With the subtraction of target frequency, Google gives advertisers more control over how often people see their ads on YouTube.
Previously, controlling the frequency of ads on YouTube was only possible when running connected TV campaigns in Google Display & Video 360.
Now, the ability to target frequency is available globally to all advertisers running YouTube campaigns.
In a blog post, Google explains how targeted frequency can help advertisers reach their goals without annoying viewers with too many ads:
“This will help advertisers improve for more accurate reach and frequency, while ensuring that we continue to deliver the right ad experience for our viewers. Targeted frequency allows advertisers to set a frequency goal of up to four times per week and our systems will optimize reach for the most unique reach with that required frequency.” .
Increase ad frequency without disrupting your ROI
There is always a risk of diminishing returns when people are shown the same advert repeatedly.
Eventually, you’ll get to a point where your viewership drops off, and the added impressions lead to fewer sales.
Google acknowledges that seeing the same ad is frustrating for viewers and wasteful for advertisers.
A study commissioned by Google found that TV advertisers’ return on investment drops by 41% when frequency is more than 6 impressions per week, which is 46% of TV impressions shown.
Google says that’s about half of all impressions lost:
Almost half of the linear TV impressions in our study were considered waste, but the same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a steady return on investment.
This is a huge opportunity for marketers to maximize their impact across the same group of people they are already reaching today.”
With targeted frequency, Google aims to help advertisers increase impressions without negatively impacting their ROI.
Advertisers can set a repeat target, and Google will optimize the maximum unique reach for the repeat target.
During testing, Google says that more than 95% of its targeted YouTube repeat campaigns met their frequency goals when set up according to recommended best practices.
availability
Rate targeting is available to all Google Ads advertisers worldwide.
To get started with an optimized frequency campaign, create a new video reach campaign with target set to frequency target, then select your desired weekly frequency.
Source: The Google
Featured image: Tada Images / Shutterstock
