Google has introduced some mobile ad serving features in DoubleClick for Advertisers (DFA), which lets advertisers and agencies traffic mobile ad campaigns alongside the rest of their online advertising campaigns.
Advertisers can serve mobile ads in DFA and a variety of mobile platforms. "Trafficking mobile ads in DFA is easy," says Product Manager Alex Gawley. "You use the same process as you would for any campaign in DFA. Mobile is just another ad type and placement type that you would select within the DFA trafficking interface. You don’t even need to create a separate campaign for your mobile ads in DFA, you can include them in any existing campaign alongside the rest of your online creatives assets."
"DFA mobile ads are designed to be trafficked on inventory that is optimized for mobile browsers or within a mobile application,’ says Gawley. "Tailor your message to each of the major mobile platforms and automatically serve the appropriate Mobile Marketing Association (MMA) creative size to a broad array of mobile devices. You also have many of the existing DFA targeting features at your disposal such as day-parting, keywords and geo-targeting."
Advertisers have access to mobile impression and click data in the same place as the standard DFA reports, and there is a mobile-specific report focused on stats on mobile placement by wireless carrier, mobile platform and country. There are also mobile-optimized tags that run on a variety of mobile devices.
Finally, Google is releasing mobile browser targeting for standard ads. "As many mobile phones come with full Internet browsers, you’ll often find that your standard ads are being viewed on mobile devices too," notes Gawley.
Google promises more new features for mobile in DFA in the coming months. More on these features here.