A new range of exciting features has been launched with the recent revamp of the DoubleClick stack (now known as the Google Marketing Platform). One of the most noticeable changes was the introduction of several new creative features in Display & Video 360 (DV360) - formally DBM (Google’s DSP) - including the launch of dynamic creative. Considering Google’s plans to move the dynamic features of Studio into DV360, this launch didn’t come as a surprise to us. However, it does beg the question: how do the dynamic features in DV360 compare to those of the legacy Studio product? (accurate as of October 2018).
Workflow (ease of use)
The most notable factor when comparing the dynamic creative workflow in DV360 to Studio is how easy the new set up is to use. Dynamic in DV360 is a highly intuitive interface with a live variation preview. Studio, on the other hand, has an interface that is harder to use and navigate without training.
In DV360, you can either build out dynamic rules or build out a sheet style feed. If you decide on the former, then a sheet style feed will automatically build out in the back end. This is the only type of feed you can currently use in DV360, however, if you are wanting to use XML, RSS or GMC feeds then you will have to use Studio.
DV360 includes a suite of pre-set templates you can use by simply dropping in images and copy and building out a strategy. What’s more, if you prefer to create your own templates, you can also upload custom templates from Google Web Designer. Studio, however is only compatible with custom templates – not a problem if you are an old timer when it comes to dynamic, but if you are new to the format you will need developer help to get started.
Pre-set template options in DV360:
The strategies available in DV360 are currently limited; you can only build dynamic creative variations for 1st party audience lists, and In-Market audiences. If you want to build out variations for the wider targeting options (category & contextual targeting, private deals or 3rd party audience targeting) then you must use Studio. Similarly, if you would like to create dynamic rules based on custom variable data (1st party audiences) then you need to use Studio – this feature is not available yet in DV360. The method for building strategies/rules in DV360 is, however, much easier and more visual than Studio.
Rule setting in DV360:
Rule setting in Studio:
In summary, here is a comparison of the two products’ features:
Clearly, the new dynamic creative product in DV360 can bring many benefits to creatives: an improved workflow, easy to use visual interface and an awesome strategy builder. Yet, until more strategies can run through the DV360 product, we will be continuing to focus our dynamic builds in Studio. We have no doubt more updates will be released into DV360 dynamic creative over the next year, and we look forward to it becoming a more advanced product that will eventually take over from Studio.