Google expands Custom Bidding Options in DV360 for CTV Ads

Google is set to introduce new features to its Custom Bidding tool in Display & Video 360, expanding options for advertisers targeting connected TV (CTV) audiences. The update, scheduled for release on October 7, 2024, will add two new multipliers to the Custom Bidding rules system, focusing on content duration and delivery type for CTV advertising.

Content Duration Multiplier

The first new multiplier allows advertisers to assign different values to ads based on the duration of the content they appear alongside. This feature enables more granular control over ad placements, with options ranging from less than one minute to over 60 minutes of content. By utilizing this multiplier, advertisers can prioritize their bids for ad slots within content of specific lengths, potentially improving the contextual relevance and effectiveness of their campaigns.

Delivery Type Multiplier

The second addition is a multiplier for the content delivery type, distinguishing between livestream and video-on-demand (VOD) content. This feature allows advertisers to adjust their bidding strategy based on whether their ads will appear during live broadcasts or within on-demand programming. The ability to differentiate between these two types of content delivery can help advertisers tailor their campaigns to specific viewing behaviors and audience preferences.

Enhancing CTV Advertising Strategies

These new multipliers are designed to give advertisers more control over their CTV advertising strategies within the Custom Bidding framework. By allowing for more nuanced targeting based on content characteristics, Google aims to improve the efficiency and effectiveness of CTV ad campaigns.

According to Display & Video 360's documentation, Custom Bidding already enables advertisers to optimize for various goals, including brand key performance indicators (KPIs), conversion activities, and revenue metrics. The addition of these CTV-specific multipliers further expands the tool's capabilities, particularly for advertisers looking to fine-tune their approach in the growing connected TV market.

Implementation and Access

To utilize these new features, advertisers will need appropriate access levels within Display & Video 360. For algorithms created at the advertiser level, users require partner-level access or specific advertiser-level permissions to edit the algorithm. Algorithms created at the partner level require partner-level access for editing and can be shared across multiple partners.

It's important to note that Custom Bidding has certain limitations and is not available for YouTube and Programmatic Guaranteed inventory. Additionally, Custom Bidding algorithms require a minimum amount of impression data to train effectively, with specific requirements for both custom bidding goals and scripts.

Potential Impact on CTV Advertising

The introduction of these new multipliers comes at a time when CTV advertising is experiencing significant growth. As more viewers shift to streaming platforms, advertisers are seeking more sophisticated tools to reach their target audiences effectively. These new features in Custom Bidding may provide advertisers with the ability to:

1. Better align ads with content of specific lengths, potentially improving viewer engagement
2. Differentiate bidding strategies for live events versus on-demand content
3. Optimize ad spend by focusing on the most valuable content types for their brand
4. Enhance the relevance of ad placements within the CTV ecosystem

As with any new advertising feature, the effectiveness of these multipliers will likely depend on how advertisers implement them within their broader marketing strategies. Advertisers may need to experiment with different combinations of multipliers to find the optimal approach for their specific goals and target audiences.

Key Points

• Google is adding two new multipliers to Custom Bidding in Display & Video 360 on October 7, 2024
• New features focus on content duration and delivery type for connected TV advertising
• Content duration multiplier allows value assignment based on content length, from under 1 minute to over 60 minutes
• Delivery type multiplier distinguishes between livestream and video-on-demand content
• Updates aim to provide more granular control over CTV ad placements and bidding strategies
• Custom Bidding requires specific access levels and minimum data requirements to function effectively
• The new features may help advertisers better optimize their CTV campaigns and ad spend