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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
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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
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[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)
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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
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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.