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Optimizing User Acquisition with Google DV360: Creative Strategies for Success
- User acquisition (UA) advertising has seen significant changes in recent years, and creative is now king across channels like Facebook, TikTok, and others.
- A top-performing creative can outperform even low-performing creatives by five times or more.
- You can think of creatives with Google DV360 in different mindsets and environments, depending on how users engage with each in a given channel.
- With DV360, you have more formats to choose from, including CTV, out-of-home, in-game interstitials, small banners, etc.
- DV360 is a comprehensive advertising platform developed by Google that helps advertisers and marketers plan, manage and optimize their display, video, and programmatic campaigns across channels.
- To achieve campaign success, set optimal frequency levels around 2 - 2.5 times per week, but this may vary depending on channel and user context.
- For banners, you should consider the most popular formats and run a test flight to score them by potential reach.
- For video, you should consider the context and select the format that suits each channel. Grouping game publishers in separate Line Items can help you provide gameplay videos or playable ads on Native Video.
- For Out-of-Home, consider user context and their surroundings such as district, buildings, events, time of the year, etc., and increase frequency as appropriate.
- If you are in a mature company with a solid product-market fit and looking for your next big win, Google DV360 could be an option worth exploring.
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