Data, Audience and Activation Strategy in Display & Video 360
Looking to shift your brand from being channel-centric to audience-centric? Learn how to develop cross-channel audience targeting strategies to deliver a personalized user experience on this one-day course.
Book this courseCOURSE OVERVIEW
1 day course
Certificate of Attendance
Live Online, Private
In order for your organization to become audience-centric, dissolving silos and breaking down potential barriers is key.
On this course, we’ll deep-dive into the audiences available in DV360 and explore the different data sources – such as CRM systems, offline conversions and analytics tools.
The session will encourage you to formulate ideas around how to create your own advanced media, analytics playbook and roadmap – all the while following a robust test and learn approach.
Our Data, Audience and Activation Strategy in Display & Video 360 course is delivered via Virtual Classroom. We also offer it as a private training session that can be delivered virtually or at a location of your choice in South Africa.
While this is an advanced DV360 course, we also offer a DV360 Fundamentals course for those of you just starting out on the platform, or if you’re looking for a refresher.
What you’ll learn
By the end of this course, you will be able to:
Develop meaningful audience segments
Analyze, segment and activate audience-based, cross-channel targeting
Identify high-value audiences
Gather intelligence from offline and online sources
Use predictive analytics, segmentation and decision engines to create, activate and optimize audiences
Apply a data-driven creative approach to your overall audience strategy
Course agenda
The Changing Digital Ads Ecosystem
- Regulatory changes
- Browser updates
- YouTube Ad Formats: In-stream, Discovery, & Bumper ads
- Third-party cookies
- Create an ad
- Ads overview
- Default
- Standard
- Tracking
- Generate ad tags
Audiences in DV360: The Basics
- Full-funnel audience targeting and audience lists
- Similar audiences
- n-market, affinity, custom affinity / in-market audiences
- Audience sliders, life events
The Audience Module in DV360
- Combined audiences
- Activity-based audiences
- Tag-based audiences
- YouTube users
- Customer Match
- Mobile device IDs
- CRM data
- Audience creation best practices
- Audience reports
Audience Strategy & Measurement Plan
- SEE-THINK-DO-CARE framework
- YouTube channel audiences
- Other first-party audiences
- Campaign set-up best practices
- Intro to campaign optimizations
- Optimization View
Advanced Media & Analytics Playbook
- Activation on offline activity
- Site and media interplay
- High-value audiences
- Customer loyalty and retention
- Optimal media spend and control
Ads Data Hub
- What is Ads Data Hub?
- External sources and join rules
- Programmatic use cases
- Retrieve a creative from studio
- Create an ad
- Ads overview
- Default
- Standard
- Tracking
- Generate ad tags
Applying Creative to Your Audience Strategy
- Data-driven creatives
Your Audience Strategy Roadmap
- Now, Next, Long exercise
- Segments, data sources / methodology and personalized experience
Who it's for
If you’re a programmatic trader or analyst and you’re already using Display & Video 360 and Google Analytics, then this course is for you.
BOOK THIS COURSE
Enquire for a team or large group
For private sessions call our sales team