Storytelling With Display 038 Video 360
Management Summary
What is storytelling?
In the basic understanding of storytelling, messages are conveyed to the listeners using various means such as symbols, motifs, and metaphors. Storytelling will be above allin digital mediaapplied and aimed at the spectatorsto be actively involved in the message. To achieve this, the story is told as vividly and interestingly as possible using creative means. This concept can also be transferred to the marketing funnel and played out in a targeted, personalized manner to the desired audience!
Storytelling with Display & Video 360
To do this, we use the new storytelling functionality in Google Display & Video 360.A message is placed in different, successive sequences. For example: A sequence starts with a video to increase brand awareness. This is followed by a banner with a targeted sales-promoting message to increase online sales. You can implement it creatively on oneexciting journey through your marketing campaignsend!
Technical implementation of storytelling advertising
To create a story with Display & Telling Video 360 becomes oneStory Insertion Order (IO)created. For each sequence, each step of the story, a single line item (Line item) is ordered, which is automatically assigned to the IO. Motifs and messages for the users can now be assigned to the individually booked story sections. The line items and the story IO can only be created and edited as a group.
The story steps are shown to each user one after the other. The line items canduring the same web browser session(in various advertisements) or inmultiple browser sessionsbe delivered. Storytelling therefore works like oneMarketing funnels.
To consider:The reach of the entire line items in the story insertion order depends on how many users were shown the line items above/in front of them.
Best practice for storytelling advertising
Works with all AdExchanges
Story Insertion Order (IO)works with all AdExchanges, Open Auctions and Deals. To book Programmatic Guaranteed (PG) inventory, ensure that Storytelling is added as an inventory source.
A/B testing possible
The entireStory Insertion Ordercan be done using A/B testing in Display & Video 360 can be checked. Individual line items in the story cannot be tested as this would require splitting the cookie pools and thus influence the reach of the subsequent steps.
restrictions
After the entire story has been created and saved, the individual sequences (line items) can no longer be edited. The order can no longer be changed and line items can no longer be added or removed. A new IO must be created.
However, you still have the option to make some changes:
- You can swap the creatives assigned to the line items
- The bidding strategy can also be changed depending on performance
- The budget can be changed at both IO and line item levels
- All other standard targeting such as frequency cap, viewability, environment, brand safety and geography can also be adjusted at any time as usual
