How does DV360 work for demand generation?

Display & Video 360 (DV360) is set to significantly enhance demand generation campaigns with the introduction of Demand Gen line items in October 2024. This new feature will provide advertisers with powerful tools to create, manage, and optimize their demand generation efforts across Google's platforms.

 

Key Features of Demand Gen in DV360

Expanded Reach

Demand Gen campaigns in DV360 will allow advertisers to engage with up to 3 billion monthly active users across Google's ecosystem, including YouTube, YouTube Shorts, Discover, and Gmail. This vast reach provides opportunities to connect with potential customers at various touchpoints.

 

Multi-Format Creative Storytelling

One of the most significant advantages of Demand Gen in DV360 is the ability to run both video and image ads within a single line item7. This flexibility enables more dynamic and comprehensive storytelling experiences across different formats. Advertisers who utilized both video and image assets in their Demand Gen campaigns saw 20% more conversions at the same cost per action compared to those using video assets only.

 

AI-Powered Optimization

DV360's Demand Gen campaigns leverage Google's AI capabilities to optimize ad placement and performance. The system aims to create the ideal combination of visuals, messages, and placements to drive consumer action.

 

Advanced Audience Targeting

Demand Gen introduces more specific and relevant audience targeting options, including lookalike segments. This feature allows advertisers to reach new audiences who share similarities with their existing customer base, potentially expanding their reach to qualified prospects.

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Benefits for Advertisers

1. Streamlined Campaign Management: Advertisers can manage Demand Gen campaigns alongside other line items directly within DV360, simplifying the overall campaign management process.

2. Enhanced Performance: The combination of multi-format ads and advanced targeting capabilities can lead to improved campaign performance and more efficient use of advertising budgets.

3. Comprehensive Measurement: Demand Gen campaigns come equipped with various measurement tools, including brand lift and search lift studies, allowing advertisers to determine the effectiveness of their ad spend and optimize accordingly.

4. Seamless Transition: DV360 will bring top features from existing YouTube video action line items to Demand Gen, including Floodlight optimization & reporting and third-party verification with YouTube brand safety partners.

 

Preparing for the Transition

As DV360 transitions from YouTube & partners video action line items to Demand Gen line items in early 2025, advertisers should:

1. Familiarize themselves with Demand Gen line items before the transition9.

2. Explore the new features and capabilities offered by Demand Gen campaigns.

3. Consider adapting their creative strategies to take advantage of multi-format ads.

4. Review and update audience targeting strategies to leverage new options like lookalike segments.

By embracing these new capabilities in DV360, advertisers can create more effective demand generation campaigns that reach and engage their target audiences across Google's most impactful surfaces.

 

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