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About the DoubleClick Blog
The DoubleClick Blog currently features news and updates about DoubleClick's rich media solution, DoubleClick Rich Media and Video. In the near future we'll be blogging about the entire range of DoubleClick products at doubleclick.com.
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Blog Home > Rich Media and Online Advertising
On January 23rd, the Interactive Advertising Bureau (IAB), along with the Media Ratings Council (MRC), will be hosting a webinar that will take you through the recently released Rich Media Measurement Guidelines. DoubleClick has been heavily involved in this project from its outset and are big supporters of the IAB and their leadership role on measurement. In the webinar, George Ivie of the IAB and MRC will present learnings on the point at which rich media advertising impressions should be counted. Attendance is free, simply register in advance here.
Webinar: IAB Rich Media Measurement Guidelines Webinar
Date: January 23rd, 2008
Time: 4:00 - 5:00 EST
This webinar is for anyone whose company hosts, sells or serves internet advertising and is especially relevant to clients of DoubleClick Rich Media, as our metrics our both IAB-compliant and MRC certified. In related new, read about our most recent accreditation.
Posted by Ari Paparo on January 10, 2008
We have a major announcement coming out Monday that's related to Spotlight tags. In light of this, I'd like to offer up some tips and tricks to using them.
- Woody Allen's advice that "80 percent of success is just showing up" applies surprisingly well to Spotlight tags. Any advertiser with the smallest direct response goal should be using Spotlight tags to gain insight into their campaign effectiveness. Advertisers should make sure that Spotlight tags are "showing up" on their Web site(s).
- The more tags the merrier. The use of multiple Spotlight tags provides more opportunities to understand how audiences respond to your campaign. An easy mistake to make is to use a single Spotlight tag to measure a single response goal, such as purchases. There's plenty of other Web site activities that indicate a response, such as visiting a specific page or filling out a form. Implement as many tags as you need to track all possible responses to a campaign.
- It's the little things that count. As a best practice, take a detailed look at Spotlight tag implementation from time-to-time. Check that the code for each Spotlight tag is at the top of the page it is coded for, but not in the tag. Don't use line breaks in the code. If you want an apples to apples comparison of one Spotlight tag to another, make sure they are setup in the same way. Make sure to setup Spotlight tags under the right Advertiser in DFA. A campaign running under one Advertiser can't take advantage of Spotlight tags setup under another Advertiser.
- Put it to the test. DART for Advertisers makes it easy to test and monitor Spotlight tags. If DART finds an error in a tag, an error message will be displayed on the Navigation and Status bar under the Advertiser tab in DART. Be sure to check this tab after implementing new tags and on an ongoing basis to monitor existing tags.
Have Spotlight tips of your own? Let us know at blog@doubleclick.com.
Posted by Sally Cole on January 4, 2008
There's a good overview of my recent keynote at Streaming Media Europe on the Streaming Media blog. During my presentation I was worried that I was going to be blogged -- and I guess that worry came true!
Posted by Ari Paparo on October 11, 2007
Our own Rob Victor, Product Manager for Emerging Tech, spoke to About.com on mobile and other subjects. Worth a watch...
Posted by Ari Paparo on October 5, 2007
ClickZ is running a summary of an upcoming DoubleClick research study showing video ads outperforming image ads by a wide margin.
Snop:
Online marketers should note the importance of getting their message across early on when creating videos. DoubleClick said most viewers stuck with the clips for two-thirds of their duration, meaning they typically watched about 19 seconds of each :30 video or 10 seconds of each :15 spot. .
Read the article.
Posted by Ari Paparo on March 23, 2007
My colleague Chris Young gives a great overview of video metrics on MediaPost:
What's going on here? Ian Schafer, CEO and founder of Deep Focus, writes that consumers don't like online video ads because they are "interruptive... often completely untargeted and irrelevant." He suggests making online video ads shorter, more relevant and less frequent.
Posted by Ari Paparo on January 30, 2007
My byline in iMedia came out today: Make Online Video Easier to Sell. I tried to rile people up a little:
We need to understand the television workflow and talk the talk. Here's a test: Go over to the cubicle of your company's "video czar," whoever that might be, and ask them if they know what an ISCI (pronounced "Is-key") code is. If they answer coherently, odds are they used to work in the television industry.
Posted by Ari Paparo on January 16, 2007
MIT Advertising Lab discusses the Motif for In-Stream demo.
Posted by Ari Paparo on December 8, 2006
It’s been quite a long road getting here, but today our colleagues at NetRatings announced a significant upgrade to their AdRelevance reporting system. For the first time the rich media reports include DART Motif as a technology option, and they are also breaking out in-banner video as a separate metric.
Two key points jump out at me as I review the metrics:
First, as we already knew, DoubleClick’s Klipmart division is the number one video provider in the rich media business. The data shows Klipmart with a commanding lead over all the other vendors, with PointRoll bringing up the rear.
Second, the combination of Klipmart and Motif makes DoubleClick the second largest rich media vendor overall. The purchase is helping us build on Motif’s strength in rich media and Klipmart’s video expertise to offer global clients the scale they need to execute complex immersive campaigns.
So we’re number two! We try harder! Whoops someone already used that one.
That said, there’s more to this than mere ranking. NetRatings has done a good job working with us to make sure their estimates are accurate, but nevertheless the Motif numbers listed in the report are very far off from our actuals. We actually think Motif alone is the number two vendor, and with Klipmart are close to tied for number one. We hope to be able to clarify and enhance the NetRatings data over the coming months to assure that the numbers are an accurate portrayal of what is happening in this dynamic environment.
Posted by Ari Paparo on August 14, 2006
The death of the banner ad has been predicted before, but this time maybe it will stick. Forbes is reporting that IGN will stop running banner ads! Wow, now if they can only keep the CPU usage under control they'll be good to go.
Posted by Ari Paparo on May 3, 2006
It's been a long, strange trip for brand marketers coming online. For those of us who work in rich media, we see overwhelming excitement from agencies, marketers and publishers for online branding through rich media and video. It's quite a sea change from a couple of years ago when you still had to convince clients to go online.
So it's refreshing to read ClickZ's article Online Publishers Expect Branding Growth in 2006. Among the stats, 76 percent of publishers now accepting rich media, vs 69 percent in 2005.
Posted by Ari Paparo on March 10, 2006
There must be something in the water in London! For the second month in a row the IAB UK has featured a creative developed on Motif for it's creative showcase. This month's campaign is for Child Protection on the Internet. The showcase has all the examples. I particularly like the tandem unit "House Visit", which is one of the most subtle rich media ads I've seen. It takes a minute to even figure out what's going on with that ad, but once you do the brand association is brilliant.
Posted by Ari Paparo on March 9, 2006
Creative agency glue London was honored by the IABUK for this intense and compelling expanding ad for the Royal Marines.
I'll let you guess which Rich Media technology was used. Yes, my self-promotion is, indeed, pathetic.
Posted by Ari Paparo on March 1, 2006
AOL's Advertising.com division announced a new rich media network, including DART Motif. This means that you can run Motif ads on Ad.com without worrying about the fees.
Posted by Ari Paparo on December 19, 2005
There's something about this Product Manager at Macromedia that rings a bell. Wait, wait, don't tell me...
Posted by Ari Paparo on December 5, 2005
Interestingly, the "DoubleClick" tag at Flickr primarily consists of photos of drunk people. See, it can be fun to be a DoubleClick client!
Posted by Ari Paparo on December 5, 2005
Last week we (DoubleClick) released our Rich Media Whitepaper (PDF) describing the current state of the business and including tons of useful stats on usgae, brand impact, spending, etc.
Some of the conclusions:
- Plan, measure, and optimize
- Online video is the next big thing
- Be original and bold with creative
- Plan and communicate through the entire process
OK, maybe some of this is pretty obvious, but if people followed this advice their lives would be much easier.
Posted by Ari Paparo on October 6, 2005
ClickZ is reporting on a study by Klipmart indicating that the average in-banner video clip is viewed for 22 seconds. This is the first time I've seen this particular stat so it certainly adds to the overall understanding of video performance.
The article seems to imply that since 22 seconds is the average, it is also the optimal. This is hardly scientific or logical. Klipmart's data is across 500 campaigns, which presumably include a mixture of auto-initiated video, user-initiated, short clips, long clips, annoying clips, interactive clips, etc. Drawing an average is an obvious thing to do, but doesn't exactly elucidate anything.
Obligatory promotional note: Motif Streaming Video automatically tracks average video view time on all your creative through our exclusive Audience Interaction Metrics.
Posted by Ari Paparo on October 5, 2005
Dorian Sweet has started a rich media blog: dorianblog. Not much there yet, but there's such a lack of information on this topic that any contributions will be welcome.
His first article on rich media metrics is on ClickZ and suggests the use of some very creative ways to measure success.
Multiuse: Participation in multiple unit areas, covering depth of experience relative to user immersion.
Interesting stuff. I'd like to see some data to back up that this is important, but I guess that's up to us vendors to supply anyway...
Posted by Ari Paparo on October 3, 2005
ClickZ ran a piece today describing how rich media vendors are doing production work for clients. It is definitely a trend right now, and more of a symptom of the continued complexity of rich media implementations than anything else. I'm not sure why Motif wasn't mentioned in the article, given that we're much larger than most of the niche players mentioned and we offer full production services to our clients.
Posted by Ari Paparo on August 26, 2005
ClickZ is reporting that EyeWonder now has expanding ads. Wow, next thing you know they'll have floating!
Posted by Ari Paparo on August 1, 2005
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