In late May, Google announced a beta launch that enables rich media ads to be served from DoubleClick into mobile apps in the AdMob network.
Google selected Intel and OMD as the first advertiser-agency team to test this capability in June. As part of this test, Intel served one million rich media impressions from DoubleClick into the AdMob network. The rich media ads were banner-initiated interstitials that featured additional calls to actions such as playing a video or visiting the mobile site to learn more.
As it turned out, the test proved successful from an ad serving perspective as the variance in reported impressions between AdMob and DoubleClick were in line and compliant with industry standards.
Since the mobile campaign was served from DoubleClick, Intel and OMD could understand their campaign’s performance across an expanded set of ad metrics, including:
Based on these metrics, Intel’s rich media campaign proved highly successful in engaging users:
For OMD, DoubleClick-served rich media into mobile is a big step forward. According to Amit Prakash, Director of Analytics at OMD, “Getting DoubleClick to serve rich media into AdMob mobile apps is a huge win for advertisers. This really helps bring down the complexity of working in mobile. DoubleClick platform can now be utilized to build, host, serve mobile ads that we’re already using for digital.”
In light of the compelling results of this first test, Google will be opening this beta to another handful of advertisers over the coming weeks.
Posted by Ben Chung, Product Marketing Manager, Mobile Ads
Google selected Intel and OMD as the first advertiser-agency team to test this capability in June. As part of this test, Intel served one million rich media impressions from DoubleClick into the AdMob network. The rich media ads were banner-initiated interstitials that featured additional calls to actions such as playing a video or visiting the mobile site to learn more.
As it turned out, the test proved successful from an ad serving perspective as the variance in reported impressions between AdMob and DoubleClick were in line and compliant with industry standards.
Since the mobile campaign was served from DoubleClick, Intel and OMD could understand their campaign’s performance across an expanded set of ad metrics, including:
- Engagement rate: the rate at which users engaged with the ad, whether it be tapping to play the ad’s video or visit a site.
- Average display time: the average time in seconds that each rich media ad is displayed to users
- Midpoint and complete video plays: a measure of how much of the video was viewed, including up to the midpoint of the video or to the video’s end.
Based on these metrics, Intel’s rich media campaign proved highly successful in engaging users:
- 19.5% engagement rate
- 15+ seconds average display time; 3x longer than average DoubleClick rich media campaigns.
- 1 of 4 video plays lasted to at least the mid-point of the video.
For OMD, DoubleClick-served rich media into mobile is a big step forward. According to Amit Prakash, Director of Analytics at OMD, “Getting DoubleClick to serve rich media into AdMob mobile apps is a huge win for advertisers. This really helps bring down the complexity of working in mobile. DoubleClick platform can now be utilized to build, host, serve mobile ads that we’re already using for digital.”
In light of the compelling results of this first test, Google will be opening this beta to another handful of advertisers over the coming weeks.
Posted by Ben Chung, Product Marketing Manager, Mobile Ads
Intel & OMD delivers engaging rich media in mobile via 3rd-party ad-serving
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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