New updates to Google Display Ads (GDA) network has been announced by Google which provides more placement options for reaching audience through Google broader web reach. They are adding more ad inventory across variety of categories and platforms which includes sports, news and social and gaming.
CTV has become more prevalent which leads to more opportunity for TV ad like reach through digital offerings. With more targeting options, it would lead to more effective ad buys in these categories. Also, new creative templates are being rolled out for Display Ads.
They are also launching new improvements for furthering the quality of ad placements and improving quality of ads displayed across its network. It is a valuable consideration and it would help in maximizing ad spend and drive engagement across the web.
Now it will be easier for teams to collaborate and review on building of creative assets. You will be able to preview the assets in a dedicated gallery. It would provide enhanced transparency into how images have been combined and enhanced by making use of AI and how different assets would be showing across wide variety of surfaces and formats on video, desktop and mobile plus. In case you require others teams to pitch in, it would now be easier to review, approve and generate a sharing link which can be sent to partners for reviewing and that too from the preview gallery.
As per Ipsos, 75% of the ad recall potential gets determined by creative quality. In order to ensure that brand shows up in the right manner across Display surfaces, Google has launched a range of creative features for help. They have upgraded image generation models across all campaign types which includes Display to Imagen 3. It is their most advanced text to image model which is tuned using ads performance data across industries so that one can harness the power of Google AI for driving stronger creative performances.
Google is also now providing more flexibility for buying Display ads. Now they can be used in both standalone Display and Performance Max campaigns. They are also adding Google Display Inventory to Demand Gen campaigns to help advertisers stay on top of mind with more customers wherever they are browsing visual first content. Earlier Demand Gen only had access to video eligible subset of Google Display Network through Google Video Partners. In case you have previously opted into Google Video Partners and have image assets uploaded to existing Demand Gen campaigns, your image ads would start serving on Google Display Network as part of this transition. While testing, an advertiser who added Google Display Network to their Demand Gen campaigns saw a 16% lift in conversions.
Google Display Network has also added more inventory across a range of categories and platforms like sports, news, social and gaming. You will see a new selection of third party Connected TV inventory across key categories which includes MLB, TelevisaUnivision and FOX News. With wider breadth of channels and networks one can ensure brand shows up across favorite media of the audience.
Acceleration of creative production is a great thing but one must also stay in control of how brands are getting represented across different channels. For making it easier, Google has introduced a variety of Display ads templates so that once can keep brand standards at the top of their mind while building new assets.
With this it intends to improve the inventory quality which Google Display Ads serve on and they have been regularly reviewing and evaluating publishers and their inventory on Google Display Network and defend its system against any form of advertising fraud and invalid activity and add new filters for reducing exposure to invalid leads and traffic.
