Category: Blog

Advertising on YouTube Without Cookies

Google and YouTube’s Cookie Policy

Google’s cookie policy currently offers advertisers a range of benefits. These tools allow for enhanced ad targeting based on user preferences, detailed insights into ad performance, and the ability to personalize ads for individual users. They also enable frequency capping to prevent ad overexposure, provide geo-targeting capabilities, and ensure a secure platform for both users and advertisers.

However, as users become more privacy-conscious, many choose to disable or manage their cookies, affecting ad targeting and personalization. And as we reviewed earlier, by the end of 2024, cookies on Google will be all but completely gone.

How to Use YouTube Ads Moving Forward

Online News Will Blow Up In 2020: Here’s How Political Advertisers Can Take Advantage

Video, especially live video, is one of the fastest-growing media channels, according to CNN Digital VP of global video Wendy Brundige. She reported that CNN had 542 million unique multi-platform video starts in September 2019. 

Cross Screen Media and Advertising Analytics estimates the digital video ad market for politics at $1.6 billion, representing a 116% increase since 2018.  Most placements will be bought programmatically, with 82.% of US digital video ad spending forecast to be transacted in automated channels next year, according to eMarketer.  But, this doesn’t tell the whole story. Just as earlier elections revolutionized the market’s approach to social media advertising just as use of the platforms was exploding, this election cycle will see new innovations in digital video as it surges in popularity.

Social platforms may be introducing measures to limit problematic political messages, but plenty of opportunities exist for political advertisers to effectively reach rapidly growing digital video audiences. Brands and viewers alike will be approaching election 2020 with a new set of tools at their fingertips and which will test the concept of digital political advertising on Google in several ways.

The Emergence of New Quality and Suitability Approaches

First and foremost, political advertisers will have to walk the line between innovation and suitability with new guidelines in mind. With issues such as national security, gun rights and foreign policy on the table, it’ll be important for campaign media planners to use guardrails to avoid running ads against content which implies poor media planning, at best, and outright adjacency insensitivity at worst. Audience targeting will still provide political campaigns with targeting options on major news networks, but new forms of contextual targeting on Google and elsewhere will come into the spotlight as limits are being placed on audience data.

With that in mind, campaigns will likely be employing a blend of whitelisting and blacklisting in their media plans to ensure they run against ideal content and in ideal contexts, while using blacklists to achieve scale that steers clear of off-reservation keywords and topics.

At the same time Facebook announced it will give viewers the ability to limit political advertising sometime in the summer, while not doing any fact checking themselves. It might seem like a good thing for political advertisers, but the lax standards will mean an inundation of wide ranging content and messages for readers to sift through. This might mean that campaign advertisers will need to get creative to reach a large portion of skeptical moderates overwhelmed by an unfiltered political ad barrage on the platform.

Innovative Contextual Targeting

In a recent announcement, Google writes: “…we’re limiting election ads audience targeting to the following general categories: age, gender, and general location (postal code level). Political advertisers can, of course, continue to do contextual targeting, such as serving ads to people reading or watching a story about, say, the economy.” Contextual targeting is a familiar concept, but Google’s options have broadened considerably since the last election.

For example, custom targeting could be built around trending queries related to upcoming debates, debate topics, candidates, and top issues (healthcare, abortion, unemployment, immigration, wages). Campaigns might also use Google Trends to identify which states are currently leaning towards which party. A search in Google Trends for “Republican” reveals that Connecticut was #1 for interests by region, while  “Liberal” was #1 in Kansas. These simple findings can yield very useful, near real-time information about shifting interests and opinions in key geographies. 

New Approaches Across Every Digital Channel

Creative teams will be likely to also lean into longer-form videos in keeping with the latest findings from Google. This 2016 Think with Google article highlights that the traditional :15 and :30 videos don’t provide users with enough information to make decisions and if its a subject that’s important to views they will take the time to watch a longer-form video.

Organizations like ACRONYM — a progressive non-profit — are exploring use cases for TikTok, including using influencers to encourage voter registration, and it’s likely the same approach will be used on other channels like YouTube and Instagram, too.  Influencers from the very famous to the very niche can all help create a groundswell of content and viewership online that conveniently sidesteps advertising all together.

Advertising will still hold sway, of course. With so much spending on programmatic, data and algorithms will play a bigger role than ever. Political media buyers aren’t just focused on building their database of consumers, they’re now also focused on building their database of effective messages, creative and content adjacencies. Already, the Trump campaign is sharing various versions of the same message on platforms like Twitter in order to quickly learn what content works with which audiences. The same approach can be applied on digital video ads across the major news networks through a programmatic media buying partner or on platforms like Google and Facebook. 

The irony is that many brands historically avoid news content, while political advertisers in many ways are the news. This massive swing in spending towards content that can often be avoided by other industries will create its own momentum. Look out for more innovations that aren’t just for political advertisers, but rather, offer other brands opportunities to make the most of the massive increase in news impressions in 2020 and beyond.

6 Industries that Must Have a YouTube Advertising Strategy

With 1.9 billion monthly users and over 30 million active daily users, YouTube is the second-largest search engine in the world. In 2018, video ad spending will account for 25% of all U.S. digital ad spending, and for good reason. Video ads tend to be incredibly effective, with viewers retaining 95% of a message from video ads, compared to 10% of a message from text ads.

Video ad popularity is trending upwards as it proves to be the present and future of all digital advertising. As the most popular video platform, YouTube is a great place for advertisers to reach their audience and scale their message. That’s why a YouTube ad strategy is so important.

Here at Channel Factory, we have worked with brands across all industries to deliver successful YouTube advertising campaigns by using custom industry-specific targeting segments to boost VR, CTR and brand suitability. We’ve highlighted 6 industries that must have a YouTube advertising strategy.

Arts & Entertainment

Between vlogs, television show highlights, and movie trailers, content in the arts and entertainment category seem to perform exceptionally well. YouTube users tend to head to their favorite channels when they are bored and need to be entertained for an hour or two. The exceptional performance of arts and entertainment content means that related ads will see a boost in VR and get their message to the right audience.

Brands in the arts and entertainment industry have a number of targeting segments to find the right audience that will be engaged and interested in their video ad. The YouTube Channel Factory strategy has created campaigns for brands in the arts and entertainment industry which saw an average performance of a 43.93% view rate and 0.387% click-through rate.

Consumer Packaged Goods (CPG)

Have you ever wanted to see a review of a certain product, and you immediately went to YouTube? So has a majority of consumers. Product reviews and unboxing videos dominate YouTube, making it a prime advertising spot for CPG brands.

For example, makeup tutorials and fashion vlogs get millions of views on YouTube. Makeup brands should target ads to these channels, or work with influencers to get their own product reviewed. Your brand can also take advantage of different Google ad types and boost CTR to your product page to increase sales.

If you’re a CPG brand with a landing page for your latest product, then look no further than YouTube. Channel Factory campaigns for CPG brands in 2018 had an average performance of 37.60% view rate and a high 1.044% click-through rate.

Health & Fitness

You no longer need to hire a personal trainer when you can get great workouts from professionals on YouTube. Health and fitness enthusiasts use YouTube as a learning tool to see how they can improve their lifestyle. As a video platform, YouTube has an advantage over other publishers online because people want to see exactly how they should execute routines or prepare their next meal. Workout routines, health vlogs, and healthy cooking tutorials are all content types that health and fitness brands should add to their targeting strategy to increase VR.

Health and fitness brands reach their audience on YouTube with Channel Factory, with an average performance in 2018 of 50.51% view rate and 0.239% click-through rate.

Home & Garden

YouTube is full of content for Home & Garden enthusiasts looking to get inspiration for their next project. People go to YouTube to learn DIY projects on a budget, get home design advice from interior decorating vloggers, and learn how to build and maintain their own garden. In fact, how-to video consumption has grown 70% year-over-year. If your brand sells Home & Garden products or services, then YouTube is a great place to boost VR and CTR by reaching an engaged audience that is genuinely interested in learning about new ways to improve their home.

At Channel Factory, we’ve seen our Home & Garden brands successfully reach their audience in 2018 with an average 42.40% view rate and 0.253% click-through rate.

Quick Service Restaurant (QSR)

YouTube is full of content for Home & Garden enthusiasts looking to get inspiration for their next project. People go to YouTube to learn DIY projects on a budget, get home design advice from interior decorating vloggers, and learn how to build and maintain their own garden. In fact, how-to video consumption has grown 70% year-over-year. If your brand sells Home & Garden products or services, then YouTube is a great place to boost VR and CTR by reaching an engaged audience that is genuinely interested in learning about new ways to improve their home.

Technology & Computing

Technology and computing videos make up a large portion of YouTube content. Consumers will seek out tech reviews to see how a product actually works before making a substantial purchase. Unboxing videos and product reviews always perform well on YouTube. Unbox Therapy, one of the more well-known unboxing channels, has over 13 million subscribers. Brands can take advantage of the sheer popularity of unboxing content and product reviews by targeting ads or working with creators on a YouTube influencer marketing campaign.

Consumers also turn to YouTube for educational content that teaches how to use software and new products. More and more people are turning to the video giant to watch tutorials if they want to learn a specific skill. Educational videos like tutorials should also be a part of your YouTube targeting strategy, especially if you want to boost CTR to a product page.

Channel Factory campaigns in the technology and computing industry have been successful in 2018, especially for companies with links to a landing page. Technology and computing companies had an average view rate of 39.65%, and an average click-through rate of 0.447%.

A major advantage of advertising on YouTube is the ability to retarget ads to consumers based on past behavior. For example, retargeting for sports brands can involve using YouTube to advertise to the brand’s website visitors. This increases the chances of casual visitors becoming repeat buyers. 

One retargeting audience TV buyers should consider is WWE fans. Not only does WWE’s live TV broadcasts already get millions of viewers, but their YouTube channel is also one of the largest on the platform. 

In this article, we’ll examine some of the top WWE YouTube channels worth buying ad slots in. 

But first:

Why Should TV Media Buyers Invest in YouTube?

Successful TV advertising can be challenging nowadays, especially given that 55% of TV viewers leave the room during commercials. If you’ve read our 7 Benefits of Advertising on YouTube article, you’ll know that YouTube has massive reach and a retargeting ad platform that delivers results that are effective, inexpensive, and easy to track and measure. 

TV media buyers would be smart to set their sights on YouTube advertising for two reasons.

1. Cable Isn’t King Anymore

A recent survey on media consumption shows that 67% of survey respondents between the ages of 18 and 27 consumed sports content via social media platforms like Facebook, Twitter, and YouTube. 

Online viewing has drastically increased since the pandemic. People from every age group and demographic have traded cable subscriptions for streaming services and free platforms like TikTok, Instagram, and YouTube. An eMarket forecast predicts that by 2023, less than 50 percent of US households will have cable subscriptions.

Smart or connected TVs not only let you watch regular broadcasts, but you can also browse online and stream content on platforms like YouTube. Currently, over 100 million people in the United States watch YouTube on a TV screen.

2. A Larger Reach

For the same cost of a 30-sec broadcast TV ad spot, you could achieve up to 3X that reach against the same audiences consuming second-screen official and YouTube creator-made sports content on YouTube—either replays, recaps, highlights, interviews, commentary, or simply re-watching the game. 

Brand awareness and ad recall are also higher when an ad is viewed once on YouTube and once on TV, compared to being viewed only twice on TV.

Why YouTube Is an Effective Way to Reach WWE Fans

For WWE, YouTube content far exceeds the reach that advertisers would receive by running ads during live broadcasts of Monday Night Raw and Tuesday Night Smackdown. YouTube reaches millions more people than most local TV networks.

TV buyers can leverage YouTube to retarget WWE Raw and Smackdown fans while serving ads to the TV wrestling audience at a fraction of the TV buying cost.

The Top 8 WWE Channels to Retarget YouTube Viewers 

Official WWE channels get millions of views each month. However, the fan channels are worth looking into as well. The top WWE YouTube channels include:

1. WWE 

WWE Wrestler’s network of YouTube channels produces ad-supported, broadcast-level content that wrestler fans know and love.

The main WWE channel is home to episode highlights for Raw and Smackdown, as well as WWE’s digital shows like 205 Live and NXT. WWE also publishes post-match interviews, throwback matches, and weekly recap shows. It’s one of the most viewed and subscribed YouTube channels, with 74.5 billion total views and 93.6 million subscribers.

2. UpUpDownDown 

UpUpDownDown is a WWE-produced video game channel started by wrestler Xavier Woods. Woods interviews other wrestlers as they play video games, giving fans a chance to see a new side of their favorite wrestlers. It has 2.37 million subscribers and a total view count of 457 million. 

3. WWE On FOX

This channel focuses on FOX’s WWE programs, such as Smackdown and NXT. These include match highlights and backstage clips. It currently has 1.22 million subscribers and 404 million total views. 

4. WhatCulture Wrestling 

Some of the best WWE content is fan-made. Popular fan channels like WhatCulture feature show recaps, commentary, storyline predictions, and discussions on behind-the-scenes rumors. 

WhatCulture covers WWE and AEW-related news, offers insider insights, and showcases interviews with well-known figures in the professional wrestling scene. While they have 2.08 million followers, their total view count is over 1.75 billion. 

5. Cultaholic

The Cultaholic has over 773,000 subscribers and 494 million views. It provides news, predictions, and interviews, as well as podcasts and list videos. They also cover other wrestling promotions. 

6. WrestleTalk

WrestleTalk is a wrestling show and website based in the United Kingdom. They provide news and other features for most professional wrestling promotions. Their YouTube channel has around 828,000 subscribers and over 546 million views. 

7. Wrestle Alert

This India-based wrestling channel focuses solely on WWE content. Besides highlights and previews, it also makes videos for pay-per-view predictions. Its sizable community has 378,000 subscribers and almost 76 million views.

8. Wrestlelamia

As one of the oldest wrestling channels, Wrestlelamia has 1.91 million subscribers and over 1.1 billion total views. It’s popular for its list of videos on more “obscure” topics. However, it also provides news on other wrestling promotions.

Reach Your Retargeting Goals with Channel Factory

Retargeting for sports is a trend you’ll want to jump on immediately if you haven’t already. Read our guide on How to Reach Sports Fans on YouTube for a more in-depth look. If you struggle with matching your ads to the right YouTube content, Channel Factory can help.Context matters to us, so we’ll help you find WWE or other sports content that best aligns with your ad campaigns. Get in touch today, and let’s discuss the YouTube advertising solutions that work best for your brand and budget.

7 Reasons Why TV Media Buyers Need To Be On YouTube

More and more TV watchers are migrating their viewing habits to YouTube where they can watch premium broadcast content reposts from TV networks, as well as catch creator-made TV-show and sports related content. Capture the incremental reach bump by integrating your TV ad budgets with YouTube campaigns.

1. Evolving Viewing Priorities 

• YouTube content addresses viewers with evolving video consumption priorities
• YouTube is the #1 video platform in the U.S. with over 2 billion active monthly users
• Passion about a YouTube creator/topic is 3x more important to consumers than a Hollywood name attached to viewed content
• YouTube reaches more A18-49 U.S. consumers in an average week than all cable TV networks combined
• 17.7% of A18-34 use YouTube to view video content on TV vs. 9.8% on basic cable, and 6.0% on broadcast networks

2. Cord-Cutting Revolution

• Consumers are cutting their cable cords and consuming digital video on TV screens
• Linear TV viewing by US adults has declined 22% since 2012
• 21.9 million households will be cord-cutters in 2019, with an approximate 2% year-over-year increase in cord-cutters
• Watch time of YouTube on TV screens was more than 250 million hours per day, an increase of 39% in less than a year
• 18.3% of U.S. YouTube video views come from connected TV devices – more than tablets and desktops
• YouTube ads shown on TV screens show a 47% lift in ad recall and 35% lift in purchase intent over other devices

3. Broadcast Content

• Major media companies redistribute TV content on YouTube
• 19% of YouTube’s top 100 channel entities are broadcasters
• YouTube channels for the five main U.S. late night shows garner a total 659.6 million monthly views
• YouTube won the exclusive rights to stream 13 Major League Baseball (MLB) games this season

4. Broadcast vs YouTube Reach

Combined reach of TV shows is outstripped by YouTube’s like-for-like genres

5. Broadcast Sports on YouTube

Sports content reposts and creator-made content offer massive incremental reach

6. Linear TV YouTube Extensions

• Consumers are cutting their cable cords and consuming digital video on TV screens
• YouTube reaches 91% of light TV viewers on connected TV
• Incremental reach opportunities against broadcast TV content reposted on YouTube
• Incremental reach opportunities against YouTube creator-made, TV show-related content (episode recaps & reviews, show extras, behind-the-scenes/off-screen commentary)
• 55% of TV viewers leave the room during commercials vs. 2% of YouTube CTV viewers
• Brand awareness and ad recall are higher when an ad is viewed once on YouTube and once on TV vs. twice only on TV

7. Unique Audience Reach

• Non-ad-supported premium show audiences are even available to YouTube advertisers
• YouTube channels dedicated to show commentary, predictions, and reviews garner millions of views, reaching audiences consuming more show content
• Fan-created content revolving around popular shows on non-ad-supported platforms (Netflix, Hulu, HBO, etc.) offer reach to audiences that are off-limits for advertisers

Channel Factory maintains a constantly refreshed database of over 100,000 exclusion keywords which it runs against YouTube videos and channels.

Each month, we identify the most frequently occurring negative keywords across to help brands identify brand suitability trends.

To learn more about brand suitability, go here.

CES was full of Advanced TV announcements that do more than hint at the future of advertising. LG’s NEXTGEN TV will not only deliver better picture quality and sound to viewers, it will also bring addressable TV to local station owners and their advertisers. NBC is also planning to appeal to both viewers and advertisers with TV advancement. The network announced that in 2020, they will not only deliver personalized streaming, but unified media buying.

Streaming subscriptions surpassed cable subscriptions in 2019. Global linear advertising revenue declined 4%. In 2020, the media industry will witness further migration of viewers and the ad dollars that follow them. The booming Advanced TV opportunity provides lessons for brands looking to place the right bets.

It’s important for brands to watch not one, but three races taking place in the switch to Advanced TV: the platform race, the content race and the data race.

Platforms, Speed and Scale Win Out

According to TDG, Roku controls half of the streaming box market in the US, with 27 million accounts. That’s almost double that of their next competitor. Several manufacturers now offer affordable TV’s with Roku built in. At CES this week, Roku is hyping their new deals with many other manufacturers who plan to build Roku into their hardware including Walmart and Hitachi.

Old guard companies like AT&T are struggling to stay relevant as Tivo, Amazon and Roku start grabbing cord-cutters and streamers alike. As of January 1, AT&T announced that their streaming app would not be available on Roku, losing them more than 1 million viewers. They plan to announce a new roll-out in February, but they are remiss to keep their Roku lapse going.

Content, Different Profit Models, Attracting Viewers All The Same

The content producer with the best brand recognition is likely Netflix, but that doesn’t mean that the company also has the best revenue model. Hulu, owned by Disney, offers more flexibility; either pay for an ad-free experience, or reduce the monthly fee in exchange for ad-supported content. About 70% of Hulu’s viewers have chosen the ad-supported option, and calls are out for Netflix to introduce an ad-supported model if they expect to grow their viewership as competition heats up. 

Viewers don’t care where content is coming from as long as it holds their interest. Disney+ launched and hit 10 million viewers in one day because they have great content. Their model also relies on merchandise and movies sales.  And while YouTube reportedly surpassed 1 million subscribers to their YouTube TV service last year, viewers are watching 250 million hours of ad-supported content on TV screens every single day. 

These next-generation players take up massive portions of viewer attention, and will attract more advertising dollars as a result.

Data, The Dark Horse Race That Will Determine The Ultimate Leaders

With so much innovation, Nielsen’s viewer panel has a severely limited shelf life. Companies like Samba, Alphonso and TVadSync can track detailed real time viewing for millions of households through partnerships with major Smart TV producers. This level of understanding brings TV data and analytics a lot closer to digital. Until very recently, brands did not have the ability to target their campaigns at a detailed level, or change their media plan in real time. 

Media planners are learning fast, and stealing best practices from digital as they evolve away from linear. For example, the contextual targeting opportunities that YouTube offers brands goes significantly deeper than the standard adjacency planning on linear. Considering that brands have access to search keywords, audio transcripts and viewer habits and they can us. Meanwhile, Walmart owned Vudu produces streaming content that helps the retailer build a data asset that can scale without the need for a major platform partnership similar to Amazon’s already successful content business.

The Hockey Stick Is Happening

Everyone expects continued growth towards Advanced TV, and so brands will need to immerse themselves in the new offerings, testing what works best, while ensuring audience and contextual accuracy. Many companies are working hard to provide this.

NBC announced that they have 300 people working OnePlatform, a combined TV and digital offering that will allow advertisers to plan buy and execute in a single platform.

The Trade Desk just released a study that showed consumers have a cap they are willing to spend on subscriptions, but that they don’t want to see the same ad repeatedly on streaming, and so the company allows advertisers to use a frequency cap to get around this issue.

But, just as quickly as companies provide solutions, changes to the market make it important for brands to adjust. Companies with success across digital and TV have widely different models, from Disney to YouTube to Roku, and all of them are currently working. As 75 years of linear rules get rewritten, now’s the time to test, learn and evolve.

Why Does Brand Safety Matter?

Brands want advertise against the right content and make sure that they are brand safe in the process.These rise of user generated content has created a conversation around “brand safety,” the assurance that a brand can show ads safely next to a huge variety of content that is made by all sorts of people about all sorts of things.

Why Did Brand Safety Become Important?

User Generated Content is exploding. On YouTube alone, 1.9 billion people log in monthly to use the platform. Content is uploaded by 50 million creators, including everything from funny cat videos to educational programs to full shows with professional producers and actors. This equates to tens of billions of advertising opportunities across hundreds of content categories. Just thinking about it can make a media planner’s heart quicken with anxiety.

What Is the Definition of Brand Safety?

The IAB defines brand safety as “keeping a brand’s reputation safe when they advertise online.” Generally, this refers to the practice of keeping ads from running next to inappropriate content. According to the IAB, brand safety also describes the practice of providing a safe environment for ad trading. Any company with content has a responsibility to deliver brand safety, keeping brands away from actual “unsafe” content. Content that is unsafe is almost universally agreed upon at a fundamental level. This includes content that incites violence, terrorism, racism and hate speech, sexually explicit and illegal content.

Where Does Brand Safety Apply

Brand safety matters on all content. In particular, brands are interested in brand safe advertising against user generated content. YouTube is an example of a platform with both technology and manual monitoring designed to ensure every element of the platform is truly safe for brands at a massive scale. This includes metadata and content monitoring, comments monitoring and analysis of creators and the patterns around how and when they upload their videos.  These platforms have a legal and ethical obligation to keep brands, and clearly, viewers, safe.

How Does Brand Safety Work?

Brand safety is a fundamental, built-in feature on most content platforms, including YouTube, other social media sites and large advertising exchanges. Brands can rest assured that these big companies have a vested interest in keeping their clients safe, and have stepped up efforts continually to match the pace of growth on their platforms. These large companies are constantly innovating, for example, using artificial intelligence to recognize patterns that indicate misuse of the platform. While new content is added every second, with it a minute chance that something slips through, the chances that a brand falls victim to these small anomalies in incredibly small. 

Brands automatically benefit from the brand safety work by the platforms when they advertise there, without having to pull any additional levers. Advertisers large and small from around the globe confidently show billions of ads every day with total safety.

From Brand Safety to Brand Suitability

Platforms rightfully focus on the eradication of dangerous and ubiquitous brand safety issues that can be managed at scale for all advertisers. The complexity comes in when brands actually want more than that, when they want content to be “suitable” to them specifically. That requires a much more granular focus on the individual creator content itself. Brands benefit most when they own brand suitability, and approach the content as a fundamental driver of their UGC media strategy.

The Trustworthy Accountability Group states “Brand Safety is a component of a larger effort to control ad placement that a few digital advertising Buyers and many Sellers are now starting to label as Brand Suitability.”  Brand suitability is the specific approach to content and context that matters to a particular brand, and only the brand knows what’s best for them. Common standards and other platform-level or industry level solutions simply don’t make any sense in this case because every brand needs something different. An energy drink company, an insurance company, a toy company – each of these brands requires different content and contextual guidelines.

This additional element of brand suitability requires work by the brands and their partners, as it is too custom and unique for a large platform to automate.  Brands will benefit if they expand their view of UGC platforms from a place to target audiences at scale that simply needs to be “safe.” Brands are best off standing adjacent to content that reflects their brand identity and is never damaging in any way to their brand.

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Today we’ll be diving into Google Ads’  TV Screen Targeting!

WHAT IS GOOGLE ADS’ TV SCREEN TARGETING?

The TV screen device type within the Google Ads platform is a way for advertisers to target YouTube users that are watching video content on television screens. Google Ads on TV screens are the newest means of targeting device types, joining mobile phones, desktops, and tablets. Setting your campaign’s device type to “TV screen” offers two distinct benefits:

• Tailor your YouTube ad for TV screens by using a creative that takes advantage of the larger screen real estate.
• Set device bid adjustments to optimize your ad bidding strategy towards Google Ads on TV screens.

WHO IS GOOGLE ADS TV TARGETING FOR?

The TV screen device type is for advertisers that want to target the growing number of cord-cutters across the globe. The new device type targets viewers that are watching YouTube on:

• Streaming devices like Chromecast and Roku
• Gaming consoles
• Smart TVs.

Turning on the TV is becoming a popular way to watch YouTube content, and up to 45% of all YouTuber viewership is now done on a TV now.

WHAT ARE THE BENEFITS OF TARGETING TV SCREENS?

On average, users watch up to 450 million hours of YouTube content on television screens every day. This is a huge amount of content that, until now, hasn’t been optimized to take full advantage of the way video is consumed.

With the new device type, your YouTube advertising campaign will be prioritized to succeed on television screens. This is an entirely new way to reach your audience, who are already consuming relative content on TVs and will continue to do so into the future.

HOW DOES IT WORK?

It’s simple!

1. Create a YouTube ad that resonates with your audience and is designed for a bigger screen.
2. When in Google Ads, set your device type to “TV screens”.
3. Your ad is now fully optimized to reach your audience on television screens!

IS THERE ANYTHING ELSE I NEED TO KNOW?

Yes! While the TV screen device type in Google Ads is a great way to target television viewers, it’s still important to make sure your brand is targeting the right content on TV screens. Channel Factory has been running YouTube advertising campaigns for Fortune 500 brands for over 8 years.

Contact us today to learn more about our services.