Google Director of Project Management Rohit Dhawan's presentation from the Agile Media AdaptLab at The IPA's Agility Adaptathon in London where he compares the technology platforms of the city and the media. Learn more about Agility www.ipa.co.uk/adapt/agility & on Twitter #ipadapt

1. Weekly Google.com queries by platform (US)
Mobile

2. 80% time spent in apps

3. Multiple identities
Mobile Apps
Mobile Web
Desktop

4. Open Auction
Multiple programmatic options
4
Preferred Deals
Ideal for publishers with
strong brands who want to
build 1:1 programmatic
relationship with a buyer.
Private Auctions
Highest Revenue
Potential
Highest CPM
Potential
Ideal for everyone.
Massive demand from
thousands of advertisers.
Ideal for publishers
with strong brands
who want to restrict
supply and pricing to
select buyers.

5. Brand dollars are also going programmatic
Brand spend
(today)
Brand spend
(tomorrow)

6. “ During this year’s Black Friday weekend, we went from working more
than 100 hours to around 30 hours year-over-year.
-Beth Bridenstine, Digital Director, Mindshare US
Source: Mindshare Partners with DoubleClick to Make Smarter Decisions

7. Neo@Ogilvy / Iberostar Case study
Source: Neo@Ogilvy consistently delivers better performance at lower cost to clients with DoubleClick Digital Marketing
Situation Approach Results
?
• 687 different combinations
• 87% reduced budgets
• Increased conversion rate
by 400%
• Decreased CPA by 42%
• Campaign ROI increased
by 38%
• Use personalised offers
• Demo: 7 audience segments
• Contextual: Promote hotels
in users nearby geo areas
• Behavioural: customer
journey point into account
• Creative to change
dynamically based on above
criteria
• Iberostar: top 5 ES hotel
chain
• Domestic sales (30% of
total) decreasing
• Customer insight: Spaniards
to reduce travel costs
• Goal: Max Reach, RSVPs,
and reduce acquisition costs