MAW learned at the start of the week that programmatic native ads are now available to all advertisers in Google’s DoubleClick Bid Manager. The move is designed to offer brands opportunities to benefit from native ads and to deliver them at scale to mobile-first audiences.
“Native” ads are paid advertisements that — unlike traditional ad formats — fit the look, feel, and function of a publisher’s content.
“DoubleClick’s component-based native ad solution makes it easy for brands to create compelling native ads that look great across any site or app, and on any device,” according to the DoubleClick blog. “Exact audience targeting and access to thousands of premium publishers provide both reach and precision and Bid Manager’s 40-plus exchange integrations give access to hundreds of billions of global monthly native impressions.”
Because marketers can integrate native ads with other buys, they’ll be able to measure native alongside their other campaigns for a “holistic view of performance.”
Google says more than 500 brands and agencies — from Saudi Telecom to SF Travel — have used DoubleClick Bid Manager to execute native ad strategies across both brand and direct response campaigns.
“Starcom helped Saudi Telecom reach a younger, tech savvy audience with native ads in DoubleClick, with a 30 percent increase in unique user reach and 2X improvement in operational efficiencies,” according to the post. “Sojern teamed with SF Travel and used DoubleClick’s native solution to drive 1662 percent more bookings than their previous campaign with greater media efficiency.”
DoubleClick’s new interactive tool and start-up guide for native is here.