Your video game customer is running a YouTube connected TV (CTV) campaign and wants to know what audience types to use in Display & Video 360 to reach specific audiences. What should you tell them?
- Open Auction
- Private deals
- Private Auction deals
- Programmatic Guaranteed
Explanation:
Programmatic Guaranteed deals offer a streamlined purchasing solution that combines automated buying with the benefits of tagless trafficking, sophisticated targeting capabilities, and unified reporting and billing. These deals enable advertisers to secure exclusive inventory through direct negotiations with publishers under a reservation agreement. Once established, this agreement guarantees the inventory, ensuring that neither the publisher nor the advertiser can deviate from the deal. This approach is particularly effective for targeting specific audiences on platforms like YouTube CTV, where reaching the right viewers with precision can significantly impact campaign success.
Chapter 11: Get to Know Deals in Display & Video 360
For a YouTube Connected TV (CTV) campaign within Display & Video 360, your video game customer can leverage various audience types to reach specific audiences. Here are some audience types they can consider:
- YouTube Audiences:
- Custom Intent Audiences: Target users actively searching for video game-related content or relevant keywords on YouTube.
- Custom Affinity Audiences: Reach users with specific interests or affinities related to video gaming or specific genres.
- In-Market Audiences: Target users actively researching or considering video game-related products or services.
- First-Party Audiences:
- Import and use their own first-party data, such as customer lists or website visitors, to create custom audiences.
- Google Audiences:
- Google Audiences: Target users based on their behavior across various Google services, including Search, Maps, and Play.
- Gmail Audiences: Target users based on their interactions with Gmail.
- Demographic Targeting:
- Adjust demographic targeting parameters, such as age, gender, and household income, to align with the specific audience interested in video games.
- Interest and Behavior Targeting:
- Target users based on their interests, behaviors, and online activities related to video gaming. This could include specific genres, gaming platforms, or gaming communities.
- Contextual Targeting:
- Use contextual targeting to display ads on YouTube videos and channels that are relevant to video gaming. This helps in reaching users who are currently engaging with gaming content.
- Dynamic Creative Optimization (DCO):
- Implement DCO to personalize ad creatives based on user behavior and preferences. Tailor messages and visuals to showcase specific video game titles, genres, or promotions.
- Placement Targeting:
- Target specific placements or channels on YouTube that are popular among the gaming community. This can include channels dedicated to game reviews, walkthroughs, or eSports.
- Remarketing Audiences:
- Set up remarketing campaigns to re-engage users who have previously interacted with the video game brand or visited specific gaming-related pages on the website.
- Similar Audiences:
- Create similar audiences to expand reach by targeting users who share characteristics with the existing customer base or engaged audience.
By strategically combining these audience types in Display & Video 360, your video game customer can reach a highly relevant and engaged audience on YouTube Connected TV. Regularly monitor the campaign’s performance and adjust audience targeting based on insights and feedback for optimal results.