Google just introduced DoubleClick Planning, a new way for clients to plan and buy cross-channel advertising.
Features include two-way sync between planning and campaign execution, an “efficient” request for proposal process, and IO management/billing actualization.
“Marketers can only make better decisions if they are looking at their media plans holistically – across all channels and screens,” says product manager Adam Champy. “Our goal is to help marketers and agencies make smarter buying decisions, seamlessly coordinate with inventory providers, and ultimately drive better campaign performance. To achieve this, we had to rethink how buyers and sellers communicate – challenging today’s methods and timelines in the traditional RFP process. The vision for DoubleClick Planning is to help marketers and agencies do just this: plan, discover, and acquire inventory in one place, across channels and screens.”
“We are seeing that digital media teams today are trying to break down the silos that are in the way of making fast, smart decisions,” he says. “One critical divide has been between channels and media – as specialized teams and platforms were built to tackle one particular piece of the digital marketing puzzle – such as programmatic-, mobile-, or video-specific platforms. As a result, most products in the market today don’t help marketers and agencies actually make decisions across channels and all types of buys.”
Google says future features of DoubleClick Planning will include the ability to automatically get alerts and notifications about discrepancies between planning and trafficking, and DoubleClick Insights integration.
Champy talks more about the product here.
Google is hosting a live webinar to discuss DoubleClick Planning at IAB MIXX.
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