In order to assist advertisers reach audiences throughout its vast web ecosystem, Google has expanded placement choices in its Google Display Ads (GDA) network with new improvements.
First, Google is expanding its ad inventory in a number of platforms and categories, such as social media, gaming, sports, and news.
According to Google:
“Over the next few weeks, you’ll see a new selection of third-party Connected TV (CTV) inventory across key categories, including TelevisaUnivision, MLB, and FOX News. With this wider breadth of networks and channels, you can ensure your brand shows up across your audience’s favorite media.”
CTV is experiencing tremendous growth, presenting enhanced opportunities for television-style advertising via digital platforms. Enhanced targeting tools enable advertisers to execute more precise and effective ad placements within these categories.
Furthermore, Google is including Google Display inventory into Demand Gen campaigns, so broadening advertising reach possibilities.
“Demand Gen previously only had access to a video-eligible subset of the Google Display Network via Google Video Partners (“GVP”). If you’ve previously opted into GVP and have image assets uploaded to your existing Demand Gen campaigns, your image ads will start serving on the Google Display Network as part of this transition. In testing, on average, advertisers who added Google Display Network to their Demand Gen campaigns saw a 16% lift in conversions.”
Teams can now collaborate on ad materials thanks to Google’s introduction of collaborative creative galleries. New creative templates for display ads are also being released. Lastly, Google is making changes to its network to better the quality of ad placement and the ad experience in general.
Google Display Ads are still a powerful tool for marketers, and these changes may assist maximise ad spending while increasing online interaction.