What We Learned From The DoubleClick Announcement

Category: Marketing Dilemmas


Paul Muret, VP of Display, Video, and Analytics at Google talked at the DoubleClick Announcement Live Stream today to discuss some major updates with DoubleClick. He also mentioned that over $180 billion was spent in total on internet advertising in 2016. Muret then alluded to the fundamental shift in user experience and mobile demand. He concluded that the overall goal is to build an amazing user experience: Immediate, integrated, and immersed.

Here’s some of the amazing features that have been added:
  • Accelerated Mobile Pages (AMP) for Ads.

  • Accelerated Mobile Pages (AMP) for Landing Pages.

  • Programmatic Native Ads in the DoubleClick Bid Manager.

  • Programmatic Native for Publishers.

  • OutStream Video.

  • Programmatic 360 TrueView Ads

  • Planning in DoubleClick Bid Manager.

  • Audience List Targeting for Programmatic Guaranteed.

  • Extending Programmatic Guaranteed on DoubleClick for Publishers.

Some mind-blowing statistics were highlighted, which showed the huge change in how people interact with various mediums.
  • 6 out of 10 people prefer online video platforms for live TV.

  • 48% of smartphone users are most likely to buy from companies whose mobile sites or apps provide instructional video content.

  • 66% of video ads are viewable on the web and mobile apps.

  • 77% of publishers’ websites take longer than 10 seconds to load. The overall average is 19 seconds. Realistically, most website pages should load in less than 5 seconds.

  • Mobile makes up 88% of all “near me” searches, with those mobile searches growing even faster at 146% Y/Y.

  • 550% increase Y/Y in video revenue from TV and media companies in 2015.

  • Video spend increased over 650% in the last alone.

As Muret said, ultimately the goal of DoubleClick by Google is to help you build a better user experience. For more in depth information about the updates in DoubleClick by Google, click here.

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