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FormatstotoHelp
Formats Help You
You
AchieveYour
Achieve Your Goals
Goals
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Determine your
marketing objective
Build awareness + ad recall
Grow consideration + interest
Drive action
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Flipbook
High Impact Video Ad
Format: Flipbook is an video format that provides an
interactive, silent highlight clip of the video as viewers
scroll through content.
Where it runs: mWeb only, across Google Ad Manager
publishers; Open Auction and PD
2X engagements
Where you build it: Flipbook is built directly in DV360,
compared to
and can be done in a matter of minutes.
auto-play video
Pro Tips:
● Extend the reach of your video campaigns by repurposing
your existing video asset
● Measure ‘Total Engagements’ directly in DV360
Proprietary + Confidential
Parallax
High Impact Display Ad
Format: Parallax is a scroll-based display ad, that
creates the perception of depth by having multiple
layers
Where it runs: Mobile Web only, across Google Ad
Manager publishers; Open Auction and PD
Where you build it: Built in Google Web Designer, and
uploaded to DV360
Pro Tips:
● Combine the Parallax component with other GWD
components for an entirely custom, but scalable unit
Proprietary + Confidential
[Alpha] Swirl, 3D Display Ad
Format: Swirl is a 3D, immersive display format, that
allows users to explore every angle of the product in
the ad unit by rotating the 3D object in all directions
and zooming in and out.
Where it runs: Mobile Web only, across Google Ad
Manager publishers; Open Auction and PD.
Where you build it: Built in Google Web Designer and
uploaded to DV360; requires a 3D asset
Pro Tips:
● Get creative and explore our 3D examples
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YouTube TrueView In-Stream Ad
Skippable YouTube video ads
Format: Ad shown at the start of YouTube videos,
skippable after 5s
Where it runs: Use this format when you have video
content you’d like to promote before other videos on
YouTube and GDN. Tablet, Mobile, Desktop compatible
Where you build it: Set up the TrueView line item
directly in DV360
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YouTube Bumper
Non skippable 6 second video on YouTube
Format: A 6 second long, non-skippable, in-stream
video ad. Bumpers play with sound on.
Where it runs: YouTube; Tablet, Mobile and Desktop
compatible
Where you build it: Build TrueView line items for
bumper ads directly in DV360
Pro Tips:
● Run Bumpers and longer-form videos (TrueView or Google
Preferred) together for incremental reach & impact.
● Tell your brand story with full length video, then remarket to
users with Bumpers for a follow-on message.
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[Alpha] YouTube Live Stream Ad
Format: Live ads are templated cross-device in-banner
video units that allow users to watch your YouTube live
streams directly in an ad unit
Where it runs: Cross-device on 300x250 and interstitial
sizes across Google Ad Manager publishers; Open
Auction
Where you build it: Built in Google Web Designer and
uploaded to DV360; requires a YouTube URL
Pro Tips:
● Viewers spend 8x longer with live video than on-demand; one
in five people said watching a live stream makes them feel
like part of an event
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Data-driven Formats
Pre-built display templates and custom
Format: Use data-driven formats to personalize your
creative’s look and feel for different customer
segments.
Where it runs: Tablet, Mobile, Desktop
Where you build it: Pre-built templates are built directly
in DV360, while custom data-driven creatives must be
built in Google Web Designer
Pro Tips:
● Data-driven creatives generate an average of 50% more
conversions than standard HTML5
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Pre-built data-driven formats
Panorama Cue Card Blank Slate
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Custom data-driven formats
Ad Canvas supports custom data-driven formats built with GWD
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Audio Ads
Format: Audio creatives are audio ads that play in a
publishers’ digital audio player.
Where it runs: A large proportion of audio inventory is
transacted through Preferred Deals (PD) and Private
Auction (PA). Supported exchanges/pubs include
Triton, Adswizz, Pandora, Spotify, Google Play Music,
SoundCloud, and TuneIn.
Where you build it: Users can upload an audio creative
directly into DV360 and assign existing display
creatives as companions.
● Audio creatives have shown +60% brand recall, +52% brand
interest vs. industry benchmarks
● Audio drives incremental reach (+58%) and reduces cost per
unique reach (-33%)
● Review our audio creative best practices
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Lightbox Format
Format: Lightbox ads are cross-environment
expandable ads that give you a large screen canvas for
high-quality photos, delivering powerful immersive
experiences.
Where it runs: Google Display Network; mApp, mWeb,
Desktop
Where you build it: Built directly in DV360 or via Google
Web Designer
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Native Video
Format: Repurpose your existing social video assets in
our Native Video format. These are display creatives
with in-banner video. All Native ads fit the look and feel
of the publisher’s page, resulting in increased
engagement and visibility.
Where it runs: See supported native exchanges
Where you build it: Upload assets directly in DV360 via
the Native Video creative template
Pro Tips:
● Think Social: use your existing ‘social’ assets in all Native
creative types
● Take advantage of our latest Native launches included 3p
viewability and asset-level reporting
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Native Display
Format: Native ads provide better user experiences
because they fit the look and feel of the publisher’s
page, resulting in increased engagement and higher
visibility.
Where it runs: See supported native exchanges
Where you build it: Upload assets directly in DV360 via
the Native Site creative template
Pro Tips:
● Now with Viewability, 3P measurement and asset-level
reporting
● Think Social: use your existing social assets in all Native
creative types
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YouTube TrueView Discovery
Format: Connect your brand with consumers that
choose to initiate your ad by clicking to watch your
video. Discovery ads display thumbnail image from the
video with an ad headline and description.
Where it runs: YouTube, next to related videos, part of
YouTube search results, the YouTube homepage, or
alongside other content across partner sites; Tablet,
Mobile and Desktop compatible
Where you build it: Build TrueView line items for
bumper ads directly in DV360
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Gmail Ads
Premium Native Ads
Format: Reach key audiences at scale with Gmail ads.
The collapsed native display ad opens to an expanded
unit, designed to promote user engagement.
Where it runs: Mobile-first, with ads prominently
display at the top of the Social or Promotions tab in
Gmail, allowing advertisers to secure prime visibility in
the inbox.
Where you build it: Built using Native Ad Format
workflow in DV360; must be assigned to Gmail line
item.
Pro Tip:
Gmail Ads have user engagement (not CPM) as the billable event,
which allows for a great free of charge branding effect.
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Waze Ads
High Impact Brand Experience
Format: Waze’s Zero-Speed Takeovers provide a
gateway to high impact native display ads. Takeovers
offer an immersive experience while keeping the user
safe -- the ad displays when drivers are stopped along
their route.
Where it runs: Waze, in-app only
Where you build it: Built using the Native Display
Creative Workflow; assign the native creative to your
line item targeting Waze inventory.
Pro Tips:
● Utilize day parting targeting to align with store hours
● Understand which Waze user you want to target
(commuting vs. leisure trip)
Proprietary + Confidential
Native App Install
Format: Use a native app install creative to promote
your Android or iOS mobile app. Native app install ads
help you go to market quicker, because they use a set
bundle of assets that publishers use to fill their native
ad templates.
Where it runs: See supported native exchanges
Where you build it: Upload assets directly in DV360 via
the Native App Install creative template
Pro Tips:
● Now with 3P Measurement and Asset-level reporting
Proprietary + Confidential
App Install
Format: The app install format helps you quickly create
a mobile banner or interstitial ad to drive app
downloads using the images and details about your
app from the Google Play Store or Apple App Store.
Where it runs: mWeb or mApp
Where you build it: Built using templates directly in
DV360
Pro Tips:
● Test out app install with video, which uses a YouTube video
alongside your other assets
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YouTube TrueView for Shopping
Interactive companion for TrueView with product cards
Format: TrueView in-stream ad, enriched with
embedded actionable product cards. Multi-screen &
cross-device.
Where it runs: YouTube
Where you build it: Build TrueView line items for
bumper ads directly in DV360
Pro Tips:
● These ads use your existing Merchant Center product data to
generate shopping cards, and up to 6 shopping cards may
appear on a video ad at a time.
