DoubleClick Inc., the premier provider of digital marketing technology and services, today 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 DoubleClick's publisher solutions to sell and manage inventory across online display, rich media, video and mobile.
The integration of DoubleClick Mobile with DoubleClick's DART for Publishers (DFP) platform means everyone involved in managing digital advertising campaigns -- ad sales staff, ad 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 organization, the familiar DART interface makes managing mobile campaigns as simple as managing any other type of campaign. For example traffickers 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 enters the market with a solution that meets mobile-specific needs including:
* Automatic ad selection matches 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 bring combination ads, road blocked ads and jump pages to mobile devices
* Third party impression tracking provides agencies access to performance data within their own analytics systems
* Device preview enables viewing ads on virtual handsets before the ad goes live
* 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. Our clients want to take on this opportunity and sell mobile display advertising directly," said Ari Paparo, DoubleClick's vice president of rich media and emerging technologies. "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."
DQ&A, a European leader of ad operations, operates in six countries and manages the entire operational process of online media campaigns for its customers. Heleen van Oord, Managing Partner of DQ&A, said, "Being the first organization to implement DoubleClick Mobile, we believe that 2008 is going to be the year that monetizing mobile channels through an ad-supported model becomes a strategic priority for our customers. We're excited by DoubleClick's ability to couple their understanding of digital marketing with the unique needs of mobile."