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 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!

Create a YouTube ad that resonates with your audience and is designed for a bigger screen.
When in Google Ads, set your device type to “TV screens”.
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.