5 ways for publishers to speed up in the slowdown

1

Be efficient

2

Monetise all of your inventory

3

Optimise

4

Extend your reach

5

Be different

Top Companies speed up during slowdowns History shows us that slowdowns are when winners get ahead. The performance gap between the most successful companies and their competitors widens and is significantly greater than during periods of economic growth. Winners invest selectively in growth areas, focus on the most profitable parts of their business and manage costs tightly.

This time it’s digital This slowdown is different because for the first time, consumers and companies are digital. Publishers who embrace digital tools and technologies to rigorously manage their ad management operations, differentiate their business and focus on increasing the value of their digital inventory will not only survive, but thrive.

The slowdown will fuel online growth As the trend towards online accelerates, advertising budgets will follow. However advertiser caution means that publishers are experiencing downward pressure on prices. Value for money is more important than ever as online media buyers seek enhanced ad performance and improved campaign responsiveness.

DoubleClick technology can help The flexibility of DoubleClick’s publisher platform – combined with optimisation and rich media tools - can help you take full advantage of the current slowdown to monetise your site’s assets, provide a differentiated experience to your advertisers and audience, and raise the pace of your entire business. Here are five steps to raise the pace of your business...

69

%

of the UK population are now online, spending

8 hours a week, double the time spent reading newspapers and magazines*

* internetworldstats.com, June 2008 JupiterResearch, ‘Media Consumption Patterns: Online Vies with TV As Primary Medium’. Jun 2007. Reprinted with permission of JupiterResearch LLC, All Rights Reserved.

1

Be efficient

the tools we use

Publishers need the right foundation to grow and scale as advertising spend shifts online. The downturn in the economy has led to greater pressure on resources and increased demand for more effective planning and reporting tools. In turn, resource constraints mean ad operations teams need to become more process driven to increase operational efficiency and data visibility. DoubleClick identified these challenges long before the current downturn and our continued investment in our core ad serving platform means you can benefit from greater efficiency and scalability The powerful workflow tools available through the DoubleClick Revenue Centre can help manage your entire sales process from one central resource with the following benefits: Automated tools to reduce time spent on mundane and manual tasks Advanced reporting and forecasting tools Fully integrated proposal, inventory and finance management tools.

To learn more visit: doubleclick.co.uk/dfp

17p

in every £1 is spent online in UK. This is larger than all high street retail sales for clothing and footwear and roughly half of all supermarket sales*

* IMRG/Capgemini, July 2008

2

Monetise all of your inventory There’s no question, in a tough climate publishers need to make every advertising dollar count. As media fragmentation increases, publishers face the problem of having more inventory to sell, combined with downward pricing pressures on CPM rates.

the tools we use

To counteract this, a holistic ad management approach that combines direct sales efforts with the use of indirect sales channels, such as ad exchanges, will ensure that maximum revenue is generated from every part of your site.

The DoubleClick Revenue Centre enables you to fully leverage our ad serving platform to utilise our complete range of targeting, reporting and optimisation tools to drive direct display sales. By allowing AdSense in DART for Publishers (DFP) you automatically expand your pool of potential buyers by thousands of advertisers and compete dynamically with other pre-emptible inventory to get the best possible yield Get the highest yield by auctioning each impression to the highest bidder with DoubleClick AdExchange. No estimation, no guess-work involved Use our Price Optimiser solution to dynamically adjust advertising rates at time of sale and to recommend optimal selling rates.

By using DART Adapt with Spotlight tags, conversion rates on AdLINK Media’s network increased by more than

40

%

3

Optimise The competition in online publishing is fierce. Advertisers want the best possible return from their campaigns and more than ever before, are looking for online inventory that delivers the results they need.

the tools we use

By using DoubleClick’s range of advanced targeting and optimisation tools publishers can sell more inventory, make your premium inventory more valuable and generate more revenue from your remnant space.

Boomerang for Publishers allows you to sell an audience across your site and across sites you own DoubleClick’s DART Adapt solution uses a sophisticated algorithm to automatically and seamlessly match ads to the users most likely to respond, improving results for your advertisers

•  On premium inventory, increase customer satisfaction by driving higher click throughs and conversions



•  On non-premium inventory, maximise yield on your CPC campaigns using our advanced eCPM model. This model optimises both CPM and performance-based campaigns in tandem, ensuring maximum profitability across all inventory types.

To learn more visit: doubleclick.co.uk/adapt

Everyone is jumping to digital There are 1.4billion people online worldwide, representing nearly 20% of the world’s population*

* ??? research by PricewaterhouseCoopers * IAB

4

Extend your reach

the tools we use

Leverage your brand by building your own network of publisher partners. This will help you grow your premium inventory, maximise market coverage and generate new sales opportunities, in turn generating revenue.

DoubleClick Network Builder offers a full tool kit for building and managing networks of partner sites. It simplifies the steps it takes to set up a network and allows you to seamlessly forecast, traffic and report on inventory across a whole network of sites Other advantages of broadening your reach include aggregating likecontent on partner sites with your direct sales team and distributing your own content on these partner sites.

By optimising Rich Media ads with DART Adapt, DoubleClick delivered an

87

%

lift in rich media interaction rate for a leading FMCG client

5

Be different In a crowded market you need to stand out in order to deliver opportunities to your clients that help support their success and yours. You don’t just need to be good, you need to be different.

the tools we use

The DoubleClick Revenue Centre gives you the flexibility to offer advertisers innovative, branded experiences. In fact, our expert rich media team can help you invent unique, custom ad formats that help set you apart from the competition. And, with our detailed reporting, you’ll be able to demonstrate the effectiveness of your inventory to current and prospective advertisers.

Breakthrough Rich Media tools and service make ‘never been done before’ possible Use In-Stream to help you grow your business by offering industry leading video metrics and centralised trafficking and inventory management Extend your reach by exploring mobile advertising opportunities such as SMS-, Video- and Application-Ads.

To learn more visit: doubleclick.co.uk/richmedia

History has shown that it is not always the biggest and the strongest that survive in challenging times – it is the most innovative, the fastest, the boldest. We at DoubleClick believe that through using our technologies you will emerge fitter, more efficient and more profitable than ever before.

To find out more about how we can help you speed up in the slowdown, call us on freephone: +44 (0)800 912 1344 or email: [email protected]

Find out more t: +44 (0)800 912 1344 e: [email protected] w: emea.doubleclick.com About DoubleClick DoubleClick is a provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilise DoubleClick’s expertise in ad serving, rich media, video, search and mobile advertising to help them make the most of the digital medium. From its position at the nerve centre of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. DoubleClick is part of the Google group of companies. © 2009 Google Inc. All Rights Reserved