When we brought together DoubleClick and the Google Analytics 360 Suite under Google Marketing Platform, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.
First, you should know that we’ve moved our content and product information to marketingplatform.google.com. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)
We’ve also launched new and improved blogs, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. Bookmark us.
Of course, you can also connect with Google Marketing Platform on social:
- Twitter: Follow @GMktgPlatform
- LinkedIn: Follow Google Marketing Platform for updates
- YouTube: Subscribe for new videos
You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.
Thanks for following DoubleClick on this blog and on social over the years. We hope you like our new home!
Posted by Karen Budell
Content Marketing Manager, Google Marketing PlatformRead More…
Reading time: 2 minutes
Sometimes personalities clash
Communication can break down
In 1958, U.S. corporations remained on the S&P 500 index for an average of 61 years, according to the American Enterprise Foundation. Fast forward to today and companies are being replaced approximately every two weeks. In this rapidly changing market, traditional companies are looking for ways to stay competitive and more and more enterprises, including Nielsen, Colgate and Airbus, are turning to G Suite to help them reimagine how they work to keep pace.
We know that enterprises want to move to cloud-first collaboration to transform how they work, but, understandably, they have questions about how to make it work in a business of their size. What happens with email security? How can they manage their data? How does G Suite work with the tools and systems they already have in place?
Yesterday we announced new products to help businesses reimagine how they work, and today we’re sharing additional solutions we’ve built to address these concerns.
Here’s a snapshot of what we’re announcing today. Read on for more detail.
New Gmail (Redesigned security warnings, Snooze, Offline Access and more generally available for G Suite users)
Cloud Search (being deployed by an initial set of customers)
Google Voice for G Suite (available in our Early Adopter Program*)
Drive Enterprise Sku (available for purchase)
Keeping businesses (and emails) secure
Keeping your data secure is our top priority, which is why we use machine learning to analyze threat indicators across billions of messages in Gmail to help quickly identify potential security attacks in the making. Machine learning helps protect more than 1.4 billion active Gmail user accounts from nearly 10 million spam and malicious emails every minute.
Today, we’re making the new Gmail generally available to G Suite customers so that, in addition to these baked-in security features, more companies can take advantage of features like redesigned security warnings, snooze, offline access and more. You can learn more in this post.
Bringing the best of Google Search to enterprise data
Searching through your company’s data should be as easy as doing a web search. But the reality is most companies’ information is spread across different silos and systems that don’t talk to each other, which makes finding things a lengthy chore. We introduced Cloud Search last year to make it easy to find information across G Suite in a way that’s intuitive and assistive. Today, we are announcing new Cloud Search functionality to help companies intelligently and securely index their third-party data beyond G Suite, whether that data is stored in the cloud, or on-prem.
Companies, like Whirlpool Corporation, have started deploying Cloud Search’s new capabilities to unify search across multiple data sources. Using Cloud Search’s new SDKs, APIs and connectors for third-party connectivity, Whirlpool created a custom app called Whirlpool SearchPro that indexes more than 12 million documents across different on-prem and cloud systems and returns results in 100s of milliseconds on average. Moreover, search results reflect the specific permissions and access controls from each of the source systems to ensure that individuals only see the information they should.
Cloud Search’s new functionality will be available to G Suite Enterprise customers as well as any company looking to power their enterprise search needs as a new standalone offering. We’re also pleased to offer qualifying Google Search Appliance customers an upgrade pathto Cloud Search. Cloud Search is currently being deployed by an initial set of customers, and we’re excited to have 15 launch partners on board, including SADA, Onix and Accenture. Learn more.
Enabling smarter and easier collaboration
We first introduced Hangouts Chat, Hangouts Meet and Hangouts Meet hardware last year to make it easier for employees to collaborate with colleagues across the globe, be it face-to-face or via chat. Aside from bringing the best of video conferencing to businesses, we also want to create better telephony solutions so that employees can be more productive over the phone. For close to a decade, millions of consumers have used Google Voice to connect with folks across the globe. Now we’re bringing an enterprise version of Voice to G Suite.
On top of the existing features that users love, Google Voice is tightly integrated with G Suite apps, like Hangouts Meet and Google Calendar, and provides administrator capabilities best suited for the enterprise. Admins can manage users, provision and port phone numbers, access detailed reports and set up call routing functionality. Voice also lets you deploy phone numbers to employees, or even entire departments, at once, and assigns a number that’s not tied to a specific device. AI-powered features in Voice also help facilitate voicemail transcription and spam filtering, which helps eliminate disruptions for employees so they can focus on what’s important.
Google Voice quickly emerged as our preferred telephony solution for remote teams and frequent travelers.Kim Anstett
Chief Information Officer, Nielsen
We’ve been testing this enterprise version with key customers since last October. As a part of the Trusted Tester* program, Nielsen noticed major improvements in reliability and call quality compared to previous phone solutions. “Google Voice quickly emerged as our preferred telephony solution for remote teams and frequent travelers,” says Kim Anstett, Chief Information Officer at Nielsen. “In fact, we’re excited to announce plans to leverage Voice as the standard for remote work telephony at Nielsen.”
To try out Google Voice within your organization, you can sign up for the Early Adopter Program.
Making transitioning to the cloud simple
Lastly, we want to make it simpler for businesses to adopt and use G Suite, and a large part of this is ensuring a smooth transition off legacy enterprise content management (ECM) systems. To help, our customers will now be able to purchase Drive Enterprise as a standalone offering with usage-based pricing.
With Drive Enterprise, businesses can move their content to the cloud in Google Drive, and employees can create and collaborate securely with tools like Docs, Sheets and Slides without disrupting other legacy office productivity tools. More than 2 trillion files are stored in Google Drive to date, and most recently, Google was named a leader in the Gartner Magic Quadrant for Content Collaboration Platforms (CCP) for the second year in a row. Learn more about the new Drive Enterprise.
We’ve also made a concerted effort to make it easier to use G Suite with existing legacy tools so that you can avoid interruptions at work. Whether it’s making sure your calendar details stay intact between Microsoft Exchange and Google Calendar, providing new ways to integrate Hangout Meet with existing hardware, making it easier to collaborate with teams outside of your domain and more, we’re focused on building solutions to make your work day easier. Read more about our latest interoperability capabilities in this post.
Visit the G Suite website to see how you can transform how your enterprise operates.
*The G Suite Trusted Tester and Early Adopter Programs will soon be renamed as Alpha and Beta, respectively. More details to come.
Not long ago, if you wanted to watch video online with your friends and family, your easiest option might have been to huddle around a laptop screen. If you wanted to watch on your TV, you had to search using your remote via a clunky on-screen keyboard—or if you were really enterprising, you’d figure out how to connect your computer to your TV. It wasn’t easy.
Then, five years ago today, we introduced Chromecast to make watching streaming videos on your TV easy as pie. Just by opening one of thousands of content app on your phone, casting and pressing play, you can enjoy watching your favorite TVs, movies and more. Today, you can use Chromecast to stream thousands of apps to your big screen, and we continue to make it easier to watch your favorite show.
To celebrate Chromecast’s fifth birthday, we asked Googler Majd Bakar—the first Chromecast engineer—and his wife, Carla Hindie—the inspiration behind Chromecast—to tell us the backstory behind our first and most popular consumer hardware device. Here’s what the couple had to say:
How did Chromecast come into fruition?
Majd: This is back around 2008 or so. Carla was always looking for new stuff to watch, and I noticed how she went about starting a movie. She would go to her laptop to pick a movie using a streaming service, add it to her queue, and then close the laptop. Then, she’d open the movie on her gaming device. I used to watch her and think, “This is really hard … Why do you do that?”
Carla: Basically, back then TV interfaces were hard to use. The search was difficult and very slow.
Majd: I said, “Okay. Let’s build an interface where everything happens on the phone, and only the video plays on the large screen. And let’s make the hardware device that enables this experience as small and as hidden as possible.”
Do you think it’s true that some of the best tech ideas come from non-tech people?
Majd: I think great ideas can come from anybody—you don’t need to be a tech person to think of the next best gadget. What’s important is creating a product that actually solves a problem that people encounter, and makes a positive difference in their lives. People outside of tech also want solutions that are simple and easy to use, rather than complex—so their ideas may result in better products with more mass appeal.
How long did it take to create Chromecast?
Majd: I joined Google in 2011 to create products that would change how people used their TVs. I pitched this idea and everyone got excited about it. It was 2012 when we really got started, and we launched Chromecast in July 2013.
How did you feel when the product finally launched?
Majd: The first time I brought a beta Chromecast home, it was in late 2012. I plugged it into my TV and showed Carla.
Carla: He actually wanted me to set it up so that he could see if it was going to be easy for everyone. I’m a huge complainer if there’s anything I don’t get quickly, and I don’t like reading manuals. So he gave it to me and said, “Here, you set it up.” And it was very easy. It was a big, exciting evening in our house.
Majd: We sat down and watched YouTube, because the first thing we had working on Chromecast was YouTube. So I said, “Okay, let’s watch a couple of YouTube videos.” We watched YouTube videos for three and a half hours until 1 a.m. At the end of it, she said, “You’ve been working on this for a year, and I had no idea what a big difference this small device would make.”
What’s your favorite Chromecast feature?
Carla: I like that we can actually go into anybody’s house who has a Chromecast, log into their network and use it.
Majd: Yeah, I think that’s really one of the most powerful features that we have. To me, the ease of use is what I like. We had an advertisement that said it was so easy for everyone to use. The first time I saw that ad, I had tears in my eyes.
And on Chromecast’s birthday, how does it feel?
Majd: I am very proud of the team. I feel lucky to be able to work on something like this—it’s very humbling to pitch something and see it from the beginning. When we started, we were three people, and now we have hundreds of people working on Chromecast and other hardware products for the home. That is a huge effort. We, as a team, made an impact in this space.
Thanks to Majd and Carla sharing the story of Chromecast—and thanks, Chromecast, for letting all of us stream with ease.
Over the last decade we’ve witnessed the maturation of G Suite—from the introduction of Gmail and Google Docs to more recent advancements in AI and machine learning that are powering, and protecting, the world’s email. Now, more than 4 million paying businesses are using our suite to reimagine how they work, and companies like Whirlpool, Nielsen, BBVA and Broadcom are among the many who choose G Suite to move faster, better connect their teams and advance their competitive edge.
In the past year, our team has worked hard to offer nearly 300 new capabilities for G Suite users. Today, we’re excited to share some of the new ways organizations can use G Suite to focus on creative work and move their business forward—keep an eye out for additional announcements to come tomorrow as well.
Here’s what we’re announcing today:
Security center investigation tool (available in an Early Adopter Program* for G Suite Enterprise customers)
Data regions (available now for G Suite Business and Enterprise customers)
Smart Reply in Hangouts Chat (coming soon to G Suite customers)
Smart Compose (coming soon to G Suite customers)
Grammar Suggestions in Google Docs (available in an Early Adopter Program for G Suite customers today)
Voice commands in Hangouts Meet hardware (coming to select Hangouts Meet hardware customers later this year)
Nothing matters more than security
Businesses need a way to simplify their security management, which is why earlier this year we introduced the security center for G Suite. The security center brings together security analytics, actionable insights and best practice recommendations from Google to help you protect your organization, data and users.
Today, we’re announcing our new investigation tool in security center, which adds integrated remediation to the prevention and detection capabilities of the security center. Admins can identify which users are potentially infected, see if anything’s been shared externally and remove access to Drive files or delete malicious emails. Since the investigation tool makes it possible to review your data security in one place and has a simple UI, it makes it easier to take action against threats without having to worry about analyzing logs which can be time-consuming and require complex scripting. Investigation tool is available today as part of our Early Adopter Program (EAP) for G Suite Enterprise customers. Learn more.
In addition to giving admins a simpler way to keep data secure, we’re constantly working to ensure that they have the transparency and control they need. That’s why we’re adding support for data regions to G Suite. For organizations with data control requirements, G Suite will now let customers choose where to store primary data for select G Suite apps—globally distributed, U.S. or Europe. We’re also making it simple to manage your data regions on an ongoing basis. For example, when a file’s owner changes or moves to another organizational unit, we automatically move the data—with no impact on the file’s availability to collaborators. Plus, users continue to get full edit rights on content while data is being moved.
Rob Tollerton, Director of IT at PricewaterhouseCoopers International Limited (PwCIL), and his team are using G Suite to manage global data policies: “Given PwC is a global network with operations in 158 countries, I am very happy to see Google investing in data regions for G Suite and thrilled by how easy and intuitive it will be to set up and manage multi-region policies for our domain.“
Data regions for G Suite is generally available to all G Suite Business and Enterprise customers today at no additional cost. We’re continually investing in the offering and will expand it further over time. Learn more.
I am very happy to see Google investing in data regions for G Suite and thrilled by how easy it will be to set up and manage multi-region policies.Rob Tollerton
Director of IT, PwCIL
Let machines do the mundane work
We’ve spent many years as a company investing in AI and machine learning, and we’re dedicated to a simple idea: rather than replacing human skills, we think AI has endless potential to enhance them. Google AI is already helping millions of people around the world navigate, communicate and get things done in our consumer products. In G Suite, we’re using AI to help businesses and their employees do their best work.
Many of you use Smart Reply in Gmail. It processes hundreds of millions of messages daily and already drives more than 10 percent of email replies. Today we’re announcing that Smart Reply is coming to Hangouts Chat to help you respond to messages quicker so you can free up time to focus on creative work.
Our technology recognizes which messages most likely need responses, and proposes three different replies that sound like how you typically respond. The proposed responses are casual enough for chat and yet appropriate in a workplace. Smart Reply in Hangouts Chat will be available to G Suite customers in the coming weeks.
Smart Reply makes sending short replies easy, especially on the go. But we know that the most time-consuming emails require longer, more complex thoughts. That’s why we built Smart Compose, which you may have heard Sundar talk about at Google I/O this year. Smart Compose intelligently autocompletes your emails; it can fill in greetings, sign offs and common phrases so you can collaborate efficiently. We first launched Smart Compose to consumers in May, and now Smart Compose in Gmail is ready for G Suite customers.
In addition to autocompleting common phrases, Smart Compose can insert personalized information like your office or home address, so you don’t need to spend time in repetitive tasks. And best of all, it will get smarter with time—for example, learning how you prefer to greet certain people in emails to ensure that when you use Smart Compose you sound like yourself.
Smart Compose in Gmail will be available to G Suite customers in the coming weeks.
We’re also using AI to help people write more clearly and effectively. It can be tricky at times to catch things like spelling and grammatical errors that inadvertently change the meaning of a sentence. That’s why we’re introducing grammar suggestions in Docs. To solve grammar corrections, we use a unique machine translation-based approach to recognize errors and suggest corrections on the fly. Our AI can catch several different types of corrections, from simple grammatical rules like how to use articles in a sentence (like “a” versus “an”), to more complicated grammatical concepts such as how to use subordinate clauses correctly. Machine learning will help improve this capability over time to detect trickier grammar issues. And because it’s built natively in Docs, it’s highly secure and reliable. Grammar suggestions in Docs is available today in our Early Adopter Program.
Beyond writing, we’re also working to improve meetings. Last fall, G Suite launched Hangouts Meet hardware, enabling organizations to have reliable, effective video meetings at scale. Many people still view connecting to video meetings as daunting, which is why we’re using Google AI to create a more inviting experience.
We’re excited to see so many people actively engaged with Google Assistant through voice—managing their smart home and entertainment—and today, we’re bringing some of that same magic to conference rooms with voice commands for Hangouts Meet hardwareso that teams can connect to a video meeting in seconds. We plan to roll this out to select Meet hardware customers later this year.
Simplify work with G Suite
One of the reasons why G Suite is able to deliver real transformation to businesses is that it’s simple to use and adopt. G Suite was born in the cloud and built for the cloud, which means real-time collaboration is effortless. This is why more than a billion people rely on G Suite apps like Gmail, Docs, Drive and more in their personal lives. Instead of defaulting to old habits—like saving content on your desktop—G Suite saves your work securely in the cloud and provides a means for teams to push the boundaries of what they create.
In fact, 74 percent of all time spent in Docs, Sheets and Slides is on collaborative work—that is, multiple people creating and editing content together. This is a stark difference from what businesses see with legacy tools, where the work is often done individually on a desktop client.
So that’s how we’re reimagining work. Learn more about these announcements by visiting the G Suite website—or stay tuned for more updates in G Suite tomorrow.
*The G Suite Trusted Tester and Early Adopter Programs will soon be renamed as Alpha and Beta, respectively. More details to come.
G Suite’s intelligent productivity apps are secure, smart and simple to use, so why not integrate your apps with them? If you’re planning to attend the event and are wondering which sessions you should check out to enhance your skill set, here are some sessions to consider:
- “Power Your Apps with Gmail, Google Drive, Calendar, Sheets, Slides, and More!” on Tuesday, July 24th. Join me as I lead this session that provides a high-level technical overview of the various ways you can build with G Suite. This is a great place to start before attending deeper technical sessions.
- “Power your apps with Gmail, Google Drive, Calendar, Sheets, Slides and more” on Monday, July 23rd and Friday, July 27th. If you’re already up-to-speed and want to leave NEXT with actual, working code you can use at school or on the job, join us for one of our bootcamps! Both are identical and bookend the conference—one on Monday and another on Friday. While named the same as the technical overview talk above, these dive a bit deeper, show more API usage examples and feature hands-on codelabs. Register today to ensure you get a seat.
- “G Suite + GCP: Building Serverless Applications with All of Google Cloud” on Wednesday, July 25th. This session is your chance to attend one of the few hybrid talks that look at how to you can build applications on both GCP and G Suite platforms. Learn about GCP and G Suite serverless products— a topic that’s become more and more popular over the past year—and see how it works firsthand with demos. I’m also leading this session and eager to show how you can leverage both platforms in the same application.
- “Build apps your business needs, with App Maker” or “How to Build Enterprise Workflows with App Maker” on Tuesday, July 24th and Thursday, July 26th respectively. Google App Maker is a new low-code, development environment that makes it easy to build custom apps for work. It’s great for business analysts, technical managers or data scientists who may not have software engineering resources. With a drag & drop UI, built-in templates, and point-and-click data modeling, App Maker lets you go from idea to app in minutes! Learn all about it with our pair of App Maker talks featuring our Developer Advocate, Chris Schalk.
- “The Google Docs, Sheets & Slides Ecosystem: Stronger than ever, and growing” or “Building on the Docs Editors: APIs and Apps Script” on Wednesday, July 25th and Thursday, July 26th respectively. Check out these pair of talks to learn more about how to write apps that integrate with Google Docs, Sheets, Slides and Forms. The first describes the G Suite productivity tools’ growing interoperability in the enterprise with while the second focuses on the different options available to developers for integrating with the G Suite “editor” applications.
- “Get Productive with Gmail Add-ons” on Tuesday, July 24th. We launched Gmail Add-ons less than a year ago (You can check out this video to learn more.) to help developers integrate their apps alongside Gmail. Come to this session to learn the latest from the Gmail Add-ons and API team.
I look forward to meeting you in person at Next ’18. In the meantime, you can check out the entire session schedule to find out everything NEXT has to offer or this video where I talk about how I think technology will change the world. See you soon!
Reading time: 2 minutes
Before the interview
Screen with phone interviews: This is a great time-saver for you and your applicants. It gives you the chance early on to narrow down your selects and save them some disappointment as well.
On the day
Editor’s Note: The She Word is a Keyword series all about dynamic and creative women at Google. Most of us use emoji to communicate on a daily basis, but there’s only one day a year to celebrate those delightful little characters. Today is World Emoji Day, so we sat down with Jennifer Daniel—who heads up design for Google’s emoji. Among other slightly more serious things, we chatted about her favorite emoji, how emoji communication compares to the era of Shakespeare and why the female influences in her life rule all.
How do you explain your job at a dinner party?
I tell people I work on emoji, those tiny smiley faces that are on your phone. And the response is usually, “Really? That’s a job?”
It is a job, although the majority of my time is spent managing the art team within the “Expressions” group, which creates gifs, camera effects, stickers and other fun experiences for Gboard, Android Messages and Pixel.
What’s one habit that makes you successful?
Focus on finding good people to work with. Success follows people who work well together.
What advice do you have for women starting out in their careers?
Just be you. As women, we’re told over and over again to lean in, but that frequently puts us in positions that are structurally unsuited and hostile. This touches on every part of the job, even seemingly trivial things like tone in emails.
Research has shown that women don’t use emoji professionally or aren’t friendly in emails, because they’re taken less seriously if they do. I understand and also reject it … our humanity is essential to effective communication. Don’t use enough emoji and you’re seen as hostile. Use too many and you’re seen as unprofessional. It’s a lose lose. So, forget it. Just be yourself.
Who has been a strong female influence in your life?
In the industries I work in, there’s a lack of women in what my friends and I call the “just-ahead-of-me group.” So, I’d say my peers are the strongest influences in my life. The artists, writers and designers I’ve met along the way are incredibly motivating and inspiring. And, for those moments where things feel highly discouraging, well, I hope everyone has friends who pump them up like mine do, because it rules.
What’s your most-used emoji?
Lately instead of using the standard smiley 😀 (which is the 10th most popular emoji by the way … the most popular is ), I’ve been using the cowboy 🤠. I recently retired the party popper 🎉 for the saxophone 🎷. Everytime I use it, I can faintly hear Lisa Simpson…
Your work is transforming the way we communicate with each other. Do you think we’re losing anything with this shift to communicating in gifs, emoji and memes?
Is the way we communicate now better than the era of Shakespeare?
Hey, I’m asking the questions!
I just mean … the way we communicate is a reflection of the time period we’re in. And we live in an era were we communicate more with the written word than ever before. Language has existed for at least 80,000 years but it first arose as speech. If humanity existed for 24 hours, let’s say writing only came around 11:07 p.m. So first there was speech, then writing, and now, we have emoji.
Some expressions are better suited for images than they are with text. I can’t tell you what 🐒🐒🎷🐬translates into words exactly, but damned if it isn’t the perfect response when a friend texts me that our plans are on for tonight. Emoji become inside jokes, slang, memes. Like language, it’s fluid. We all intuitively know when to call someone versus suggest a video chat, when to write an email or send them a text. It’s important to know who you’re speaking to and the best way to connect with them.
How did you first discover your interest in design?
Hard to say. It could be when I realized my drawings could make my classmates laugh. I was in second grade and I had just moved from the East Coast to the Midwest and it was the first time I really remember feeling heard. I truly connected with people in a way I hadn’t previously.
You have three-year old twins! What have they taught you about achieving balance in your life?
Work-life balance is when everyone wants your attention at the same time (ha, sort of kidding). At times my personal life is the most important thing and other times I need to be very focused on work. This balance, which is more of a dance, allows room for things to happen even when you least expect it, like when I get a call from the daycare and I have to drop everything to attend to … let’s just say, a pile of 💩. I’ve learned over time that you can’t be prepared for everything and that’s perfectly okay.
How do you ensure that everyone is represented in emoji?
We do our best to surround ourselves with experts and ask a lot of questions. Designing emoji (and stickers, and gifs and camera effects) for a global audience requires a certain level of humility and curiosity about the world.
And how does that work from a design perspective?
As a principle, we want to create images that are iconic and timeless. Stylistically,the more abstract an emoji is, the more you can project yourself onto it. On the flip side, the more detail a drawing has, the more people fixate on how real or accurate it is. Taking detail away from an emoji can offer more opportunity for interpretation and personality, making emoji an extension of your own. I prefer to think of Google’s emoji like words—keep them as abstract as possible.
What’s next for your team?
This week we’re releasing a series of animated stickers in Gboard and Messages that bring back our favorite blob emoji. And every month we launch more stickers and GIF effects in Gboard. I love seeing what people make, so please share your creations!
Neural network-based models continue to achieve impressive results on longstanding machine learning problems, but establishing their capacity to reason about abstract concepts has proven difficult. Building on previous efforts to solve this important feature of general-purpose learning systems, our latest paper sets out an approach for measuring abstract reasoning in learning machines, and reveals some important insights about the nature of generalisation itself.Read More…
Today, we’re sharing more about Display & Video 360, including how it helps marketers collaborate across teams, gain transparency and control over their investments, and use the latest advances in machine learning and automation to get better results. Read on to learn more, or watch the live stream from our Google Marketing Live event happening later today in San Jose, CA.
About Display & Video 360
Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product.
So what does that mean?
First, Bid Manager will soon become Display & Video 360. This will happen automatically—customers won’t have to take any action and campaigns will continue to run uninterrupted. Second, Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns, Audiences, Creatives, Inventory and Insights.
These new modules reflect the fact that Display & Video 360 offers more than just Bid Manager’s programmatic capabilities. It also includes the campaign management, cross-platform measurement, creative and audience capabilities that are currently part of DoubleClick Campaign Manager, Studio and Audience Center. (Don’t worry, these products aren’t going anywhere right away—we’ll gradually transition customers of these products to Display & Video 360 in the future as additional features become available.)
By bringing these solutions together, Display & Video 360 enables marketers to fully manage their reservation, programmatic and programmatic guaranteed campaigns across display, video, TV, audio and other channels, all in one place. And using a single product to manage advertising campaigns and workflows end-to-end offers significant advantages compared to a more piecemeal approach.
Collaboration across teams
We know that getting a successful ad campaign up and running requires media, creative, data and analytics teams to work closely together along the whole journey. In fact, recent data from Google’s Media Lab—the team that manages all of Google’s advertising campaigns—shows a 1.5X improvement in campaign performance when creative strategies and design are aligned to media, compared to when creative is built in a silo.1 But today, the typical digital campaign workflow is complex and manual, involving handoffs across multiple people, organizations and products—which makes it really hard to collaborate.
Display & Video 360 changes that. It helps teams share campaign data and insights at each step of the process, so they can work together to plan campaigns, design and manage creative, organize and create audience segments, find and transact inventory, then measure and optimize results.
“Running digital marketing for Major League Baseball is a unique opportunity because we cover all 30 MLB teams and a total of 2500 games each year. Display & Video 360 helps us to achieve the scale we need to meet this demand because it allows our creative, campaign management and analytics teams to collaborate really well. For example, our analytics team can share feedback on creative performance much faster than before, and then this feedback can easily be applied to many campaigns at once.”
-Barbara McHugh, SVP, Marketing, Major League Baseball
Transparency and control
With Display & Video 360 you can see precisely how your money is being spent and know exactly where your ads are running—across all of your campaigns. Understanding how your marketing is performing in real time gives you more control. You can quickly see what’s working and what’s not, and then make informed decisions to adjust your tactics and improve campaign performance.
Buying media through a single platform like Display & Video 360 also leads to better results—as measured in terms of both reach and efficiency. For example, Nielsen found that marketers who consolidated their traditional reservation deals with their programmatic guaranteed deals in a single buying platform increased their reach of unique consumers by an average of 11 percent—for the same investment in impressions.2 In another recent study, BCG found that programmatic guaranteed deals are 29 percent more efficient for agencies than traditional reservation deals measured in hours spent on deal set-up and management.3
“By consolidating all of our campaigns in Display & Video 360, we can easily control how many consumers we reach and how often we reach them. This means we don’t have to worry about wasted impressions or a bad consumer experience from people seeing our ads too many times. Instead, we can direct that investment to reach more of the people who are likely to fly with us.”
-Justyna Valente, Digital Marketing Manager, TAP Portugal
Faster, smarter marketing
According to a recent study of global marketing organizations by Bain & Company, speed in decision making separated the leaders—the top 20 percent of respondents based on revenue and market share growth—from the laggards, who represent the bottom 20 percent. Marketing laggards are 1.7X more likely to be held back by slow decision making4, while marketing leaders are using technology to surface trends and patterns in near-real time so they can deliver more relevant marketing with speed to assist consumers at the right moment.
Display & Video 360 takes advantage of Google’s unique capabilities in machine learning to automate tasks like bidding and optimization, so you can respond to users’ needs faster. Built-in intelligence across the product automatically surfaces insights and recommendations—such as where to shift budget to improve campaign performance—so you can act quickly to achieve your goals.
Tune in to learn more
Display & Video 360 will begin rolling out to all Bid Manager customers in late July. We’re excited to introduce this end-to-end advertising solution as part of Google Marketing Platform, and we’re eager to hear your feedback.
Please join me for the live streamed keynote at Google Marketing Live today at 9:00 a.m. PT / 12:00 p.m. ET or watch the recording after the event. I’ll be sharing more about Display & Video 360, including demos of some of the new features.
Posted by Payam Shodjai
Director, Product Management, Google Marketing Platform
1. Based on Q4’17-Q1’18 internal Google data.
2. Based on a Google-commissioned Nielsen study, May-Dec. 2017.
3. Based on a Google-commissioned BCG report, “A Guaranteed Opportunity in Programmatic Advertising,” July-Sept. 2017.
4. Bain/Google Marketing Leaders Study, Nov. 2017.