Tell Me More: TV Screen Targeting

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 a Google Ads’ newly launched TV Screen Targeting!


The TV screen device type is a way for advertisers to target YouTube users that are watching video content on television screens. TV screens are the newest addition to Google Ads’ selection 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 targeting TV screens.


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 more of YouTube’s 1.9 billion users will adapt as the cord-cutting trend continues to rise.


On average, users watch over 180 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.


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!


Yes! While the TV screen device type 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.

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.

Here at Channel Factory, we have worked with brands across all industries to deliver successful YouTube 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. Channel Factory campaigns for brands in the arts and entertainment industry 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)

Brand awareness and recall are valuable for quick service restaurants. Luckily, video advertising on YouTube can lift both metrics. Bumper ads are perfect for boosting awareness, recall and view rate by showing audiences impactful six-second non-skippable ads that reinforce brand messaging.

Google Ads lets QSR brands target consumers by geographic locations on YouTube, meaning that quick service restaurants can run ads promoting specific locations close to where their audience is watching YouTube. This strategy is optimal for brands that have numerous locations around the world, or brands that run unique promotions for specific locations.

Through our campaign data, we’ve created custom targeting segments to target channels and videos that resonate with QSR consumers. Quick service restaurants saw campaign success with Channel Factory in 2018, with an average view rate performance of 42.96% and click-through rate of 0.343%.

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 an 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 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%.

Tell Me More: Display Ads

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.

We’re going to take a look at one of YouTube’s most popular advertising format, Display Ads


A display ad is a 300×250 or 300×60 image or animated advertisement that appears to the right of the video player. The ad will be placed right above YouTube’s recommended video sidebar feature, making it right in the viewer’s line of sight as they watch the video or when they are looking for the next video to watch.

Display ads are in prime YouTube real estate, as your ad will be seen without intruding upon the user’s viewing experience. You can also pair a display ad with your video ad to drive your brand’s message home and increase conversions.


Display ads are useful for any brand looking to extend their reach on YouTube, but they’re best for brands that are looking to achieve the following:

  • Increase Website Visits: Display ads are visible to all YouTube viewers. Take advantage of this space by linking to a landing page. Make sure you write a strong, personalized call-to-action that will entice viewers to check out your brand.
  • Boost Awareness: Since your ad appears right next to the video player, it will be seen by all. Even if you don’t have a landing page to link to, your ad will still garner high impressions due to its placement on the page. If you’re looking to increase brand awareness and recall, then display ads are perfect for your brand.
  • Target Desktop Users: Display ads only display on desktops, so you’re out of luck if you’re trying to target mobile users. However, many users still watch YouTube on desktop devices, especially if they are engaging with long-form content.


Display ads have some precise benefits for advertisers:

  • Drive Conversions: A catchy call-to-action and eye-popping design is enough to attract the attention of YouTube desktop users as they engage with the platform. Display ads are great for getting clicks to your website and drive conversions.
  • High Impressions: Display ads are placed right where viewers are looking, so impressions will be high. A strong targeting strategy will ensure your display ad is running on relative content watched by your audience, turning impressions into actionable results.
  • Pair With Other Ad Types: Use display ads to complement your video ads. Your display ad will remain on the page after your video ad plays, reinforcing your message and brand to viewers. You can even use the video ad as an introduction, and then pair it with a display ad to generate clicks to your website to learn more. There’s plenty of room for creativity with display ads!


Launching a display ad campaign is simple! First, create an ad with the following requirements:

  • 300×250 in size (or 300×60 for YouTube Reserve companions)
  • PNG, JPG, GIF, or HTML5 format
  • If you create an animated ad, it must be no longer than 30 seconds long

And that’s it! Now that you have your display ad ready to go, you’re only a few clicks away from launching your campaign.


Yes! Display ads are powerful for driving clicks and getting eyes on your brand. However, you don’t want to waste impressions by running on content that is unrelated to your company.

Here at Channel Factory, we have over 8 years of YouTube advertising experience, with expertise in content targeting, brand suitability and high performance on brand KPIs. If you’d like to learn more, contact us today!

Tell Me More: Overlay Ads

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.

We’re going to take a look a popular YouTube ad type, Overlay Ads.


An overlay ad is a 480×70 image that appears on the bottom 20% of a video. It’s less intrusive than other ad formats since it doesn’t interfere with the user’s ability to watch their video. This ad space can be occupied by an image or text display to make sure your brand grabs your audience’s attention while they’re engaged with their favorite YouTube content.

Overlay ads can also be paired with a 300×250 companion banner, which appears next to YouTube’s video player. A companion banner increases the likelihood that the audience will see your image and click on the ad.


Although anyone can effectively use an overlay ad, it garners the best results for brands that:

  • Have a landing page to send viewers to.
    • Overlay ads can be attributed with a link and are designed to drive clicks. If your brand just launched a new landing page or you just want to drive more traffic to your website, make sure you attach your link to the overlay ad.
  • Want to increase brand awareness and recall.
    • Overlay ads pop up in the middle of videos, immediately grabbing the attention of viewers. Make sure your ad design is branded and recognizable so your audience recognizes your company to raise awareness and recall.


The benefits of using overlay ads for your next YouTube campaign are as follows:

  • Increase Click-Through-Rate: Overlay ads are perfect for sending viewers to your landing page and boosting CTR. Make sure your overlay ad is equipped with a strong call-to-action to entice your audience to click on the image.
  • Companion Banner: Overlay ads can be paired with a companion banner, which appears to the right of the video. The overlay ad and companion banner combine to take up the perimeter of the video, turning your brand into a complimentary part of the content-viewing experience.


Overlay ads work very smoothly. The process starts with a viewer watching a YouTube video. At a certain point of the video, your overlay ad will pop up on the bottom 20% of the video. From there, the viewer has three options:

  1. Click on your ad.
  2. Close your ad.
  3. Let the ad stay where it is for the remainder of the video.

That’s it! If your goal is to get viewers to click on the ad and visit your landing page, then keep the following in mind:

  • The ad’s message fits the message of your landing page to limit any confusion when the viewer visits your page.
  • The call-to-action copy is strong, enticing the viewer to learn more. It isn’t easy to convince someone to stop watching their video and move on to another website, so it’s important that your copy speaks to your audience.
  • Utilize arrows and white space in your overlay ad image to draw the viewer’s eyes to the space you’d like them to click.


Yes! Overlay ads perform well if they are strategically placed and avoid being intrusive. Channel Factory has been running YouTube ad campaigns for top brands for 8+ years, making us experts in the industry.

Click here to contact us today if you’d like to learn more about our services.

Tell Me More: Bumper Ads

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.

Last time, we tackled Non-Skippable-Ads.  Now up to bat: Bumper Ads.


Bumper ads have recently surged in popularity due to their success rate and overall efficiency. Bumper ads have three main differentiators that separate them from the rest of the pack:

  • They are 6-seconds long (or shorter)
    • Short-form ads are less intrusive and get your brand image across with quick, impactful messaging. The best of both worlds!
  • They are non-skippable
    • Viewers can’t skip your ad, driving high impressions and view rates. Your entire message is seen by all!
  • They’re charged on a CPM, not a CPV, basis
    • CPM (cost-per-thousand impressions) means you only pay every 1000 times your ad is seen, resulting in lower costs.


Everyone! Smart advertisers interested in lifting brand recall, driving high view rates and brand awareness.

  • According to Google, 90% of bumper ad campaigns that were analyzed last year saw an increase in global ad recall by an average of 38%.
  • 61% of bumper campaigns drove a significant lift in brand awareness, with an average uplift of 9%.

Although bumper ads perform well on all devices, brands looking to capitalize reach for mobile viewers should strongly consider running a bumper ad campaign. Bumper ads perform well for mobile viewers, as they are often watching videos on the go.

  • YouTube reaches more 18-49 year-olds on mobile alone than any broadcast or cable TV network.


Running a bumper ad campaign benefits your brand in multiple ways. Not only do you boost brand awareness and ad recall, but you also lower cost and increase overall reach.

  • Since the bumper ad bidding strategy is CPM, you only pay for every 1,000 impressions. Your cost with CPM bidding is lower than a more traditional CPV or CPC strategy.
  • The shorter format makes bumpers an effective medium for greater reach and a more general, brand awareness message. The general message allows for a broader reach, which lets you run in front of many different consumer demographics within your audience.
  • Bumper ads can be used for remarketing, driving an abridged version of your brand’s core message to YouTube users that have already seen your full-length ad.

Bumper ads alone drive high ad recall, but are significantly less effective than :30 ads for driving specific product consideration or consumer action. Pairing a :06 bumper with a :30 ad through remarketing, however, achieves brand perception success. Bumpers have many benefits by themselves, but consider using them with other long-form creatives to accomplish your campaign goals.


Running a bumper ad is simple. First, create a 6-second (or less) video ad that quickly gets your brand message across and (if possible) tells a story. Your ad will engage audiences with quick, actionable messaging.

To achieve brand perception success, remarket your bumper with a full 30-second creative. Remarketing is a two-step process from the viewer’s perspective:

  1. They see your 30-second ad that tells a detailed story to emphasize your brand message.
  2. After seeing your 30-second ad, viewers will then be shown your 6-second bumper on following videos to increase brand awareness without the viewer feeling like their time is being wasted.

The decision on whether you should run a bumper ad by itself or pair it with a longer ad is dependent on your campaign goals. Either way, bumper ads are the most effective YouTube advertising strategy today.


Yes! Bumper ads drive meaningful impact when they’re equipped with advanced targeting tactics. Here at Channel Factory, we use our award-winning ViewIQ technology to contextually target your audience with custom segments, as well as create both channel and video-level inclusion listing.

Contact us today and drive meaningful results with your bumper ad.


Employee Spotlight: Sara Luckow

As experts in the YouTube advertising space, it’s easy to talk about what we do, but we want to share more about who we are.  So, we ask you to pay extra attention to the people behind our many curtains.  First up, our Director of Strategy, Sara Luckow!

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Sara Luckow


Director, Strategy


Los Angeles


How did you come to work at Channel Factory, or in advertising at all for that matter?

I majored in Strategic Communication at University of Missouri and had internships in St. Louis, Chicago and Los Angeles. Post-college I got my first job managing search campaigns at a sales org in St. Louis which had a lot of small B2B clients. However, I kept checking the University of Missouri job board, and saw a post about an assistant media planner job back in LA. I talked with the poster, and since I had already spent a semester in LA she knew I’d be a great fit to move back out to the West Coast. I’m very grateful for the opportunity and I’ve been working in the digital media industry here in LA for the last 8 years. I love paying it forward and helping recent college grads get into the industry and excited about its growth potential as a career.


What’s your favorite part about working at Channel Factory?

Getting to see my team grow in their knowledge and being able to work on amazing brands across the globe. Since I spent 6 years on entertainment campaigns on the agency side, it’s a wonderful learning experience to see how other verticals tackle their brand and media challenges in the video space. I also love seeing past interns and assistants I’ve hired and mentored work in leadership positions at great companies.


What’s a common misconception about the video advertising space?

That video isn’t the best avenue for all verticals (e.g. B2B) – we have seen AMAZING results for B2B campaigns and every vertical under the sun. Audiences are still watching YouTube videos at work to look up how to solve immediate business-related problems from thought leaders.


What recent YouTube development are you most excited about right now?

TrueView for Reach! When it comes out of beta, I’ll be so excited to consistently be able to pitch TrueView on a CPM basis!


Are you seeing any interesting trends in the space?

More and more people are cutting the cord each day and advertisers are moving dollars to digital video. We’ll be able to get amazing insights and niche targeting and attribution incredibly soon in the future. Also, Channel Factory has been developing targeting strategies to reach linear tv audiences when they’re watching related network/show content on YouTube.


What’s the next big thing?

Hopefully having OTT / Smart TV Targeting be standardized!


What’s your ideal superpower and how would you use it?

Flying 100% – I’d use it to skip LA traffic. And I’d be able to take many more vacations since I could physically fly vs. take a plane.


Tell Me More: Non-Skippable Ads

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.

We’re going to take a look at one of YouTube’s most popular advertising format, Non-Skippable Ads.


A non-skippable ad is a video ad format that appears before, during, or after a YouTube video. The distinguishable trait of non-skippable ads (which you may have already guessed) is that viewers can’t skip it and have to watch your entire ad before their selected video plays.

Non-skippable video ads can run on the following creative lengths:

  • :06s bumper ads
  • As of January 2018, non-skippable ads can be up to 15-20 seconds long (depending on the viewer’s location)

For the rest of this article we’ll be referring to the 15-20 second long non-skippable ads.


Non-skippable ads are for every brand looking to advertise on YouTube! More specifically, non-skippable ads are for brands with the following campaign goals:

  • Drive high impressions and view rates
  • Target desktop and mobile users
  • Boost ad recall with a high view completion rate
  • Buy on a CPM (cost-per-thousand-impressions) basis

Since non-skippable ads are bought on a CPM basis, these ads are only available via reservation buying. This means that you have to buy on a fixed rate based on number of impressions instead of bidding via the auction.

Buying reserved media has a few benefits, including:

  • More control over your spend due to buying at a fixed rate
  • Reach a wider audience and increase brand awareness with the ability to spread your brand message across a larger scale of viewers

If you are a brand that wants more control over your spend with CPM bidding, reach a wider audience, and get your full brand message in front of audiences, then non-skippable YouTube ads are perfect.


Non-skippable YouTube ads can benefit your brand by:

  • Increasing ad recall and brand presence
  • Boosting campaign performance for view rate KPIs
  • Getting your full brand message in front of your audience
  • Utilizing longer creative length to tell your brand story

Non-skippable ads are great for brand exposure. However, you have to be careful with how your ad is presented. Most viewers have little patience for ads they can’t skip, which is why they install ad blocker software.

To make sure your non-skippable ad has a positive impact, you should:

  • Contextually target your non-skippable ad to viewers that find your video relevant and beneficial.
  • Remarket your longer non-skippable ad with a 6-second bumper so your viewers aren’t repeatedly seeing the same long ad.


So, how do non-skippable ads actually work? It’s simple as clicking on a YouTube video. No, really. It’s that easy.

When a viewer clicks on a video they want to watch, your ad will play either before, during, or after the video plays. Since your ad is non-skippable, the viewer will watch your entire 15-20 second video.

That’s it! With non-skippable ads you can rest easy at night knowing that you will wake up to high impressions, view rates, and the relief of knowing that your entire brand message is viewed by YouTube users.


Yes! As mentioned before, non-skippable ads can be irritating to viewers who just want to watch their video. The best way to create a positive feeling towards your ad is to contextually target your video to an audience that finds your ad relevant.

Here at Channel Factory, we use our award-winning ad tech platform to contextually target video ads to your exact audience. Contact us today to learn more!

Tell Me More: Custom Intent Audiences

Our Tell Me More series are 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.

First out the gate, Custom Intent Audiences.


Custom intent audiences is a feature in Google Ads that allows you to target specific users on YouTube based on their Google searches. Use custom intent audiences to target YouTube users that are actively researching products, services, and keywords related to your brand on Google Search.

Furthermore, you can easily create your custom intent audience by choosing from two different audience types:

  • Custom built: Fully customize your targeted audience with keywords, phrases, and URLs that your specific audience is researching.
  • Auto-created: Rely on Google’s advanced machine learning to curate an audience list based on analysis of your account and industry.


Customers are likely to do their due diligence by researching a product or service before making a final purchase. With 3.5 million searches conducted every day on Google, you better believe a sizeable chunk of those are research related.

Generally speaking, custom intent audiences are for every brand looking to reach consumers on YouTube that are researching their particular industry. More specifically, custom intent audiences are for:

  • Brands looking to extend their reach to YouTube viewers that have shown interest in their product.
  • Brands that want to dynamically target their specific audience on YouTube’s vast platform of 1.9 billion monthly users.
  • Brands that want to convert active researchers into paid customers.
  • Brands that want to find new customers searching for a related brand or product.


So custom intent audiences lets you target customers on YouTube that are researching your related keywords, right? But how does this help your brand in the long run?

  • Higher Engagement: Consumers retain 95% of a brand’s message from video ads compared to 10% from text ads. Custom intent audiences drive your message home to a group of engaged consumers.
  • Amplify reach: Expand your targeting parameters on YouTube from topics and interests to target consumers actively searching for your products, leading to higher engagement.
  • New customers: Find new prospects with related purchase intents that may not have been exposed to your brand otherwise.
  • Drive conversions: Convert active researchers into consumers by reaching them on YouTube at or near their point of purchase.
  • Advanced machine learning: Want to reach your audience on Google Search, but not sure what specific keywords they are searching for? Leverage Google’s machine learning to infer prospect traits and automatically create your audience.

Creating a custom intent audience is beneficial to your brand because it garners results. According to Google Ads, an online investment company called Betterment used custom intent audiences for financial keywords. The results:

  • 6x increase for return on ad spend compared to previous YouTube campaigns.
  • 245% increase in searches on Google.


Activate custom intent audiences with a few clicks:

  1. Go to the audiences section of your display campaign on Google Ads.
  2. Select “Targeting”
  3. Then choose “Intent”

After you click on “Intent”, you will see two options:

  • Custom intent audiences: auto-created: Let Google use their machine learning to auto-create your custom intent audience list.
  • Custom intent audiences: Use a list of keywords or URLs specific to the audience your brand’s campaign is targeting.

Once your custom intent audience is created, your video ad will start targeting YouTube users that are searching the audience’s keywords and URLs from your list.


Yes!  Google has indicated intent audiences drive better results with TrueView For Action ads, which were developed specifically to meet direct response objectives.

With TrueView for Action ads, advertisers can customize calls to action that will appear along with their video ads on YouTube. On mobile, the ads appear below the video and persist even after the video ad ends or is skipped while the host video plays. Google tests have pointed to a conversion lift from both Google Search and YouTube as a result of this ad format combination.

Download A One Sheet Takeaway on Custom Intent Audiences