Google Marketing Platform Essentials: Display & Video 360 overview

Summary

In this video, Rebecca Genack, a Sales Engineer at Google, introduces Display & Video 360, a powerful Demand Side Platform (DSP) that helps advertisers automate digital ad buys. She explains how the platform allows precise audience targeting across various channels, offering benefits like workflow consolidation, transparency, and campaign efficiency. Highlighting features like programmatic guaranteed inventory and cross-channel media unification, Rebecca emphasizes how Display & Video 360 minimizes campaign waste and maximizes ad reach. The video also invites users to explore resources like live sessions and the Google Marketing Platform Help Center.

Takeaways

• 😀 Display & Video 360 is a Demand Side Platform (DSP) that helps advertisers automate digital ad buying.
• 😀 A DSP lets advertisers serve ads to the right audience, in the right place, at the right time.
• 😀 With Display & Video 360, you can dictate specific targeting criteria such as websites, devices, browsers, and time of day.
• 😀 The platform offers both broad reach and precise targeting for more efficient advertising campaigns.
• 😀 Four key benefits of Display & Video 360: Workflow consolidation, Extensive options, Transparency, and Campaign efficiency.
• 😀 Workflow consolidation allows advertisers to manage all media buys from a single interface, saving time and effort.
• 😀 Programmatic Guaranteed enables direct ad space reservation with premium publishers, streamlining the buying process.
• 😀 Display & Video 360 offers operational efficiencies, including managing ad buys without endless back-and-forth with publishers.
• 😀 The platform allows advertisers to buy a wide range of ad types, from standard display ads to large homepage takeovers and video ads.
• 😀 Google’s audience data helps create targeted ads based on user interest and intent, improving the effectiveness of campaigns.

Q & A

What is Display & Video 360 (DV360)?

Display & Video 360 (DV360) is a Demand Side Platform (DSP) that automates the process of buying digital ads. It helps advertisers target the right audience at the right time across various channels and devices.

What are the main benefits of using DV360?

The main benefits of DV360 are workflow consolidation, extensive ad options, transparency in reporting, and campaign efficiency. These features help advertisers streamline operations, gain insights, and ensure their campaigns are more effective.

How does DV360 help with workflow consolidation?

DV360 consolidates all media buys into one interface, allowing advertisers to manage their campaigns in a single place. This helps avoid ad repetition and enhances the reach of campaigns by serving ads to more users.

What is Programmatic Guaranteed in DV360?

Programmatic Guaranteed in DV360 allows advertisers to reserve ad space directly with premium publishers. It also helps manage ad frequency, making the process more efficient and streamlined.

How does DV360 assist in minimizing campaign waste?

DV360 minimizes campaign waste by using precise targeting, cross-channel media unification, and frequency management. This ensures that ads reach the right users at the right time, optimizing ad spend.

What types of ads can be purchased through DV360?

Through DV360, advertisers can purchase various types of ads, including display and video ads, YouTube ads, homepage takeovers, audio ads, and even large-scale video ads for TV screens in living rooms.

How can advertisers use Google’s data signals in DV360?

Advertisers can use Google’s data signals to create audiences based on interests, purchase intent, and behaviors. Additionally, they can analyze first-party audience data to improve targeting and campaign outcomes.

What tools does DV360 provide for reporting and transparency?

DV360 offers real-time, customizable reporting that gives advertisers insights into the performance of their campaigns, helping them understand what's happening under the hood and answering any questions about their digital media.

How does DV360 handle ad frequency management?

DV360 allows advertisers to control the frequency with which users see their ads, ensuring ads are shown at the right cadence without overexposing the same audience, which improves ad effectiveness and efficiency.

Where can advertisers find more resources on DV360?

Advertisers can visit Google’s support center at support.google.com/marketingplatform or explore g.co/learnwithgmp for live sessions and on-demand content. They can also reach out to their Google representative for personalized support.