{"id":6983,"date":"2016-06-20T11:30:56","date_gmt":"2016-06-20T09:30:56","guid":{"rendered":"http:\/\/www.overalia.com\/blog\/?p=6983"},"modified":"2016-06-20T11:30:56","modified_gmt":"2016-06-20T09:30:56","slug":"overalia-la-sesion-formacion-doubleclick-bid-manager","status":"publish","type":"post","link":"https:\/\/www.overalia.com\/blog\/overalia-la-sesion-formacion-doubleclick-bid-manager\/","title":{"rendered":"Overalia en la sesi\u00f3n de formaci\u00f3n de DoubleClick Bid Manager"},"content":{"rendered":"<p>El 15 de junio tuvimos el privilegio de asistir a una sesi\u00f3n de formaci\u00f3n sobre <a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/bid-manager\/\">DoubleClick Bid Manager<\/a>, con un reducido grupo de agencias y clientes de Google. Una gran oportunidad de profundizar en las posibilidades de esta herramienta para <strong>comprar y gestionar publicidad program\u00e1tica en tiempo real (RTF, Real Time Bidding<\/strong>), que forma parte de <a href=\"http:\/\/www.overalia.com\/doubleclick\">DoubleClick Digital Marketing<\/a>.<!--more--><\/p>\n<h2>DoubleClick Digital Marketing<\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-6985 size-full\" src=\"https:\/\/www.overalia.com\/blog\/wp-content\/uploads\/2016\/09\/Double-Click-Digital-Marketing-1-1.png\" alt=\"Double Click Digital Marketing\" width=\"650\" height=\"487\" \/><\/p>\n<p>Podr\u00edamos decir que DoubleClick Digital Marketing es el <em>Rolls Royce<\/em> de Google para la <strong>gesti\u00f3n integral de campa\u00f1as<\/strong>. Una potente plataforma que permite a las agencias y anunciantes crear, gestionar y optimizar sus campa\u00f1as de marketing digital. Est\u00e1 compuesta por diferentes soluciones:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/campaign-manager\/\">DoubleClick Campaing Manager<\/a>, el centro de la plataforma, donde podemos administrar todas las tareas de marketing de todas nuestras campa\u00f1as multidispositivo y multicanal.<\/li>\n<li><a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/search\/\">DoubleClick Search<\/a>, la soluci\u00f3n de DoubleClick para gestionar grandes campa\u00f1as en motores de b\u00fasquedas, ya sean de Google AdWords, Microsoft adCenter, o Yahoo Search Marketing. Todo ello de forma unificada.<\/li>\n<li><a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/ad-exchange\/\">DoubleClick Ad Exchange<\/a>, la plataforma para gestionar la publicidad para ordenadores, m\u00f3viles y apps m\u00f3viles, donde se compran y venden en tiempo real miles de millones de impresiones; un sistema de intercambio de anuncios basado en subasta donde se conectan la oferta y la demanda de audiencias a escala y volumen global.<\/li>\n<li><a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/creative-solutions\/\">DoubleClick Creative Solutions<\/a>, la herramienta para crear anuncios con formatos enriquecidos, que pueden ser interactivos, multimedia y en HTML5, opciones que, sumadas a nuestra creatividad, nos ayudar\u00e1n a mejorar los ratios de conversi\u00f3n.<\/li>\n<li><a href=\"https:\/\/www.doubleclickbygoogle.com\/es\/solutions\/digital-marketing\/bid-manager\/\">DoubleClick Bid Manager<\/a>, la herramienta para comprar y gestionar publicidad en tiempo real, y sobre la que pudimos profundizar en la sesi\u00f3n de formaci\u00f3n en Google.<\/li>\n<\/ul>\n<h2>Caracter\u00edsticas de DoubleClick Bid Manager<\/h2>\n<p>Con DoubleClick Bid Manager podemos acceder al mercado de intermediaci\u00f3n publicitaria para comprar y gestionar publicidad en tiempo real. Adem\u00e1s, no tiene competidores y es la \u00fanica herramienta con acceso al inventario Premium de Youtube.<\/p>\n<p>Este v\u00eddeo gu\u00eda de IAB en el Reino Unido es un buen ejemplo para ver c\u00f3mo es el proceso de compra y qu\u00e9 actores intervienen en \u00e9l.<\/p>\n<p><iframe title=\"The Evolution of Online Display Advertising\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/1C0n_9DOlwE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Podemos resumir los puntos fuertes de DoubleClick Bid Manager en las siguientes caracter\u00edsticas:<\/p>\n<ul>\n<li>Podemos acceder a un mercado de audiencias con un potencial de 210 billones de impresiones al d\u00eda en 40 pa\u00edses y a trav\u00e9s de 21 marketplaces globales. Esto supone el <strong>95 % del inventario disponible<\/strong>.<\/li>\n<li><strong>Compra multiformato<\/strong> (ordenador, m\u00f3vil y v\u00eddeo). El m\u00e9todo unificado de compra y segmentaci\u00f3n nos permite simplificar la administraci\u00f3n de las campa\u00f1as en todos los formatos.<\/li>\n<li>Podemos <strong>segmentar nuestra audiencia de forma muy exacta<\/strong>, algo clave para una estrategia personalizada y, por ende, ganadora. Tenemos diversas opciones para acceder a estas audiencias:\n<ul>\n<li>First party data (integrar informaci\u00f3n de nuestros clientes v\u00eda CRM u otras fuentes de datos).<\/li>\n<li>Third party data (comprar segmentaciones a terceros).<\/li>\n<li>Keyword targeting (comprar audiencias por comportamiento de b\u00fasqueda en los sitios).<\/li>\n<li>Open auctions (subastas de inventario p\u00fablicas y abiertas entre las partes anunciante y el medio).<\/li>\n<li>Private auctions (subastas en un entorno m\u00e1s reducido, a las que no todo el mundo tiene acceso).<\/li>\n<li>Preferred deals (acuerdos preferentes de compra de inventario en una negociaci\u00f3n privada entre las partes).<\/li>\n<li>Google Affinity (usuarios en la red de Google que pueden tener el mismo perfil que tu audiencia).<\/li>\n<li>Google in-market (usuarios que por su historial de navegaci\u00f3n en la red de Google, intuyen que pueden estar m\u00e1s cerca de la decisi\u00f3n de compra).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Conclusiones<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-6987\" src=\"https:\/\/www.overalia.com\/blog\/wp-content\/uploads\/2016\/09\/Double-Click-Pujas-Tiempo-Real-1-1.jpg\" alt=\"Pujas a tiempo real\" width=\"1001\" height=\"685\" \/><\/p>\n<p>DoubleClick Bid Manager nos permite <strong>pasar de comprar espacios publicitarios a comprar audiencias<\/strong>.<\/p>\n<p>En Overalia tenemos claro que no todos los usuarios tienen el mismo valor para los anunciantes; y gracias a DoubleClick Manager podremos impactar a la persona adecuada, en el momento adecuado y con el mensaje adecuado. Pero para ello es necesario identificar prioridades.<\/p>\n<p>Como siempre decimos, lo que realmente tiene valor es <strong>c\u00f3mo utilizar la tecnolog\u00eda<\/strong> y <strong>definir y ejecutar una estrategia<\/strong> ganadora. Lo tenemos muy claro. Estamos certificados por todos estos maravillosos productos de Google, y conocemos su potencial, pero para poder utilizarlo hay que invertir tiempo en tener las cosas claras y ordenadas. Un Rolls Royce necesita un buen chofer que tenga claro d\u00f3nde ir.<\/p>\n<p>Sin duda, una oportunidad para vender m\u00e1s y mejor, uniendo la experiencia y el an\u00e1lisis pormenorizado de objetivos y necesidades con las m\u00e1s completas herramientas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El 15 de junio tuvimos el privilegio de asistir a una sesi\u00f3n de formaci\u00f3n sobre DoubleClick Bid Manager, con un reducido grupo de agencias y clientes de Google. Una gran oportunidad de profundizar en las posibilidades de esta herramienta para comprar y gestionar publicidad program\u00e1tica en tiempo real (RTF, Real Time Bidding), que forma parte [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[231,232,229,233],"class_list":["post-6983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-eventos_overalia","tag-bid-manager","tag-double-click","tag-overalia","tag-publicidad-programatica"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sesi\u00f3n de formaci\u00f3n de DoubleClick Bid Manager<\/title>\n<meta name=\"description\" content=\"Descubre las posibilidades de\u00a0DoubleClick Bid Manager, para\u00a0\u00a0impactar a la persona adecuada, en el momento 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