Dive Brief:
- DoubleClick is testing three new betas to enhance the mobile advertising experience according to a company blog post.
- The tests consist of adding video to native ads, expanding Exchange Bidding to include mobile apps, and extending Dynamic Ad Insertion to video on demand.
- The three betas were released in recognition that more than half of all ad queries on the DoubleClick publisher platform are now mobile and the fastest growing type of content across all channels is video.
Dive Insight:
Recognizing the importance of mobile to its future growth potential, Google is on a mission to enhance mobile experiences, as evidenced by Accelerated Mobile Pages project. The Doubleclick betas are the latest development along these lines.
In bringing video to native ads on DoubleClick, Google is hoping to take advantage of the momentum in this area. Per the company, native ad impressions served through DoubleClick have more than doubled since May 2016.
DoubleClick Exchange Bidding lets publishers put multiple exchanges into competition and has moved into closed beta in the U.S. and along with the move adds mobile apps to the program. Smaato is an early partner.
“By integrating directly with DoubleClick for Publishers, Smaato can compete in real time for ad impressions based on price and priority, in parallel with other exchanges. We’re delighted to be an early participant in Exchange Bidding and look forward to expanding this solution to all of our partners,” Christian Sieweke, Senior Product Manager at Smaato, said in the blog post.
The extension of Dynamic Ad Insertion to video on demand suggests this approach, which involves inserting relevant, highly targeted ads into video content, is gaining traction. A+E Networks is one of the publishers testing the strategy for video on demand.
The takeaway for advertisers from these three tests is Google continues to recognize the importance of mobile as a channel and video as a format for advertisers and is willing to improve DoubleClick offerings to meet those needs.