Environment targeting in Display & Video 360 (DV360) refers to the ability to control where your ads appear based on the type of digital environment or platform. It allows advertisers to specify the digital context in which their ads are displayed, ensuring that their messaging is well-suited to the platform and user experience. Here's an explanation of environment targeting in DV360 with an example campaign:
Environment Targeting Options in DV360:
Device Type: Advertisers can target specific types of devices, such as desktop computers, mobile devices, tablets, or connected TVs. This allows for customized ad experiences tailored to different device types.
Operating System: You can target users based on their device's operating system, such as Android or iOS, ensuring that your ads are optimized for the chosen platform.
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App and Web: DV360 enables you to differentiate between mobile apps and mobile web environments. You can choose to display your ads exclusively within mobile apps or mobile web browsers, depending on your campaign objectives.
Ad Placement: Advertisers can specify where on a webpage or within an app their ads will appear. For example, you can choose to display ads in the header, footer, or sidebar of a website.
Content Type: You can target specific types of content or user-generated content. For instance, you may want your ads to appear only within news articles, videos, or user-generated forum posts.
Example Campaign with Environment Targeting:
Suppose you're running a campaign for a high-end fashion brand launching a new collection of luxury watches. Your goal is to reach a sophisticated and affluent audience. Here's how you might use environment targeting in DV360 for this campaign:
Step 1: Environment Targeting Settings
- In your DV360 campaign setup, navigate to the environment targeting settings.
Step 2: Device Type
- Target users on high-end mobile devices and desktop computers to reach an audience that typically engages with luxury products on these devices.
Step 3: Operating System
- Target users with premium operating systems known for their affluence, such as iOS for Apple devices.
Step 4: App and Web
- Focus your campaign on premium lifestyle and fashion apps where users are more likely to be interested in luxury watches. You can also target luxury fashion websites and web content.
Step 5: Ad Placement
- Choose premium ad placements within websites and apps. For instance, opt for above-the-fold placements on high-end fashion magazine websites to ensure maximum visibility for your luxury watch ads.
Step 6: Content Type
- Target content types that align with luxury and fashion, such as articles on luxury lifestyle, fashion editorials, and high-quality fashion videos.
By using environment targeting in this way, you can ensure that your luxury watch ads are displayed in contexts and environments that resonate with your target audience's interests and preferences. This approach maximizes the effectiveness of your campaign by aligning your messaging with the digital platforms and content types that your audience engages with most.
