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Everything you wanted to know about CPM but were afraid to ask

Nadia Ozeri, July 8, 2021

Still using Google Ads? DV360 Is the upgrade you need

Ekin Buse Isik, June 15, 2021

google logo

Google’s advertising platform has come a long way since it first launched in 2000, establishing itself as the go-to platform for advertisers and media buyers. Over the decades, Google has reorganized and evolved its products to meet the market’s changing needs better. Today, brands and agencies have the option to choose between launching campaigns on Google Ads (formerly Adwords) or through Display & Video 360 (DV360), housed under the Google Marketing Platform.

Many brands get their start with Google Ads, and it serves them well up to a certain point. But, as marketing budgets grow and media buyers are ready to expand their reach and tap into the power of advanced video capabilities and native ads, it’s time to consider making the leap to DV360.

This article will look at some of the key differences between the two advertising products that will lead to an informed decision about whether you are ready to upgrade your campaign activity beyond display and search campaigns and use a more robust solution that can better serve your brand’s needs.

Google Ads in a nutshell

Google Ads is essentially a self-service platform that allows users to purchase search and display campaigns that run across Google’s own ad network, Google Display Network (GDN), and its other products such as Gmail and YouTube. Google Ads offers a limited set of tools for display and video ad formats and basic retargeting options. It’s ideal for those who want to experiment with small budgets before expanding to larger programmatic buying options or those interested in focusing on SEM as that is Google Ad’s biggest strength.

Google’s Display & Video 360 at a glance

google adwords

DV360 is the world’s largest programmatic demand-side platform (DSP). It is an agency-grade media management platform offering agencies and brands access to GDN and a broader range of external, premium inventory with the option to buy directly from publishers. A suite of advanced tools and the ability to utilize first party-and third-party data helps advertisers maximize effectiveness and performance to improve their return on investment (ROI). In addition to the ad choice on Google Ads, DV360 includes audio ads, CVT/OTT, video ads, native ads, and more.

Now, let’s dig a little deeper into how Google Ads compares to DV360.

Reach

Google’s products are certainly some of the most popular worldwide. Chrome has a market share of almost 70%, Gmail has more than 1.5 billion active users, and YouTube has over 1.9 billion active users each month.

General estimates state that ads run on GDN reach about 48% of the internet, which is impressive but leaves room for improvement when scale and reach are the goals.

DV360 is integrated with 90 ad exchanges and approximately one billion websites, allowing advertisers to reach 90% of the internet. DV360 guarantees media buyers will find the right users across more channels and serve their ads alongside the most relevant content by using contextual keywords. Display & Video 360 enables advertisers to use much more precise targeting, such as limiting the operating system or browser. Additionally, media buyers can create PGs through the Marketplace to reach out to publishers directly and negotiate premium deals while inside DV360.

Video Capabilities

Video campaigns represent a massive opportunity for brands as 69% of consumers prefer to learn about new products through video, and 85% of people would like more video content from brands.

Google Ads allows you to purchase YouTube ads and serve video ads on Google video partner publisher sites. DV360 also offers access to YouTube ads, but media buyers can also expand beyond YouTube and tap into the video inventory from more than 35 video exchanges and premium video spots across other websites. DV360 users also have the ability to set one frequency cap for all media sources as well as the option to extend their reach further and purchase programmatic TV ads.

Native Ads

Native ads are one of the top-performing ad formats. Users are two times more likely to click on native ads than banner ads, and native ads are more effective at increasing brand awareness. While Google Ads offers text, image, rich media, and video ads, the only native ad option currently is through Gmail. However, media buyers can take advantage of the benefits of native ads through DV360, which offers programmatic native ads in three formats: content ads, app install ads, and video ads.

Should you choose DV360 over Google Ads?

When deciding between Google Ads and Display & Video 360, you need to consider budget versus capabilities. Google Ads is best for those with smaller budgets and brands that are happy to launch campaigns in limited formats.

If you’re a media buyer with a larger budget and are interested in scaling campaigns, extending reach across more premium sites, having more control over campaigns, and leveraging higher-performing ad formats, nothing can compare to DV360’s enterprise approach to advertising.

Ready to launch more efficient and effective media campaigns with DV360 but need help getting started? Reach out to us at

Ekin Buse Itik is the Turkey Country Manager at Total Media. Find Ekin on LinkedIn or reach her by email at ekin(at)totalmediasolutions(dot)com.

New on Display & Video 360 – Attribution Path Reporting

Gadi Elias, November 4, 2020

We all know the importance of attribution, it is basically what separates digital marketing from other media channels. It’s what helps us as media buyers to analyze & understand how our campaign really performed and how we should optimize our activity. Attribution tells us what about the user journey from the moment the advertisement appeared to where the user convertedTo help you enable attribution and to campaign more effectively, DV360 just rolled out new attribution modeling features, and attribution reporting options.  Below, I’m going to explain to you exactly how to use them.   

What is attribution modeling?

An attribution model is a rule or set of rules that help you determine how conversions are assigned to an interaction (impression or click) in the conversion path process.  For example, the Last Interaction Model assigns 100% credit to the last interaction that immediately precedes sales or conversions. In contrast, the First Interaction model gives 100% credit to the first interaction that initiated the conversion path. In DV360, the default Floodlight model attributes 100% of the conversion value to the user’s last click before buying or converting. If there was no click, the model assigns the value to the previous impression.  

How to use the Attribution Modeling Tool in DV360:

1st step: Create an advertiser attribution model for reporting and set the viewable impressions on the ‘Floodlight’ basic settings.

The process: 

Navigate to Advertiser > Floodlight Configuration > Attribution models or to Advertiser > Resources > Floodlight group > Basic details > Attribution > Attribution models (DV360), as seen below:

 Attribution Modeling Tool in DV360

You can choose the different attribution model as of the following options: (Last click, Last Interaction, First Interaction, Linear, Time Decay)  

2nd step: Adding the preferred attribution model to the LI settings

You can easily set up the LI’s attribution agenda and configuration so that the LI’s activity will use the associated attribution regarding the user journey and KPI’s. As seen below:  

attribution model

3rd step: Attribution reporting and performance analysis.

Use Path reports to gather insight about the path a given user took that led to a conversion. Full path reports can show the number of times a path occurred and the various events within the path. For example, let’s say that a unique user was exposed to the 1st funnel creative message and went to the landing page without leaving their personal information. When the user finally converts on the landing page, it could be after engaging with the brand 2-4 times with different messages and Call-to-Actions (C2A’s) before the actual conversion.  Thus, understanding their attribution path’s various events will enable you to determine the specific event that influenced the conversion. Afterwards, adding more funds to that path can help you generate a higher ROI and dramatically improve performance.  When counting conversions, path reports behave differently than other available offline reports. Path reports contain all attributed and unattributed conversions. All floodlight events are counted as conversions, even if they weren’t preceded by an impression or click.  How to set it up? Here is your answer.  

Attribution reporting

Best practices

Interpret the results and adjust your campaigns

When you’re evaluating your channels’ effectiveness, use attribution models to reflect your advertising goals and business models. Whichever models you use, consider testing your assumptions by experimenting.  Invest more or less in a given channel based on what the attribution models show, then recheck your results to see how it’s working. Suppose you’re using more than one attribution model. In that case, you can compare the number of conversions or the amount of revenue attributed to your channels according to the assumptions in each model.  Not sure how to execute Attribution Modelling into your activities? No problem, let’s schedule a quick call and discuss the issue.  

Best,

Gadi Elias

Programmatic Training & Strategy Expert at Total Media

Amplify Your Branding & Awareness Campaigns in New Ways with Display & Video 360

Brian Blondy, August 23, 2020

New Ways to Publish Your Campaigns to More Users and to Acquire New Users with DV360

Today the primary goal in branding campaigns is to reach as many users as possible with the most relevant targeting. When it comes to the subject and the purpose, the DV360 will contribute to you in the most effective way to use the numerous pool of users in its inventory and to raise awareness. With hundreds of Exchange and Sub-Exchange, it is possible to reach millions of users and billions of impressions with a single publication.

But of course, since the important thing in your awareness campaigns is to reach not only many users but also relevant users, it is necessary to use user-targeted filtering from numerous user pools. In this article, we will tell you how you can increase your reach in your branding and awareness campaigns, as well as practical and fast ways to make the users you reach more relevant, and reduce the costs of your campaign. Let’s get started!

The Effective Strategy for Creating your Branding Campaigns

If you are going to carry out a campaign of your brand to show more and more relevant users in a way that will create maximum awareness, you must first choose some options at all levels for the branding campaigns; For example: Campaign:

  •  At this level, the “Overall campaign Goal” option must be “Raise awareness of my brand or product.”
  •  Your Campaign KPI must be CPM or CPV.
  • You should set your targeting at lower levels, not at this level.

Insertion Order

  • Your pacing should be Ahead or Even, don’t be rush, give the system some time.
  • Don’t keep your Focus Goal (should be CPM or CPC) too low, raise it. In the campaign flow, the system will reduce your actual cost itself. If you keep it low from the beginning, you won’t be allowing enough volume for the system. You can lower this part and update it in your future optimizations.
  • “Billable Outcome” must be based on impression. In OBB, click-based programmatic purchasing strategy is particularly useful for performance campaigns, not branding.
  • Your Optimization option must remain selected as a lower level, which is LI level.
  • If you are going to specify a Frequency Cap, make sure to do it at LI level.
  • Set only the general segments of your targeting at this level: Geo, Demography, Environment. Make more detailed targeting at LI level again.

Line Item

  • Set your targeting in relevant segments. For example, do not use Audience targeting and Category targeting in the same Line Item, this will both reduce your reach and increase your cost. If you have two major target goals like in this example, consider it in a second Line Item.
  • Don’t be afraid to create Line Items more than once. This strategy increases the volume of your goal of acquiring relevant users from different lanes and gives you an A – B test in the goal and result process, helping you optimize your budget during the campaign and realize a more effective branding awareness publication.
  • Make sure to specify the Budget and Pacing lines at this level. Make sure to specify the Budget and Pacing lines at this level. Do this even if you have only one LI, it increases the focus of that LI. And never use pacing ASAP, as we mentioned above, you should have a little more patience and allow the system.
  • If your Bid Strategy is to click more ads and bring more users to your website and gain new users, you should choose the Maximize Click option in the Automated Bidding option. If displaying more of your ad is an essential goal for directing the user, you can select the Maximize Viewable Impression option.
  • You can use Fix Bid to make purchases on a certain bidding in your new campaigns in the first days, but if you have enough campaign date, you can start directly by using the options specified in the previous line.

How should you be targeting?

As we have mentioned, having the roofs of your targeting, i.e., Demographic or Geographic targeting at the IO level (of course, you can do this directly at the LI level), and your detailed targeting at LI level will provide more practical use. Well, what are the detailed targeting we recommend to use in your branding campaigns to reach more relevant users.

  Audience targeting:  DV360 allows you to both collect and target your first-party audience data, enable you to use Google Audience lists, and help you access 3rd Party Data of DMP companies. However, the part that we recommend to use in branding campaigns will allow you to reach the most relevant users on this occasion is the Google Affinity and In-Market Audience lists. It is possible to get access without increasing your costs by targeting Google Audience with the target audience suitable for your brand.

Category targeting:  In the Category targeting option, you can make Category targeting according to the target audience suitable for your brand, just like Audience targeting, to target the categories in the websites and apps where potential users are located in the inventory. However, we do not recommend Audience targeting in branding publications with this targeting option. For this, create a second LI and target separately.

Keyword targeting: With the keywords you will select for your campaign, you can find users on the pages related to these words and display your branding banners. However, the important thing here is that the keywords mentioned are not detailed in Google Ads, but with more main words, it will give more effective results in terms of volume in your awareness publications. You can also achieve this by excluding keywords that you don’t want to be displayed.  

Viewability targeting: If your goal is to get new users due to clicks, we do not recommend using viewability targeting. But if your goal is to provide more impressions and get more views, you can use it.  

Apps & Urls: You can choose from a quality list of publisher sites, including estimated reach and cost for each. For this reason, we recommend Apps & Urls targeting in your branding publications. The important thing is to have enough volume. So don’t be afraid to keep your list rich.  

Which LI options are more suitable for branding:

Of course, the Display and Video inventory limit of the DV360 platform cannot be discussed. You can use Display or Video flight options in your branding campaigns.   Also, do not miss the Trueview type. If your campaign also has Youtube material, you can use In-stream and Discovery Youtube flight type in Trueview campaigns as well as Display and Video flights. To catching millions of Youtube users with your branding and awareness campaigns will be invaluable.

Which Creative You Use Also Important:

The creative design and language, which should be considered in every campaign, are also critical in branding campaigns, but another important thing is creative dimensions. If you have enough creative dimensions, your reach volume will increase. Therefore, the number of creatives you add to your LI is significant. Less creative means less bulk, and less volume means lower access and proportionally higher costs. If you do not know or decide which visual dimensions to use, you can consult us.

As a Result, Your Costs Should Decrease:

The term of Machine Learning is a concept that summarizes the system to introduce your brand and your campaigns, what kind of user profile should be accessed in this regard, and what performance should be achieved. This term, of course, serves as the engine of performance campaigns. However, in your branding and awareness campaigns, Machine Learning is a significant element that is very important for the user profile you access and the cost you will get.

Allow time for the system; In at least 1 to 2 weeks, the system will analyze the user profile you want to reach, so we need to emphasize again that you need to be patient about this issue. The efficiency you get from less time campaign will be misleading and will not meet your expectations. This will mean that you cannot get efficiency from DV360. If you give enough time to the system, you will see that your costs will decrease day by day with the appropriate volume, but you will reach many users. In some sample campaigns on this subject, if the impression obtained from the average budget of 1K TL you spend in the first week of a 1-month campaign is 950K, and the click is 750.

Therefore your CPM cost is 1 TL, and your CPC cost is 1.30 TL; it is possible to see a severe change in these numbers after the second week. After the second week, even if your spending increases to 2K TL in total, the impression you get will increase to 3.500K. The click will expand to around 4K, your costs will drop by 100% in an instant (the figures are exemplary figures within the subject, processes work in this way in all good branding campaigns). The important thing in your branding and awareness campaigns is that your ads reach the user as much as possible and direct them to the relevant campaign pages.

For this reason, as long as you pay attention to the details mentioned above, you will always get the performance you want from the DV360 platform, where you can get the highest efficiency in terms of branding and awareness. You will be satisfied with the results. Please feel free to contact us if you have any questions. Tuğhan Kartal

Important Changes Coming to Video Ads in Chrome on 08/05/20

Brian Blondy, July 29, 2020

Effective August 5th, 2020, Chrome is retiring three ad formats from being utilized in their browser.

  • Long, non-skippable pre-roll ads or group of ads longer than 31 seconds
  • Mid-roll ads of any duration, interrupting the user’s experience
  • Image or text ads that appear on top of a playing video and are in the middle 1/3 of the video player window or cover more than 20% of the video content

In addition, Chrome will expand its user protections and stop showing these ads on sites in any country that repeatedly show these disruptive ad types.

The three ad types have been classified as abusing the user’s web environment with annoying and harmful experiences, for example: auto-play, sound on. 

Chrome’s developers stated that the changes are aimed to further crafting and curating the best possible experience for users when browsing the web. 

The Coalition for Better Ads, whose members include Google, Facebook, the Interactive Advertising Bureau (IAB) and World Federation of Advertisers,  released a new set of standards for ads that show during video content, based on research from 45,000 consumers worldwide, as part of their Better Ads Standards.

Google is proud to promote these new standards and best practices with this current Chrome update. It was also announced that these guidelines will be applied to YouTube. 

We recommend that you consult with your player and content providers to ensure that your video setup is compliant to the above changes.

You can also reach out to us with any questions.

 

Further Reading

Google’s The Ad Experience Report is a great  tool to help identify ad experiences that violate the Better Ads Standards.

https://www.google.com/webmasters/tools/ad-experience-unverified

https://www.google.com/webmasters/tools/ad-experience-unverified

https://blog.chromium.org/2020/02/videos-with-fewer-intrusive-ads.html

https://www.wired.co.uk/article/chrome-video-ads

https://www.thedrum.com/news/2020/02/05/chrome-will-start-blocking-intrusive-ad-formats-within-short-form-videos

How To Adjust Your Media Buying Strategy During COVID-19 – Part 4

Gadi Elias, July 25, 2020

This is Part 4 of a series focused on adjusting your DV360 media buying strategy during COVID-19. Previously, we discussed how to analyze who might be new target audiences and how to maintain control of your brand’s visibility and messaging to audiences. You can read post 1 here, post 2 here, and post 3 here.

Tactics and Best Practices for Advertisers Using DV360

    After previously examining global trends and the new realities present in the online advertising industry due to COVID-19. This chapter will bring together the methodologies we presented in the last three posts (post 1 here, post 2 here, and post 3 here) and show you how to apply what you have learned to improve your DV360 campaigns. The first and most important step is to differentiate your tactics into two categories – ongoing activities and new activities. To achieve this, we recommend a mix between performance tips and brand safety.

  • Tactics for ongoing campaigns for DV360
  • Analyze your campaigns using “Offline” reports to better understand which campaigns, including all live Insertion Orders (“IO”) and Line Items (“LI”), are underperforming to allow you to and pause them and prevent spend waste.

We recommend that you leave only the best performing campaigns LIVE during this period. (If you are unsure about which campaigns to pause, please contact your account manager for further assistance.)

  • Invest some time to evaluate your live campaigns’ creative messages.
  • Ask yourself whether there are messages that are perhaps inappropriate or do not reflect your core values as a company.
 Advertisers Using DV360

This ad could be perceived as tone-deaf due to global travel restrictions during COVID -19. Paris might not be the best place to quarantine these days…

brand safety

Running campaigns for hotel rooms in faraway destinations is probably not the best use of funds these days when most of the world is unable to leave their countries for travel.   It is essential to protect and ensure that your brand does not appear alongside problematic content.   We recommend manually choosing all of the categories which are NOT relevant for your brand on the I/O level.  Additionally, identifying & adding negative keywords into your Display & Video 360 lists is another way you can keep your brand safe while avoiding placements that are located alongside controversial subjects.  

How you do it? 

DV360
campaign or IO level
keywords exclude

Advertiser level > “Resources” > “Channels & Keywords” > “Negative Keyword List” (as seen below)     After you have created the list, we recommend you can target it on the IO level  (Target > Content > Keywords)   If you are already running campaigns and you have gained enough data (amounting to usually two weeks with at least 10-20 conversions), we recommend you to consider switching to “Automated bidding” for your best performing LI’s and on the IO’s. The idea is to have the ability to make your campaigns flexible enough to adapt in real-time to different market trends and fluctuations as they happen.

Line Items:

bid

Insertion Orders: 

Since every strategy is related to the specific characteristics of a specific campaign, please don’t hesitate to reach out to point-of-contact here at Total Media to discuss all of the most viable options available to maximize your automated bidding tactics for your campaigns.  

  • New campaigns TACTICS for DV360: Plan, Plan, Plan and then…Execute!

  Now more than ever, we recommend that you should explore CPM prices and your campaign targeting potential before you consider your budgets and go live.   

How can you do it? 

dv360
display and video

Easily… On the campaign or IO level > After you will add formats, geo & different targetings you can transform the plan to a real IO easily.  

Audiences  

Another suggestion is to ramp up new brand awareness campaigns to new audiences based on new and emerging trend opportunities that have become available.  Seizing opportunities to use new ways to advertise will enable you to discover new attributions for new audiences that you historically didn’t consider to use and now, you should be considering to engage. Should you decide to take this advice, you will create powerful opportunities to reach new and relevant audiences which you can re-market and re-engage later. Here’s how to do it > New funnels, New Formats, New content targeted > New audience >  Remarket later & expand your potential audience altogether!  

Conclusion

As a marketer, it is crucial to understand the full scope of the world today, specifically the new trends that have emerged from the arrival of COVID-19. We believe that possessing the attitude of continually aiming to understand and find new core audiences is one of the critical levers of success today.  Being agile and adaptive to new opportunities will enable your company to perform better going forward.  We hope that you now possess the beginning of a foundation for a better understanding of how to evolve your brand’s advertising during this period. With more uncertainty than certainty present, COVID-19 is a hurricane with the power to change industries, daily routines, oil prices, media prices, politics (national & international).  Make a goal to set aside some time in the coming weeks to re-evaluate your current and future creative formats & media plans against ongoing trends. If you need some assistance, we can consult and examine your campaigns and potentially offer you new perspectives and strategies for identifying new opportunities for expansion and exploration of DV360.  

  • Understand the current trends and potential opportunities
  • Create strategies and tactics built on facts and new understandings 
  • Execute your well-built plans using the recommendations & best practices mentioned above

The power of COVID-19 is unprecedented, and it has exposed its influence to almost every aspect of our lives. It is possible that our world is forever changed by its impact. But, survivalism is an essential instinct we all possess. Paired with tenacity and resilience, these are pillars of world-class holistic marketing strategy.   Thanks for reading. ——————————– Gadi Elias Programmatic Training & Strategy Expert Please Share on your Social Media! Read Part 1, Part 2, Part 3

How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 3

Gadi Elias, July 16, 2020

Previously, in part one and two of this series on adjusting your DV360 media buying strategy during COVID-19, we discussed how to analyze who might be new target audiences and how to maintain control of your brand’s visibility and messaging to audiences. You can read post 1 here and post 2 here.

Global Trends and Strategy – The impact of COVID-19 on user behavior & online advertising 

When examining changes in user behavior during COVID-19, it is essential to bear in mind that all media content consumption has changed from a global perspective.  For example, say your Pre-COVID-19 daily routine consisted of waking up every morning at 6 AM, commuting to work by train at 7:45 AM, reading local news on the way while listening to Spotify from 08-08:30 AM, every day, five days a week.  Today, we’re in a completely new realm of routines. Now, you’re working from home! Media consumption has inherently changed, as well. What you read, where you read it and especially when you read it has changed.  All of these significant increments that your company precisely defined and relied on are now entirely flipped for you and your audience. Everything that was once relevant is now far different.  

WHERE can you find your ideal customers right now? 

To respond to the multitude of drastic changes that have occurred in user behavior, marketers and digital advertisers should consider the following:

  1. Analyze creative formats – Which are performing well, which are not? Look into where the ads are displaying? And, which types of content are you targeting your ads to? 
  2. Media plan spend – How are you going to stay relevant?

Bear in mind that, as you try to understand and examine these elements, there isn’t one right answer.  Since this is a fluid situation, you should react and evolve daily to what works best for your company and target audiences.  

Notable Shifting Trends: 

  • OTT (especially CTV) – Increased viewership for TV, content consumption (Netflix, Amazon Prime Video, Hulu)
  • YouTube – E-learning to learn new skills, from baking bread, to developing new capabilities to advance professionally.
  • Children related content (as mentioned in the above WHAT section) Cooking sites (Display & Video)- YouTube has become a babysitter for millions!
  • Local & International News- Consuming local and international news to understand what is going on in this uncertain and ever-changing world! 

After understanding and acknowledging the dramatic changes affecting your current audiences’ life routines, the following step in involving your company, is the process of identifying and effectively allocating the right portions of your budget to present and future campaigns on DV360 could help you elevate your buying tactics.   

HOW much should you budget for your campaigns?

As the CPM prices decline in some content-related topics, others are surging.  As a holistic trend, we are witnessing a CPM decline of 20% to 40%, depending on the advertiser category.

(Credit to AdExchanger: https://www.adexchanger.com/publishers/publisher-cpms-are-down-but-not-everyones-equally-affected/ ) If you can identify and build new audiences, it potentially means that you will be able to purchase media cheaper than before.  You will need to examine the performance to allocate budget to the best performing campaigns while aiming to secure the lower prices possible.  In the next article, we will show you pragmatic ways to impart theory into real buying tactics using this set of tools in DV360. If you have any questions or you have additional information about these methodologies I described in this or the past two articles, please feel free to reach out to me personally by email at gadi(at)totalmediasolutions(dot)com.

How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 2

Gadi Elias, July 8, 2020

Last week, in part one of this series on adjusting your DV360 media buying strategy during COVID-19, we discussed how to analyze who might be new target audiences and how to maintain control of your brand’s visibility and messaging to audiences. You can read the post here.  

Global Trends and Strategy – The impact of COVID-19 on user behavior & online advertising  – Part II

  The COVID-19 epidemic has changed everything from trending searches to relevant content, and even user behavior. As is being seen across the world, users are adapting quickly to new situations and sets of circumstances quite resiliently. You can see and feel it everywhere. Most countries continue to remain in a state of self-distancing. As a result, everyone is more cautious, whether it is choosing to (not) leave home, becoming more strict in avoiding unnecessary expenses, and buying essentials, like groceries, ordered and delivered to the doorstep without having to enter a store.    Every single aspect of a pre-COVID-19 daily routine has been affected and disrupted. And this is a real phenomenon globally for your current audiences online. Embracing this change is crucial for you as a marketer.    

WHAT is your audience doing right now?

  To effectively answer this, we need to separate our answers into two basic behavioral queries:    Which industries or sectors are currently experiencing a declining trend? As seen below by ComScore (a world-leading media strategist), entire industries are currently experiencing tremendous economic shocks.   

  • Tourism (Local & International) 
  • Events ticketing 
  • Live events
  • Sports
  • Restaurants
  • eCommerce (in the fields of leisure)
  • Car Manufacturers
  • Real Estate

Which industries and sectors are growing?

  Global trends show Q1 growth of the following sectors throughout the epidemic:      

  • Healthcare commodities and services
  • SAAS solutions (mainly B2B based products)
  • E-learning (courses & platforms)
  • Pharmacy
  • E-commerce (Grocery, Household goods)
  • Gaming
  • Instant Messaging
  • News (nation & local)
  • Over-the-top (OTT) services (VOD, SVOD)
  • PPE

Key Takeaways:

  Q1 experienced unprecedented levels of decline, but it seems that the world is beginning to revive itself from this challenging period of COVID-19 to varying degrees of openness and levels of effectiveness.    In some countries, we are starting to notice governmental health policy changes of living alongside the epidemic as contrary to a full siege. Every market is progressing at a varying pace. However, on the whole people and businesses are learning how to survive in the new “normal.”

  For nations with less reported infections, local economies are starting to open shops for business under strict standards (social distancing policies, mandatory personal use masks, disposable gloves).  Not all sectors can do the same (mass entertainment, dining, and traveling are still under siege in most countries), but there are growing signs of global discussions regarding the re-launching of these sectors soon. We will have to wait and see how soon it will take for positive changes to begin to materialize for these industries. Every geo possesses unique user behaviors and was affected differently, and uniquely, by the epidemic.  

For example, the United Kingdom (UK) decided on mass immunity while leaving the economy as open as possible with only a few steps of prevention, after weeks of extensive climbing in the number of cases and deaths. In March 2020, local policy and strategies were reversed to protect human lives.  In the United States, we witnessed a variety of strategies designed to contain COVID-19.   

Almost every country is trying to create and follow its strategy, most of the time, combining a few different plans over a short period.  For both individuals and countries around the world, there are different strategies of coping, but for now, mainly uncertainty is the only universal constant.  In the next article we are going to analyze user behavior changes during the COVID-19 and what can we learn from it as marketers.    Stay tuned for the third part next week.  

Gadi Elias

Programmatic Training & Strategy Expert

Total Media

How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 1

Gadi Elias, July 1, 2020

The impact the COVID-19 pandemic has had on the online advertising industry has been enormous and cannot be understated.  The main problem is uncertainty, which unfortunately is present in nearly every aspect of modern life across the globe at this moment. This type of uncertainty has never been experienced in the 21st century, which creates a new reality that we need to adjust and adapt to. 

As a marketer, it is crucial to understand the full scope of the world today, specifically new trends that have emerged from the arrival of COVID-19.

We believe that understanding the world as it is, rather than how it used to be, will enable your company to perform better going forward. To achieve this, we have created a series of buy-side focused articles focusing on how to effectively analyze, strategize, and remain resilient with your digital marketing in 2020. 

The goal of this series is to assist you with information we think is valuable, along with compelling recommendations and strategies, which may enable you to reach new levels of success with your marketing campaigns on Display & Video 360 (DV360)

We recommend that you use this content as a combination of both compass & manual, to effectively analyze and strategize new plans as well as remaining resilient and nimble for whatever happens in the months to come.   The sequence is divided to the following chapters > articles: 

  • Article I (This blog post!)
    • WHO are your primary target audiences today?
    • HOW should you maintain control of your brand’s visibility and messaging to audiences?
  • Article II
    • WHAT is your audience doing right now?
  • Article III
    • WHERE can you find your ideal customers right now?
    • HOW much should you budget for your campaigns?

Tactics and Best Practices – Managing a DV360 account during COVID-19 

  • Article IV 
    • Tactics for ongoing campaigns for DV360
    • New campaigns tactics for DV360

After reading this series of articles, you will possess a better understanding of how to evolve your brand in the time of COVID-19 and be ready for what awaits in the future beyond.

WHO are your primary target audiences today?  

You should be identifying new and relevant audiences to be addressing right now, alongside continuing to amplify your presence to your current and core audiences.  

Ways to reconsider your audience targeting:

  • Revisit your current audience personas (pre-COVID-19 demographics & content) for your products/services. Ask yourself – are they still relevant?
     
  • Make thoughtful adjustments to your existing audience persona profiles by evaluating the new daily routines that your audiences may have in aspects of both (content, ad format, regular hours).  
  • Begin strategizing and identifying new audiences that can be relevant to your current products and services basis. Who else could you be targeting that you’re ignoring today?
  • Examine potential new targeted personas and plans that will enable you to expose your company to new market segments and opportunities. 
  • Test new brand messages regarding your products (or new products) that will serve new audiences in times of need, i.e., cooking lessons. Once targeted only for cooking enthusiasts, today, everyone! Another example is companies that pivoted to COVID-19 oriented solutions with regards to their set of products, and thus, will need a definite re-adjustment of their current brand persona and advertisement messaging. Are there new ways that people can benefit from what you have to offer?

  By conducting constant re-evaluation, you are opening yourself to new audiences and possibilities. On the technical side, this process can later be used for ongoing (re-marketing) campaigns and new prospecting attribution models as well (we will expand on this concept in our next chapter below). Always striving to remain current is just plain good business! 

How should you maintain control of your brand’s visibility and messaging to audiences?

  First, maintaining control of precisely where your message should and should not appear is essential to protecting your brand and its perception of your audiences/targets.  Misplaced ads can have negative consequences as the public may misconstrue your ads purpose or message from merely being shown in the wrong placement. The audience could (incorrectly) believe that your brand is actively and purposefully associating itself with a controversial idea or piece of content, which as a result, will convey the exact opposite of your intended marketing and company goals.   Stay tuned for the second part next week.   Gadi Elias, Programmatic Training & Strategy Expert at Total Media

Master the Creative Review Process in Display & Video 360

Brian Blondy, April 13, 2020

Here’s what you need to know about the creative review system and process!

Display & Video 360 has a unique visual approval process. This process is subject to an in-depth and detailed automated system to show only safe content to users.

How it works: This system generally occurs as a separate examination in two main columns.

1. Display & Video 360’s own rule mechanism
2. Rule policies of exchanges

Display & Video 360'

1. Display & Video 360 Review Process:

This first and most important process has two sub-review stages.

Display & Video 360 review process
DV360 and Ad Manager reviews are examined same time and based on the same mechanisms and rules. If the status in Display & Video 360 column is “Pending, Servable” or “Approved, Servable” for an creative, you can also see that Google Ad Manager is approved in Exchange column. This is a sufficient stage for you to start publishing the creative.
ad manager

2. Rule Policies of Exchanges

Rule Policies of Exchanges

Summary of the process of approving and publishing the creatives

Technically, the process of getting a creative ready to be published takes between 8 – 24 hours (often takes more than 1 business day on Trueview videos).

Under standard conditions (suspicious content, suspicious visual, sectoral content that needs extra review, etc.) and regular business days, this period remains within the specified timeframe. However, in some non-standard time periods (like weekends) or situations (important days, weeks, public holidays etc.), these processes may reach 48 hours and more.

In such cases, if the approval process has exceeded the specified period, we can consult the subject and if necessary, the subject can be brought to the manual review stage by us. But, please remember that in order for us to do this, the creative must have exceeded the specified time and are still unapproved. We would like you to know that the result will be received within the nearest workday.

ad360

Note: Trueview ads have a different review process than Display & Video ads. Trueview ads usually have a review period of up to 24 hours. To get support regarding the ad review status from us, wait for the situation to be stable for 24 hours.

In order to prevent the Trueview video from being rejected, first make sure that the Youtube video you add is “Public” on Youtube (it should not be “Private”).

If the result of the creative approval process is rejected

If the creative is not working properly, has inappropriate content, or is an exception, the DV360 will respond to the creative approval as a rejection and not allow it to publishing. In this case, what needs to be done;

  • When you see the answer “Rejected, Not Servable”, click “See Details”.
  • You will then see an explanation of why the creative was rejected from the Audit information section.
  • Revise your creative following this description and details, the revised image is automatically sent to the approval process again.

* If you believe that you have made the necessary revision following the rejection notice and you receive a rejection again after the approval process, you can contact us after that.

Don’t forget! In all ads, Google may permanently close your account if adware violations or malware are suspected as a result of reviews.

COVID-19 and consequent delays and failures:

As known, COVID-19 situation, which has been negatively affecting every aspect of life for a while, also causes technical processes and supports in advertising publications to fail.

In the analysis of the above mentioned creatives, there are delays due to the automatic processes intensity and the disruption of the technical process revisions of the technical teams, and the manual supports are delayed due to the direct effect of this process. We recommend that you take this into consideration when performing the ad setup and creative approval stages.

total media