Mit der “Display & Video 360 Suite” der neuen Google Marketing Platform ermöglicht Google Kreativagenturen nicht nur den Zugang zu Data Driven Creativity, sondern erstmals auch den direkten Zugriff auf Signale und Zielgruppen.In diesem Workshop arbeiten Viktoria Schinkel und Patrick Völcker mit den Teilnehmern den kompletten Workflow einer datenbasierten, dynamischen Display Kampagne von der Entwicklung der Banner mit Google Web Designer bis hin zum programmatischen Targeting in DV360 durch, inklusive eines inspirierenden Ausblicks auf die technischen Möglichkeiten, die DDC für Kreativagenturen in naher Zukunft bereithält.
2. Google Confidential & ProprietaryConfidential & Proprietary
DDC Deep Dive - The Past & First Steps
Dynamic Workflow in Display & Video 360
Intro to Google Web Designer
DDC Deep Dive - Advanced
How to start & Next Steps, Q&A
AGENDA
4. "To reach the right person at the
right moment with the right
message, advertisers need a
simple workflow to build
creatives at scale, target them
to the right consumer, and
optimize over time.
If programmatic buying is about
the right person, at the right
moment…the role of creative is
the ensure the right message is
shown to that person."
- Derek Dunfield, PM for Data Driven
Creative/Dynamic
What is data driven
creative (dynamic)?
21. Workshop Detail
Please log into: https://displayvideo.google.com
User: programmaticon@gmail.com
Password: programmaticon2018
Link to Assets: https://we.tl/t-cpkdOKMcr9
22.
23. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Panorama
The Panorama layout includes 3
frames of content that users can
swipe through to learn more about
your brand.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs
24. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Cue Card
The Cue Cards layout includes 3
frames of content that scroll down
to highlight key features of your
product or service.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs
25. Proprietary + ConfidentialProprietary + Confidential
Types of DDC formats:
Blank Slate
The Blank Slate layout is a simple
image creative with a brand logo,
background image, headline,
description, and call-to-action
button.
Supported dimensions
300 x 250 (Other sizes coming
soon!)
Full specs
50. Confidential + Proprietary
Proprietary + Confidential
The way to advanced DDC
In
○ Out-of-the-box DDC for brand awareness
○ Built-in feed
○ Product remarketing via GMC
○ Build creatives efficiently
○ Simplify trafficking
In
○ Works with feeds for complex DDC
strategies
○ Open to connect external data and
schedule feeds
○ With great power, comes great
serviceability!