DoubleClick is a technology platform for digital marketing that allows advertisers and agencies to plan, run and measure campaigns across a variety of different publisher inventory sources. The folk at Google (DoubleClick - same company!) claim to spend their time thinking about how they can help marketers get the most growth from their investments in digital advertising.
Programmatic was a big leap forward in helping marketers get the benefits of data, machine learning and automation for their campaigns. However, few of these benefits have carried over to the world of media planning.
That's where a lot of time is spent today. That's where decisions that are most critical to the success of a campaign are being made. But much of that process is still manual. It takes hours, even days and it's often built on local knowledge, which will vary depending on the person or teams previous experience.
So, to help save time and get better outcomes, the team over in DoubleClick are bringing data and technology to campaign planning with a new workflow in DoubleClick Bid Manager.
Let's take a quick look at how this works:
IMAGE SOURCE: https://www.doubleclickbygoogle.com/solutions/digital-marketing/campaign-manager/
DoubleClick uses machine learning to analyse past campaigns and recommend the right inventory, audiences, and budget based on your goals, effectively creating an optimised media plan thats optimised just for you!
It recommends a number of strategies and gives you estimated impression volume and cost for each. Once you choose the ones that you'd like to run, you can review them, you can customise them, and once you have them the way you wish, you assign creatives, and you're done. That's it!
Planning in DoubleClick Bid Manager is available in beta today and will roll out to all DoubleClick customers globally in the coming months.
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