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On Sunday night, the Oscars will last for about 4 hours. On the web, they will last for months. Google and YouTube data reveals that today’s audiences are engaging with the awards show well before, during and after the actual event.

Before Oscar night, people are searching for red carpet looks, Oscar pools, party tips, nominees, and movie trailers earlier than ever. From 2013 to 2014, search interest for "Oscar pool" and “Oscar party” grew 28% and 10% respectively. And when the nominated films are announced in January, they get an instant boost on YouTube.
During the actual Oscars ceremony, brands get a huge opportunity to connect with consumers in real time. Last year, nearly half of all Oscar-related searches on awards night came from smartphones and tablets. To capture that in-the-moment interest, marketers can go big on small screens. Explore our playbook on real-time marketing to find out how.



After the show ends on Sunday night, the after-party starts on YouTube. Last year, there were 25X more YouTube searches for the Oscars the Monday after the awards than on the day itself. And the interest lasts for months—60% of views for behind the scenes Oscar videos in 2014 came in the eight months after the event.

Explore more Oscar stats on Think with Google to stay relevant throughout this huge cultural moment.

Cross-posted from the DoubleClick Advertiser blog

This post is part of the Evolution of TV series. In this series we identify the risks and opportunities around 7 dynamics transforming the advertising landscape as TV programming shifts to delivery over the Internet.

The lines between TV and the web are blurring, as people increasingly watch TV online on all their devices and watch online video on their TV’s.

In part 1 of our Evolution of TV series, 7 Dynamics Transforming TV (article, PDF of whitepaper), we introduced the increasing shift of TV to delivery over the internet.

Here, in Part 2, we dig into the first dynamic — reaching fragmented audiences spread across hundreds of screens and devices — and explore how scale, measurement, technology and brand safety come together to address the challenges and create huge opportunities for broadcasters, distributors and advertisers to grow their audiences and increase brand engagement.






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Anish Kattukaran
Product Marketing, DoubleClick Video & Brand Measurement

Cross-posted from the DoubleClick Advertiser blog

We’re excited to unveil our redesigned Rich Media Gallery website, Google’s destination for digital creative inspiration and education. The new design provides a seamless experience across screens, and makes it easier to find the right product and ad format you need to build your campaign. 

Two and half years of content:
The original website launched two and half years ago, in September 2012, and since then, we’ve added over 1000 creative examples to the gallery and seen 50% year over year growth in unique viewers.
Why the redesign?
The new design optimizes the website experience for every device and removes complexity, allowing users to quickly reach the right answers. 

Seamless, cross-device experience: We used Google’s Material Design Principles to create a consistent look and feel across smartphones, tablets, and desktops. The site incorporates mobile-friendly elements, such as easy scrolling, full-screen interactive gallery examples, and clever transitions.

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The Rich Media Gallery website is now fully responsive, resizing content automatically based on the size of the device you’re viewing it on.

Get to the right answer quickly: We want the Rich Media Gallery to be an intuitive guide to Google’s creative solutions, to help you identify the best tools and ad formats for your campaign.
  • Filter the gallery by ad type or feature, to see the most relevant creative examples for your campaign. 
  • Check out the Creative Recommendation Tool, which provides a recommendation for the best product to use for your campaign, based on your answers to a few questions.

Start Exploring:
  • The new homepage offers a curated set of the best creative examples from the gallery. You can “deconstruct” these ads to uncover which formats and features were used to build it. (See below)

    •

    • The new Ad types section will provide an overview of each format type, and then aggregate the build guides, gallery examples, and other relevant resources in one place, so you have everything at your fingertips to build your own version. 

      • Make sure to check out the new HTML5 Lightbox format. It's Google’s first truly responsive framework that allows you to build your creative once and deploy it on any device or screen size. Think of these like a DoubleClick Studio Layout, except that the expanded state of the Lightbox is completely responsive to screen size. (Overview video here.) 

      • If you’ve already downloaded Google Web Designer, you have the option to open HTML5 templates from the website directly in Google Web Designer, so you can immediately get started on a project.


    Interested in building your own mobile-optimized website?
    Read the behind-the-scenes scoop from the Rich Media Gallery design and development team to better understand their strategy and approach to this redesign. They discuss how they applied Material Design principles to create a mobile-optimized experience, and they walk through the various challenges they faced as they built the new site.

    Posted by the Rich Media Gallery Team

Creative work increasingly requires doing more with less—but that’s not necessarily a bad thing.

At the second Firestarters event in NYC, we brought together smart thinkers from inside and outside the ad world to share how they framed their creative constraints and turned them into advantages. About 200 strategists and planners came to Google’s office to hear what the panel had to say.

The discussion centered around A Beautiful Constraint, the new book from renowned planners Adam Morgan and Mark Barden. In just 15 minutes, the duo explained the 3 core concepts at the heart of their work:
  • Ask Propelling Questions. To get to the Propelling Question, you must ask yourself: What is the biggest ambition you have, and what are the limitations that keep you from achieving it?
  • Engage in Can-If Thinking. This means framing answers to your Propelling Questions in a specific way. Instead of beginning every sentence with "we can't do that because..." you’re forced to start with: “We can do that if..."
  • Create Abundance. Essentially, look around to see what resources are available and where your strengths lie. What unlimited resources can you put to work?
These three steps are meant to take creatives out of habitual behaviors and lead to bold, unconventional thinking. On Think with Google, read more more about the Firestarters event in NYC and learn how to turn creative constraints into advantages.

Cross-posted from the DoubleClick Search blog

There’s no doubt that technology continues to transform the pace of business. In the past, it wasn’t possible to track online conversions back to ads in real-time. You couldn’t always be sure you were advertising only in-stock items or immediately traffic out seasonal assortment changes.

But now advanced digital marketers are able to take advantage of real-time conversion and product data in their advertising campaigns to great effect.

Forrester recently completed a global study of 240 retailers’ search campaigns. What they found was… opportunity. Most retailers still don’t take advantage of existing real-time capabilities in digital marketing, and leave a significant opportunity for savvy marketers who do.

Come hear Forrester and Google talk about: 
  1. Results from Forrester’s retail search study 
  2. Insights about the retail search market, and where you can take advantage 
  3. How to become more “real-time” in your own digital advertising 

 Speakers:
Shar VanBoskirk, Principal Analyst, Forrester Research
Henry Tappen, Retail Product Manager, DoubleClick Search

Time: 
Wednesday, February 18th at 11AM PST/2PM EST

Register now on the event site. 

We look forward to seeing you there.