Google last month introduced 6 changes related with creatives in DV360. Here the new features and updates:
- Backup images are now optional
- Third-party measurement was introduced on native ads
- Creatives pushed from Google Web Designer are now created in the draft state
- Native video ads can be previewed with real publisher designs
- Native ads have now a flexible copy lengths
- Video line items now can use the optimized creative rotation
Backup images are now optional
Backup images (a jpg/png/gif) on HTML5 or data-driven creatives were mandatory until now. Backup images are now optional. Google says that backup images serve so rarely that they made them optional to save advertisers time.
Third-party measurement was introduced on native ads
Creatives pushed from Google Web Designer are now created in the draft state
Since December, advertisers are able to connect Google Web Designer and DV360. Google says that when creatives are pushed with updates directly from Google Web Designer, the changes will create a new draft, ensuring that advertisers don’t accidentally update a serving creative without first explicitly publishing the changes within Display & Video 360.
Native video ads can be previewed with real publisher designs
Advertisers can now preview the native ads in a range of real publisher designs or preview the native ads individually on sample publisher pages.
Native ads have now a flexible copy lengths
Until now, DV360 required only the short versions of headline and body text for native ads (25 and 90 characters). Longer versions (50 and 150 characters) were optional. Advertisers can now use either the short or the long version of each.
For maximum reach, Google recommends using both long and short versions.
Video line items now can use the optimized creative rotation
Video line items have now available the Optimized Creative Rotation feature, previous only available for display creatives. For video, advertisers can select even (the default), optimize for Completions, or the Time on Screen.
On Completion, the video creatives expected to attract the most impressions that were audible and viewable upon completion are delivered more often into the ad auction or guaranteed deal.
On Time on Screen, the video creatives more likely to stay on screen for 10 seconds or longer are delivered more often.