Display & Video 360
Google Marketing Platform is a set of products that work together to help you plan, buy, measure, and optimize digital media experiences.
Simplification: With Google Marketing Platform, we’ve simplified our brands and made it easier for you to understand what our products are and how they work together.
Collaboration: By bringing products together under a single brand and building new capabilities such as Integration Center, we’ve made it simpler for enterprise marketing teams to collaborate and share insights — resulting in better business outcomes.
Google marketing platform helps you collaborate with media and marketing teams, understand your customers, deliver faster, smarter marketing via built-in intelligence, and identify intent signals and the most valuable audiences.
- Google Marketing Platform includes an integrated set of advertising and analytics products that let you manage the entire customer journey.
- By bringing products together and building new capabilities in Google Marketing Platform, we’ve made it easier for marketing teams to collaborate and share insights.
- Google Marketing Platform’s homepage features easy access to products and recent accounts, centralized admin tasks and integrations, and rich cross-product reporting.
Display & Video 360 is Google’s demand-side platform (DSP). It allows advertisers, agencies, and trading desks to buy media across exchanges. Display & Video 360 has a lot more functionality than a standard DSP — it’s a single tool for planning campaigns, designing creative, organizing audience data, finding and buying inventory, and measuring and optimizing campaigns.
The creative workspace in Display & Video 360 serves as a creative hub. It helps to drive collaboration between brand, media, and creative teams by bringing these teams together in one platform.
Display & Video 360 organizes campaign execution into five task-based modules to help you manage a campaign from end to end.
- Campaigns – Build and execute a cross-channel media plan.
- Audiences – Manage your audiences alongside your media buys.
- Creatives – Tie your creative strategy to your data and your media plan.
- Inventory – Discover high-quality inventory from top broadcasters and publishers.
- Insights – Get all the campaign metrics you need, in one place.
In addition to programmatic capabilities, what other capabilities are available in Display & Video 360? Cross-platform measurement Creative capabilities Campaign management Audience capabilities.
- Display & Video 360 helps you to plan, execute, and measure ad campaigns across formats and screens.
- There are five modules in Display & Video 360: Campaigns, Audiences, Creatives, Inventory, and Insights.
The five modules in Display & Video 360 that simplify the end-to-end campaign process are Audiences, Campaigns, Creatives, Insights, and Inventory. The App Switcher feature allows you to easily navigate between and access the Google Marketing Platform products you have access to.
a function of Display & Video 360? Where would you navigate to in Display & Video 360 to get quick insights into unapproved creatives and information on your insertion orders (e.g., how they’re pacing)?
The media planning dilemma
Programmatic revolutionized the way media is bought and sold. This revolution has focused on driving campaign performance through the use of data, machine learning, and automation.
Now, more than ever, advertisers can identify who their customers and potential customers are, translating their data sets into sophisticated, cross-channel media strategies. However, these rich insights are relatively difficult to apply at the media planning stage, which is where audience insights, coupled with machine learning, can be incredibly powerful.
In the Plan workspace, you can:
Add open auction display and audio inventory to your plan
Discover publisher and deal inventory
Forecast the unique reach of your video campaigns
- In Marketplace, you can quickly find inventory that fits the needs for your specific campaign.
- Use reach planning to inform your budget allocation decisions by accurately forecasting the unique reach of your overall YouTube campaigns (including Google Preferred, YouTube Reserve, TrueView, and Bumpers), as well as your open auction video campaigns.
- The Combined view shows you a summary of all the components in new or existing campaigns, across reservations and programmatic media.
A line item can’t be served until one or more creatives assigned to the line item is approved.
- The Campaign homepage gives you a holistic view of your campaigns’ performances against budget and how they are tracking toward KPIs.
- You can create a campaign in under a minute! Use structured data files (SDFs) to quickly create many campaigns, insertion orders, or line items, and bulk-edit them all at once.
- To negotiate a deal, select one or more publishers, fill out the budget details, and send an RFP, all from one place.
- Identify campaign issues and optimization opportunities using the Intelligence panel.
Why would you go to the Campaign module in Display & Video 360? To execute on campaigns and use the Plan Workspace to build a complete campaign media plan across formats, buying strategies, and inventory types.
Where would you go to get information about your campaigns’ health, along with suggestions for troubleshooting and optimizing live campaigns?
Where would you go to get information about your campaigns’ health, along with suggestions for troubleshooting and optimizing live campaigns? The Intelligence panel in the Campaigns module.
When team members with creative user access log in and access the Creative module, they’ll land on a personalized homepage.
From here, creative users can:
- See all available formats within the Format Gallery
- Build rich media formats directly in Display & Video 360
- Build data-driven creatives right in Ad Canvas
- Upload HTML5 creatives
- Upload custom creatives from Google Web Designer
- Build Storytelling line items
Flipbook is a high-impact out-stream video engagement format in Display & Video 360. Let’s get into the details:
- Animates only when user scrolls, and plays when user taps
- Reporting includes scroll and video view engagements
- Serves on 300×250 mobile web
You can construct a Flipbook ad in under 10 minutes directly in Display & Video 360. For step-by-step instructions and asset requirements, check out this guide in the Help Center.
Parallax is a beautiful, immersive high-impact display format. You can build it in Google Web Designer and upload it to Display & Video 360. Here are some of the features:
- Ad responds to scroll
- Layers move at different speeds, which creates visual depth effect
- Reporting includes scroll engagements
- Serves on 300×250 mobile web
For step-by-step instructions and asset requirements, check out this guide in the Help Center.
Ad Canvas
Ad Canvas provides a visual and data-driven workflow for dynamic ad creation in Display & Video 360. Creative and media teams can collaborate to build sophisticated, data-driven creatives that personalize the look and feel of an ad based on specific creative and content strategies.
Aria can use Ad Canvas in the Creative module to upload custom formats from Google Web Designer and HTML5 files. Drag-and-drop functionality makes it easy to upload her own image assets so that she can experiment with them.
She can also see a live preview of her creative in Ad Canvas and even compare multiple variations of the ad.
Ad copy
Want to make sure your ad copy speaks to users?
Ad copy tests help you determine which messaging connects with your users. Even for high-performing ads, adjustments to the ad copy can further increase performance.
Landing page
Want to make sure you’re directing users to the most relevant page for an ad?
Landing page tests will use data collected after a customer clicks your ad to provide insight into which pages produce the best return on investment.
Ad extensions
Want your ad to have more prominence on the search results page?
Ad extensions provide two main benefits:
- Better visibility: Ad extensions cause your ad to show up bigger than a regular text ad, making it more prominent on the search results page.
- More value: Ad extensions provide valuable ways for users to learn more about your business or interact with your ad, like making a phone call to your business or providing more links to your website.
The benefits and uses of ad extensions
You can add extensions at no cost, and they’ll only show if they’re predicted to improve performance. Learning this, Ellen is excited to try out all the extensions in all of her campaigns, all the time! While her excitement is understandable, let’s take a look at the benefits of each extension, so Ellen can pick what’s best for her goals.
Sitelinks
This extension is helpful for companies that have a lot of information or products available on their site. To help users get to what interests them, this extension helps surface more relevant or popular information.
For example, Ultimate Snowshoes wants to highlight some of their top product pages, like best-selling boots, best-selling accessories, and gifts for Father’s Day.
Callout extension This extension is great for promoting a special promotion or a unique aspect of a business, like an Ultimate Snowshoes offer for free ski sharpening.
Location extension
This extension is helpful for retail companies like Ultimate Snowshoes that want users to be able to see which brick-a
Look for ad groups with over 10,000 impressions per week, as you’ll need enough data to provide statistically significant results.