Should you choose DV360 or Google Ads? The pros and cons at a glance
Want to take control of your prompts and get more out of AI tools? Take the online course on December 19
In the maze of digital marketing tools, DV360 (Display & Video 360) and Google Ads (formerly known as Google AdWords) are known as the most used purchasing platforms (DSPs). These platforms both form the basis in online advertising, but each have their own specialties. In this article we will list the most important differences between both platforms.
1. Purpose and Scope
Google Ads is an all-in-one platform that supports a variety of ad formats, including search ads, display ads, YouTube videos, and app promotion. It allows you to create campaigns that appear across Google’s vast network, from search results to websites, YouTube, and mobile apps. This is also known as the Google Display Network (GDN).
DV360 specializes in display, audio, and video advertising. It is designed to simplify the process of planning, buying, and measuring digital media across channels. The platform is a bit more sophisticated and scalable.
2. Ad formats
Google Ads specializes in search advertising (SEA), display advertising and YouTube. Within the display campaigns, this often involves standard IAB formats (formats determined by the Interactive Advertising Bureau). Making a real impact is relatively difficult with this. Advertisers can choose the format that best suits their campaign goals, for example the format that realizes clicks to the website in the most cost-efficient way.
DV360 specializes in display, video and audio. Within this platform, search ads cannot be purchased. An important difference between display at DV360 and Google Ads is that within DV360 you can use large formats with impact. Think of an interactive ‘conversational banner’, Homepage Takeover or other forms of rich media.
In addition, video at DV360 goes beyond just YouTube. For list of peru consumer email example, you can purchase both instream (pre-roll) and outstream video from titles such as nu.nl, telegraaf.nl or kijk.nl (Talpa). Audio is not possible at all within Google Ads, but within DV360 you can easily set up a campaign that can be listened to on Spotify or SoundCloud, for example.
The difference in attention value between DV360 and GoogleAds.
3. Audience Targeting
Google Ads offers various targeting options based on online marketing: the trends & tips for the second half of 2024 keywords, demographics, interests and behavior. Search ads mainly play on user intent. After all, the target group only sees the ad if they search for a specific topic in the search engine.
DV360 offers more advanced audience segmentation and targeting america email list options compared to Google Ads. Advertisers can use first-party data, third-party audience segments and insights from Google (interest/search behavior) to accurately reach their target group. The ability to use other data insights is a major advantage here. For example, large parties such as Mediahuis and DPG can compile different target groups based on login details and/or reading behavior.