Adam’s Blog

DoubleClick Ad Planner Makes Planning Regional Campaigns Easier

DoubleClick Ad Planner just made it easier to plan media buys for regional ad campaigns through two important upgrades.

First, the product has been localized to support more languages. In addition to American English, Ad Planner can now be displayed in British English, Russian, simplified Chinese, traditional Chinese, Japanese, Korean, Thai, French, German, Italian, Spanish, Dutch, Portuguese or Turkish.

Second, the Ad Planner team has published lists of the top 100 sites in each of 21 regional markets. Named the "Ad Planner 100," these lists provide a quick reference to identify the most popular sites by country.

Ad Planner 100 Lists by Country:

• Australia
• Belgium
• Brazil
• Canada
• China
• France
• Germany

• Hong Kong
• Italy
• Japan
• Korea
• Netherlands
• Poland
• Russia

• Spain
• Switzerland
• Taiwan
• Thailand
• Turkey
• United Kingdom
• United States

Ad Planner 1000 for October 2010

Sports enthusiasts have always shown their impact on the Ad Planner 1000 and this month is no different. We saw the nba.com debut at 552 and as the World Series heated up in October, so didmlb.com which experienced a 10% increase in the number of unique visitors to the site.

Movies were also a hot topic this fall as traffic to Fandago.com increased 11% and moviefone.comdebuted on the list at 1000. Warnerbros.com also entered the Top 1000 list at 995, perhaps in anticipation of November’s release of the latest Harry Potter film. And in other entertainment news,hulu.com saw a 11% spike in unique users as the fall television episodes have made their way onto the site thanks to their network partnerships.

We also saw local coupon offer sites continue to gain in popularity. Livingsocial.com experienced a whopping 21% increase in unique users in October and groupon.com saw a 8% increase. Sites experiencing a decline in traffic in October include pandora.com (- 9%), toysrus.com (- 9%),surveymonkey.com (-11%) and skype.com (-10%).

View the full Ad Planner 1000 list.

Introducing the DoubleClick Ad Planner Marketplace (beta)

Connecting buyers and sellers of online advertising by streamlining and simplifying the traditional media buying process, this new offering allows DoubleClick for Advertisers users to view and request to purchase reserved ad space directly from Marketplace publishers listed in Ad Planner.

In this first iteration of the Ad Planner Marketplace, DoubleClick for Advertisers users get exclusive access to the Marketplace and are able to submit order requests to buy media from Marketplace publishers. The Ad Planner Marketplace beta is currently available to users of DoubleClick for Advertisers. In this beta release, ad placements are only available from publishers selling in US dollars. Expect to be updated in the coming months as we continue to add features and make enhancements to the Ad Planner Marketplace. Read about it on our Advertiser blog and our Publisher blog and get more information about the feature from the Help Center.

If you are interested in signing up for the beta, fill out this form. If you are not already on DFA, contact us for more information.

New Ad Planner Case Study: Crocs

Learn how advertisers have successfully used Ad Planner to put together display campaigns with this case study from Crocs.

Partway into 2009, the marketing team at Crocs took some tentative steps to explore display advertising after years of focusing mostly on search advertising. Thanks to the help of DoubleClick Ad Planner, the Crocs team was able to easily research audiences and discover sites where they could target their core demographic.

"The targeting that Ad Planner offers, the speed by which we can optimize, and the support from the Google team made our campaign a complete success," said Jay Custard, Croc’s global online marketing director.