YouTube Adds New Connected TV Capabilities
Connected TV has been an emerging platform for advertisers over the past couple of years, due in part to the pandemic.
With more people staying at home and working from home, even more 72% of households use a smart TV to watch connected TV.
Getting into CTV (connected television) advertising has been difficult, especially for small businesses. Due to advances in technology, getting started with CTV is easier than ever.
To help you invest in CTV with confidence, YouTube partnered with Nielsen Digital Ad Ratings last year to make it easier to measure alongside other media.
New measurement capabilities
Investing in a new platform can cause hesitation. To help alleviate concerns, Google announced “Later this year, YouTube CTV and YouTube TV will be available on Nielsen Total Ad Ratings (TAR) in the United States.”
What does this mean?
Soon you’ll be able to compare your reach on YouTube TV and YouTube CTV to that of linear TV.
For reference, it was YouTube CTV 3.1X more effective Compared to U.S. consumer packaged television (CPG) measures YouTube CTV.
The updated version will include deduplication of YouTube stock across all of its platforms: CTV, PC, mobile and linear TV.
In addition, you will be able to see your CTV metrics under the Media Mix Model (MMM) data feed. This is important to note because it can help you measure sales results and share insights into the impact of your CTV investment in YouTube.
YouTube has launched a new data platform for MMM advertisers and service providers where you can request data, track request statuses and get data directly from them.
Shared viewing measure
The trend of watching TV together has not gone down. In one study with Nielsen, 26% of users over the age of 18 watch YouTube TV together on the same screen. This compares to 22% on linear television.
This is known as “shared viewing”. As shared viewing continues, how do you measure this effect?
Shared viewing metrics have been around for years, which is why the partnership with Nielsen will include shared viewing metrics in YouTube TV ad reporting. Specifically, shared viewing will be included in the reports of Nielsen collateral ads in the US.
Shared view metrics roll out globally to Google Ads, Display and Video 360 planning and measurement tools by the end of Q2 2022.
Ad frequency management
CTV frequency was not available before. For traditional Display Network and YouTube campaigns, you currently have this option.
Google has announced that you can now manage CTV frequency across YouTube, YouTube TV, and other connected apps in the future.
Why is this important?
Shared viewership metrics are important because you’ll be able to get a more accurate picture of the total audience you’re reaching.
In addition, shared view metrics can help you more accurately predict your next CTV campaign or report on past campaigns.
Additional metrics included would be:
- Additional impression metrics
With the ability 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 forecasting tools can give you more confidence to expand on this popular platform.
Source: The Google
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