Digital marketing technology and services provider DoubleClick has announced the launch of DoubleClick Mobile, a new solution for media companies to extend their digital advertising business to mobile. The solution integrates the operational processes for scheduling, targeting, selecting and delivering ads on mobile web pages with that of existing digital channels. As a result, media companies can now use DoubleClicks publisher solutions to sell and manage inventory across online display, rich media, video and mobile.
The integration of DoubleClick Mobile with DoubleClicks DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns, including ad sales and operations staff, account managers, traffickers, metrics analysts, campaign specialists and others, can easily support mobile advertising responsibilities within their current role. Across roles and responsibilities in a publishing organisation, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign, says DoubleClick. Traffickers, for example, upload mobile creatives, set the duration of mobile campaigns, and designate targeting criteria much as they would for a rich media or display campaign.
DoubleClick says its solution meets mobile-specific needs. These include automatic ad selection to match mobile ads to the screen size and capabilities of each device, ensuring that the ad with the best fit is delivered; new mobile ad formats, bringing combination ads, road blocked ads and jump pages to mobile devices; third party impression tracking, providing agencies with access to performance data within their own analytics systems; device preview, which enables ads to be viewed on virtual handsets before the ad goes live; and powerful handset capability targeting, to serve ads to devices with specific capabilities.
Publishers are starting to see mobile as an exciting revenue growth area, as budgets move from experimental to mainstream, says Ari Paparo, DoubleClick Vice President of Rich Media and Emerging Technologies. Our clients want to take on this opportunity and sell mobile display advertising directly. As media companies begin to offer integrated digital ad packages to advertisers that include online display, rich media, video and mobile, everyone wins. The launch of DoubleClick Mobile marks an important step in bringing mobile into the mainstream digital advertising ecosystem.