DoubleClick "Digital Video Advertising is Essential for Brand Campaigns"

DoubleClick for video, "brand advertisers are using video to reach audiences across the web"--"publishers powering their content strategy with more video." DoubleClick Search: Search marketing is now smarter.

DoubleClick team today posted a new infographic "Video Advertising Momentum" that looks at the video ads across DoubleClick's advertising platforms to identify areas of opportunity for advertisers and publishers.

"We exclusively analyzed in-stream video ads that played against video content, and focused on ads served on sites globally, excluding Google owned and operated sites like YouTube," stated DoubleClick team.

Below are the findings and the infographic:

Google notes, that two out of five video ads on the DoubleClick advertising platforms came from advertisers new to digital video in 2013 - and "many of them were large brand advertisers."

Google adds that in the last 12 months, 68% video ads came from four advertiser categories dominated by large brand advertisers including: Automotive and Retail, Consumer Packaged Goods and Technology advertisers.

Additionally, news publishers are now increasing their focus on video news content, "they're running 3 times more video ads this year than last."

Finally, Google notes, that video content is coming from all across the web and "not just from TV or entertainment publishers."

DoubleClick Video Advertising Momentum Infographic

Update 06/11: DoubleClick Search (DS) posted a video of part of "Search marketing is now smarter," that explores how unified platforms can help surface deeper insights through a holistic view of online marketing activity -- within search and beyond -- and how DS fits in.

"Paid search doesn't live in a vacuum. It interacts with every other channel that you work with, online and offline...understanding those interactions is going to allow you to optimize it, and see how it fits in with your overall marketing efforts," stated Jeremy Hull, Associate Director of Paid Search at iProspect.

DS offers include:

  • "DoubleClick's proprietary holistic view (conversion tracking pixel, and Floodlight), lets marketers measure and report on deduplicated conversions across search and display for more accurate reporting.
  • DFA attribution tools allow marketers to create and apply custom attribution models to better understand how their marketing efforts are working together to drive conversions.
  • DoubleClick Search Conversions API, factoring in conversions that occurred offline (through in-store transactions and other offline activities) for transactions that started from interactions with online search ads."