Research

Drawing on DoubleClick's rich history and aggregate campaign performance data, we offer a wide range of reports covering industry trends, performance metrics and benchmarks. We invite you to download any of the following free reports.

The Real-time Opportunity in Retail Paid Search

In June 2014, Google commissioned Forrester Consulting to evaluate the paid search marketing programs of major U.S., British, German, French and Italian retailers. The findings suggest that most companies are unprepared to react to the shifting retail market trends, even though they might think otherwise. To achieve retail success, brands must embrace the belief that a focus on the customer now matters more than any other strategic imperative.

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Video Advertising Momentum

Digital video has brought new energy to brands and publishers. We took a look at trends within DoubleClick's advertising platforms and spoke with video industry leaders. We found which advertiser and publisher categories are growing video ad investments, why programmatic is an efficient channel to buy and sell video, and how viewer choice benefits everyone.

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Navigating the Road to the Consolidated Buying Platform

Digital ad spend is growing. Programmatic is on the rise. DSPs are gaining traction. But for marketers and media buyers, this often becomes just another channel to add to the many they already manage. So how do we get from simply buying RTB to a seamless, data-driven, multi-channel approach to media management? Read this commissioned study in which Forrester Research has interviewed a range of experts including agency and trading desk executives as well as marketers in order to delve into the challenges and opportunities they face in today’s media buying and management landscape. What emerges is a picture of an industry ripe for consolidation.

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Choosing the Right SEM Management Platform

More than ever, large marketers and agencies are turning to SEM management platforms to effectively manage their search marketing across different search engines, geographies, formats and devices. And with so many options in the market, choosing a platform isn't easy. To hear directly from search marketers about what they wanted in SEM management platforms, we held numerous forums over the past year. Below are our findings to help you ask the right questions when choosing the right platform for your business.

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Display Business Trends: The Publisher Edition

This new report provides access to publisher-centric research using 2011 data from Google’s publisher platforms. For the first time, The Publisher Edition covers metrics including the channel mix between reserved and unreserved; trends in ad sizes; and publisher vertical and country impression and CPM comparisons.

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Better Brand Engagement with Display Formats

Learn how display advertisers can make the smartest creative decisions by picking the right formats and creative at the right point in the purchase funnel. Viewed globally across all industries and broken out by five industry categories (telecommunications, financial, CPG, technology and automotive), this easy-to-use guide gives an insightful overview into how to set your brand building into overdrive.

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DoubleClick Ad Exchange’s impact on publisher revenue in Europe

The DoubleClick Ad Exchange is a real-time marketplace that helps publishers maximise yield and enables ad networks and advertising agencies to maximise ROI across millions of ads and sites.

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Insights From Buyers And Sellers On The RTB Opportunity

This new study from Forrester Consulting synthesizes interviews with more than a dozen publishers and advertisers to highlight valuable lessons from innovators on the forefront of real-time display buying.

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The Arrival of Real-Time Bidding and What it Means for Media Buyers

In under two years, the industry has witnessed explosive growth in real-time bidding (RTB). More spending by third-party buyers on DoubleClick Ad Exchange occurs via real-time bidding than any other buying mechanism. Plus, many advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of the benefits of RTB. At Google, we believe that the overall display advertising pie can get bigger and see real-time bidding as one of the technologies that can help get us there. This white paper shares our view of real-time bidding for online display advertising, how buyers benefit from RTB, and how they can get involved with it.

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Ad Exchange White Paper: Publisher Revenue

Research conducted in the first half of 2010 demonstrated that that the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory. We wanted to take the research one step further by analyzing the actual revenue impact of Ad Exchange.

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Ad Exchange White Paper: Publisher eCPMs

We’re often asked to quantify the incremental value DoubleClick Ad Exchange can provide compared with publishers’ existing yield management techniques. According to proprietary research conducted in the first half of 2010, the combined effects of auction pressure and Dynamic Allocation in DoubleClick Ad Exchange resulted in an average CPM lift of 136% compared with fixed, upfront, pre-negotiated sales of non-guaranteed inventory.

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DoubleClick Benchmarks Report: 2010

Display benchmarks that helps advertisers and agencies evaluate their display and rich media campaign performance against industry norms. Based on data from DoubleClick for Advertisers across hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions, the benchmark report is now also available for the EMEA region in a separate report. Both the U.S. and EMEA benchmarks cover click through rates, rich media interaction rates, expansion rates and times and video completes. Benchmarks are further broken down by creative size, creative formats, industry vertical and country.

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