Best Practices for Video Advertising in DV360

How to Maximize Reach, Engagement, and Conversions with Smarter Video Strategies

Video remains one of the most powerful formats in digital advertising, commanding attention, delivering emotion, and driving results across every stage of the funnel. When combined with the capabilities of Google Display & Video 360 (DV360), your video campaigns can scale across premium publishers, YouTube, Connected TV, and mobile apps, with precise targeting and measurable outcomes.

But successful video campaigns don’t happen by accident.

In this guide, we’ll walk through the best practices for setting up, optimizing, and analyzing video advertising in DV360, whether your goal is awareness, traffic, or conversions.

1. Start With a Clear Objective

Before selecting formats or placements, define your campaign goal. This determines everything else.

Pro Tip: Set up Floodlight tags early for conversion tracking.

2. Choose the Right Video Formats

DV360 supports a wide range of video ad types. Pick formats that match your campaign and audience context:

In-Stream Ads (Skippable or Non-Skippable)

• Appear before/during/after video content.

• Great for storytelling and awareness

Bumper Ads (6-sec)

• Short, unskippable format

• Best for high-frequency brand recall

Outstream Video

• Autoplay on mute in mobile placements

• Great for scale and passive awareness

Connected TV (CTV)

• Runs on Smart TVs and streaming devices

• Premium format for lean-back viewers

Combine formats to create sequential messaging and cover the full funnel.

3. Use Creative Built for the Platform

What works on social media doesn’t always work in programmatic. Advertising: Follow these DV360-specific creative tips:

• Hook users in the first 3 seconds

• Include branding early (first 5 seconds)

• Add captions/subtitles, many users watch on mute

• Design for vertical and horizontal formats

• Keep mobile-first in mind: simple, bold, and clear

Pro Tip: Upload multiple versions for A/B testing, vary by CTA, copy, or tone.

4. Target Smarter, Not Just Broader

DV360 offers powerful targeting options, don’t waste them:

• Custom Intent Audiences: People actively searching for your product or service

• 1st-Party Audiences: Retarget website visitors, YouTube viewers, or CRM lists

• 3rd-Party Audiences: Use niche behavioral segments from data providers

• Geo-targeting: Combine with device type (e.g., mobile users in Dubai)

For video, always apply frequency caps (e.g., 2/day, 6/week) to avoid burnout.

5. Optimize Based on Funnel Stage

Structure your campaign by user intent and match it with creative and bidding strategy:

• Upper Funnel: CPM/vCPM bidding, storytelling creative, wide reach

• Mid Funnel: CPC or CPV, product-focused messaging, audience retargeting

• Bottom Funnel: CPA or Target ROAS, conversion messaging, offer-based creatives

6. Track the Right Metrics

Beyond views, these are your performance indicators:

Use Looker Studio dashboards or DV360’s built-in reports to compare formats and audiences.

7. Test, Learn, Refine

The biggest gains often come from micro-optimizations. Try:

• Testing different intros (first 3 seconds)

• Rotating voiceover vs text-only

• Trying new calls-to-action

• Varying background music or tone

• Switching video lengths (6s, 15s, 30s, 60s)

Review performance weekly and rotate low-performing creatives out early.

Final Thoughts

Video in DV360 is more than a media buy, it’s a strategic tool. When you combine the right format, creative, targeting, and tracking, you can turn passive views into real results.

Want to launch or scale your video advertising in DV360?
GETDV360 is a Google Partner agency with deep expertise in programmatic video strategy, CTV, and creative testing.
Let’s talk and turn your story into a performance.