Display & Video 360 is introducing Vertical Video Unification, a way to buy and measure vertical video across channels in one platform. An early test involving Unilever’s Hellmann’s and WPP Media reported a 24% increase in unique reach and a 25% reduction in cost per unique user.
For marketers, the main development is a shared workflow for vertical video buying. The opportunity is to manage those placements together rather than treating each channel as a separate media task.
Key takeaways
- Vertical Video Unification brings cross-channel vertical video buying and measurement into Display & Video 360.
- The offering supports programmatic buying, meaning advertisers use software to purchase ad placements.
- Gemini supports buying, campaign execution, and measurement across the marketing funnel.
- The Hellmann’s test reported better reach and cost efficiency, but those findings do not establish expected results for every advertiser.
What changes in the buying workflow
Vertical video is one of several formats people encounter as they discover brands and shop. That creates a planning challenge: a customer’s journey can span multiple touchpoints, while media teams may manage the placements separately.
Vertical Video Unification centralizes buys from vertical video publishers into one workflow. It also brings measurement into the same platform, giving advertisers a way to approach buying and evaluation together.
Gemini’s role extends across buying, execution, and full-funnel measurement. “Full funnel” refers to looking across stages of the customer journey, rather than focusing only on the final action.
The offering is positioned around improving campaign performance without repeatedly exposing people to the same ads. Still, the announcement does not explain the specific controls or measurement methods behind that promise. Teams should clarify those details before building a plan around them.
What the Hellmann’s test tells us—and what it doesn’t
During initial testing, Hellmann’s and WPP Media achieved two reported improvements: unique reach rose by 24%, while cost per unique user fell by 25%.
Those metrics address different parts of media efficiency. Unique reach measures how many distinct people a campaign reaches. Cost per unique user describes the expense of reaching each person.
Together, the findings suggest that the test reached more people at a lower per-person cost. That is useful evidence for teams assessing audience delivery.
It is not, however, evidence of a specific sales lift or return on investment. The provided details do not include the test’s budget, duration, comparison setup, or sales results. Without that context, marketers should treat the percentages as an early example, not a forecast for their own campaigns.
What this means for marketers
Our advice: use this announcement as a reason to review your vertical video plan, not as a reason to consolidate everything immediately.
Start by mapping where your vertical video budget sits today. Note which teams manage each buy, what each channel measures, and where you lack a clear view of audience overlap.
Before testing, ask which publishers are supported, how unique reach is calculated, and how repeated ad exposure is managed. Confirm what Gemini handles and what your team still needs to oversee.
Then define success in advance. Compare reach and cost efficiency against a clear baseline, while keeping business outcomes separate. Better audience delivery is valuable, but it should not be presented as proven revenue growth.
FAQ
What is Vertical Video Unification?
It is a Display & Video 360 offering that combines programmatic vertical video buying and measurement across channels in one workflow.
How does Gemini support the offering?
Gemini supports media buying, campaign execution, and full-funnel measurement. The announcement provides limited detail on how those functions work.
What results did Hellmann’s report?
The initial test with WPP Media reported 24% higher unique reach and a 25% lower cost per unique user. Sales outcomes were not provided.
