this data is aggregated over millions of users and is powered by computer algorithms. The breadth and reliability of this aggregated data means that our traffic measurements are among the most accurate in the industry. To learn more about Ad Planner's data, we invite you to read our recently updated methodology document . To start using Ad Planner, visit us at www.google.com/adplanner . Posted by Wayne Lin, Product Manager, DoubleClick Ad Planner
Go here to read the rest:
DoubleClick Ad Planner's Audience Measurement Methodologies Submitted for MRC Audit