Execute with integrated technology

When programmatic buying is done on an integrated technology platform, it can deliver brand messaging even more efficiently and effectively to audiences across channels and devices. Integrated technology considerably enhances the value of audience insights and creative ads by helping brands evaluate, purchase, activate and measure media on a global scale, in real time.

75% of marketers and agencies believe that an integrated platform can meet all their marketing needs.
- "Unraveling the Digital Display Industry: Understanding the Tools and Benefits of Digital Marketing,” Illuminas and DoubleClick, December 2013

Why it matters

Integrated technology maximizes digital investments by getting them to work together towards more complete audience insights, better brand results, and more efficient use of marketing resources. It enables digital media to be bought, optimized, and measured across all channels including search, display, mobile and video. Additionally, it helps brands make better decisions by providing a unified view of audience engagement across these channels. By working with a platform that unifies digital marketing efforts, brands take an important step toward the holy grail to connect with users seamlessly across channels and optimize their media mix.

  1. Technology silos can fragment efforts and limit success

    Brands have an abundance of digital marketing solutions to choose from. The average number of ad technology platforms deployed by organizations grew to 4.7 in 2013, according to a survey by Illuminas Research. There could be a lot of waste in spreading efforts across multiple platforms. Further, only 51% of buyers believe they are fully utilizing the systems they already have.1

  2. Integrated technology can streamline efforts and maximize success

    Integrated technology makes processes quicker and easier for marketing teams and provides a unified view of audience engagement. The Boston Consulting Group found that advertising agencies suffer more than 25 inefficiencies and pain points in the management of digital advertising campaigns. The study also found that a unified platform can greatly improve workflow efficiencies - by up to 33% - making campaign management much more successful.2

  3. Global scale empowers localized operations

    Brands can deploy a central integrated platform and operationalize it locally. This lets all teams see global commonalities while letting individual teams activate by locale such as by region or country.



    1 "Unraveling the Digital Display Industry: Understanding the Tools and Benefits of Digital Marketing,” Illuminas and DoubleClick, December 2013.

    2 "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013

Agencies can decrease process time by up to 33 percent by shifting to a unified platform

- "Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising," Boston Consulting Group, May 2013

How to succeed

Follow these steps to execute with integrated technology:

  1. Identify a preferred partner for programmatic buying

    Use an integrated approach to programmatic buying to run relevant, compelling creative in real time, while deriving maximum value for each marketing dollar. Start by identifying a preferred programmatic partner who can globally scale across all media channels and business units to provide a single source of truth for digital marketing. Even with programmatic buying, disparate and siloed platforms can fracture efforts and defeat the purpose of a holistic and unified marketing approach.

  2. Integrate programmatic buying into broader marketing efforts

    Unify marketing efforts with an integrated platform that can manage programmatic buying within the broader digital context that includes search, reservations display, mobile and video. And because the digital landscape is constantly evolving, use an open and neutral platform that enables the integration of other components, to address unique marketing needs as they evolve. With this, get one source for audience insights, one control center from which to execute campaigns, and unified reporting across channels, devices and formats. This brings marketers one step closer to unifying budgets for, and seamlessly optimizing across, digital channels. With this unified view, brands can also more effectively apply insights gained from digital marketing across other product and business lines.

  3. Iterate through experimentation

    Use programmatic buying to try new ideas, gather feedback and quickly act on results. Try reaching audiences programmatically as if they're a global focus group or test ideas on a small scale before going big. Use the real-time feedback loop to its maximum advantage.

Case studies

See how Kia and Gol realized positive results with a unified platform

  1. Kia

    Kia, one of the world's largest vehicle manufacturers, wanted to better understand and optimize its marketing investment to address the fast-changing behaviors of car buyers. The company used DoubleClick Digital Marketing to simplify and more accurately measure the impact of its strategies across channels. The unified platform helped Kia eliminate multiple silos of data, remove discrepancies and develop a holistic view of the consumer. As a result, Kia achieved a 30% improvement in cost per action (CPA).

  1. Gol Linhas Aéreas

    Brazilian airline Gol Linhas Aéreas wanted to increase ticket sales by engaging the country’s thriving online market of 100 million people. The airline and its agency, AlmapBBDO, realized they needed a better understanding of how their online ads were reaching and influencing potential fliers across every channel. Using the DoubleClick Digital Marketing platform, they were able to integrate workflows, create targeted messages and measure the overall impact of their digital marketing. Gol especially liked that it could precisely understand which channel had reached its limit and when it should change budgets to achieve better performance. As a result, Gol doubled its return on ad spend.

Executive summary

  • Step 1 – Organize audience insights
  • Step 2 – Design compelling creative
Step 3 - Execute with integrated technology

Use integrated technology to evaluate, purchase, activate and measure media on a global scale in real time. It considerably enhances the value of audience insights and creative ads by efficiently and effectively delivering brand messaging to audiences across channels and screens.

  • Select a preferred programmatic partner who can globally scale across all media channels and business units to provide a single source of truth for digital marketing.
  • Unify marketing efforts with an integrated platform that provides consolidated audience insights, one control center from which to execute programmatic and reservation campaigns, and unified reporting across channels, devices and formats.
  • Use programmatic buying to iterate through experimentation by trying new ideas, gathering feedback and quickly acting on results.
  • Step 4 – Reach audiences across screens
  • Step 5 – Measure the impact

The real opportunity is in creating unified, cross-channel digital experiences

Unifying efforts with an integrated platform can help brands execute successfully. Integration maximizes audience insights, improves brand results, and drives operational efficiency while helping brands tell cohesive stories that span multiple touchpoints across many channels and devices. In addition, a unified platform can help prevent silos from forming around the way brands buy, the channels they use, the screens they create experiences for and even the regions they operate in. Overall, it unites a brand's efforts to win in the moments that matter.

A guide compiled by

Google|Doubleclick