Google has improved the working of numerous marketing tools in their Google Marketing Platform, including Google Analytics 360, Optimize 360, Surveys 360, etc. They added ‘360’ to portray “entirety”, meaning the new tools can handle everything from creation to execution and analysis.

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These tools are advanced versions of their free counterparts (like Google Analytics 360 for Google Analytics, etc.) and have numerous exclusive add-on features.

However, in this article, our primary focus will be on one part of the Google Suite 360 - Display & Video 360.

So, let’s begin by tackling the definition.

What is Display & Video 360?

Display & Video 360 is an evolved unison of DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center.

It provides you with features like campaign planning, designing, and managing, along with organization and application of audience data. Display & Video 360 is an essential part of Google Suite 360 that helps in efficient measuring and optimization of your Google Ads Campaigns.

Through Display & Video 360, it becomes easier for businesses to track their reach, viewability, and brand lift of their business’ every advertisement.

Why Should You Use Display & Video 360?

• Share Data Conveniently

The data collected by Display & Video 360 can be conveniently shared across the analytics, media, and creative teams. Doing so will make the strategizing process quick and easy.

The workspace in Display & Video 360 allows different teams to access their designated forte for the ads. For instance, designers can access the design section, create various ads, preview them, and choose the one they deem most appropriate.

You can integrate Display 360 ads with Google Analytics 360 and monitor their performance. The Analytics 360 data can also be used to build various audience segments in Display & Video 360 to produce better results.

• Precise Analysis

Analyze even the most minute details related to your display ads. Monitor how Google is utilizing your prescribed budget to deliver maximum productivity. Also, learn about the locations where your advertisements are running.

Moreover, it provides you with real-time information allowing you more control over your ads so you can examine quickly what is working for your brand and what isn’t.

Apart from that, since you are in a consolidated approach with Google, you will be securing yourself from ad fraud. Your ad copy will run through 180 filters and manual reviews so that you are not charged for invalid clicks, views, impressions, and interactions mistakenly.

• Smarter Insights

Display & Video 360 is based on Google’s Machine Learning capabilities hence making it a smart way of advertising. You will set the budget and Google, with your authority, starts placing bids on keywords and looks after the campaign, so your goals are achieved efficiently.

You will get notified about the advancements in the advertisement’s performance. You will also receive recommendations to improve your ads.

With Google’s Machine Learning capabilities, you no longer have to update your campaigns manually. Although, you need to provide Google with a maximum of five (you can decide upon the number) separate headings and description for your advertisement. 

Google will make different combinations of the provided assets (five heading and five descriptions) and prepare ad copies along with running them in a way that you get the maximum ROI.

Understanding the different “features” in “Display & Video 360”

As for now, you will only find the features to be around five, but Google is planning to increase the numbers soon.

So, until that happens, let’s explore all the existing ones.

1. Campaigns

It is in this module that you handle the data sharing across different platforms. The Campaigns module allows you to work with every element of your ads from creation to monitoring.

You can create cross channel campaigns and execute them with Display & Video 360. It is an incredible medium to do effective media planning to achieve every business objective. The module also informs you about every campaign element's performance, including those that are performing well along with the ones that need improvement.

2. Audiences

The Audiences module is the most convenient way of managing your audience. You can monitor your audience profile - the people your ad is targeting, and other useful information.

Under the Audience module, you will find two separate sections focussing on their different goals.

• Audience profile analysis: Broaden your understanding of your audience by studying the information provided under profile analysis. You will know about the category, the audience's IDs, and the total number of users. 

• Activity-based audience builder: Here’s another fascinating feature of the Audiences module. You have complete control over creating your audience. You can create them based on your campaign’s engagement (number of clicks, conversions, etc.), and you will also have the power to exclude users based on impressions across different media channels (frequency caps).

The Audience module makes it easier for you to determine the right audience and bifurcate them into different segments and target them with relevant campaigns.

For instance, let’s say you are a brand that caters to Food Delivery, so you can create audience segments, including those who have previously shown interest in such Ads by clicking on them or converting. 

Since Analytics 360 is integrated with Display & Video 360, you can create audience segments on that platform, including people who have shown interest in other related campaigns related to Food Delivery such as desserts, snacks, etc. and share it with DV 360.

3. Creatives

This module is a workspace for all your creatives related to the advertisement. Every member of your creative team can access it and make their changes to the ad’s layout.

There can only be one admin for this department who has the authority to add other members to the creative module.

The Creatives Module has three different parts.

• Ad Canvas: The canvas is pretty advanced. You can create your advertisement or make changes to it, which you can preview in real-time. 

• Format Gallery: The Format Gallery is a hub of different Display & Video 360 Ad formats from which you can choose the most appropriate one. If you want ideas for creating an impressive Display & Video Ad, then Format Gallery will come in handy for you. Also, you can see the real-time preview of every ad format you select.

The Creatives module provides you with a filter to narrow down formats according to your necessity.

• Data-Driven Creatives: You can prepare different ad formats based on your audience database and show them the ads accordingly. If you want to show an ad to the audience above the 50 age group and a different ad to the audience below 50, you can do that easily with data-driven creatives. Plus, you can create different CTAs as well.
  
  

You can utilize the features of Google DV 360 to produce maximum results. For instance, using data-driven creatives allows Google to change the look and feel of your advertisement based on day and night or other specific signals. Plus, you can work on your ads to target the most relevant and interested audience with help from Affinity and In-Market audiences by Google. 

Apart from that, if you want to improve the style and design of the ads and make them more engaging and interactive, you can integrate your Creative Module with Google Web Designer.

Since the number of mobile users is consistently increasing, Google has provided two separate types of DV 360 mobile ads to boost their performance: Flipbook and Parallax.

4. Inventory

The inventory module is a Marketplace that businesses can use to study how the market is performing. As the name itself suggests, it is an inventory; therefore, it will have a lot of data to offer. 

The Display & video 360 inventory has data on top broadcasters, deals, and investors. You can communicate with them, seek new opportunities, and ensure that you achieve the best outcome. 

It provides Programmatic Guaranteed deals which can produce a guaranteed CPM. You can manage the reach and frequency and even create Guaranteed Packages according to your preference and increase cost efficiencies.

5. Insights

Insights is the most crucial module in Display & Video 360. This module helps you prepare your future strategies with data related to your campaigns. Also, if you wish to extract the complete report, you can do that instantly. Google Display & Video 360 produces ‘Insights’ reports in mere seconds.

You can extract the data in the customizable tables and charts by using DV 360’s visual report builder and analyze it. The insights module can produce instant reports with data for the last 30 days in the form of tables and charts. Insights also provide you with the freedom to combine multiple immediate reports.

Refer to this GIF to learn how to create instant reports.

GIF to be taken from: Source

Final Thoughts

Now, you get an idea about how Google has advanced its display advertisement. When you start using Display & Video 360, you will realize how convenient it has become to create ads and how easy it is to handle the complete process - from optimizing to analyzing.

Although, if you still have any questions about Google Display & Video 360, I’ll be happy to answer them in the comment section below.