Earlier this month at the Consumer Electronics Show in Las Vegas, Google made a couple of big advertiser-related announcements. For one, they’ve added over 30 broadcasters, premium publishers, and major brands to Google Partner Select, the premium video service they launched last year. Second, they would roll out viewability reporting across their ad platforms.
Now, they're building on the viewability efforts by adding viewability targeting in DoubleClick Bid Manager and Viewability data in DoubleClick Ad Exchange bid requests.
DoubleClick Bid Manager clients can measure and target impressions based on historical viewability of an impression. They can improve campaign performance in real time by eliminating the need to manually reallocate spend to find viewable impressions, Google says.
Ad Exchange clients can see historical viewability percentage for each impression when available Programmatic buyers can use this information to influence their decisions before placing bids.
"Viewability reporting has given marketers the data to understand how many of their ads were seen," says Google. "Now they can use that same data to programmatically increase the viewability of their campaigns. For brands like TalkTalk Telecom Group, using viewability targeting on DoubleClick Bid Manager has driven strong results."
"TalkTalk Telecom Group, a leading TV, broadband, mobile, and phone provider in the U.K., was eager to boost the viewability of its ads while maintaining costs," the company adds. "Having already implemented programmatic buying to reach potential customers at the exact moment they're ready to commit, TalkTalk wanted to then ensure its ads were actually being seen by targeting viewable impressions. To do so, the company deployed DoubleClick Bid Manager with Active View. TalkTalk generated 94% more viewable impressions, increased CTR 133%, and lowered CPC by 40%."
According to Google, half of ads measured are not viewed.
Image via Google