We live in a multi-screen world where people are constantly connected and moving seamlessly across devices. Not only do mobile devices keep us connected anytime and anywhere, but they play an increasingly important role in shopping, both online and offline. With mobile, consumers no longer just take linear paths to purchase that begin and end on the same device. Instead, there are a range of customer journeys - like starting on a smartphone and ultimately buying in-store, continuing on a different device, or making a phone call.
This era of mobility is bridging the digital and physical worlds, so marketers need to fully understand mobile’s impact both online and offline, and evaluate how each of these actions applies to their business. Here’s a look at two brands who’ve invested in understanding the full value of their mobile efforts:
adidas Being locally relevant is key for any brick and mortar business, and adidas worked with its agency iProspect to leverage mobile’s power to reach local customers. They recognized that in order to build an effective mobile presence, they had to pivot their thinking to understand how mobile drives value beyond mobile commerce, particularly in-store sales. “If we look at a 1:1 response or 1:1 measurement of what our media budget is driving on a mobile site, we're missing a big part of that picture. As performance marketers, a lot of the times we look at direct responses, and what mobile is requiring us to do is redefining direct response," says Kerri Smith, head of mobility at iProspect.
adidas and iProspect partnered to estimate the value of each store locator click on their mobile website. Based on internal benchmarks, iProspect theorized that 1 out of every 5 people who visited the mobile site store locator page went into an adidas store. In-store conversion data from adidas indicated that around 13% of shoppers who go into stores completed a purchase, and that their average order value is $71. Since an active search usually demonstrates stronger intent to purchase, iProspect applied a 20% conversion rate and an $80 average order value. As a result, they determined that 4% of the people who clicked on a store locator translated into an actual sale for adidas, meaning that each store locator click is worth $3.20.
To put that in perspective, for a hypothetical mobile investment of $1 million, in-store sales from store locator clicks was an extra $1.58 million beyond direct mobile purchases. [Download the full case study here]
RadioShack To fully understand how mobile drives in-store sales, RadioShack collaborated with its agency Mindshare to redefine mobile success: “User behavior is much different on smartphone compared to the desktop experience. It became obvious that to be successful, we had to measure mobile performance by focusing on different criteria,” says Lisa Little, Search Marketing Manager at RadioShack.
RadioShack worked with Mindshare to understand how mobile impacted foot traffic into stores. Using mobile search ads to promote their mobile site, they found that 36% of the clicks were going to the store locator page. Based on internal studies, the teams estimated that 40-60% of people who used the store locator on a mobile device visited a store. RadioShack’s internal analytics team also determined that approximately 85% of customers who visited the store as a result of the store locator made a purchase in store. [Download the full case study here]
A holistic view of the mobile customer This new model can help marketers better understand the return on investment they’re getting from their mobile efforts. Both companies also found mobile success because they developed a holistic view of their mobile customers and created strong synergies across all marketing channels. For example, RadioShack’s social, email, digital, video and search marketing teams work collectively to create the best user experience possible for mobile customers. Little says, “This allows us to better understand the behavioral path of our customers, from the initial research phase through the final purchase stage including all the marketing they were exposed to along the way. To be successful, you have to adopt this holistic vision of the mobile user behavior.”
Posted by: Julie Pottier, Product Marketing Manager, Mobile Ads
You can now use AdWords Editor to upgrade and manage enhanced campaigns. Once you install AdWords Editor 10.0, you'll be able to:
Upgrade campaigns to enhanced, either individually or in bulk.
Set campaign level bid adjustments for mobile devices.
Set bid adjustments for targeted locations.
Specify device preferences for individual ads (Mobile or All).
For more details about these changes and other updates, see our AdWords Editor 10.0 release notes. For a detailed description of enhanced campaigns, please visit this overview article in the AdWords Help Center. The next time you launch AdWords Editor, you'll see a prompt to upgrade to version 10.0. To learn more about upgrading, including how to keep unposted changes and comments when you upgrade, please review these instructions. You can also download version 10.0 from the AdWords Editor website. Support for previous versions of AdWords Editor will continue for four months to allow you time to upgrade. To ensure uninterrupted use of AdWords Editor, you will need to upgrade by June 28, 2013. Posted by Rob Newton, Inside AdWords crew
The following changes apply to customers in all countries and territories in North America, the Caribbean, and Latin America except Mexico, Argentina, and Brazil.
If you’re using AdWords, you’ve agreed to our Terms and Conditions. These are important so we have a common understanding in basic areas like policy, cancellation, payment, dispute resolution and liability.
With the advancements in our ad platforms and global growth, we need to make a few changes to keep up. So we'll be rolling out an updated set of Terms and Conditions on February 27th to AdWords customers throughout North America, Central America, and South America (full list).
What’s New One of the main changes you’ll notice in the updated terms is that they accommodate new advertising products and services. For example, we offer third-party ad serving in some situations, so you’ll see provisions about how we resolve ad serving disputes. Other changes include updated links to our policies and better consistency among our advertising terms globally.
Important Action Needed You will have 45 days to review and accept the new AdWords Terms and Conditions. If you don’t accept them within 45 days, your ad serving may be paused until you’ve reviewed and agreed to them.
To review and accept the new AdWords Terms and Conditions, just sign in to your account at https://adwords.google.com. You’ll automatically be taken to a page with the updated terms and conditions. Then click to indicate your acceptance.
More Information
We encourage you to read through the updated terms carefully. For more information about this change to our Terms and Conditions, including a complete list of countries and territories where these changes apply, please visit the AdWords Help Center.
When an app crashes, it disrupts the user experience, may cause data loss, and worst of all, might even cause users to uninstall the app altogether. As developers, we do our best to minimize crashes, but no app is ever perfectly stable.
A crash can actually represent a great opportunity to improve an app and one of the best things we can do as developers is to measure our crashes and exceptions.
The crashes and exceptions report in Google Mobile App Analytics.
Measuring crashes in your app can help you make better a product, make more money (if that’s your thing), and use your development resources more efficiently (especially if you are the only developer).
Google Mobile App Analytics offers easy-to-implement automated crash and exception measurement for Android and iOS as part of the V2 SDKs, as well as a host of reporting options to slice the data in context with all of the user engagement, goal completion, and in-app payments data you already know and love.
To help new developers get started, and to give existing developers some pointers, here are four things app developers should be doing today with Google Analytics crash and exception measurement:
1. Automate your crash measurement.
Want to measure app crashes but don’t want to deal with a complicated implementation? Fully automated crash measurement with Google Mobile App Analytics takes just one line of code to implement for Android or iOS:
Implement automated crash measurement with just one line of code on Android or iOS.
Now each time your app crashes, the crash will be measured and sent to Google Analytics automatically. Try automated crash measurement now for Android or iOS.
2. Find out how stability is trending.
Are new releases increasing or reducing app crashes? Monitor the stability of your app from version to version by looking at crashes and exceptions by app version in the Crashes & Exceptions report.
If you are measuring the same app on two different platforms, like Android or iOS, you can break this view down further by selecting Platform as the secondary dimension.
View crashes and exceptions by app version number in the Crashes & Exceptions report. In this example, version 1.1.7 has crashed 7,285 times, while the latest version 2.0.0 has only crashed 91 times in the same period. Nice work dev team!
To graph crashes for two or more versions over time, you can create advanced segments for each version number, and apply them both to the Crashes and Exceptions report.
See crashes by app version over time using advanced segments and the crash and exception report In this example, a bug fix pushed around January 24 caused significant reduction in crashes across both versions, but crashes persist for v1.1.7 that might warrant some additional investigation.
3.Find out what crashes are costing you.
Do you know what app crashes are costing you? Find out what crashes cost in terms of both user engagement and dollars by using a custom segment.
By using a particular crash or exception as a custom segment, you can see how user engagement and in-app revenue may be impacted by a particular issue or set of issues.
Use custom segments to segment user experience and outcome data by crashes. This gives you some idea of what they might be costing you in users and in dollars.
To set this up, you’ll want to create two custom segments: one that contains all the sessions in which the exception(s) occurred, and another baseline segment that contains all other sessions unaffected by the exception(s).
Once created, try applying both segments to your Goals or Ecommerce Overview reports to get a sense of how the exception(s) might affect user outcomes. Or, apply the segments to your Engagement overview report to see how the exception(s) might impact user engagement metrics.
4. Gain visibility into crashes at the device model level.
Do you know which device models are the most and least stable for your app? Developers can’t always test their app on all devices before launch. However, by using Custom Reports in Google Mobile App Analytics, you can monitor crashes and exception per device to find out where additional testing and bug fixes may be needed.
To see crashes and exceptions by device, create a custom report and use a dimension like Mobile Device Marketing Name, with Crashes and Exceptions as the metric.
See crashes by device by using a custom report. To get even more detail, add the Exception Description dimension as a secondary dimension. In this example, the high level view shows the Galaxy Note and Desire HD as device that might need additional testing before the next launch.
5. (Advanced) What about caught exceptions? You should measure those too.
While caught exceptions won’t crash your app, they still may be valuable events to measure, especially when they might have an impact on user experience and outcomes.
For instance, if your app normally catches a server timeout exception when requesting user data, it might be useful to measure that caught exception to know how often a user’s request is not being fulfilled.
A caught exception is measured in Google Analytics using a custom description. In this example, a number of failed connections may indicate a backend problem and could be causing a poor user experience. Reducing the number of these caught exceptions could be a goal for the dev team in the next release.
As always, please keep in mind that you should never send personally identifiable data (PII) to Google Analytics. Raw exception descriptions may contain PII and we don’t recommend sending them to Google Analytics for that reason.
Also note that there’s a 100 character limit on exception descriptions, so if you send your own descriptions, be sure to keep them concise.
Lastly, here are some links to resources you might find helpful when implementing crash and exception measurement in your app:
People are constantly connected and searching from all kinds of devices. Advertisers are looking for ways to quickly provide customers with the right information, in formats that make sense for where they are, the time of day, and the device they’re using. As part of AdWords enhanced campaigns, we upgraded call extensions and sitelinks with several new features to help you reach customers in more relevant ways across these varying contexts.
In this post and a Learn with Google Webinar this Thursday, February 28th, at 10am PST (sign-up here), we’ll provide a closer look at these new features, and give you practical examples for how to use them to drive better business results.
Improved extensions for the multi-device world In our world of constant connectivity, people expect to have the information they’re looking for right at their fingertips. Sitelinks provide your customers with links to any part of your website, directly within the ad. On average, ads with sitelinks have a 30% higher click-through rate compared to standalone ads. With enhanced campaigns, you can now customize sitelinks at the ad group level, in addition to the campaign level. You can also customize sitelinks specifically for mobile devices:
People are often looking for ways to connect with you directly on the phone. In fact, there are more than 27 million calls per month through our ads call products on mobile and desktop. In addition to calling you directly from a smartphone, people may wish to find your business’ phone number when searching from devices without call functionality like computers and tablets. With enhanced campaigns, you can now show your business phone number or a Google forwarding number in call extensions on computers and tablets. Additionally, Google forwarding numbers are now free on all devices. Learn more
Precise extension scheduling for more granular control Many advertisers customize their ad content to align with their business hours or special events like sales and promotions. With enhanced campaigns, you can now schedule the specific dates, days of the week, or times of day for your call extensions and sitelinks, at either the ad group or campaign levels. So instead of having to manually turn ads on or off to run specific extensions, you can now schedule them ahead of time.
Example: A multi-national sporting goods business has a website and physical stores in 5 major cities. With enhanced campaigns, Mary, their online marketing manager, can align her AdWords schedule with the operations of the business. Mary runs call extensions between 10am and 6pm when her stores are staffed. After 6pm, she schedules ads to point to the website instead of the call extension. For weekend sales and promotions, she can schedule sitelinks pointing customers directly to her “Sale” page. Scheduling enables sitelinks to appear exactly at the times that Mary sets (e.g., 12 midnight on Saturday) instead of having to manually turn them on at that time.
Advanced reporting for sitelinks and new conversion types Many advertisers drive leads or conduct business over the phone, so they value phone calls as much as, or more than, clicks to their website. To give you greater visibility into the full value of your ad spend, AdWords reports now count phone calls as conversions, making it easier to compare calls alongside more traditional conversion types like online sales. For example, you can now specify that calls longer than 60 seconds count as conversions.
We’ve also made reporting for individual sitelinks more precise and actionable. You can now manage and track sitelinks individually to ensure that each one drives the right ROI. You can also take advantage of per-link approvals so if one link is disapproved, your other links can still run.
Continuing the above example: Mary uses the new detailed per-link reports to manage individual sitelinks. Below, you can see that the “Swimming” sitelink only got 16 clicks, while the other sitelinks for the sporting goods store got 100+ clicks each. With this precise data, Mary made the informed decision to replace the “Swimming” sitelink with another one, like “Soccer.”
Mary further segments her data with the "This Extension vs. Other” feature. Here, you can see that two clicks occurred specifically on the “Running” sitelink while 137 clicks occurred on the other parts of the sitelink, like the headline.
Feedback We really value your feedback to help us make AdWords even better. In fact, many of the new features that we described today are a result of your ideas and suggestions. Please continue to share your thoughts using this form so we can continue to improve the product.
Posted by Scott Silver, Senior Director, Ads Engineering
At a time when self-service banking models are replacing one-to-one interaction, personalized videos can provide a highly engaging and relevant communication option that can improve engagement, increase sales and reduce churn.
Combining real-time data with highly customized content, marketers can turn big data insights into differentiated 'wow' experiences.
Online video is coming into its own, no longer being just an add-on component to institution's Web site. Partially due to the explosive growth of tablets, web videos have evolved beyond being used just for education or brand building to become a viable direct marketing messaging and selling tool, deserving of dedicated resources.
Online Content Booming
According to recently released data from comScore, 180 million U.S. Internet users watched almost 36.2 billion online videos in January of 2013. While the majority of these videos were for entertainment purposes, nearly 25 percent were promotional content, helping companies communicate with new and existing customers. In fact, video ads were the fastest growing category of online advertising in 2012, with U.S. spending increasing 46 percent to $2.9 billion.
More and more sophisticated viewers don't want to watch a repurposed 30-second TV spot on their computer, tablet or phone. They want online content that is personalized, compelling and interactive. "People are sitting viewing content online wanting to push a button -- give them a reason to push a button," said Jay Miletsky, CEO of online video network MyPod Studios in an interview with CMO.com. If done right, online video can be both a strong branding opportunity and an effective engagement tool.
A survey by Digitas found that 51 percent of online video viewers in the sought after 18 to 44 year old demographic would look up a new brand or product they saw on an online video, and 58 percent of 18 to 34 year olds who follow brands on social media would watch a video that a brand posted online. In addition, the just released Global Video Index : 2012 Year in Review conducted by video analytics provider Ooyala, found that while viewership differs between devices (desktop, tablet, mobile), the overall amount of viewing doubled in 2012.
Personalized Content Drives Engagement
At a time when video content viewership is rapidly increasing, the State of Online Video Report, published by SundaySky, found that personalization fosters significantly higher levels of viewer engagement. Specifically, short-form videos designed for communication to a mass audience (one-to-many product videos) are viewed with a 50 percent completion rate, while viewers will spend 2.5X more time watching a slightly longer video if the content is personally relevant to them.
The impact of videos has already been seen with email marketing, where it can increase the likelihood of having the email opened. While typical email opening rates can range from 11-22%, the addition of video can improve open rates to as high as 30%. According to SundaySky, open rates can increase to 40-60% if the content is personally relevant. Furthermore, the click-to-play rate for personalized video ranges from 80-99% according to the study. Additional KPIs of personalized videos include:
4-8% increase in products per customer
5-10% increase in revenue per customer
20% reduction in churn rate
30-50% lift in value-added service cross-sell rate
5-20% increase in offer take rate
80-94% positive experience rating
5-10% lift in Net Promoter Score (NPS)
These results have not gone unnoticed. Forrester Research indicated in late 2012 that personalized videos are an important emerging technology that can combine big data and digital video content for deeper levels of customer engagement. Early adopters of personalized video include cable operators and telecommunications providers who are using this technology to deliver personalized video billings.
Humana also announced in late 2012 that they would be using personalized videos similar the example below to deliver a customized explanation of benefits to customers.
According to Kelly Ford, vice president of marketing for SundaySky, there are also a handful of 'first mover' financial institutions that are building personalized video solutions for their customers. "Several top U.S. banks, particularly in the credit card and lending businesses, are developing ways to increase engagement and educate customers using personalized videos," states Ford. "We expect many of these applications to go public in the next few months."
How Does Personalized Video Work?
Today, more than 80 percent of online video ads are simply repurposed television campaigns that are either available on demand or included within other forms of communication (email, jump pages, etc.). Going forward, however, it is possible to economically leverage behavioral, transactional and relationship insights to 'build' 1:1 video experiences that are personalized, real-time, measurable and optimized through ongoing analytics.
By addressing the viewer by name, using 'just-in-time' contextual and behavioral insight, an engagement communication, cross-sell message or important retention offer can be delivered to a desktop or mobile device even reflecting the device and time of day the message is consumed.
As shown above and in an available video, in the case of SundaySky, personalized and non-personalized data are integrated and served to a video template system called Videolets™. These Videolets leverage the data, logic, creative, channel and analytics to optimize the delivery of the message to the customer.
Individual scenes and personalization assets are selected for each customer in real time and these are populated along with any animation, custom voiceovers and interactive call to action overlays. This process allows for customization on the personal level that is scalable to the millions.
The resulting videos are also responsive to various delivery methods including websites, email, social networks, mobile devices and even SMS to take advantage of customer or institution preferences. And since the video is created at the moment the viewer clicks 'play', it ensures that the viewer is receiving the most recent and relevant information pertaining to their own relationship with the institution. The platform even gathers and analyzes viewer behavior in real time allowing for immediate analytics and performance optimization.
At a time when the traditional economics of banking have been forever altered, it is important for financial institutions to embrace the 'New Normal' and look for opportunities that will leverage data and digital technology to improve results at every stage of the customer lifecycle. This will require new ways to engage with customers who are being encouraged to use online and mobile tools as opposed to visiting branches.
Personalized online video provides a solution that can boost online search engine results, increase engagement, improve cross-selling and reduce churn thereby improving customer base growth, share of wallet and revenues. While the technology is still in its infancy, the potential should be evaluated along with other digital marketing strategies.
New Customer Acquisition
For financial institutions that are already leveraging Search Engine Optimization (SEO) strategies for generating prospect inquiries and new customers, video is the fastest growing format. This is because Google favors pages and sites that include videos. In a recent report, Forrester found that video results on Google have a 50X better chance of appearing first on results lists compared to text-based sites.
However, simply adding videos to a website or email is only the first step. Google and YouTube are always changing their search algorithms for video (and everything else), seeking the best way to present information that searchers find relevent. In October, YouTube announced that they would rank videos based on 'watch time,' giving prominence to videos that are watched for a longer stretch of time than just a few seconds.
As Google, YouTube and others continue to tinker with their search algorithms, it will be important to continually test your marketing efforts to ensure your placement is where you want it to be as changes happen.
It was also found that click through rates were significantly higher for video links than for text links. One reason was because a video thumbnail appears in the search results, providing greater real estate as well as attracting eyes to the results. Bottom line, including video helps brands to get found online. Digital video technology allows for extensive customization of the video based on product search criteria, including features and benefits.
Digital Retargeting
As discussed in my 2012 blog post on retargeting, banks can no longer afford to have website visitors or online shoppers abandon their search or account opening process without converting the visit to a sale. With more than 95% of website visitors and 50% of prospects who begin an online account opening not resulting in new business, reconnecting and reengaging with these site abandoners is a very worthwhile investment. According to eMarketer, retargeting can increase website visits by 726 percent, with retargeted consumers being 70 percent more likely to complete a sale than other visitors.
Videos personalized based on the shoppers initial search and behavior while on the bank's website takes retargeting a step beyond simply sending a broad product message. Since the retargeting efforts are personally relevant to the prospect's search, there is an improvement in site visits (up to 20% more), conversion (up to 10% more) and spend levels (up to 30% more).
New Customer Onboarding
No matter what product or service a customer buys from your institution, the likelihood of the customer actively using the product and making your product their primary relationship is determined in the first 90-120 days of the relationship. As referenced many times within the Bank Marketing Strategy blog, as much as 40% of the new accounts opened can be lost in the first year, with many of the relationships established being inactive and unprofitable.
While there are still many banks that are not doing the 'basics' of onboarding a new customer such as sending a 'thank you' email or direct mail letter that discusses how to use the new service and expand their relationship with the bank, a personalized video would be an excellent way to educate the customer about their specific account. This custom video could outline additional elements of the relationship they may be receiving (cards, PIN numbers, checks, etc.), explain how online banking, mobile banking and bill pay work, provide pertinent contact information and give insight into how to maximize the value of the relationship.
An example of the way this could be done for insurance is provided below. As can be seen, the ability to customize both the audio and video content is extensive, allowing for an unexpected and pleasant new customer 'first touch'.
Some financial organizations are even pursuing using personalized videos to deliver statements as shown in the example below. Again, the level of real time personalization is possible by connecting customer behavioral and transactional insights with digital video content.
Cross-Selling
Ever since I entered the financial services industry (much) more than two decades ago, cross-selling has been the focal point of a great deal of employee training and marketing investment. It has also been the focus of several Bank Marketing Strategy blog posts due to the potential impact on revenues. With the banking standard of excellence usually considered to be Wells Fargo, with a cross-sell rate of 5.9 products, and with an average household having roughly 16 financial relationships, the objective of every financial institution is to have the greatest 'share of wallet' possible.
While many organizations already have lifestage and event triggers and programmed cross-sell initiatives built into their marketing communication strategies, the ability to leverage highly personalized videos to support current direct mail, email and online communication can only improve results. With the majority of the foundation already set through the development of targeting models, the ability to engage customers in a contextualized manner is a logical next step.
Retention As the industry saying goes, "It costs 5 times more to acquire a new customer than to retain a current customer." Unfortunately, we sometimes forget those households that provide the highest value until they have either indicated a problem or have already left the bank. As a result, many financial institutions have built rewards and even recapture programs to reduce churn and extend customer lifetime value.
Different forms of loyalty programs include points-based programs as well as merchant-funded rewards. While both usually include the offering of merchandise or discounts, the value of these programs is based on the redemption rate as opposed to the earning rate of rewards. Until the reward is redeemed, the value to the customer is minimal.
Engaging customer in a contextualized manner allows a bank to both show that they understand who the customer is (based on their profile with the bank) as well as what the customer's interests may be (based on purchases). The result is a loyalty communication process that integrates the value of their reward available with an offer based on the customer persona.
As can be seen, the potential use of personalized videos is limited only by a marketer's imagination. While the majority of development in the financial services industry at this time is around onboarding, video statements as well as share of wallet build and retention, there are even some institutions looking into the possibility of using this technology for dispute reviews and dispute status updates.
"There is really no limit to the possibilities of personal videos to support engagement along the entire customer lifecycle, especially with industries like banking where the nurturing of a relationship is ongoing", states SundaySky's Kelly Ford. "The ability to have video engagement on Day 1, Day 7, Day 60 and thereafter that is entirely different, leveraging the latest insight into the customer's behavior, relationship growth and preferred channel of receiving the message is exciting."
Potential Roadblocks
Not surprisingly, the primary challenge for most financial institutions around evaluating and potentially implementing this or any digital marketing solution is centered on prioritization of initiatives. With so many pressures on most bank marketing departments, finding time to pursue a new technology or innovative process is difficult.
While compliance, privacy and security are always concerns for financial organizations, since the videos are encrypted, do not include account numbers and are served in real time, many of these challenges have been addressed.
When SundaySky was asked about primary competition to their service, Kelly Ford said, "At this time, for most financial organizations we have talked to, the alternative to personalized videos is 'do nothing', which is because of competing priorities".
Given the need for revenues and importance of aggressively attracting and retaining customers, it is likely that 'do nothing' will not be an alternative for long.
In today’s digital marketing landscape, it’s becoming increasingly crucial for campaigns to span multiple screens and ad formats in a cohesive way. Online video is the fastest growing form of display advertising, projected to grow 2.5 times to $6.5B by 2016. And total mobile ad spend is projected to grow ~4.5 times to $22.4B in 2016, representing ~35% of all digital ad spend by 2016.
Given these transformations, we are working hard to build best-in-class tools for our integrated platform that make it easier for you to create, buy and manage successful campaigns across all formats and screens. Today, we’re announcing a series of improvements that aim to help you accomplish this.
The DoubleClick Digital Marketing platform now helps you:
Create more beautiful video and mobile ads in DoubleClick Studio.
Build robust interactive in-stream video ads in DoubleClick Studio, and use the new IAB rising stars formats to turn your standard 15-second TV commercial into a longer, engaged viewer experience. Check out our demo below!
Preview and test your mobile ads as they will actually appear on mobile and tablet devices. Scan a QR code on your phone or use our Mobile Ads Showcase App to push your ads to mobile and tablet for testing.
Buy video inventory in real time on DoubleClick Bid Manager, and access more mobile and video inventory on DoubleClick Ad Exchange.
With DoubleClick Bid Manager (DoubleClick’s DSP and real-time bidding platform), you’ll soon be able to programmatically buy and report on your video campaigns in the same place as the rest of your display media. We’ll be offering a video beta for select clients in the coming weeks. Contact your sales rep for more info.
Buyers can now find skippable in-stream video inventory and expandable/interstitial mobile inventory from across the web on DoubleClick Ad Exchange. Ad Exchange continues to grow its available inventory across high-quality content, helping you expand your creative palette.
Manage all of your ads - across devices, formats and channels - with enhanced campaign support in DoubleClick Search and a single reporting interface in DoubleClick for Advertisers.
DoubleClick Search (DS) will be supporting AdWords enhanced campaigns over the next few weeks, to help you better reach your customers across locations and devices. By using enhanced campaigns through DoubleClick Search you additionally gain holistic measurement, a streamlined, easy workflow, and better bid decisions based on your Floodlight conversion data.
Track all the metrics for your Trueview in-stream video ads in DoubleClick for Advertisers (DFA). Thanks to one new trafficking tag, even though the ads aren’t served through DFA, you can still pull the metrics back into DFA and compare them with the rest of your placements.
With an integrated platform of DoubleClick products that work better together, you not only benefit from top-notch individual products, but you also benefit from the efficiencies, insight, and performance gained when all of your campaign’s assets and data exist in one spot.
For more information about our DoubleClick platform, visit our website.
Posted by Jason Miller, Director of Product Management for DoubleClick
For many years I have conducted qualitative research with Latino women and have generally found that they are very willing to yield to their children’s requests for purchases, even if these are non-essential. I have had the suspicion that this is particularly true of Hispanic women in comparison to other mothers but have not had the quantitative data to explore this idea.
Using data from Experian Marketing Services’ Simmons National Hispanic Consumer Study that was collected in the twelve months ending on August 31, 2012, I created crosstabulations with self identification as Hispanic/Latino, Asian, African American/Black, or White by those who agreed a lot or a little (combined) with the statement “I find it hard to resist my children’s requests for non-essential purchases” and “I enjoy shopping with my children.” The results for both have striking similarities, not surprisingly, perhaps, as seen in the charts below:
I Find it Hard to Resist My Children’s Requests for non-Essential Purchases
I Enjoy Shopping with My Children
Hispanics are quite a bit more likely to enjoy shopping with their kids and also to yield to their requests. They are followed by Asians who show a similar pattern when it comes to enjoying the shopping experience with their kids, but not so in yielding to their requests for non-essential purchases. Perhaps the Asian approach to child rearing, which is known to be stricter, accounts for their lack of yielding. Non-Hispanic Whites and African Americans are less likely than Latinos to enjoy the shopping experience with kids and yielding to their children.
The meaning of these findings is likely to relate to the way in which these consumers interpret their relationship with their children. In particular, I have heard Hispanics many times articulate the notion that they want their kids to have what they did not have as children. They have also indicated they feel guilty for not doing the absolute best they can for their kids.
Hispanics are at a stage in their immigration and economic development where pleasing their children and families in general is a luxury they could not afford before. What they do in life is for their children and want them to be happy as they grow up. They seem to place a very strong value in their sense of fulfillment. Perhaps Whites have become habituated to living in a culture of abundance where kids can wait to fulfill their desires and where shopping represents labor rather than fun.
This data shows that it is not just a stereotype but an actual trend that Latinos shop in family groups and have fun doing so. Asians show a more complex pattern in which they enjoy the shopping experience with kids, but are strictest in pleasing kids as compared with anyone else. The implications for marketers are that Latino children in particular can be important influences in the decision making regarding purchases of products and that they cannot be ignored in the overall communication and placement plan.
As we have discovered in other pieces of research, collective decision making is more prevalent among Latinos than among other groups. Thus, the different parts of the decision making process need to be taken into consideration.
The data used here is from Experian Marketing Services’ Simmons National Hispanic Consumer Study and was collected from August 1, 2011 to August 31, 2012. The sample of respondents with children at home contained 2,955 Latinos/Hispanics, 3,645 non-Hispanic Whites, 552 non-Hispanic African American/Black, and 253 non-Hispanic Asians.
The Oscars were watched by an estimated 1 Billion people globally last night... it must be true-- movies and perhaps a short "escape from reality" brings people together! I had an "a ha" moment during the 2013 Oscars telecast -- specifically during the "Captain Kirk" intro an it was reinforced throughout the evening. Giving people a "moment in time" what they really want...escape to Paris in Les Miserables, journey on a boat in the sea with The Life of Pi, or simply see action at its finest with James Bond in Skyfall.
So my Oscar goes to...the Customer and Member!
Our customer, or member, simply wants a "moment in time" when they visit us, too. They want that new car, the dream vacation, or simply to pay for my child to go to the right college!
And we can give them that moment!! IF, we have all of our touch points and brand aligned.
As I began to think about this-- and how we can give our customer/member that moment...there were three key lessons that jumped out at me while watching the Oscars last night...
Relevance matters: How can we provide the "right moment" for our customer/member? By asking the "right questions!" James T. Kirk STILL draws attention and a standing ovation? He has stayed relevant across time! How does a make-up artist on a small, low budget film attract any attention? She/he is relevant to his target audience and blows out their opportunity! Both important points for marketers in every industry...relevance is the ONLY thing that matters.
YOU can win: How does the small film from Africa make it to the Oscar night with a 9-year old leading star? Because she has talent! No matter how small, how remote, how unknown you are today...tomorrow can be a different day is you have a true point of difference AND everyone works together to make it a night/day of magic for the customer/member!
The Story Matters: Regardless of age, color, creed, economic, or social status... having a moment in time that is all about "me" is what connects people. Action film, historical documentary, love story, epic drama..that format has mattered little...the moment that I can "get away" from it all has mattered greatly. Remember, its the STORY people want to hear and connect with!!
Money connects people, too. Big bank, small bank, savings and loan or credit union....we can ALL connect to our customers/members. We operate in the banking industry where money is the great connector for us...but that MOMENT of TIME is the sticking point for the customer! You can get "money" lots of places...but meeting my dreams and having "my time away from it all" is where price is minimized and value enhanced.
Think Starbucks...that's EXACTLY what they provide. Sure a good cup of coffee...but the WIN is that the cup of coffee is EXACTLY how I want it and WHEN I want it. People want access to time (mobile deposit)...more of it... security for it. EXACTLY what we as bankers and credit union folks provide.
Our challenge??
Being Relevant...Realizing that WE CAN win...and connecting people to US how they want and when they want...regardless of the format. Sure, some formats offer better storytelling or better service but the bottom-line...there is ROOM for each of us to stake our claim and be a Oscar winner.
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