New CTV Advertising Features From Google Ads

Everything You Need to Know in Less Than 50 Words

Google’s Display & Video 360 platform has recently launched new features that aim to assist advertisers in planning, purchasing, and measuring their connected TV (CTV) campaigns. These new features are crucial, given the increasing importance of CTV campaigns among advertisers.

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One of the new features includes a TV functionality that evaluates the unique and incremental reach of streaming publishers such as YouTube, Hulu, and Roku. This function is available in Reach Planner, a tool in Display & Video 360 that helps advertisers forecast their reach and expected performance of campaigns. With Reach Planner’s new TV functionality, advertisers can also evaluate linear TV, making it easier to discover new publishers and CTV inventory and make more efficient budget allocation decisions. Advertisers in the US can further narrow their target audience by using TV consumption data from the top 150 local Comscore markets, which is available in Reach Planner.

Another feature is Deal ID forecasting, which enables advertisers to predict how their campaigns might perform before spending money. This feature is especially helpful for CTV inventory, where much of the valuable inventory is often sold through deals, particularly during big events like the World Cup or Super Bowl.

Advertisers can secure premium CTV inventory by creating deals or activating inventory packages in the TV section of Display & Video 360’s Marketplace. An audience filter was recently added to make it easier for advertisers to find inventory packages and view forecasting against third-party audiences. In addition, Display & Video 360 recently launched CTV audience features that allow advertisers to reach audiences wherever they stream connected TV content.

Instant Reserve is another feature that allows advertisers to reserve YouTube CTV inventory across curated packages, including YouTube TV and other YouTube Select lineups. This feature enables advertisers to book premium placements more easily, making it more convenient for them to secure the CTV inventory they need.

The new features of Display & Video 360 also include ad frequency management on CTV devices. Advertisers can use this feature to reduce media waste and identify which publishers and strategies are driving the greatest incremental reach. A new report, Unique Reach Overlap, helps advertisers identify duplicate reach across publishers, campaigns, and devices. This information can be used to determine campaign-level frequency caps to minimize overlap and reduce media waste.

Takeaways

In conclusion, Google’s Display & Video 360 platform has launched several new features that are designed to assist advertisers in planning, purchasing, and measuring their CTV campaigns. These features include evaluating streaming publishers’ unique and incremental reach, Deal ID forecasting, Instant Reserve for easier booking of premium placements, managing ad frequency on CTV devices, and identifying overlap with the Unique Reach Overlap report. These features are crucial for advertisers looking to maximize the effectiveness of their CTV campaigns and reach their target audience more effectively.

Source: Search Engine Journal