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Google Ads Launches New CTV Advertising Features

Google Display & Video 360 has introduced new features to help advertisers plan, buy and measure connected television (CTV) campaigns.

With more advertisers prioritizing CTV campaigns, new features include TV functionality to assess the unique and growing reach of streaming publishers, such as YouTube, Hulu and Roku.

In addition, new deal ID prediction supports advertisers in understanding how a preferred deal or secured deal will perform automatically before it is triggered.

Easier booking of premium placements is also available through Instant Booking, which allows advertisers to reserve YouTube CTV inventory via curated packages, including YouTube TV and other YouTube Select groups.

Furthermore, Display & Video 360 can help manage ad frequency on CTVs to reduce media waste and identify publishers and strategies driving the most incremental reach.

Here’s more about Google updates for CTV campaigns.

Update to Access Scheme

Reach Planner is a Display & Video 360 tool that helps advertisers predict their reach and campaign performance.

Advertisers also use Reach Planner to discover new publishers and CTV inventory, allowing for more efficient budgeting decisions.

With new TV functionality in Reach Planner, advertisers can assess the unique and growing reach of streaming publishers like YouTube, Hulu and Roku, as well as linear TV.

This update to Reach Planner is now available to advertisers in the United States, Japan, Vietnam, France, and Germany.

US advertisers can further narrow their target audience using TV consumption data from Comscore’s top 150 domestic markets, which is available in Reach Planner.

By predicting the deal ID, advertisers can predict the performance of their campaigns before spending money.

This is especially useful for CTV inventory, where a lot of valuable inventory is often sold through deals, especially during big events like the World Cup or Super Bowl.

Update to Marketplace

Display & Video 360 Marketplace helps advertisers find CTV inventory to meet their campaign goals.

An audience filter was recently added to make it easier for advertisers to find inventory packages and display predictions against third-party audiences.

Advertisers can secure premium CTV inventory by creating deals or activating inventory packages in the TV section of the marketplace.

In addition, Display & Video 360 recently launched CTV audience features that allow advertisers to reach audiences wherever they stream connected TV content.

Advertisers can use first-party audience lists to connect with people they already have relationships with, and then expand the reach of their CTV campaigns to reach groups like “sports fans” through Google Audiences.

New overlap identification report

A new Display & Video 360 report, Unique Reach Overlap, helps advertisers determine duplicate reach across publishers, campaigns, and devices.

This information can be used to set redundancy limits at the campaign level to reduce overlap and reduce media waste.

In addition, it can help advertisers decide which publishers and strategies achieve the most incremental reach.

This report is available globally for all Display & Video 360 and Campaign Manager 360 accounts.

In summary

Google Display & Video 360 has introduced several new features to help advertisers plan, buy, and measure connected television (CTV) campaigns.

These features include evaluating the unique and growing reach of streaming publishers, such as YouTube, Hulu, and Roku, deal ID prediction, instant booking to make it easier to book premium placements, managing ad frequency on CTVs, and identifying overlap with a new unique reach overlap report.

These new features and updates demonstrate how Google is actively adapting its tools to meet advertisers’ growing demands for CTV campaigns.


source: Google

Featured image: rafastockbr / Shutterstock

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