Over the past few months, we’ve been working hard to bring our DoubleClick advertising technology products together into the DoubleClick Digital Marketing (DDM) platform for advertisers and agencies. To help advertisers make the most of digital across devices and channels, our integrated platform provides advertisers and agencies with a common workflow serving all their needs: from ad-serving to buying and cross-channel analytics.
But the benefits of an integrated platform go beyond streamlined workflows and performance gains; it also enables unique cross-channel opportunities. For example, advertisers can remarket with display ads to users who previously clicked on their search ads by combining DoubleClick Search with DoubleClick Bid Manager. VivaKi, the world’s second largest media counsel and buying group, together with Audience on Demand (AOD), VivaKi’s market-leading addressable media buying practice, was the first to trial display remarketing from search ads by launching a global campaign in the UK for a leading insurance company.
With their search and display campaigns on a unified platform, AOD used search ad clicks as a signal in their client’s display campaigns, re-engaging users with display ads across billions of ad impressions available on global ad exchanges via DoubleClick Bid Manager. Their goal is to help maximize the efficiency of their search advertising investment and boost the performance of their display campaigns.
Remarketing from search ads on DoubleClick requires no extra tagging or work, so setting up and managing remarketing is simpler and more efficient.
We’ve heard from Marco Bertozzi at VivaKi on his view on the value of cross-channel features like this: “We saw back in 2010 the amazing opportunities for AOD and its advertisers in the Google product development roadmap, and this feature was absolutely top of the list. We believe this will be an incredibly powerful route to market.”
We are excited that VivaKi in the UK is leading the way in being the first to use this technology globally. We encourage advertisers using Doubleclick Bid Manager to evaluate how DoubleClick Search’s display ad remarketing from search ads can help optimize their campaigns.