Redefining “integrated”
The new 360 media plan cannot overlook digital and the sheer number of screens people interact with. In 2012, Google released some research indicating that
people use 3 screen combinations a day. In 2013, this manifested itself in the form of increased investments in multi-screen campaigns.
Redefining “buying”
New(Up)fronts. Programmatic. 2013 changed the way digital media spend is committed.
18 digital media companies presented at the Digital Content NewFronts.
And programmatic buying gained significant traction with an expected ~74% growth, according to eMarketer. As brands took to programmatic and with the growth of programmatic video,
CPMs on the DoubleClick Ad Exchange increased, and Preferred Deal impressions grew 250%.
DoubleClick Bid Manager powered social media ads, joined FBX.
Redefining “success”
Earlier this year, AdAge released some research indicating that
50% of display ads are not viewed, making advertising viewability a hot industry topic. Google’s viewability measurement solution,
ActiveView, got MRC-accredited. Last week,
Google announced that it would enable viewability-based buys on the Google Display Network. Engagement Rate was another hot metric in 2013, with Cost per Engagement pay models enabled for ad formats like Engagement Ads on the Google Display Network.
View the full infographic
here.
Posted by Yamini Gupta, Product Marketing Team
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