1330 sponsored lunch double click

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1330 sponsored lunch double click

  1. 1. Google Confidential and Proprietary
  2. 2. Google Confidential and Proprietary 2
  3. 3. Google Confidential and Proprietary 3Source: eMarketer, Nov. 2010
  4. 4. Google Confidential and Proprietary 4
  5. 5. 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile DesktopSource: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Google Confidential and Proprietary 5Does not indicate absolute or relative traffic volumes.
  6. 6. % correctly recalling Volvo as brand advertised 74% +24 point lift in aided recall 50% TV Only TV, PC Video, Phone Video and Tablet VideoSource: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 6
  7. 7. % attributing Volvo to specified traits Top Rated 25% Safety +12 point lift 37% Reliable 23% +12 point lift 35% Attractive 20% +4 point lift 24% Powerful 8% +11 point lift 19% TV Only Intelligent 7% All Platforms +5 point lift 12%Source: Nielsen Multi-Screen Media Lab Study, Sep’11 Google Confidential and Proprietary 7
  8. 8. Google Confidential and Proprietary 8
  9. 9. In which category of digital advertising do you anticipate the greatest increase in real-time bidding in 2011? 40% 35% 34.0% 34.0% 30% Response % 25% 20% 17.0% 15% 10% 9.4% 5.7% 5% 0% Rich Media Dynamic Creative In-Stream Video Mobile Mobile Rich Media (Banners) (Banners) Ad FormatSource: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011,total survey respondents n=317, buying intermediary respondents n=106, question respondents n=53 Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 10
  11. 11. ~9 % ~15 % of global Ad Exchange of U.S. Ad Exchange inventory is mobile web inventory is mobile web inventory inventorySource: Internal DoubleClick Ad Exchange data. October 31, 2011. Mobile web inventory includes inventory from high-endphones and tablets. Google Confidential and Proprietary 11
  12. 12. To-Date: Just IAB In the Coming Weeks: 320x50 Size Sizes Web page viewed Web page with mobile Mobile app with mobilefrom mobile device specific ad unit specific ad unit Google Confidential and Proprietary 12
  13. 13. Mobile display ads show huge deltas between exposed and control groups 20.2 20 15 12.2 10 5.9 4.9 5 4.1 0 Aided Brand Online/Mobile Ad Message Brand Purchase Intent Awareness Awareness Association FavorabilitySource: Dynamic Logic MarketNorms®, Full Dataset (2006–2010). Fixed frequency level of 1for campaigns using mobile N=40–127. Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14
  15. 15. Google Confidential and Proprietary 15
  16. 16. Q3 2011 3XBuyersFirst full quarter selling Tripled the number in-stream inventory of in-stream buyersto Ad Exchange buyers from Q3 to Q4 Google Confidential and Proprietary 16
  17. 17. Sight, sound Scale, reachand motion and audience Brand Results Google Confidential and Proprietary 17
  18. 18. In-Stream video ads, at a frequency of just 1, show large deltas between exposed and control groups in 4 key brand metrics 5 4.5 4 3.5 3 2.9 2.5 2.0 1.9 2 1.9 1.5 1 0.5 0 Aided Brand Awareness Online/Mobile Ad Brand Purchase Awareness Favorability IntentSource: Dynamic Logic MarketNorms®, Full Dataset (2002–2010). Fixed frequency level of 1 for campaigns using in-stream N=9–14. Google Confidential and Proprietary 18
  19. 19. Google Confidential and Proprietary 19
  20. 20. In-PageIn-Page with VideoClick to ExpandRollover to Expand Google Confidential and Proprietary 20
  21. 21. Rich media ads without video, at a frequency of 2 or more, show large deltas between exposed and control groups 54.5 4.4 43.5 3 2.82.5 2.0 21.5 1.2 1.1 10.5 0 Aided Brand Online Ad Awareness Message Association Brand Favorability Purchase Intent AwarenessSource: Dynamic Logic MarketNorms®, 2008–2010. Frequency level of 2+ for campaigns using rich media without video N=411–592. Google Confidential and Proprietary 21
  22. 22. Google Confidential and Proprietary 22
  23. 23. Multiple Formats Standard Rich In-Stream Mobile Display Media (beta) (beta)Flexible Deal Types Auction Direct Deals Anonymous Branded Private Bidded Fixed Price, Pre-AuctionThree Ways to Place a Buy RTB API UI API Google Confidential and Proprietary 23
  24. 24. Impression and click fraud protectionBlocking and filtering of undesirable inventoryProtect buyers from revealing their advertisersSeller blockingBid protection to keep individual buyer bids anonymous Google Confidential and Proprietary 24
  25. 25. “We are delighted to be working with Google as they open up theDoubleClick Ad Exchange to include AdMob in-app inventory, and to deliver this opportunity to our clients. We anticipate thisexperience will help us bring mobile to scale to our partners, andwill provide insight into the operational elements and the creative assets that work best in this environment.” Kurt Unkel, Senior Vice President, VivaKi Nerve Center Google Confidential and Proprietary 25
  26. 26. Google Confidential and Proprietary

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