| Double Click ad planner, formerly Google ad planner, is | | | | specifications. This allows the advertiser to know what |
| a free online measurement product that helps create | | | | type of ad's are available and where you can position |
| media plans. It does this by providing reliable traffic and | | | | them on each website. In an article released this week |
| audience information for popular websites on which | | | | in the Double Click advertiser blog, the ad planner now |
| companies may wish to advertise. This allows these | | | | allows you to reach audiences with interests relevant |
| companies to make more informed decisions in | | | | to their campaigns where previously, they could only |
| regards to their online advertising by searching | | | | use website content to target generic interests. It also |
| websites that are more relevant to their target market. | | | | includes the top ten interests for each site listed. |
| "The mission of Double Click Ad Planner is to provide | | | | On the negative side of things the ad planner can be |
| the deepest, most accurate insight into online | | | | very speculative at times, especially if you have not |
| audiences possible. This insight helps display | | | | opted in with Google Analytics. While this product is |
| advertisers select the best sites for their media plans | | | | relatively new, it needs to obtain significantly more data |
| and drive results for their campaigns." (Double Click | | | | in order to make more accurate traffic estimates |
| Advertiser Blog) | | | | across the global market. Several customers have |
| The main challenges in advertising online include: | | | | posted on forums how inaccurate the traffic estimates |
| • Reach - finding enough sites relevant to your | | | | commonly are, with data estimates being out by |
| campaign. | | | | 20-30%, particularly in the case of seasonal sites and |
| • Relevance - making sure that those sites are | | | | businesses. |
| appropriate to your audience | | | | Overall this is a powerful tool provided for advertisers |
| • Insights - What the audience does on the internet | | | | which helps to predict traffic flowing through targeted |
| beyond the obvious sites. | | | | websites. The program requires more information from |
| Double Click Ad planner is a powerful tool as it lists | | | | market research and sites opting to donate their |
| geographic data, demographics from chosen websites, | | | | Analytics data so that the product can be more |
| search keywords, commonly visited sites, and also | | | | comprehensive. At present estimations are close to |
| creates lists of websites that you would potentially like | | | | the mark but in order to reduce the number of poor |
| to advertise with and target relevant audiences. Using | | | | estimations Google and Double Click need to collect |
| this data you can develop a media plan to track | | | | additional sample data. In saying this, double click ad |
| where your target audience is going online. If you opt-in | | | | planner is a reputable product with minor flaws which |
| with a Google Analytics account in tandem with your | | | | will be overcome in time as sites opt to share data. It |
| ad planner, it will improve accuracy of estimates. This | | | | will never be perfect but since when has estimation |
| is displayed as a solid line in the graph as opposed to | | | | ever been spot on consistently? It's a great way to |
| the dotted line for the estimates. You can then store | | | | reach and target your relevant audience providing you |
| this data in a media plan which lists websites reach, | | | | combine it with some of your own specific research. |
| therefore giving advertisers a strong insight into the ad | | | | |