Tuesday, August 17, 2010 | 9:43 AM
(cross-posted from the DoubleClick Advertiser Blog)
As the popularity of mobile advertising rises, so too do the challenges for advertisers. The proliferation of mobile devices along with emerging standards make for a challenging environment in which to execute on mobile campaigns.
Serving mobile ads through DoubleClick for Advertisers (DFA) is the answer to tackling some of these pain points head on. This latest DFA release allows advertisers and agencies to traffic mobile ad campaigns alongside the rest of their online advertising campaigns.
Serve mobile ads in DFA
Trafficking mobile ads in DFA is easy. You use the same process as you would for any campaign in DFA. Mobile is just another ad type and placement type that you would select within the DFA trafficking interface. You don’t even need to create a separate campaign for your mobile ads in DFA, you can include them in any existing campaign alongside the rest of your online creatives assets.
Serve mobile ads to a variety of mobile platforms
DFA mobile ads are designed to be trafficked on inventory that is optimized for mobile browsers or within a mobile application. Tailor your message to each of the major mobile platforms and automatically serve the appropriate Mobile Marketing Association (MMA) creative size to a broad array of mobile devices. You also have many of the existing DFA targeting features at your disposal such as day-parting, keywords and geo-targeting.
With fully integrated reporting you get mobile impression and click data all in the same place as the standard DFA reports. There is also a mobile-specific report which shows a breakdown of stats for your mobile placement by wireless carrier, mobile platform and country.
The mobile placement in DFA generates tags that are optimized to run on a wide variety of mobile devices ensuring that your campaign has the reach you desire. These tags work seamlessly with the Doubleclick Mobile publisher platform and have been tested successfully on a number of other leading publisher technology providers. If you’re a publisher and want to accept DFA mobile placements, just log into your site directory account or email firstname.lastname@example.org.
Standard ads go mobile too
As many mobile phones come with full Internet browsers, you’ll often find that your standard ads are being viewed on mobile devices too. So, alongside the mobile placements we’re also releasing mobile browser targeting for standard ads. This gives you the opportunity to control the creative you serve alongside standard web content when it is viewed on a mobile device (e.g., iPhone, iPad or Android devices).
Just the beginning
We’re working hard to add new features to mobile in DFA so expect to see multiple enhancements to your mobile advertising experience in DFA in the coming months.
Posted by Alex Gawley, Product Manager