Top Takeaways from the DoubleClick Summit

Enjoy Digital
By Enjoy Digital
5 minutes to read

Last week, on Tuesday 19th July, Google hosted the DoubleClick Leadership Summit to discuss how the world of internet advertising has evolved over the years and to announce new and upcoming features for their DoubleClick platform.

The online advertising industry was already worth approximately $260 million over 20 years ago and has now, in 2016, reached a value of $180 billion thanks to the development of tools that have allowed us to measure, collect data on and better understand consumer behaviour online.

These insights are precisely what the likes of Deliveroo, Uber and Airbnb have built their success on. These big brands are using this user information to create great user experiences which is precisely what DoubleClick wants to achieve in the online marketing industry.

In 2015, mobile searches surpassed desktop searches as users started to develop higher expectations for what they could get done on the go or ‘in the moment’. Since then, brands that have focused on developing immediate, integrated and immersive experiences, particularly on mobile, have taken the lead.

So it came as no surprise that the DoubleClick announcements revolved largely around speed and integration.

Need for Speed

Currently, 77% of mobile sites take more than 10 seconds to load and the average is actually closer to 19 seconds!

With users displaying increased sensitivity to page speed and loading times, a solution to resolve this issue was provided in the form of Accelerated Mobile Pages (AMPs) which load up to 4 times faster than the standard mobile page.

While this is great news for publishers, as users are now getting access to content quicker than ever, adverts still load at a slower rate. As a result, users have generally already scrolled down the page by the time adverts have fully loaded and are displaying correctly on AMPs.

To address this problem, Google have announced the following:

  1. AMP for ads
  2. AMP for landing pages

Both are designed to make the entire user experience seamless, from content to advert, and then all the way through to the landing page.

(Source)

The Integration Formula

Another big announcement at the summit was the launch of Programmatic native in DBM.

For those of you who need a little refresher:

"'Programmatic buying' refers to any ad space bought automatically on a web page, through either bidding for the space or buying it directly so it's guaranteed to be yours."

- Econsultancy

"Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears."

- Native Advertising Institute

This new feature will allow advertisers to create bundles of assets which will then be dynamically fit to the form and function of the page on which it will be placed.

This is once again a step towards creating better quality adverts and improving the user experience.
Adverts that are not integrated well can lead to users completely ignoring adverts or getting irritated by them to the point that they download ad blockers.

Furthermore, Google studies have shown that native adverts can generate up to 3 times more engagement compared to non-native adverts.

The importance of video advertising was also highlighted during the summit as it is an increasingly powerful tool when it comes to providing immersive experiences, especially since the release of 360° Trueview Adverts.

For a full list of updates, watch the full DoubleClick Leadership Summit livestream by clicking here.

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