It’s been a minute since we’ve heard from Google, so it’s refreshing to see that they’re finally releasing an update. It has been observed that more and more people are consuming digital video content on their home TV sets. YouTube, with parent company Google, has been working to incorporate more advertising options to allow TV-like ad campaigns, with a couple of analytics refinements, including advanced audience targeting, tapping into rising trends.
Pass The Remote
YouTube has repeatedly stated that Connected TV viewing is its fastest-growing viewer segment, presenting it with more opportunities to help brands utilize TV advertising at much lower budgets than traditional campaigns.
Google adds another valuable angle to this, with the capacity of Google advertisers to manage the exposure frequency of their CTV campaigns per viewer, enabling broader viewing at a reduced cost. This way, Google also helps advertisers avoid oversaturation and the association of potential frustrations with their ads.
As Google explains:
“Let’s say you set a frequency goal of five ads per week for your CTV campaign. Instead of showing up to five CTV ads on YouTube and five ads on other CTV apps, Display & Video 360 will now aim to show your ad no more than five times total. Viewers won’t see your ad more than they should as they navigate across YouTube, Hulu or any of their other favorite CTV apps. This more user-centric approach lowers your risk of triggering ad fatigue.”
To note, this better distributes ad spend, increasing campaign reach, which is generally the key aim of traditional TV ad campaigns, thus improving brand awareness with as many audiences as possible and boosting your overall marketing effort. However, digital ad tools also enable more specific targeting, so your approach to TV-like advertising might also need to be tweaked. If it’s solely increased brand awareness that you’re after, however, then this new option pretty much helps you out directly in that regard.
Google will use YouTube data, and the IAB standard Identifier for Advertising, to determine ad exposure, limiting your ad’s exposure to the same viewers.
“To identify overlaps of people who watch both YouTube CTV and shows on other CTV apps, we use Google’s Unique Reach model. This method – which uses a combination of data sources like census data, panels and surveys – is based on over a decade of understanding deduplication across devices and environments, and is designed to work in a post-cookie world. Once we’ve modeled that duplication of viewers across YouTube and other CTV apps, we can determine the appropriate budget placement to control average ad frequency.”
The Wrap
It could be an important marketing and advertising option to consider, especially now that more than 120 million people consume YouTube content on their home TVs. The opportunities to be had could be significant, especially if you recall what primarily drives YouTube’s engagement growth. Advanced targeting with expanded frequency controls could open up TV ads to more brands, facilitating new opportunities for branding and exposure.
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