YouTube Adds New Connected TV Capabilities

Connected TV has been an emerging platform for advertisers for the past two years, partly because of the pandemic.

With more people living and working at home, over 72% Many families use smart TVs to watch connected TV.

Getting into CTV (connected TV) advertising used to be difficult, especially for small businesses. Due to technological advancements, it is easier than ever to get started with CTV.

To help you invest in CTV with confidence, YouTube partnered with Nielsen Digital Ad Ratings last year for easy measurement, along with other media.

new measurement capability

Investing in a new platform can be hesitant. To help ease concerns, Google announces “later this year, YouTube CTV and . youtube tv Will be available in the US at Nielsen Total Aid Ratings (TAR)”

what does this mean?

You’ll soon be able to compare your YouTube TV and YouTube CTV reach with Linear TV reach.

For reference, YouTube CTV was 3.1X more effective Compared to TVs in the United States Consumer Packaged Goods (CPG) measuring YouTube CTV.

The updated release will include the duplication of YouTube inventory across all of its platforms: CTV, Computer, Mobile and Linear TV.

Additionally, you will be able to view CTV device metrics in your Media Mix Model (MMM) data feed. This is important to note because it can help you measure sales results and share insights on the impact of your YouTube CTV investment.

YouTube launched a new data platform for MMM advertisers and providers so you can request data, track request status, and receive data directly from them.

co-view measurement

The trend of watching TV together has not diminished. In a study conducted with Nielsen, 26% of users over the age of 18 are watching YouTube TV simultaneously on the same screen. This compared to 22% on linear TVs.

This is known as “co-viewing”. With co-viewing benchmarks, how do you measure that effect?

Measuring co-viewing has been around for years, which is why advertising reporting for YouTube TV in partnership with Nielsen will include co-viewing metrics. Specifically, co-viewing will be included in Nielsen’s DAR Guaranteed advertising reporting in the United States.

Co-viewing metrics are becoming available globally for Google Ads, Display, and Video 360 planning and measurement tools by the end of the second quarter of 2022.

manage ad frequency

The frequency was not previously available for CTV. For traditional display and YouTube campaigns, you currently have this option.

Google announced that you can now manage your CTV frequency on YouTube, YouTube TV and other connected apps going forward.

why is it important?

Co-view metrics are important because you will be able to get a more accurate picture of the total audience you are reaching.

Additionally, co-views metrics can help you more accurately forecast an upcoming CTV campaign or reports from past campaigns.

Additional metrics will include:

  • reach
  • frequency
  • additional impression metrics

By being able to manage ad frequency, you will be able to give your users a better experience and spend your CTV dollars efficiently.

The ultimate goal is to help you make the most financially sound advertising investment. If you haven’t tried CTV, having the right tools for forecasting can give you more confidence to expand on this popular platform.

Source, Google

Featured Image: Bernard/Shutterstock

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