Video campaigns

Video creatives

Video creatives are video ads that are shown in a publisher video player before, during, or after publisher video content. You can also include companion creatives, which are display ads that are shown outside the video player.

Display & Video 360 supports direct upload of standard video files only. Interactive VPAID creatives (containing elements such as timers or multiple landing pages) must be uploaded to Studio.

Video file

The raw video asset you upload to Display & Video 360 is known as your source file.

Transcodes are alternate versions of your source file generated by Display & Video 360 that have different formats or properties, each designed for specific video players or bandwidths.

Your source file plus any transcodes are all serving files. These serving files each have the same video content as your original asset, just with different properties. The publisher's video player can choose the best version of your asset for each impression, based on factors such as exchange requirements, device type, connection speed, and the video player on the site. Multiple serving files can also allow users to select different resolutions when viewing your video.

Many publishers require a high-quality source file instead of transcoded versions. This is called the mezzanine file. Your uploaded source file will be included as the mezzanine file in VAST 4.0 tags.

Companion creatives (optional)

You can assign existing display creatives (with image or HTML5 assets) to serve around the publisher’s video player. Companions display around the video player while the video is playing and remain after the video has completed.

Upload a video creative into Display & Video 360

You can upload a video creative directly into Display & Video 360 and assign existing display creatives as companions.

Add a video creative
  1. Open an advertiser, then click Creatives in the left menu.

  2. On the page that loads, click New. If you don’t see the New button, your advertiser’s creatives are managed in Campaign Manager and you can skip the rest of this procedure.
  3. Click Upload and then Video file.
  4. Enter a name for the creative in Display & Video 360.
  5. Drag your creative's file from your computer and drop it over "Drag file here". Or, click Upload, then select the source file from your computer. Video creatives hosted by Display & Video 360 can be up to 1GB, but some inventory sources may have lower file size limits. See the Guidelines for video creatives for more information about source file requirements.

    As soon as you add a source file, you’ll see information in the Serving files section as Display & Video 360 generates the transcodes. You can leave the page and work on other things while the transcodes are processing. See the section below to learn more about transcodes in Display & Video 360.

  6. Enter a landing page URL, beginning with http:// or https://. If you're using a click tracker URL that redirects to your final landing page URL, enter this here. 
  7. (Optional) Check the Include skip button box to insert additional skip tracking into the tags for your creative if you're using a skip button in the video. Skip buttons are overlays on your video that users can click to skip your ad content. This setting is available only for VAST 3.0 and VAST 4.0 compliant publishers with skippable inventory. It will only display for videos that are longer than 7 seconds. The publisher's video player is responsible for overlaying the button. You can also choose the following skip settings:
    • Skip offset: The amount of time to play the video before the skip button appears. Select and enter either a specific number of seconds or a percentage of the total video duration. This value is only used when "Include skip button" is enabled.
    • Progress offset: The amount of time before a video view event occurs. Select and either use the default value of 30 seconds, enter a specific number of seconds, or enter a percentage of the total video duration.
  8. (Optional) Enter a registered Universal ad ID. This industry-wide identifier will be included in VAST tags. You can add IDs from Ad-ID, Clearcast, another provider, or use a Campaign Manager-generated ID.  
  9. (Optional) Click Companion creatives to assign existing display creatives as companions. You can only add one creative of each size as a companion.
  10. (Optional) Click Serving properties to edit the Campaign Manager lookback window or add third-party tracking URLs. Add tracking URLs by clicking Add URL and then selecting the type of URL you want to include. You can enter multiple versions of each type of URL. Don’t include any HTML tags in the third-party URL field.

    Available third-party tracking URLs

    • Impression: Tracks impressions. 
    • Click tracking: Tracks clicks. This URL is for tracking only. If you're using a click tracker URL that redirects to your final landing page URL, enter this as the landing page URL in the "Assets" section of the creative. 
    • Start: Tracks the number of times a user starts playing content.
    • Frst quartile: Tracks the number of times the content plays to 25% of its length.
    • Midpoint: Tracks the number of times the content plays to 50% of its length.
    • Third quartile: Tracks the number of times the content plays to 75% of its length.
    • Complete: Tracks the number of times the content plays to the end.
    • Mute: Tracks the number of times a user mutes the content.
    • Pause: Tracks the number of times a user pauses the content.
    • Rewind: Tracks the number of times a user rewinds the content.
    • Full screen: Tracks the number of times a user expands the player to full-screen size.
    • Stop: Tracks the number of times a user stops the content.
    • Custom: Tracks the number of times a user performs a custom click, such as clicking on a hot spot.
    • Skip: Tracks the number of times a user skips the content.
    • Progress: Tracks an optional time marker agreed upon with the publisher.
  11. (Optional) Click Additional details to add an integration code or notes.
  12. Save your creative.

You’ll see a preview of your video after you save the creative.

Once a creative has been added to Display & Video 360, the creative will be manually and automatically reviewed to ensure the creative functions correctly and is compliant with the creative policies of both Display & Video 360 and any inventory sources that have explicit creative requirements. You’ll see information about the creative’s review status in the Audit status section of the creative. Learn more about the creative review process.
About transcodes in Display & Video 360

When you upload a file, Display & Video 360 processes it in two ways:

  • Display & Video 360 validates the asset to make sure it works, and may generate a more efficient version.
  • Display & Video 360 transcodes the asset into a number of alternative versions that use different file formats or have different properties (resolution, audio bit rate, and video bit rate), each designed for specific video players or bandwidths. These transcodes give a publisher's system more options to choose from for each impression on your video and ensures that the appropriate file serves based on the viewer’s connection and screen size.

You can find all of the transcodes in the Serving files section of your creative. You’ll see a status next to each transcode:

Transcode status What it means
  The transcode is in progress. This should only take a few minutes. If it takes more than an hour, try uploading the source file again.
  The transcode is complete and ready to serve.
There's an issue with the transcode that must be fixed before it can serve.

Frequently asked questions

What video file formats does Display & Video 360 support for hosted video creatives?

Display & Video 360 can host video creatives in the following file formats:

  • .avi
  • .mov
  • .mp4
  • .m4v
  • .mpeg
  • .mpg
  • .oga
  • .ogg
  • .ogv
  • .webm
  • .wmv
What formats does Display & Video 360 transcode my source file into?

Google Marketing Platform uses Video Ad Serving Template (VAST) specifications to format video creatives.

Note: Google Marketing Platform will transcode video assets to into files with the same aspect ratios/orientation and at a lower specification. For example, if you upload a horizontal source file with a 4:3 aspect ratio, Campaign Manager will transcode the file into horizontal sizes with lower specifications that also have a 4:3 aspect ratio.

Horizontal transcodes 

File type Resolution Video bit rate (kbps) Audio bit rate (kbps)
3GPP 176 × 144 56 24
3GPP 320 × 240 192 32
MP4 480 × 270 400 64
MP4 640 × 360 400 96
MP4 640 × 360 1000 64
MP4 640 × 360 1500 128
MP4 640 × 480 400 96
MP4 720 × 600 720 96
MP4 854 × 480 720 128
MP4 1024 × 576 1500 96
MP4 1280 × 720 2000 128
MP4 1920 × 1080 4000 128
MP4 Matches source video 20000 192
WEBM 640 × 360 360 128
WEBM 854 × 480 720 128
WEBM 1280 × 720 2048 128
WEBM 1920 × 1080 4096 128
M3U8 Varies with
connection speed
Varies with
connection speed
Varies with
connection speed

Vertical transcodes 

File type Resolution Video bit rate (kbps) Audio bit rate (kbps)
3GPP 144 × 176 56 24
3GPP 240 × 320 192 32
MP4 270 × 480 400 64
MP4 360 × 640 400 96
MP4 360 × 640 1000 64
MP4 360 × 640 1500 128
MP4 480 × 640 400 96
MP4 600 × 720 720 96
MP4 480 × 854 720 128
MP4 576 × 1024 1500 96
MP4 720 × 1280 2000 128
MP4 1080 × 1920 4000 128
MP4 Matches source video 20000 192
WEBM 360 × 640 360 128
WEBM 480 × 854 720 128
WEBM 720 × 1280 2048 128
WEBM 1080 × 1920 4096 128
M3U8 Varies with
connection speed
Varies with
connection speed
Varies with
connection speed

Square transcodes 

File type Resolution Video bit rate (kbps) Audio bit rate (kbps)
3GPP 176 × 176 42 24
3GPP 240 × 240 144 32
MP4 480 × 480 383 64
MP4 640 × 640 386 96
MP4 640 × 640 619 96
MP4 640 × 640 948 64
MP4 640 × 640 1459 128
MP4 720 × 720 695 96
MP4 854 × 854 1170 128
MP4 1024 × 1024 1470 96
MP4 1080 × 1080 3076 128
MP4 1080 × 1080 19299 128
MP4 1920 × 1920 4096 128
WEBM 640 × 640 1346 128
WEBM 854 × 854 1452 128
WEBM 1080 × 1080 4393 128
WEBM 1920 × 1920 4096 128
M3U8 Varies with
connection speed
Varies with
connection speed
Varies with
connection speed

 

How does a publisher know where to position my companion creatives?

The spaces around your primary asset are all different sizes. The publisher's system matches each companion creative to the space it fits. No two spaces are the same size, so each creative has its own particular place to go.

What happens if a publisher doesn’t accept a companion size?

If a publisher doesn’t accept a companion size, the publisher will not serve the companion creative. The publisher must accept the companion size for it to serve.

How does the companion affect serving of the primary audio or video asset?

Your video or audio file is the primary asset. Even if a companion is unable to serve due to a publisher’s restriction, the primary asset should still be able to serve.

Was this helpful?
How can we improve it?