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Ahead of our thinkDoubleClick digital advertising summit on June 4th, we caught up with Neal Mohan, Google’s Vice President of Display Advertising, to hear what’s on his mind heading into the conference.

The theme for thinkDoubleClick this year is “Connect & Accelerate.” Why did that resonate with you?
I get asked all the time why I'm so bullish about the future of digital media. It's a long answer, but if I had to boil it down, it comes down to two things. First, I think there’s a $200 billion opportunity as brand spend shifts online that I think will help grow the pie for everyone. Second, digital has an unparalleled ability to connect the things that will help marketers and publishers address that opportunity - their businesses, their partners and their customers. We'll be talking about this at the conference, as well as how technology can help accelerate our partners’ growth.

What discussions are you looking forward to at thinkDoubleClick?
I’m looking forward to some honest conversations about brand-building in today’s connected world, how marketers are re-thinking their marketing mix, and how publishers are embracing new models, like native formats.

We really hope that people walk away from this event with actionable insights from our fantastic lineup of speakers featuring Coca Cola’s Wendy Clark, Omnicom Digital’s Jonathan Nelson, and CBS Interactive’s Jim Lanzone.

Will there be any announcements?
I’m not going to give away too much, but I think what might surprise people is that we’ll be talking about social’s role in the customer journey, as well as the growing importance of native formats to our publisher partners at a level of detail we haven’t to date. I hope everyone tunes in next week to learn more.

thinkDoubleClick is being live-streamed publicly on June 4th from 9am - 12:30pm PDT.  If you haven’t done so already, you can register here.


Just a reminder that, on Tuesday, June 4th, we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


Last week, we announced the launch of our DoubleClick Display Benchmarks Tool -- a tool that lets you pull benchmarks on the ad industry to help you better understand your own display campaigns. Today, we’re kicking off a series of posts that will dive into the insights we’re finding with the tool. 

Today’s insight: rich media engagement metrics have been increasing since last summer, indicating that users are engaging with ad content more frequently and for longer amounts of time. 

One of the great things about rich media formats is that they provide built-in engagement metrics that allow agencies to understand consumer’s interaction with brands, beyond the simple click. Our benchmark data suggests that since the summer of 2012, rich media engagement metrics have been consistently increasing.

Since the summer of 2012: 
  • The frequency with which people interact with an ad when they see it on the page has grown ~60%. 
  • The time that people spend interacting with an ad has grown ~21%. People are spending on average 10 seconds of time interacting with an ad. 
  • The frequency with which people expand an ad has grown ~50%. On average, people spend ~19 seconds with the ad in the expanded state.
  • The frequency with which people complete a video has grown ~24%.  
  • The average amount of time that an ad is displayed on the page has increased by ~23%. 
The take-away: 
Consumers interact, expand, and watch ads when advertisers take advantage of engaging rich media formats and provide ad content that allows users to engage. So consider incorporating these types of ads into your campaigns -- instead of a static banner ad, make a rich media ad with a video, or an ad that expands or lets users engage. By making your ad creative more engaging, you’ll entice consumers to interact with your brand online. 

Tune in next week for our second installation of the “Display Data Insights Series.” And in the meantime, check out our new DoubleClick Display Benchmarks tool to find interesting tidbits on your own.

Posted by Becky Chappell, Product Marketing - DoubleClick

Just a reminder that, on Tuesday, June 4th, we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


What are some of the big questions about search that keep you up at night?

That’s what we asked search marketing leaders from top agencies in a series of interviews, to understand what excites them -- and challenges them -- about the state of search today.

We caught up with Eric Papczun, US President of Performics, Erica Barth, VP of Products and Partnerships at Resolution Media, Jeremy Hull, Associate Director of Paid Search at iProspect, and Sean McDonald, VP and Group Director at Digitas to learn about their perspectives on those “big questions” and how DoubleClick Search fits in. And overwhelmingly, we heard three key themes: the need for search marketers to streamline workflows and act faster, to make smarter decisions with all of their data in one place, and to drive performance for better results. We’re highlighting their perspectives on these themes of faster, smarter, and better with a series of videos -- starting today with Search Marketing is Now Faster.

This video explores how search marketers must keep pace in a digital marketing landscape that's moving faster than ever before, and highlights how the right tools can help search teams work more efficiently to maximize their marketing campaign results.


As Eric Papczun notes, “The ability to change a campaign -- modify a strategy, in the moment -- is what speed is all about.” At DoubleClick Search, we’re investing in features that give search teams a simple, intuitive way to manage their accounts at scale across engines. Many of our newest features, including bulk editing enhancements and new scheduling options help eliminate tactical or repetitive tasks across as many as 150 million keywords in a single day(1), while instant conversions offer up-to-the-minute feedback on campaign performance to let marketers quickly act on real-time feedback. 

Agile, responsive tools are just one piece of the puzzle. Marketers also need the right tools to help make smarter decisions within search, as well as across other online channels. Next week, we’ll hear from our thought leaders on how platforms are critical in enabling smarter decisions in digital, with our second video: Search Marketing is Now Smarter.

To learn more about DoubleClick Search, visit our Youtube channel and stay tuned to the DoubleClick Search blog.

1. Google internal data, 2013

Just a reminder that, on Tuesday, June 4th, we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!
Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:
  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  

For more details on our thinkDoubleClick leadership summit, visit our earlier blog post here

Digital marketing delivers powerful results for advertisers -- but running digital campaigns has become too complex. Google commissioned The Boston Consulting Group to better understand the potential to improve efficiency for marketers and create more value in digital campaigns.

Using “lean” methodology to map and measure the end-to-end process of 24 digital campaigns across 15 digital marketers in Europe, here’s a summary of what BCG found:

  • Campaign teams were spending on average only 1 day in 5 on ‘value-creation’ activities, with 80% of their time spent on low-value activities such as trafficking.
  • Using a unified ad technology stack (a combined solution from a single vendor) generates resource-productivity improvements on average of 12% and up to 33% across the campaign lifecycle.
  • Marketers realise further productivity gains by combining a single ad technology stack with wider organizational change -- which frees up talent for higher-value activities, such as strategy development, analysis and creativity.
  • These are still “early days,” and marketers achieved these gains with even an early version of the unified technology stack. Further gains are possible as technology continues to advance.
  • Increased efficiency means better performance. Marketers that re-invested efficiency gains into value-creating activities created an important competitive advantage in campaign performance.
  • It takes a pragmatic approach. Marketers should use a step-by-step lean approach to address pain points in processes, structure and technology.
  • It also takes an ecosystem. Advertisers, agencies, publishers and technology providers, working together, all have a role in cutting complexity and adding value to the overall industry.

We’re releasing the full report today.

NOTE: On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!

Imagine: you’ve built a beautiful digital marketing campaign and it’s finally live. You get your reports back with a list of data points and while the numbers seem good, it’s pretty hard to understand them without any reference points. That’s the crutch: data doesn’t take on meaning when it’s just floating around in the ether; you need to build context around your data and anchor it to other relevant data points to better understand what your own numbers mean. 

Industry benchmarks -- reference points aggregated from ad campaigns across the industry -- give you these comparisons. And today, for the first time, we’re launching the DoubleClick Display Benchmarks Tool, an easy-to-use webpage that lets you pull benchmarks to help you make better decisions about your campaigns.  

Whether you're after comparisons by country, industry vertical, ad size or ad format, our tool offers up-to-date benchmarks across 10 key display metrics, such as interaction rate and time, expansion rate and video completions. Here’s a quick demo of how to pull the benchmarks. 

We've been playing around with the tool and identified some interesting trends around user engagement in our industry. Here's a bit of what we've seen:

Trend #1: User choice leads to more engagement: People want to choose how and when they consume content online. We’re starting to see new ad formats, such as the TrueView and Engagement formats, that let people choose whether to watch or skip an ad. Our benchmark data shows that people are increasingly choosing to interact with these ads. Video completion rates are the highest we’ve ever seen, with people completing 60% of the videos that they watch.  

Trend #2: Richer ads lead to more engagement: Longer interaction also stems from more beautiful and compelling ads, which advertisers are increasingly incorporating in their campaigns. Interactive video ads, such as this one from Cadillac, allow advertisers to layer information about their brands on top of their video commercials. Dual-channel ads, such as this Skyfall ad, let viewers turn their mobile phones and tablets into controllers that dictate what happens within the content on their desktop. These ads represent the new creative formats that are closing the gap between advertising and awesome content. And we’re seeing the results: since last summer, people are interacting with rich media ads ~50-60% more frequently and spending ~20% more time interacting. 

Trend #3: Optimize your campaigns for engagement: Advertisers used to rely solely on click-through rates and reach/frequency reports to measure their campaigns. Now, these new rich media formats provide a better set of metrics, which help advertisers understand what’s best for users and optimize their campaigns. For example, from the benchmarks tool we’ve learned that interaction rates correlate strongly with larger ad area - the bigger the ad, the more frequently people will interact with it. Similarly, we’ve learned that rich media expanding formats are better for getting people to interact frequently, while in-page formats are better for getting people to interact for longer amounts of time. These types of insights are instrumental in making improvements to an advertiser’s campaign.

These findings confirm what we've heard from our partners -- as ads become more engaging and relevant to users, their performance improves. If you’re still hungry for more data, don’t worry --  next Tuesday, we’ll be kicking off a “Data Insights Blog Series,” where we’ll deep-dive into one trend a week and explain how the insights apply to your campaigns. 

As you check out the tool for yourself, let us know if you find any nuggets you think we’ve missed. We just might feature your insight in one of our blog posts.

Posted by Becky Chappell, Product Marketing, DoubleClick

On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!

Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:

  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  

The full agenda for the thinkDoubleClick event is listed below.  You can join in the conversation on June 4 by using the #thinkDCLK hash and commenting during the live stream at www.youtube.com/doubleclick.

Register here for the thinkDoubleClick summit

June 4, 2013

9 am - 12:15 PDT

9:00 - 9:30 am
Connecting Digital, Accelerating Growth
9:30 - 10:00 am
The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world

The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time.

10:00 - 10:35 am
Advertisers Must be Inventors

This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience.

10:35 - 11:15 am
Time to Rethink the Marketing Mix?
Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for
brand marketing.

Fireside chat with:
11:15 am -
12: 15 pm
New and Native: Extending the Conversation
Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers.

We look forward to seeing you on June 4th at thinkDoubleClick.

Today at the Conversational Marketing Summit (CM Summit), Neal Mohan, Google’s VP of Display advertising, will be speaking on ‘The State of Google.’ We'll reveal new insights for today's digital advertisers on how to bridge data-driven buying with brand marketing in our interconnected world.

Tune in as Neal discusses the future of advertising at Google:
  • Live stream on YouTube.com begins on May 21, 2013, at 9:45am ET 
  • Following us? @GoogleDisplay tweeting live during the event 
The Conversational Marketing Summit (CM Summit) is taking place from May 21-22 2013 in NYC. This year’s theme is “Parting the Clouds: Bridging Data and Humanity.”

Posted by Mary Shirley, Product Marketing Manager

Last month, we introduced the beta release of dedicated tools to help you seamlessly upgrade to enhanced campaigns. Today, we’re excited to announce that these tools are available to all DoubleClick Search customers globally. Read on for details around the newly available features, what's coming, and how customers are seeing success in upgrading to enhanced campaigns with DoubleClick Search.

Easily upgrade to enhanced campaigns

With this release, advertisers can save time when upgrading to enhanced campaigns with custom solutions that will:

  • Identify similar campaigns that target different devices within your DoubleClick Search account
  • Create reports to quickly merge and upload these similar campaigns into one enhanced campaign
  • Provide the AdWords-suggested mobile bid adjustment in DoubleClick Search for more control and precision over bids in an enhanced campaign

Learn about these features and more in our enhanced campaigns upgrade guide.

Upcoming features

This is the second of several feature rollouts we have planned for enhanced campaigns. Over the next few weeks, we’ll be introducing advanced features to prepare advertisers for a constantly connected world, including support for ad group mobile bid adjustments and granular device-segmented reports.

What we’re hearing so far

With the goal of simplifying search management, we’re continuing to invest in solutions that will help marketers run effective search campaigns across devices, as well as across channels -- and our clients are seeing the benefits. 

Keith Wilson, VP of of Agency Products at The Search Agency, notes: "Recent enhancements in DoubleClick Search support for enhanced campaigns has been a wind on our backs for transitioning clients to enhanced campaigns. The overall functionality within DoubleClick Search is evolving rapidly, and that enables our teams to keep pace with the changes in the paid search space with the right tools.”

After performing initial upgrades using DoubleClick Search tools, Samridhi Chawla,
 Senior Account Manager at Performics, said: "Our accounts look cleaner after upgrading to enhanced campaigns. The DoubleClick Search team has done a great job in making the transition smooth, and we're already seeing positive results."

Hear more about our enhanced campaigns vision from our clients and product experts.

To learn more about how clients have been using our enhanced campaigns upgrade tools, we’ll be at SMX Advanced in June, where Eric Papczun, US President of Performics, will share his company's plans, successes, and best practices on upgrades through using search platforms like DoubleClick Search. Register here, and stay tuned to the DoubleClick Search blog to learn more about our support of enhanced campaigns features.

With DoubleClick Search, you already get instant Floodlight conversion data in all your reports to bring you the freshest, most reliable data. This is just one of the ways we’re focusing on our our reporting investments to help you make better decisions in search, and beyond.

To make your digital marketing even smarter, we’ve recently increased how quickly you can see your offline conversions in DoubleClick Search, so that they’re just as fast as the online conversions you get today:

  • Updates made to conversions through the DS Conversion API Service or via bulksheet are ready to download from DoubleClick Search reporting within the hour (instead of 24 hours previously). This allows you to test and support your integration with the API much faster.
  • Conversion statistics such as Actions, Transactions, and Revenue are updated in the DoubleClick Search UI in near-real time for today and yesterday, so you’ll be able to make smarter decisions with up-to-the-minute feedback.

In addition, we’ve made some improvements to the Click ID-based Conversion API:

  • A newly generated Click ID now becomes usable in the DS Conversion API in near-real time
  • The API documentation was updated to include guidelines on how to distinguish between DS and non-DS click IDs using the gclsrc parameter.  We also added details on error handling for batched conversion uploads.

We’re excited about these recent  real-time reporting developments, and look forward to bringing you more tools to power your business with all the insights you need.

For more information on instant conversions or our Conversions API service, reach out to your DoubleClick Search representative or our support team at ds-support@google.com.


What’s the future of digital media and marketing? How are CMOs thinking about leveraging digital to reach and engage audiences? What marketing channels are proving most effective in building brands digitally - paid, owned or earned?

These are some of the questions executives from across the digital marketing ecosystem will address at thinkDoubleClick, Google’s annual discussion on the state of digital.

Register now to join the event livestream on June 4th, 9:00 AM - Noon Pacific. Registration enables you to participate in the conversation, and ask speakers and panelists your questions with #thinkDCLK.

thinkDoubleClick 2013 speakers include:

We look forward to seeing you on June 4th!

Missed last year’s event? It’s not too late to catch up with the videos below.

Posted by Scott Brown, Product Marketing Manager, DoubleClick


Today, we’re in the midst of a creative revolution being driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Yet the need for human insights, breakthrough ideas and emotional stories is still very much at the core of great advertising. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.

The project Art, Copy & Code is experimenting with innovative brands to bring amazing ideas to life through technology. The project outlines a series of six trends in digital creativity. For the past week, we’ve presented one trend a day on our Google+ pages and today, we wanted to bring it all together for you. 

The six trends in digital creativity are:
1. Connected Objects (let’s get phygital)
2. Re-Imagined Canvases (growing new ideas in familiar ground)
3. Useful Marketing (creating tools, not just ads)
4. Audiences of One (crafted just for you)
5. Collaborative Storytelling (the audience is part of the show)
6. Data Stories (the emotional life of numbers)

Trend #1 - Connected Objects (let’s get phygital):
It used to be that there was the 'real' world and the digital world and the two rarely met. Not anymore. Thanks to ever-evolving technologies like NFC, RFID and Bluetooth, as well as real-time information like Twitter, the offline and online worlds are increasingly rubbing shoulders. Physical events are triggering actions online, and vice-versa, creating new opportunities for marketers to invite people to interact with their products through the web.
  • In Coca Cola’s “You Decide Who Wins” campaign, viewers saw a Coke commercial which explained a Twitter contest: people could tweet throughout the TV show they were watching and vote on which Coke commercial they wanted to see next; the commercial with the most votes was aired at the end of the TV show. 
  • In the Tweet for Tea” campaign, South African brand BOS Ice Tea created a “Tweet-activated” vending machine that dispensed a BOS Ice Tea every time someone tweeted the hashtag #BOSTWEET4T. They linked the real life experience of tasting BOS Ice Tea with something that was immediately shareable via people's social networks.

Trend #2 - Re-Imagined Canvases (growing new ideas in familiar ground):
Innovation doesn't always have to mean inventing something new. Bringing fresh thinking to established media and ad formats can be an easy and inexpensive way to stand out in a connected world. Sometimes it’s about the unexpected marriage of an idea and an existing technology. Or it can be a matter of taking a well-known ad space and making it sing with an innovative creative approach. Whether you’re crafting surprising experiences with pre-roll, giving the classic printed circular an online dimension, or simply bringing wit and charm to search ads, there are plenty of opportunities on the modern web that can be exciting without being brand new.
  • In Sony Picture's Skyfall campaign, Spinnaker wanted to illustrate the fun and adventure of the Skyfall movie, by allowing viewers to partake in the motorbike chase in the opening scene. They built a display campaign where viewers could scan a QR code with their mobile or tablet device and then use their mobile phone as the “video game controller” to control the action occurring on the screen. 
  • In theAssasin’s Creed” campaign, video game publisher Ubisoft along with Biborg created mobile ads aimed at immersing the user in a fully interactive and innovative experience. Additionally, the digital outdoor campaign used synchronized screens to catch the audience’s attention and engage them to follow character’s steps in epic adventures. 

Trend #3: Useful Marketing (creating tools, not just ads)
Marketing has become less about talking and more about doing. While ideas about branded utility have been tossed around for a while, lately they’ve been getting more serious attention. Ads that make people’s lives easier, more productive and more fun can bring a brand’s promise to life in tangible ways.
  • Cadillac created an interactive video ad that mimicked their website. Within this ad unit, a viewer could watch Cadillac’s main commercial, but then could also also interact with a 360 degree view of the car, pictures of the inside of the car, and different colors for the car. Users got a website experience all through a single ad unit.
  • The KLIPPBOK by IKEA campaign is an iPad app which gives users access to IKEA products all year round. KLIPPBOK gives home decoration enthusiasts a space to mix’n’match IKEA products to create ideas for their home. It takes advantage of the tactile and immediate nature of touch screen devices and lends itself to being a freeform creative tool (in this case a scrapbook). The portability allows people to engage whenever inspiration strikes; at home, on the bus to work or when they’re on a break. It also means they can easily share ideas with family and friends.

Trend #4: Audiences of One (crafted just for you):
The best storytellers have always been able to make us feel as if they’re speaking to each one of us individually. Can technology take that idea further? Using real-time data and cues like time of day, location and interests, we can already tailor and personalize ads in ways that make them more valuable and meaningful. Instead of creating messages aimed at audiences, consumer segments and personas, we can now simply talk to people the way they want to be talked to.
  • In Project Re-Brief, Alka Seltzer re-imagined their original “I can’t believe I ate the whole thing” campaign, to showcase the entire day that Ralph ate the whole thing. Using the power of real-time creative, they were able to build an ad that automatically stitched together video pieces that reflected the current weather, time, part of day, location, and interests of the person viewing the ad in the moment. 
  • In Hyundai’s “Elantra Driveway Decision Maker” campaign, the company wanted to create an innovative way to help car buyers decide between the three Elantra models. The creative team combined Google Street View, projection mapping and real-time 3D animation to help viewers see what an Elantra would look like in their own driveway. Viewers began by selecting one of three Elantra models. Then with projection mapping, the chosen Elantra would drive through a colorful digital world, transitioning into Google Maps, then Google Street View where it drove down their street and arrived in their actual driveway. Once there, they could change the colors, trim levels or model.

Trend #5: Collaborative Storytelling (the audience is part of the show):
It’s an old maxim that ideas can come from anyone and anywhere, but the web has been great proof of it. Given the opportunity, people have consistently surprised us with their boundless creativity. In traditional media, audiences are passive spectators. They sit back and watch a story created by someone else. But on the web, we can harness their desire to co-create with us by building platforms that bring ideas to life which could never be accomplished alone. More and more, inspiring this kind of participation is going to be crucial for brands.
  • BMW wanted to celebrate the holiday season in a way that was meaningful, yet relevant to the brand. So they told a story about the journey that everyone takes over the holidays – The Road Home. They asked more than 50 employees at their agency to record their journeys on smartphones and personal cameras as they traveled home for Thanksgiving. They then took all the footage and edited it in-house. The end result was a video narrative celebrating the best road there is and an ad campaign that got right at the heart of the individual’s experience being “on the road.”  Check it out here.
  • In the Stella Artois “Christmas Carole” campaign, fans and users created unique, personalized holiday greetings from “Christmas Carole” for their friends and family. The interactive holiday greeting showed “Christmas Carole” on a journey to perform a festive song at your friend's home. The experience used a combination of Google Street View, Google Maps and satellite imagery, Google Places, and Google's Directions and Geocoding APIs to build the custom, personalized film. 

Trend #6: Data Stories (the emotional life of numbers)
Every day, we create 2.5 quintillion (that’s 2,500,000,000,000,000,000) bytes of data. To put that in perspective, 90% of the data in the world today has been created in the last two years. It’s a crazy thought, but it’s also an exciting one.

We've begun using this knowledge for things like beautiful data visualizations and targeted messaging, but we've only scratched the surface of what's possible. In the right hands, data can be used to tell emotional stories that grow and change over time. And, because data-driven executions are grounded in cold, hard facts, they're tough to argue with. Which is also kind of a plus.
  • Instead of creating content for Twitter, Evian decided to create content with Twitter. They wondered, "What if Twitter ceased to be a tool and instead became a toy?" The answer to this was a "digital toy" called Evian MeloTweet, which transformed Twitter into a musical experience and let users interact with their Twitter timeline in a fresh new way. Twitter data and posts from a user’s feed is depicted as marbles in a musical “marble-factory” that the user “composes” from a library of parts. By playing with Twitter data in a new way, while still retaining the original product’s features, Evian was able to achieve a high level of user engagement and convey their “Live Young” spirit and brand. 
  • Vodafone’s “Lost Phone Experiment introduced Mobile Protect, an app that allows smartphones users to track their phone in case it is lost or wipe data from a distance. In this particular campaign, the app measured the phone's location, movement, and whether it was being used to make phone calls or simply to browse the web. The data was updated in real-time and visitors could browse back in time to see where the phones were dropped, where they got picked up and where they were ultimately returned.
These six trends in digital creativity highlight the fact that brands are beginning to push the boundaries of the online medium to provide beautiful, engaging, and innovative experiences to consumers. 

Know of other great examples like these? Submit them to the Creative Sandbox Gallery. 
Know of other trends in digital creativity? Let us know! 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick