Using a FIG in DoubleClick for Publishers

Google’s DoubleClick for Publishers (dfp) is a very powerful tool that lets you manage your native advertising on your website.  Cinegif’s FIG format work great in dfp and adds a premium content option for publishers looking to generate more advertising dollars.

Customers using a FIG to replace boring still image advertising are seeing as much as a 500% increase in CTRs.

Here is a step-by-step process showing how to use a FIG in dfp.  We will use a FIG ad created for Kraft Philadelphia Cream Cheese as our example.

Step 1 – Create an Ad unit

The first step in dfp is to create an ad unit.  To create an ad unit, log in and click the Inventory tab.

create ad unit

Next, click the + New ad unit button and complete the requested information including the Fixed size.  In the case of our Kraft ad, we are using 300×250 (medium rectangle).  Under Target window select “_blank” so when the ad is clicked it will open the landing page in a new window.  Click Save at the bottom to move on to the next step.

new ad unit

Step 2 – Create an Order

Create an order by clicking on the Orders tab and then clicking the +New order button.

new order

This brings up New order detail page.  Complete the information as requested.  Under New line item it is suggested that you exactly match the name with the name of the ad unit in Step 1 to avoid any confusion as you ad more inventory.  Under Type select the best setting for your business and your ad.  Set the Start and End time as well as other settings specific to this ad and advertiser.  For the Kraft ad we chose Network for Type and set the Start time for Immediate with an Unlimited End time.  We left the Adjust delivery items to their default settings.

new order page

There are a few more items still needed  to finish creating an Order.  Select the Ad unit that you created in Step 1.  For our example we select the Kraft_300x250_FIG and click “include.”  This ads the Kraft Ad unit to our Order.  You can have multiple Ad units (of the same size) here if you would like them to rotate per your instructions.  Once you are done, click Save and Upload creatives.  This will lead you to the next to last step in the process.

order save and

Step 3 – Upload Creative

Now you are ready to Upload the creative for your ad.  Under the options, you want to select Third party.

add creative 3rd party

Next your ready to insert your FIG embed code (tags) from your Cinegif Gallery into the Third party creative Code snippet on dfp.  Simply copy from Cinegif and paste into dfp.

Cinegif embed

Manually insert any macros at the end of the FIG tag by clicking on the corresponding arrow.  We recommend using at least the Cachebuster macro.  The other macros are not necessary because the FIG will be providing detailed analytics for views, click  and hovers.  In the Kraft example we insert the Cachebuster macro at the end of the Cinegif FIG tag.  Click Save and you are ready to Approve and Preview your ad.

add embed code to dfp

The next screen will ask you to approve the Order and Preview it.  Click Preview: New window to see your ad to make sure all looks good.  Once you are happy with your ad, click Approve and you are ready to generate the dfp tags to insert into your web page.

approve

 Step 4 – Generate Tags

To generate the dfp tags, click on the Inventory tab and select the Ad unit that you need.  In our case we click on the Kraft_300x250_FIG.

inventory select for tags

That brings up the Ad unit detail and the Generate tags button.  Click on the Generate tags button and the tags screen will appear.

generate tags 1

Copy and paste the Header tags into your website page header and the Document body tags where you want your ad to be placed on your website page.  It is recommended to select only Enable single request to minimize the load time. generate tags 2

You can now see you as ad live on your website!

This is just one of the many ways to use Cinegif to market and promote your business.  Learn more at http://www.cinegif.com or call us at +1.512.831.3645.

GIFs on Facebook – Coming Soon!

How-to-display-an-animated-GIF-picture-on-your-FacebookI bet you are wondering how we know that.  It’s easy – just read between the lines.  Earlier, we blogged that Facebook support of the animated GIF would be a tipping point for the GIF’s comeback.  Let’s look at the evidence to support our claim that GIFs are coming soon.

Competition

Just last week Pinterest announced that they now support the animated GIF on their platform.  Their blog post said it best:

The well-timed GIF may be the greatest thing to have happened to the internet since emoticons, and lots of people have said they’d love to see playable GIFs on Pinterest. Starting today, we support GIFs in all their animated glory! There are already tens of millions of GIF Pins and a million people a day see at least one GIF on Pinterest, so there are plenty to choose from.

Big brands like General Electric are already showing off the GIF as part of their Pinterest, Tumblr and Google+ sites.  Compare that to their one-dimensional Facebook page.  The strategic use of animated GIF content tells a better story and communicates emotion in a way that still images just can’t.

Follow the Advertising Dollars

A recent WSJ article pointed out that although Facebook generated the most revenue per visit when users clicked over to a retail site from the social network, they lost significant ground to Tumblr and Pinterest – both sites that support animated GIFs.  In fact, according to an Adobe report, on average, a Tumblr visitor generated $1.10—a 340% jump from last year. Only a visit from Facebook was more valuable, generating $1.22.  This is quite interesting since Tumblr is, and has been for many years the most GIF friendly social media site.  The Adobe report also noted that posts with images on social media sites produce 650% higher engagement rates.  Engagement equals results and Tumblr and Pinterest are beginning to see the payoff in terms of rapid monetization with advertisers and brands.

Teen Influence

Facebook use among teens has stagnated at 84 percent. The percentage of those between 18 and 29 who use the site fell two percentage points compared with last year, according to the survey. That’s in keeping with growing concern that Facebook is seeing lower engagement with the younger users who drove its early popularity, something that the company has acknowledged.  A recent study by Garry Tan shows that Tumblr is the most popular social network among people aged 13 to 25. Garry surveyed 1,038 people from two age groups of 13-18 and 19-25, and in both cases the results showed they use Tumblr more often than Facebook. Twitter came third, but while it’s a clear 3rd runner among 19-25, teenagers use Instagram almost as often as Twitter.

Screen_Shot_2013-01-08_at_9.42.41_AM

So yes the animated GIF is coming soon to Facebook.  The pressure to perform is too great to pass up animated GIFs as an option for continued growth.  Advertisers will begin demanding such support or they will migrate their marketing budgets to growing sites like Tumblr and Pinterest.  It is just a matter of time.

Hey Zuck – let us know when your ready and we can show you the power of the Cinegif platform to create high quality, compressed animated GIFs for your advertisers.