Posted:

Today, we’re excited to share insights from a new study on how mobile speed can impact user engagement and publisher revenue. As people’s expectations for mobile experiences have grown, simply loading on a mobile device is no longer enough. Mobile sites must be fast and relevant.

Unfortunately, based on our analysis of 10,000+ mobile web domains, we found that most mobile sites don’t meet this bar: the average load time for mobile sites is 19 seconds over 3G connections.1 That’s about as long as it takes to sing the entire alphabet song!2

Slow loading sites frustrate users and negatively impact publishers. While there are several factors that impact revenue, our model projects that publishers whose mobile sites load in 5 seconds earn up to 2x more mobile ad revenue than those whose sites load in 19 seconds.3 The study also observed 25% higher ad viewability4 and 70% longer average sessions5 for sites that load in 5 seconds vs 19 seconds.

That’s why we’ve been so focused on mobile-first solutions to help publishers succeed — from our participation in the nearly year old AMP project, to our launch of a scalable native advertising solution, to our investment in products that help publishers increase revenue while minimizing latency.

Never before has mobile speed been more important.

3...2...1… gone

Slow page load times are a big blocker:

  • 53% of visits are likely to be abandoned if pages take longer than 3 seconds to load6
  • One out of two people expect a page to load in less than 2 seconds7
  • 46% of people say that waiting for pages to load is what they dislike the most when browsing the web on mobile devices8

We all know this first hand — if you’re looking for something on your phone, how long will you wait if the page takes more than a few seconds to load?

The three major factors that slow down mobile sites are file size, the number of server requests, and the order in which the different elements of the page are loaded. We found:

  • The average size of the content on mobile sites is 1.49 MB, which takes 7 seconds to load over 3G connections9
  • Mobile pages make an average of 214 server requests, and nearly half of all server requests are ad-related10

Getting up to speed

There are many tools out there to help diagnose the problem and fix it. We recommend a 3-step process to speed up mobile sites:

  • Assess the current performance of the site using tools like PageSpeed Insights, Mobile-Friendly Test, and Web Page Test.
  • Execute changes that eliminate bulky content, reduce the number of server requests, and consolidate data and analytics tags. Switch up the element order and select the minimum number of pieces to show above the fold first — styling, javascript logic, and images accessed after the tap, scroll or swipe can be loaded later.
  • Monitor performance after making changes and run A/B tests to regularly audit the setup of your site, flagging and removing anything that adds latency.

You should also investigate open source solutions like Accelerated Mobile Pages (AMP) and Progressive Web Apps.

To learn more about our study and the steps you can take to improve the experience on your mobile site, check out our guide, “The Need for Mobile Speed” [g.co/MobileSpeed]

Posted by Alex Shellhammer & Juliette Neel
Publisher Marketing

1 Webpagetest.org, Sampled 11.8K global mWeb homepage domains loaded using a fast 3G connection timing first view only (no cached resources), February 2016
2 NPR, “Keep Flu At Bay With A Song”, April 2009
3 Google Data, Aggregated, anonymized Google Analytics and DoubleClick AdExchange data from a sample of mWeb sites opted into sharing benchmark data, n=4.5K, Global, June 2015 - May 2016
4 DoubleClick for Publishers, Google Active View ad viewability for 10.7K mWeb homepage domains with >70% measurable ad viewability, Global, February 2016
5 Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.5K, Global, March 2016
6 Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016
7 Akamai Technologies - 2014 Consumer Web Performance Expectations Survey
8 Google Webmaster Central Blog, "#MobileMadness: a campaign to help you go mobile-friendly", April, 2015
9 Webpagetest.org, Sampled 11.8K global mWeb homepage domains loaded using a fast 3G connection timing first view only (no cached resources), February 2016
10 Webpagetest.org, Sampled 11.8K global mWeb homepage domains loaded using a fast 3G connection timing first view only (no cached resources), February 2016

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A few weeks back, Paul Muret, Google’s VP of Display, Video and Analytics, made several announcements about enhancements to the DoubleClick platform to support Programmatic Direct deals. Paul also shared that the number of Programmatic Direct deals transacted on DoubleClick Ad Exchange tripled in 20151 alone.

Everyone knows that programmatic is growing and is increasingly becoming the way we transact digital advertising. But what’s the deal with programmatic deals, or as we say, Programmatic Direct?

To answer that question, we dug into the data to analyze the key drivers of Programmatic Direct growth on our platforms. You can explore some of the data for yourself, with our interactive report: The State of Programmatic Direct.

Looking through Ad Exchange data from October 2014 to December 2015, one thing became incredibly clear: In every region, across every platform and publisher category, there are fascinating trends of adoption to be found.

Programmatic Direct has gone mainstream...

Depending on whom you ask, the history of programmatic exchanges can be traced back nearly a decade. However, it was only a few years ago that some of the world’s largest global spenders started making big commitments to programmatic and “programmatic” became ANA’s Marketing Word of the Year.

It hasn’t taken as long for advertisers and publishers to use programmatic technologies to transact the deals they’d traditionally buy and sell directly. In reviewing the data from DoubleClick AdExchange, we found that:

  • 90+ marketers on the Ad Age Top 100 Global Marketers list made Programmatic Direct deals in 20152.
  • More than half of the publishers in the US comScore top 50 list from December 2015 offered their inventory through Programmatic Direct deals3.

… On every screen

Programmatic may have been born on the desktop, but Programmatic Direct is taking off on mobile — probably not a surprise if you’re reading this article on your phone. Programmatic Direct impressions served on mobile and tablet grew 4x faster than desktop in the period surveyed4.

… In every region

The growth of Programmatic Direct isn’t limited to any specific country or region. So, where is it well adopted and where is it growing fast?

  • Programmatic Direct impressions in Ukraine, Turkey and Spain each more than doubled in just 12 months5.
  • Japan was the strongest adopter in APAC but Taiwan and Indonesia saw Programmatic Direct impressions grow more than 20% monthly6.

Stay tuned over the next few weeks as we dig through the data to share more insights. You can also explore our interactive research report to find additional trends, like how quickly Programmatic Direct impressions on mobile apps grew for game publishers in Japan. To get started, take a look at the infographic below.

Posted by Carlo Acenas
Associate Product Marketing Manager
Yamini Gupta
Sr. Product Marketing Manager 1 DoubleClick Ad Exchange data, year end 2014 to year end 2015.
2 DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Minimum $1K spend.
3 DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Cross-referenced with comScore 50 US list, December 2015.
4 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.
5 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.
6 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.

Posted:

Delivering a better experience for users has been our top priority since Google was founded, from the products we develop and the ads that we show to how we do business with our partners and clients. This will be on full display at the DoubleClick Leadership Summit, our annual gathering of large advertiser, agency and publisher clients beginning today.

This year, our focus is on how we can work together to create better, faster ad experiences across every screen, starting with mobile.

You can watch my opening keynote here, during which I shared updates about new innovations on the DoubleClick platform and how we’re helping advertisers and publishers adapt to today’s mobile world.

Making ads on the mobile web faster

Our research shows that the average mobile site takes 19 seconds to load. Think about that for a minute. That’s a long time! Not only is this frustrating for users but it’s also a huge missed opportunity for publishers -- we estimate mobile sites that load within 5 seconds can earn up to 2x more revenue than those at the 19 second average.

To help make the mobile web faster for users, Google joined a global community of publishers and other tech companies to launch the open sourced Accelerated Mobile Pages Project (also known as AMP). Early analysis shows that mobile web pages that use AMP HTML load four times faster and use 10 times less data on average than non-AMP mobile web pages.

AMP is already making a difference for a variety of publishers such as the Washington Post, which is seeing first-hand how AMP pages deliver great mobile web experiences that build user loyalty.

But just speeding up the content is not enough - slow-loading ads are also a problem. We’re announcing two new features that will make ad experiences better on the mobile web:

  • AMP for Ads - With AMP for Ads, we're bringing everything that's good and fast about AMP to ads. Unfortunately, most advertisers’ campaign creative are not fully optimized for mobile experiences. AMP for Ads allows advertisers to build beautifully-designed ads in AMP HTML so that the entire AMP experience, both the publisher’s content and the advertiser’s creative, load simultaneously at AMP-speed.
  • AMP Landing Pages - AMP Landing Pages are fast, custom pages, built by advertisers so that when someone clicks on their AMP ad, they continue to have an AMP experience. AMP Landing Pages are also built with AMP HTML so that advertisers or their agencies use the same process to create these pages as they do with AMP content pages.

Building the next generation of ads with DoubleClick

Over the past year, Google has been working with publishers to help them adopt native ads - ads that match the look, feel and style of their surrounding content on a publisher’s website. Users find this type of ad format useful, particularly on mobile. However, in the advertising industry, the process of building and trafficking native ads is still largely manual.

Today, we are announcing significant updates for native ads across our platforms that will help to accelerate adoption of this user-friendly format with programmatic.

  • For the first time, advertisers will be able to buy native ads programmatically in DoubleClick Bid Manager, across all screens. Instead of providing fully-designed creatives, advertisers upload the components of the ad - headline, image, text, and so on - and DoubleClick automatically assembles them to fit the context and format of the site or app where they appear.


  • For publishers, we’re now offering a complete native ads solution in DoubleClick. Publishers can now make native ad inventory across web and apps available programmatically or through traditional direct sales.

Creating value with programmatic

Programmatic buying delivers results, so it’s no surprise that brands and agencies are continuing to invest. Today, we’re excited to announce a new global partnership with one of the world’s largest entertainment brands, Time Warner Inc.

DoubleClick will work with all of Time Warner’s businesses, networks and brands, such as, Game of Thrones, Silicon Valley, Harry Potter and CNN, among others, as well as Time Warner’s agencies, for programmatic buying, ad serving, and measurement globally.

Time Warner is not alone in growing their investment in programmatic. We’ve seen tremendous momentum on our own platforms. In 2015 alone,

  • Programmatic video revenue for TV and media companies increased more than 6x on DoubleClick for Publishers.
  • Video spend by advertisers using Programmatic Direct on DoubleClick Bid Manager grew more than 7x.
  • The number of Programmatic Direct deals on DoubleClick AdExchange tripled.

Together with our advertiser and publisher partners, we've made huge strides in improving the digital ads experience for users. Digital ads can be lightning fast, engaging and as beautiful as the site and app where they appear.

We've come a long way from ads that just blink text in blocky boxes - and yet we know there is still work to do. Today’s announcements represent our continued commitment to help our clients and partners deliver better and faster ad experiences for users.

Posted by Paul Muret
Vice President of Display, Video and Analytics, Google

Visit the DoubleClick website at www.doubleclick.com next week for a series of articles with more details on today’s announcements.

Posted:

Join me on Tuesday, July 19th at 9 AM PT / 12 PM ET for a livestream broadcast of my keynote address from the DoubleClick Leadership Summit (DLS). I’ll be sharing updates on the latest innovations on the DoubleClick platform and how we’re helping advertisers and publishers adapt to today’s mobile world.

At Google, one of our enduring principles is to “focus on the user and all else will follow.” This has been an important guidepost throughout our history, and it has never been more relevant than it is today. People are more ‘mobile’ now than ever before. We spend every waking hour connected to our devices. We expect to find what we want, when we want it. But with only a split second to engage and capture attention, user experience matters more than ever.

In my keynote, I’ll share an update on the technologies we’re developing to help advertisers, agencies and publishers create better experiences for people on the go. You can expect to hear more about Accelerated Mobile Pages (AMP), Native Ads, as well as new, more immersive experiences like 360 video. I’ll also be unveiling new product features to help our clients and partners more effectively reach, engage, monetize and measure audiences across screens.

I’m looking forward to the livestream on July 19th. Please register to watch here.

Posted by Paul Muret
Vice President of Display, Video and Analytics, Google

Posted:

Tune in on July 19th for the DoubleClick Announcements Livestream. Watch live as Paul Muret, Vice President of Display, Video Ads and Analytics at Google, shares new product announcements and DoubleClick's vision for the future.

Register and get the link to the livestream in your inbox before the event.

The event will be streamed live on DoubleClick.com on July 19th, 2016 9:00am PT / 12:00pm ET.

Posted by The DoubleClick Marketing Team