It looks overwhelming at the beginning, but Display & Video 360 (DV360) brings together the features of Google’s advertising products into one unified platform, including Bid Manager, Studio and Audience Center, for end-to-end campaign management. We have listed our favourite features.
DV360 provides users with fast access to their campaign health. The Intelligence Panel prevents users from having to dive individually into each insertion order (IO) and line item to diagnose problems with their campaigns. This feature reduces the amount of time users spend communicating with support.
A similar feature to the Intelligence Panel sits on the homepage of DV360. Here, users get a broader view of their entire DV360 activity across all advertisers, specifically highlighting underpacing IOs, underperforming IOs, and any rejected creatives.
DV360 provides a unified audience-building experience—all under one user interface. The tool allows us to find demographic, device, and interest (affinity and in-market) information on our first-party audiences. Then and there, custom audiences can be created off the back of this data to be deployed into targeting strategies.
The new Instant Reporting feature with open arms, acts as an interactive dashboard that updates in real-time as we input custom dimensions and metrics. While there is a slight limitation in the fact that Instant Reporting can only be used to look at data from the past 30 days, it does serve as a great tool for quick campaign performance checks and simple analysis. This data can be visualised—just like in Excel—by adding bar, line, pie, or scatter charts.
For those who have a creative team in-house, the new unified creative workspace feature within DV360 is a welcomed addition to the platform. It brings a host of benefits, including the ability for creative teams to pull reports, make real-time updates to creatives for sturdy A/B testing, as well as hosting new formats which will be available to build within the DV360 platform.
DV360 is introducing some pretty cool features from an inventory perspective, including more audio partners such as Pandora and talkSPORT, among others. This provides marketers with a great way of reaching those tricky millennials outside the world of social media, and target audiences based on factors such as mood, personality, and more. Elsewhere, we’ll be able to purchase inventory in Waze (the GPS navigation software), which introduces us to the world of in-car activity, as well as the ability to buy Gmail ads programmatically.
As Google Marketing Platform experts we are always deep in the weeds of the platform and happily testing the newest features added, the above are a few favorites but the platform continues to be upgraded regularly. For any DV360 related needs, feel free to contact the team here at firstname.lastname@example.org