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Tag: DoubleClick

  • DoubleClick wins awards for marketing excellence in the US

    MUMBAI: The New York headquartered DoubleClick which provides solutions for advertising agencies, web publishers and marketers has announced that its rich media solution, Dart Motif and its email marketing solution, Dart Mail, each won in their respective category in Jupitermedia’s 2005 ClickZ.com Marketing Excellence Awards.
     

     
    DoubleClick’s Dart Motif won in the Rich or Streaming Media Technology/Product category and DartMail won in the ASP Email Marketing category. Judges of the awards were a range of interactive marketers that make up ClickZ.com’s reader base.

     
     
    DoubleClick senior VP and GM ad management Doug Knopper said, “It is an honour that our industry peers have bestowed this recognition on Dart Motif and it is dedicated product, sales and customer support team. The product has made great strides in the marketplace since its inception, and we are greatly encouraged by the positive feedback from the advertising and creative community. This award is another reminder that DarT Motif has become a serious contender in the rich media space.”
     
     
    Created by integrating Macromedia Flash MX 2004 with Dart ad management solutions, marketers and ad agencies use Dart Motif for their rich media campaigns to benefit from increased efficiency, improved campaign performance, customized levels of service and centralised reporting. By becoming Dart Motif-enabled, publishers can meet the demand from advertisers and their ad agencies which use Dart Motif.

  • DoubleClick aurvey shows diminishing impact of TV in purchase decisions

    MUMBAI: DoubleClick which provides marketing tools for advertisers, direct marketers and web publishers has announced the results of its second annual Touchpoints Survey at the company’s Insight 2004 Annual Conference.

    The survey examined the different channels used in the US to reach consumers and analysed their influence, across categories, at different stages of the purchase process.

     

     
    Overall, the study concluded that broadcast media leads in creating awareness for only half of the categories surveyed. Meanwhile online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.

    DoubleClick senior VP, GM online advertising Doug Knopper was quoted in an official release saying,”The Touchpoints survey results show that different product categories require tailored marketing tactics. However it is becoming clearer that very few product categories are immune to online sales. While TV still impacts awareness, the influence of interactive marketing — including advertising, search, and email — is chipping away that share. For example, for the first time we see Internet ads driving awareness in categories such as personal finance. In addition, online continues to have a profound impact on the further learn and purchase decision phases across most categories.”

    As part of the survey, DoubleClick had asked consumers about their purchases within the last six months in ten categories including auto, electronics, food. The survey examined the sequence of how consumers first learn about products in these categories, how they further learn about them and which factor most influenced their purchase decision.

    Television was able to dominate only half of the 10 categories as the media with the most influence on the first learn or awareness phase of the purchase process. The influence of television declined significantly in the past year in categories like movies, automotive and electronics. This year’s survey asked respondents to rank the influence of various factors on the purchase process to develop a picture of relative impact. All answers were ranked on a scale of 1 to 7, with 7 being highest. Again, online showed enormous influence across many categories.

    TV is still able to outrank the online medium in the movie category. This is still largely driven by TV ads, ranking at 5.0. However online movie reviews have a similar impact to newspaper ads. They each rank 2.7.

     

  • Advertisers are realising online branding goals : DoubleClick

    NEW YORK: DoubleClick has announced the results of its Q2 2003 Ad Serving Trend Report.

    The data reveals that rich media usage continues to grow quarter by quarter, while larger ads have surpassed the smaller options in popularity.

    The report also suggests that marketers, having mastered direct response on the Web, are now perfecting the art of online branding and creating more memorable ads that leave lasting impressions. This is evidenced by declining click-through rates — the lowest in six quarters — and higher view-through rates (assessed when a user takes some action on an ad within 30 days of viewing, but not clicking on it)

    DoubleClick Online advertising solutions VP and GM Doug Knopper said, “Building on the success of online direct response, marketers are starting to really take advantage of the Web as a branding medium. As DoubleClick’s latest report shows, click-throughs are being de-emphasised and we’re seeing more memorable ads that will have a latent impact on the user. Rich media, which has shown massive growth, promises to play a central role in these branding strategies.”

    Rich media, larger Ad formats gaining: Rich media, defined as dynamic ads that fly across web pages, pop-ups, and any ad that includes Macromedia Flash creative technology, increased from 17.3 per cent of all ads served in Q1 of 2002 to 31.7 per cent in Q2 of 2003. While on average, it has been increasing 10 per cent per quarter, it increased 14 per cent from Q1 2003. Flash accounts for the largest percentage of rich media served and is now nearly 14 per cent of all ads served.

    Rich media also continues to display stronger conversion rates than non-rich media (GIFs and JPEGs). Rich media generates higher rates of post-impression activity per impression (.76 per cent vs 55 per cent for non-rich media). An official release informs that click-through rates have declined to the lowest in six quarters, while view-through rates have continued to rise, surpassing click-throughs (.63 per cent vs. .52 per cent).

  • DoubleClick’s enhanced ad mgt. solution for online publishers

    DoubleClick’s enhanced ad mgt. solution for online publishers

    DoubleClick which claims to be the leading provider of tools for advertisers, web publishers and direct marketers has unveiled an enhanced version of the DART Enterprise ad management and delivery software. Leveraging the insight and experience of close to 300 online businesses worldwide, the company claims that DART Enterprise 5.1 is its most robust and scalable ad management and delivery software to-date.

    Publishers benefit from faster, real time log processing: DoubleClick’s latest release provides online publishers such as WebMD, Lycos Europe and Focus, with key management and architectural improvements — unprecedented flexibility in managing and reporting on complex campaigns in both online and offline environments. It also improves log processing for increased efficiency.

    An official release informs that with an integrated reporting engine, the results of the advertiser’s campaign can be viewed in real time, and with AdInsight, sets of reports are developed for advertisers using batch processing. In addition, the new unique architecture streamlines log distribution, minimising bandwidth consumption and increasing data delivery.

    Publishers gain advanced inventory mgt. capabilities: The release states that the software provides improved scalability in the Inventory Manager, enabling more jagged visibility into sites’ available ad inventory. Publishers are able to better manage capacity and eliminate wasted inventory by redefining inventory forecast on an as-needed basis.

    The software employs an advanced inventory management model that allows for more sophisticated day-part targeting capabilities such as the smooth delivery of ads by day or hour and includes time/date ranges. These targeting enhancements are amplified by providing traffickers with the ability to target multiple segments on an ad hoc basis. Lycos Europe has stated that it has derived enormous benefit from the increased log processing performance and scalability of the front end components. This has given the site the ability to serve approximately 200 million ads per day states the release.

    Workflow improvements ease the trafficking process: Workflow and user interface enhancements have resulted in more efficient ad operations such as faster trafficking and improved accuracy. This allows publishers to save time and costs as they can more easily and efficiently manage the steps involved in ad serving. DART Enterprise 5.1 allows publishers to quickly copy creatives across multiple ads and products across multiple sites.

  • DoubleClick announces Q3 online ad trend report

    NEW YORK: DoubleClick, a leading provider of marketing tools for advertisers, direct marketers and web publishers, has announced results of its third quarter Ad Serving Trend Report based on more than 144 billion advertisements from thousands of clients. The data reveals that ‘online advertising’ continues to prove its effectiveness for marketers. The majority of ‘online ads’ are now targeted and rich media usage has increased. In addition, the data shows that the click-through rates have remained constant whereas view-through rates have increased.

    Some of the highlights of the report are as follows:

    Marketers show continued sophistication in planning and creative: The data reveals that over 73 per cent of all campaigns incorporated some form of targeting criteria in the third quarter. The fact that only one quarter of all advertisements served are run-of-network, attests to a continued sophistication in the online planning process. Furthermore, ‘keyword’ and ‘key value’ remain the most common type of targeting used by advertisers with 82 per cent of targeted ads. This includes both ‘keywords’ on search engines served by DoubleClick and ‘content targeting’ on specific sites. Marketers have used geographic targeting in 12 per cent of all targeted ads and targeting by ‘time of day’ is now three per cent of all targeted ads served.

    Rich media continues to grow in importance for marketers: According to the data, ‘rich media’ usage has grown by 34 per cent from the first quarter to the third quarter. In the third quarter nearly 25 per cent of all advertisements served by DoubleClick were ‘rich media’. ‘Rich media’ has been proven to have higher response rates and greater branding impact than the ‘static banners’. Average click-through rates for ‘rich media’ held constant at 2.7 per cent in the third quarter as compared to 2.5 per cent in the first quarter, while click-through rates for ‘non-rich media’ declined from 0.4 per cent in the first quarter to 0.27 per cent in the third quarter.

    Marketers should also place importance on view-through rates : As a result of better planning and more dynamic creatives, average click-through rates remained constant at around 0.69 per cent in the second and third quarters, compared to 0.7 per cent in the first quarter, indicating an increasing maturation of the industry. In addition, view-through rates – which assess users who convert within 30 days of seeing an advertisement, but do not click on a banner – have risen from 0.36 per cent in the first quarter to 0.51 per cent in the third quarter. This translates to five consumers per thousand who respond to an advertisement that they do not click on. As a result, marketers who use click-throughs as the only response metric, are missing these conversions.

  • DoubleClick, Publicis sign global ad serving agreement

    DoubleClick, Publicis sign global ad serving agreement

    NEW YORK: Under the terms of the agreement DoubleClick will be the preferred ad serving provider for all Publicis affiliates throughout North America, Europe, Latin America and Asia including Optimedia, interactive@optimedia, Zenith Media, Zenith Interactive Solutions, Publicis and Saatchi & Saatchi, according to a new partnership between DoubleClick and Publicis Groupe.

    As part of this relationship, Publicis will recommend DoubleClick’s DART for Advertisers solution to any clients for whom the company implements third party ad serving. DART for Advertisers is a hosted advertising management and serving solution, designed to help marketers reach their online goals efficiently and effectively.

    DART for Advertisers is part of DoubleClick’s Advertiser Solutions division, which together with MediaVisor, provides comprehensive online advertising solutions to more than 380 advertisers and agencies, including nine of the top ten global advertising agencies.

    Director of Strategic Resources at Optimedia Worldwide and the person responsible for the Publicis Groupe relationship with DoubleClick Anthony Jones says, “Publicis companies manage campaigns on behalf of some of the largest advertisers worldwide including Nestle, L’Oreal, Renault, Hewlett Packard and British Airways. Having worked with DoubleClick in Europe for over two and a half years, we are confident that the global deployment of DART for Advertisers will fulfill our clients’ online ad serving needs and further enhance our ability to deliver targeted and effective interactive solutions.”

    Companies within Publicis Groupe include; Publicis Worldwide, Saatchi & Saatchi Worldwide, Fallon Worldwide, Publicis & Hal Riney, Frankel, Burrell Communications, Zenith Optimedia Group (25% owned by Cordiant), Nelson Communications Worldwide, Medias & Regies Europe and Publicis Dialog.

  • DoubleClick launches measurement, analysis tool for online traders

    DoubleClick, a provider of marketing tools for advertisers, direct marketers and web publishers, has launched SiteAdvance – a hosted website measurement and analysis solution designed for online merchants.

    The tool, which complements DoubleClick’s DARTmail and DART for advertisers’ services, enables business decision-makers to understand the interaction between marketing programmes, site traffic and online transactions and provides actionable information to users to help them improve their online commerce results. SiteAdvance is based on four modules. Two of these, Site Statistics and Merchandising Effectiveness, are currently available. The remaining two which are Campaign Effectiveness and Customer Segmentation, will be available in the fourth quarter of 2002, says a company release.

    While the Site Statistics Module provides merchant and publisher customers with information on visitors to their website, Merchandising Effectiveness informs traders which products are selling best to which group of visitors, which sections of a site are generating the best returns, when and why shoppers abandon carts, and what the average order size or items per order is by different groups of visitors.

    Campaign Effectiveness enables merchant customers to judge the effectiveness of their outbound marketing and informs merchants which campaigns are working best to drive visitors to buy, as well as provide information on what happens when a campaign brings visitors to a site, and what drives conversion.

    Customer Segmentation lets merchants determine the reach, frequency and monetary value of different customer segments. It will help merchants to successfully turn visitors into customers and customers into repeat customers, says the release.