Find the right context, content & audience 2021 Overview
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Find the right context, content
& audience
2021 Overview
YOUR GUIDE TO 100s OF YOUTUBE AD FORMATS & PRODUCT COMBOS Choose the right YouTube ad format to enhance your KPIs
YOUR MEDIA PLANNING COMPANION GUIDE
DSP /
GOOGLE BUYING FORMATS STRATEGY / TACTICS /
OBJECTIVES CONSIDERATIONS
PRODUCT OPTIONS ADD-ONS
Name of the Is it available What brand What ad formats Some things to Name of the
Google/YouTube both on Google goals does it are available for think about when Google/YouTube
Product Ads and DV 360? serve? that product? activating your tactics and add-ons
media strategy
PRODUCT BUYING OPTIONS OBJECTIVES FORMATS STRATEGY CONSIDERATIONS
Mobile app installs ads link to your app's listing on Google Play or the
Google Ads — YES CPI (Conversion - First Open) to be determined
App Installs FKA Universal Apps Drive app installs and engagement Apple App store, and can run on the Google Search and Display
DV 360 — YES after test-and-learn period of 1-2 weeks
Networks, and YouTube.
Google Ads — YES Requires Google Rep to facilitate Tap into YouTube’s massive on-demand music streaming inventory and
Audio Ads Brand Awareness
DV 360 — YES Only 15s accepted reach users listening
Ideal for driving sales for a subscription service or limited These ads run on a CPA basis within the Google Discovery can help brands diversify beyond social. This campaign type
Google Ads — YES set of products, lead generation, new customer ecosystem - YouTube Mobile Home Feed, Gmail, helps you deliver highly visual, inspiring personalized ad experiences to
Discovery Ads
DV 360 — YES acquisition, driving efficient website traffic, or extending Discover pages (evolving from previous iterations of people who are ready to discover and engage with your brand — all
the reach of remarketing campaigns Search and Gmail Ads) through a single Google Ads campaign.
Reach more intended users who are willing to engage
Efficiently serve ads on YouTube’s mobile home page and build
Google Ads — YES with your Video Discovery (YouTube video view
Home Feed Ads Cannot be applied to an inclusion list remarketing audience pools based on how much users engaged with
DV 360 — YES Thumbnail) or Discovery (CPA ads for eCommerce or
your ad (e.g. how long they viewed)
install your app)
The forced-view nature of the Non-Skip 15s and Bumpers 06s drives
Google Ads — YES Non-Skip 15s strong upper funnel metrics including lift in consideration, awareness, or
Non-Skippable & Bumpers Brand Awareness and Ad Recall
DV 360 — YES Bumper 06s recall. Force-view generates higher VCRs, making these products an ideal
complement to Skippable TrueView components
Skippable TrueView Skippable TrueView In-Stream format offers cost efficient bidding and
Google Ads — YES
Standard True View In-Stream Brand Awareness, Ad Recall, Engagement (Standard is 15s/30s) flexible targeting features like CTA extensions and companion banners.
DV 360 — YES
(12s min / long-form accepted) Its storytelling power can resonate with the most engaged users.
This YouTube bid optimization feature delivers efficient and attentive
Skippable TrueView
Google Ads — YES reach at scale. TrueView for Reach brings Google’s Skippable in-stream
True View for Reach Reach and Brand Awareness (Standard is 15s/30s)
DV 360 — YES format together with the simplicity of CPM buying, lowering cost and
(12s min / long-form accepted)
driving reach to a more specific audience.
Skippable TrueView
VAC campaigns help drive leads (actions) and conversions by adding
Google Ads — YES (Standard is 15s/30s)
TrueView for Action Drive Leads and Down-funnel Performance prominent calls-to-action (CTAs), headline text overlays, and an end
DV 360 — YES 2-4 Week Test & Learn Period on a Hard Cost
screen to your video ads.
before switching to CPA
Create a story with your creatives and use a combination of Skippable
Google Ads — YES Can be mix of Skippable or Non-Skip ad formats and/or Non-skippable ads to engage viewers and boost your brand’s
Video Ad Sequencing Creative storytelling and deeper brand awareness
DV 360 — NO -Behavioral Tactics Only message. Combine different ad formats to sequence a narrative that
engages your audience.PRODUCT BUYING OPTIONS OBJECTIVES FORMATS STRATEGY CONSIDERATIONS
Video Discovery are thumbnail ads that drive incremental reach and
Image Thumbnail
Google Ads — YES traffic, as users click on the ad to be delivered to the brand’s YouTube
Video Discovery Drive Incremental Awareness and Engagement Headline - 25 characters max
DV 360 — YES watch or channel page to view the video, rather than playing the video
Description - Two lines 35 characters max each
within the ad unit itself.
Your ad will appear overlaid on the bottom of the YouTube video player
Google Ads — YES on the YouTube watch pages when a user initiates video play. Increase
Video Image Overlay Drive Social Reach and Engagement Image Overlay
DV 360 — YES campaign social reach by engaging your audience watching their desired
YouTube videos
Skippable and Non-Skip Ad Formats
Google Ads — YES Use Machine Learning to dynamically optimize the right combination of
Video Reach Campaigns – Awareness Mix Achieve high completion rates while lowering CPMs Only 15s accepted (Mix of Non-Skip 15 + TrueView
DV 360 — YES formats and serve to the right user at the right time
for Reach)
Video Reach Campaigns with Reach Mix helps advertisers achieve lower
Google Ads — YES One or more 06s ads needed, with any length of
Video Reach Campaigns – Reach Mix Achieve unique reach with lower cost-per-uniques cost-per-unique by serving the right format to users most likely to watch
DV 360 — YES skippable
longer or short ads
TACTICS / ADD-ONS BUYING OPTIONS OBJECTIVES FORMATS STRATEGY CONSIDERATIONS
Use online and offline data the client has accumulated in order to reach
We'll need to cooperate with the Google approved customers across Search, Shopping, Gmail, and YouTube. Customer
1st Party Data Customer Match Google Ads — YES Can increase brand awareness with consumer re-targeting
3rd party vendor and the Google Rep to confirm Match targets ads to customers who have previously shared their
DV 360 — YES and even drive conversions and new user acquisition
eligibility information with the client/brand and uses that info to also target
customers like them.
An extension will appear under your YouTube ad that shows a map or
Google Ads — YES 1,200+ pre-populated stores/chains - there is a max
Affiliate Location Extensions Consideration directions allowing manufacturers to inform users where their products
DV 360 — YES of 20 retailers/chains that a client can choose from
are being sold to help further influence purchase decisions.
The companion banner is a clickable thumbnail image that only appears
on desktop devices (not mobile). This product definitely caters to a click-
Google Ads — YES
Companion Banner Incremental Awareness and Engagement Display Banner through rate (CTR) / click KPI versus a view rate or completion rate KPI
DV 360 — YES
since this asset drives users to an external URL/landing page once it is
clicked on.
Each CTA is attached to the individual spot, so they can either be
Google Ads — YES
CTA Extension Incremental Awareness and Engagement Overlay tailored to the messaging of each creative, or we can receive one CTA
DV 360 — YES
extension headline and text to be applied across all of the creatives.
Create audiences tailored to your brand by using a combination of
Custom Affinity Audiences Google Ads — YES Precision targeting based on intensity and frequency of Can be applied to Skippable or Non-Skip ad interests, URLs, etc that define your audience. For example, protein bar
DV 360 — YES behavior formats lovers interested in health and fitness, who visits such as
bodybuilding.comTACTICS / ADD-ONS BUYING OPTIONS OBJECTIVES FORMATS STRATEGY CONSIDERATIONS
A customizable audience built using new or your existing Google Search
Custom Intent Google Ads — YES Reach in-market, purchase-ready consumers Can be applied to Skippable or Non-Skip ad
keywords to reach people who are actively researching your product on
DV 360 — YES formats
Google Search
Google Ads — YES Target audience segments that share common traits Can be applied to Skippable or Non-Skip ad Enables you to reach broad segments of the population that share
Detailed Demographics
DV 360 — YES formats common traits, such as college students, homeowners, or new parents.
Director Mix is part video creative variation generator, part AdWords
targeting matchmaker. With this tool, advertisers have the ability to
DirectorMix Google Ads — YES Personalized messaging at scale Google rep to confirm eligibility (12-week process create customized videos at scale, swapping out different elements to
DV 360 — NO with a minimum spend) tailor content to specific audiences. With a handful of base assets, we use
Director’s Mix to make multiple variations of a creative that
match/correlate to the targeting consumed by the audience.
All Formats Channel Factory Proprietary: our dynamically updated blocklist is the
Google Ads — YES (Can also be customized to your specific brand
Exclusion Lists Extensive and dynamic blocklist most extensive on the market, using exclusive first party creator data for
DV 360 — YES suitability needs) deeper analysis of unsafe channels and videos and real-time safety 24/7.
Reach consumers as they are actively researching or comparing products
Google Ads — YES Can be applied to Skippable or Non-Skip ad
In-Market Target purchase-ready users during consumer journey and services related to your brand. Users are segmented based on ad
DV 360 — YES formats
clicks and site visits.
Channel Factory Proprietary: we use historical campaign performance
Inclusion Lists Google Ads — YES
Fully customizable precision targeting Channel or Video Level Inclusion Lists data and first party creator data to offer a menu of fully customizable,
DV 360 — YES industry and brand-specific inclusion lists
Can be applied to Skippable or Non-Skip ad
Life Events Google Ads — YES Target users based on real life milestones Life Events will target your creative to users that are on the cusp of major
formats
DV 360 — YES life events like getting married, graduating college, or moving.
A feature attached to Video Action Campaigns, maximize conversions
Google Ads — YES Conversions and Consideration Video Action Campaigns
Maximize Conversions Bidding bidding uses Google’s machine learning to generate website actions that
DV 360 — YES matter to your brand, like booking a flight or scheduling an appointment.TACTICS / ADD-ONS BUYING OPTIONS OBJECTIVES FORMATS STRATEGY CONSIDERATIONS
Partner with YouTube Publishers and MCNs to design customizable
Pick premium quality video environments and match to
Google Ads — YES Can be applied to Skippable or Non-Skip ad YouTube PMPs (“Trusted Walled Gardens”) that can be bought on
Programmatic Guarantee your exact global and local reach objectives
DV 360 — YES formats reserve and executed via DV360 with one standard of human-verified
brand suitability at preferential rates.
Remarketing from YT campaign Ads are responsive based on where they are optimized to appear; Your
Destination URLs, Images, Logos, Headlines,
Google Ads — YES to maximize on GDN’s +2MM websites and +650k apps, ads might not always include all your text and images. Some cropping or
Responsive Display Ads Descriptions, Business Names, Call to Action Text,
DV 360 — YES extending shortening may occur in some formats, and either of your custom colors
and Custom Colors
reach and efficiency may be used.
Utilize 1st party data from previous campaigns to find new users that
Current or previous campaign Link client’s channel have similar behaviors as your audience targeted from a remarketing
Similar Audiences Google Ads — YES
New audience acquisition to campaign campaign.
DV 360 — YES
Google Store Visits link location extensions with a brand’s business
Requires linking to brand’s Google My Business
Google Ads — YES In-store conversion measurement information (directions, address, phone number, etc.) alongside cross-
Store Visits Center. Store Visits metrics will be available after a
DV 360 — YES platform ads to capture nearby shoppers, driving them to visit your brick-
certain threshold of spend per market
and-mortar store.
We can maximize reach for unique users by enabling Users Not Logged In
Google Ads — YES Can be applied to Skippable or Non-Skip ad
Users Not Logged In (Age + Gender) Maximize reach for unique users to extend reach on OTT/TV Screens - 90-95% of audiences on OTT are
DV 360 — YES formats
not logged in accounts)
Promote other channels, feature a video or playlist, encourage viewers to
Google Ads — YES Build viewership and awareness Can be added to the last 5 to 20 seconds of a video
Video End Screens subscribe, or link to associated websites or approved merchandise/
DV 360 — YES but video has to be at least 25 seconds long
crowdfunding website with call-to-actions.
Dynamic lineups, powered by advanced contextual targeting, are
Google Ads — YES designed to find the ideal mix of content for your audience and brand
Video Line Ups Broad Contextual Relevance
DV 360 — YES sentiment. You can select lineups that align to moments, topics,
relevance, or popularity.
With cross-screen video interactivity, invite users to
You can link to your websites directly as long as Make video ads more interactive and engaging with Channel, Donation,
YouTube Cards Google Ads — YES explore your offering, shop or further engage with your
your site is associated with your YouTube channel Fan Funding, Link, Poll, and Video or Playlist Cards.
DV 360 — YES brand
and you are part of the Partner ProgramChannel Factory is a global technology and data platform that maximizes both performance efficiency and
contextual suitability, delivering contextual performance for advertisers on YouTube
FOR MORE INFORMATION
Lauren Douglass
SVP Global Marketing
Lauren@ChannelFactory.com
Measurement
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