The DoubleClick guide to advertising in apps Reach, engage and measure your audience on mobile apps
Executive summary State of viewability for video ads in 2017 The screen in our hands is now a gateway to In games, 2017, YouTube news, entertainment ad viewability continued and sports to lead content the online. industry. While The mobile average is viewability a key component of YouTube of ads any globally successful increased digital to 95% strategy, in 2017, apps up from continue 93% in to 2016. be a Across missed the opportunity rest of the web for and some apps, marketers. average video ad viewability is 66%. For all video ads, mobile and tablet continue This guide to offer enables the highest marketers viewability to understand rates. However, video the power ad viewability of mobile rates apps remain and inconsistent shows you across how countries to leverage and DoubleClick exchanges. to reach engaged app audiences. Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen by a user. At Google, we support the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two continuous seconds. For example, if a video ad is playing but the user is browsing on another tab, that impression wouldn t be considered viewable. We conducted research using our MRC-accredited Active View measurement technology to better understand the Your audience is using mobile apps current state of video ad viewability around the world. The data used in this study is based on video ads from our New advertising research platforms, 1 shows including that the Google, variety DoubleClick, of apps and and how YouTube, diversely from May these of 2017. apps are used enable brands to reach their target audiences. We analyzed video viewability data for YouTube, including Apps video offer ads something browsers for (desktop, everyone: mobile, Over and 91% of tablet) smartphone and in the YouTube users use mobile apps app. We also looked at video viewability data for the rest of the web and apps Apps help you reach household shoppers: 81% (not YouTube), including video ads in browsers (desktop, of app users say they re the main shopper in their mobile, and tablet) and apps. household Gamers aren t who you think they are: Gaming Read apps on to are see more how video popular ad viewability among women, rates compare who across represent devices 52% and around of the the gaming world. app audience Apps are for leaning back: Two thirds of smartphone audiences use gaming, entertainment, news and sports apps Apps keep us coming back throughout the day: Just under 1 hour on average is spent using news, sports, gaming and entertainment apps collectively each day DoubleClick helps you reach them DoubleClick offers marketers the tools to confidently reach engaged app users on premium app inventory that s aligned with their brand. Audience capabilities: Find and reach the specific users who are right for you Inventory types: Gain incremental reach with access to more than four trillion global monthly impressions across prime quality app inventory 2 Creative formats: Engage users with beautiful, data-driven creative in native, video and high-impact formats Measurement tools: Connect your customer insights with integrated measurement across app publishers 1 Something for everyone, Ipsos MORI mobile app research report, U.S., July 2017 2 DoubleClick internal data, 2017 2
Table of contents Surprising insights into who s using apps and how Case study: Leading brand reaches new customers on apps Appify your campaigns based on your marketing goals Best practices for high-impact app campaigns with DoubleClick Glossary of app solutions in DoubleClick 4 6 7 12 14 3
Surprising insights into who s using apps and how Apps play an important role in consumers lives Ipsos research 3 reaffirms the large opportunity for brands to reach customers through apps. Apps offer something for everyone 91 % of smartphone users use apps Apps are for leaning back 66 % of all smartphone users use news, gaming, entertainment or sports apps Apps are equally popular among men and women 46% of smartphone users use gaming apps 51 % of app users 49 % are male of app users are female 3 Something for everyone, Ipsos MORI mobile app research report, U.S., July 2017 4
Apps help you reach household shoppers Gamers aren t who you think they are Apps keep users coming back throughout the day 81 % of app users say they re the main shopper in their household 52 % of gaming app users are women 80 % of all gaming app users use gaming apps at least once a day Just under 1 hour a day on average is spent on news, sports, gaming and entertainment apps collectively Apps drive frequent snacking behavior, with some users coming back to their favorite apps 2-3x a day 5
Case study: Leading brand State of viewability for video ads in 2017 reaches new In 2017, YouTube ad viewability continued to lead the industry. The average viewability of YouTube ads customers on apps globally increased to 95% in 2017, up from 93% in 2016. Across the rest of the web and apps, average video ad viewability is 66%. For all video ads, mobile and tablet continue to offer the highest viewability rates. However, video ad viewability rates remain inconsistent across countries and exchanges. Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen by a user. At Google, we support the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two continuous seconds. For example, if a video ad is playing but the user is browsing on another tab, that impression wouldn t be considered viewable. We conducted research using our MRC-accredited Active View measurement technology to better understand the Nestlé engages hard-to-reach audiences on gaming apps current While state many of video brands ad viewability were built around using the TV world. and The traditional data used in media, this study the is landscape based on video has ads changed from our dramatically. advertising platforms, Consumer including behavior Google, is DoubleClick, shifting, and so YouTube, reaching from people May of who 2017. don t watch linear TV poses a challenge. We There s analyzed a video growing viewability need data for innovation for YouTube, in digital to including help advertisers video ads in browsers communicate (desktop, with mobile, consumers and who tablet) are and hard in the to reach YouTube through mobile traditional app. We also channels. looked at video viewability data for the rest of the web and apps (not Gaming YouTube), is including an exciting video area ads for in browsers marketers (desktop, who mobile, are and keen tablet) to explore and apps. new opportunities for brand advertising. Read Nestlé on to see tapped how video into new ad viewability audiences rates and compare increased across brand devices impact and with around King the Games world. innovative userinitiated in-app ad. Watch the video case study for the full story here: g.co/nestlecasestudy The goals Find new ways to communicate with hard-to-reach audiences Get more brand impact from advertising efforts The approach Partnered with King to serve ads across the King Games portfolio of more than 200 app titles Ran user-initiated ads that allowed users to engage with ads in exchange for in-game rewards The results 99.5 % view-through rate on Android 3 % click-through rate on Android 6
Appify your campaigns based on your marketing goals app required Select your marketing objective to learn more no app required Brands can use in-app advertising regardless of whether they have an app. Whatever your business goals awareness, leads, app installs/engagement or offline performance DoubleClick helps you reach your objectives with mobile app ads. In this section of the guide, learn how DoubleClick can help you engage mobile app audiences with precise targeting, high-impact creative, brand safe inventory and integrated measurement no matter your marketing objective. App promotion no app required Reach and awareness no app required Lead generation Online to offline 7
App promotion Goal: Promote your app to increase installs, drive in-app purchases and sign ups, or engage your existing app users. Audience capabilities Inventory types Creative formats Measurement tools Audience App channels Custom HTML5 interstitials Brand measurement Google Audiences affinity or in-market 3rd party audience lists 1st party audience lists Geography Proximity targeting Technology and context App collections and targeting Target specific apps/urls Native ads Mobile video Deep-linking Templated app install Sensitive Classifiers Verification Active View viewability measurement Performance measurement Cross-device measurement App install and engagement tracking including Firebase Installed app category New device targeting 8
Reach and awareness Goal: Create awareness for your brand by reaching users with compelling messaging where they are. Audience capabilities Inventory types Creative formats Measurement tools Audience TrueView Custom HTML5 interstitials Cross-device measurement Google Audiences affinity or in-market 3rd party audience lists Geography Regional targeting Proximity targeting Open auction Google Top Video Picks Deals Social partners High-impact formats Native ads Mobile video (VAST - VPAID doesn t work in apps) Brand measurement Sensitive Classifiers Verification Active View viewability measurement Technology and context Make and Model Environment (interstitials) App channels App collections Target specific apps/urls 9
Lead generation Goal: Capture user data to grow your customer base. Audience capabilities Inventory types Creative formats Measurement tools Audience App channels Custom HTML5 interstitials Brand measurement Google Audiences affinity or in-market 3rd party audience lists Geography Proximity targeting Technology and content Installed app category New device targeting Same device targeting (mweb -> app) Extend with InMobi and AdsMovil 3rd party exchanges can bundle inventory by content, audience or historical performance Native ads Rich media dynamic ads Mobile video Deep-linking Templated app install Sensitive Classifiers Verification Active View viewability measurement Performance measurement App measurement Cross-device measurement Online to offline Conversion API IDFA / AdID upload 10
Online to offline Goal: Drive in-store visits and in-store purchases by leveraging offline conversion data. Audience capabilities Inventory types Creative formats Measurement tools Audience Private marketplace (PMP) Custom HTML5 interstitials Conversion API Google Audiences affinity or in-market Native ads 1st party audience lists Mobile video Geography Deep-linking Location targeting Proximity targeting 3rd party location audience lists (e.g. Factual, PlaceIQ) Templated app install Rich media dynamic ads 11
Best practices for high-impact app campaigns with DoubleClick Follow these best practices to reach your app audience and your business goals. Audience Accurately target your audience with these powerful targeting capabilities available in DoubleClick. Use device IDs, rather than cookies, to exclude audience lists and optimize your 1st party and 3rd party audience strategies Review the proximity targeting map view to get a better understanding of the area you re targeting Create separate insertion order line items for app and web campaigns to track each environment Use app collections to target apps, rather than non-app-friendly keyword contextual targeting or categories Creative Choose the right creative to provide the best experience and get the widest reach. Use app-friendly creative assets, such as fullscreen interstitials or native ad experiences Use video formats that scale on mobile and in-app Avoid creative formats that don t scale, like VPAID Use eligible creatives for as much inventory as possible Inventory Get the widest reach and scale from your app campaigns with a range of targeting strategies. Target all device and environment types Include app if you re using whitelists Avoid settings that inadvertently block app (e.g. 3rd party pre-bid verification) Include Mobile App and Mobile App Interstitial under Environment so not to block app inventory Measurement Get a comprehensive understanding of your customer journey across apps and the web. Use a software development kit (SDK) or Firebase to measure in-app usage Link device IDs (mobile tracking) to cookies (web tracking) Use cross-device measurement in DoubleClick Campaign Manager to see the full impact of your campaigns across environments Integrate measurement from 3rd party app tracking providers with DoubleClick 12
State of viewability for video ads in 2017 In 2017, YouTube ad viewability continued to lead the industry. The average viewability of YouTube ads globally increased to 95% in 2017, up from 93% in 2016. Across the rest of the web and apps, average video ad viewability is 66%. For all video ads, mobile and tablet continue to offer the highest viewability rates. However, video ad viewability rates remain inconsistent across countries and exchanges. Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen by a user. At Google, we support the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two continuous seconds. For example, if a video ad is playing but the user is browsing on another tab, that impression wouldn t be considered viewable. current state of video ad viewability around the world. The data used in this study is based on video ads from our advertising platforms, including Google, DoubleClick, and YouTube, from May of 2017. Unlock the power of apps with DoubleClick We analyzed video viewability data for YouTube, including video ads in browsers (desktop, mobile, and tablet) and in the YouTube mobile app. We also looked at video viewability data for the rest of the web and apps (not YouTube), including video ads in browsers (desktop, Increase your brand awareness, promote your app, mobile, and tablet) and apps. engage more users and drive offline performance with DoubleClick. Contact your DoubleClick account manager today to learn more. Read on to see how video ad viewability rates compare across devices and around the world. We conducted research using our MRC-accredited Active View measurement technology to better understand the 13
Glossary of app solutions in State of viewability for video ads in 2017 DoubleClick In 2017, YouTube ad viewability continued to lead the industry. The average viewability of YouTube ads globally increased to 95% in 2017, up from 93% in 2016. Audience Across the rest of the web and apps, average video ad viewability 1st party is audience 66%. For all lists video are ads, your mobile databases and tablet of continue existing to app offer users the highest for targeting viewability or rates. suppression. However, These video are built ad viewability using data rates you remain collect inconsistent from your across own apps, countries websites and and exchanges. games. While the data is yours, Google only supports certain use cases for moving audience lists between Google products. Viewability is a key currency in digital advertising that measures 3rd party whether audience or not lists an ad let had you a run chance behaviorally to seen targeted by a user. line At items. Google, Bid we Manager support the offers Interactive tens of Advertising thousands Bureau of audience (IAB) and lists Media from Rating dozens Council of 3rd party (MRC) data providers. definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two 3rd continuous party location seconds. audience For example, lists if target a video locationbased but audience the user lists browsing provided on another by 3rd parties tab, that from Bid ad is playing impression Manager. wouldn t be considered viewable. Google Audiences in Bid Manager target users by We demographics conducted research or interests, using our such MRC-accredited as affinity Active or inmarket. measurement These audience technology interest to better lists understand are available the View for free and similar audiences also work for app via same-device targeting. IDFA / AdID upload targets app inventory with 1st and 3rd party audience lists using device IDs, like current state of video ad viewability around the world. identifier for advertising (IDFA) and anonymous The data used in this study is based on video ads from identifier for advertising (AdID). our advertising platforms, including Google, DoubleClick, and YouTube, from May of 2017. Installed app category targets audiences who have installed apps from specific Play Store or Apple Store categories. We analyzed video viewability data for YouTube, including video ads in browsers (desktop, mobile, and Location targeting targets users in a specific tablet) and in the YouTube mobile app. We also looked geographic region. at video viewability data for the rest of the web and apps (not YouTube), including video ads in browsers (desktop, New device targeting targets users who have mobile, and tablet) and apps. appeared in the Google network for the first time in the last seven, 14, 30, 60 or 90 days. Read on to see how video ad viewability rates compare Proximity targeting reaches customers at nearby across devices and around the world. custom-defined locations, such as stores, sports and music venues, and parks and monuments. Same device targeting targets mobile web and mobile app inventory with 1st- and 3rd-party audience lists using mobile web cookies. Target specific apps/urls targeting gives you additional brand safety controls by allowing to you choose the specific apps and URLs you want to reach with your app campaigns. Inventory App channels is a collection of related websites or apps that can be targeted as a group. App collections is a group of related apps that update dynamically. For example, a collection called Topselling free weather apps will always be up-to-date, so there s no need to track the top apps or maintain a manual channel to target them. Digital content labels classify websites, videos and apps according to the brand safety of the content, in a similar way to how movies are given ratings such as PG, PG-13 and R. Google Top Video Picks helps you build highly engaging brand campaigns by reaching audiences across premium digital content while transacting in a private, closed environment. Open auction represents an exchange s entire inventory. You can target app inventory via the open auction or sub-exchange inventory. Private or direct deals configured directly with a publisher can include app inventory. Verify app is included by running an Inventory Availability Report (IAR). 14
Sensitive Classifiers monitor content to ensure your ads aren t displayed on apps with inappropriate content. State of viewability for video ads in 2017 Social partners lets you reach app inventory from partner sources or other walled garden sources, In 2017, YouTube ad viewability continued to lead such as Twitter or YouTube, via Bid Manager. the industry. The average viewability of YouTube ads globally TrueView increased ads are to 95% user-skippable in 2017, up from video 93% ads, in 2016. so you Across only pay the rest for qualified of the web users and apps, who average choose video to watch ad your viewability ad. is 66%. For all video ads, mobile and tablet continue to offer the highest viewability rates. However, video Verification ad viewability helps rates you remain verify inconsistent the context across and quality countries of your Bid and Manager exchanges. buy according to the information provided in the app store. It provides quality metrics and transparency into what you re paying for. Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen Creative by a user. At Google, we support the Interactive Advertising Deep-linking Bureau allows (IAB) you and Media to link Rating deeper Council into an app (MRC) from definition your ad. of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two Native continuous ads fit seconds. the look, For feel example, and function if a video of ad a is playing publisher s but the content user is browsing to feel native on another to the tab, environment that impression where they wouldn t appear. be considered viewable. High-impact ad formats enhance creativity through We visually conducted attractive research canvases using our at MRC-accredited scale. Active View measurement technology to better understand the HTML5 interactive ad formats render seamlessly across every device and no longer require a DOCTYPE declaration. current state of video ad viewability around the world. Mobile The data video used in interstitials this study is based cover on the video interface ads from of their host our advertising app at natural platforms, transition including points Google, in DoubleClick, the flow of an app. and YouTube, from May of 2017. Mobile video player size class helps improve the accuracy We analyzed of video mobile viewability video measurement data for YouTube, by classifying video including player video size ads by in browsers the percentage (desktop, viewable mobile, and on the screen tablet) and (small in the <=20%, YouTube large mobile >20% app. <= We 90%, also looked HD >90%). at video viewability data for the rest of the web and apps Rich (not YouTube), media dynamic including ads video allow ads in you browsers to reach (desktop, the right people mobile, and at the tablet) right and time apps. with the right message across devices. Templated Read on to see app how install video lets ad viewability you quickly rates make compare a mobile display across devices creative and from around your the Android world. or ios app store assets. Measurement 3rd party app tracking support lets advertisers measure and attribute installs of apps to the ads they run with DoubleClick by using a 3rd party app tracking SDK of their choice. Active View viewability measures the percentage of ad impressions considered viewable out of all measurable impressions. This measurement is available for apps on AdX inventory. App install and engagement tracking records when a user downloads and installs an app from the Google Play store. These reports help you improve campaign performance and optimization. App measurement helps you understand the overall performance of your app campaigns. Conversion API allows you to leverage 1st party data beyond remarketing lists. These CRM-based lists can be used for targeting display and video campaigns bought via Bid Manager. Cross-device measurement provides visibility into consumers path to conversions across devices and environments (apps and web). This helps you make better decisions and be there when consumers are making purchase decisions. Sensitive Classifiers monitor content to ensure your ads aren t displayed on apps with inappropriate content. Verification helps you verify the context and quality of your Bid Manager buy according to the information provided in the app store. It provides quality metrics and transparency into what you re paying for. 15
State of viewability for video ads in 2017 In 2017, YouTube ad viewability continued to lead the industry. The average viewability of YouTube ads globally increased to 95% in 2017, up from 93% in 2016. Across the rest of the web and apps, average video ad viewability is 66%. For all video ads, mobile and tablet continue to offer the highest viewability rates. However, video ad viewability rates remain inconsistent across countries and exchanges. Viewability is a key currency in digital advertising that measures whether or not an ad had a chance to be seen by a user. At Google, we support the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) definition of viewability for video advertising: a minimum of 50% of the ad is in view for a minimum of two continuous seconds. For example, if a video ad is playing but the user is browsing on another tab, that impression wouldn t be considered viewable. current state of video ad viewability around the world. The data used in this study is based on video ads from our advertising platforms, including Google, DoubleClick, and YouTube, from May of 2017. We analyzed video viewability data for YouTube, including video ads in browsers (desktop, mobile, and tablet) and in the YouTube mobile app. We also looked at video viewability data for the rest of the web and apps (not YouTube), including video ads in browsers (desktop, mobile, and tablet) and apps. Read on to see how video ad viewability rates compare across devices and around the world. We conducted research using our MRC-accredited Active View measurement technology to better understand the