What is Display & Video 360?


James Kenny

Head of Programmatic


Programmatic

Earlier this month, we were awarded Display & Video 360 Certified Company status by Google. This is the sixth tool for which we’ve received Certified Company status, and we’re also Analytics 360 Sales Partners.

We recently released a blog ‘What is Search Ads 360’. Following positive feedback, we’ve decided to do a similar post breaking down what is Display & Video 360 (D&V 360), what features the tool has, and how using it can elevate your business.

What is Display & Video 360?

Originally DoubleClick Bid Manager, Google Display & Video 360 has been upgraded and rebranded to form part of the Google Marketing Platform. D&V 360 can be used to easily manage end-to-end programmatic campaigns across display, video, TV and audio.

Display & Video 360 modules

D&V 360 has a host of features that makes it easier to plan, build and manage programmatic campaigns. As part of the Google Marketing Platform, one advantage is its seamless integration with the other Google tools, such as Campaign Manager and Analytics 360, so your campaigns can benefit from cross-channel insights, as well as target these audiences straight away.

Display & Video 360 is made up of five modules, allowing you to control everything from creative to inventory within one platform.

Campaign module

The Campaign module is where you build and manage your media plan, from defining your budgets to choosing where your ads will be displayed. The module has a combined view feature which allows you to see all elements of a campaign in the same place, making it easier to monitor performance and make changes accordingly.

Audience module

The Google Display & Video 360 Audiences module offers a centralised view of audiences where you can build and manage audiences for your campaigns. It has an easy-to-use interface, and several features that make creating in-depth audiences quick and simple:

  • The Audience Profile Analysis feature allows you to use and combine first-party data, third-party data and Google data to gather relevant insights about your audience and build combined audiences that are relevant to your campaigns
  • The Activity Based Audience Builder allows you to build your audiences based on users’ activity, so you can target or exclude users based on their engagement with past campaigns for increased conversions.

Insights module

The Display & Video 360 Insights module contains all the information you need to monitor campaign performance and media spend; there’s over 65 dimensions and 145 metrics you can report on, and more than 20 types of reports available.

All the data is accessible in real time, and you can build tables and graphs directly within the module, meaning you’re able to act quickly on insights and optimise your campaigns with immediate effect.

Creative module

D&V 360 makes it easier than ever to build and manage creative ads. The Creative module’s Format Gallery has different ad formats to choose from and select, and these can be easily customised in Ad Canvas to make engaging and on-brand display, audio and video ads.

For campaigns where you will be targeting multiple audiences, you can also create different variations of each ad and then target these towards the relevant audience. Tailored and data-driven/dynamic creatives are a great way to improve the performance of your programmatic campaigns due to their personalised nature.

Inventory module

This module allows marketers to access premium, brand safe digital inventory and negotiate deals directly with top publishers and broadcasters within Display & Video 360 Marketplace.

There is a wider range of inventory in D&V 360 than in Google Ads, as well as advanced fraud prevention to ensure you are not spending money on invalid clicks (click fraud) or appearing on sites which might harm your brand.

Other features

  • Automated bidding and optimisation
  • Access to cross-channel first-party data (through Campaign Manager and Analytics 360), as well as Google’s third-party data partners
  • Integration with Google Marketing Platform de-duplicates conversions for more accurate attribution
  • Wide range of bidding strategies available
  • Additional targeting options

Display & Video 360: benefits

Google Display & Video 360 simplifies the process of managing programmatic campaigns from start to finish, making it easier to build, manage and report on campaigns.

There is a wide range of creatives available and flexibility in how these can be customised. Targeting is also highly customisable, and integration with the Google Marketing Platform, as well as access to Google data and third-party data, means you can build highly relevant audiences. And with more high-quality websites available to advertise on, there is heightened opportunity to serve your ads to the right people. This means you will likely see less budget wastage and a stronger ROAS.

All of these features work together to improve your chances of hitting campaign goals, whether that’s brand awareness or conversions.

Why use a Certified Company?

In order to become a Display & Video 360 Certified Company, we have had to prove to Google that we have the skills and experience to create highly successful campaigns. By working with a Certified Company such as Search Laboratory, you benefit from guaranteed expertise of both D&V 360, and programmatic best practice.

Get the latest from our programmatic teamSubscribe to our newsletter