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Google Ads Video, Build media strategies w Display & Video 360 -…

- - - - Attract
        
        Open w people, fast paced, visuals, tight frame
      - Connect
        
        Storytelling styles
        
        Tell yr story w action
        
        intrigue audience
        
        show function thru simplicity
        
        relatable story
        
        Characters & Pt of view
        
        make ppl core of story
        
        experiment w pt of view
      - Brand
        
        Intro Brand in 1st 5 sec
        
        Awareness
        
        Visual OR Audio cues
        
        Consideration & Action
        
        Visual & Audio Cues
        
        Brand mention by onscreen talent
        
        Awareness & Considn
        
        Leverage Logo
        
        Awareness: Logo into storyline
        
        Consideration: Logo as super, text overlay, persistent watermark
        
        Differentiate Brand
        
        Awaren & Considn: Creative characters
        
        Considn: Brand colours
      - Direct
        
        Give them direction
        
        CTA
        
        Reinforce direction
        
        CTA
        
        create urgency
        
        Limited time
        
        make offer stand out
        
        make offer audible & visual
- - - - charge when view >30s or completn
      - take action from video/dnload app
      - Benefits: Reach Impact Results
  - - - cost effective to use w exisiting vid ad
      - reach people in moment, design for scroll & swipe in mobile, pay only for ad within view
    - - skippable in-stream
      - option to skip aft 5s
      - Benefits
        
        Highly efficient reach
        
        simple CPM buying
        
        Drive results w attentive reach
    - - 6 Sec, Non-skippable, Instream
      - Lowest CPM amongst instream
      - Incremental Reach
        when combined with longer ad form
      - Goal: Greater Reach, Lower CPM
    - - Auction (lower CPM, flex self manage across youtube&google) /
        reservation buy (higher CPM, limited audience options)
      - 15s most similar to TV ad
        30s sunset format
    - - CPD： Massive single day reach on occasions
- - - - Private auction
        
        One publisher to multiple advertisers
      - Preferred deals
        
        exclusive advertiser to publisher. brand safe w/o inventory guarantee
    - - Programmatic guaranteed
        
        buyers to secure reservation deals on a one-to-one basis
        
        Impressions are reserved and purchased on a fixed CPM
        
        ability to manage frequency at the campaign level
        
        deliver more relevant ads.
      - tag guaranteed
        
        secure reservation deals on a one-to-one basis with any publishers
        
        Impressions are reserved and purchased on a fixed CPM.
        
        consolidated reporting
        
        ability to cap RTB impressions based on advertiser frequency goals.
        
        an option when the publishers SSP is not integrated with Display & Video 360.