Although smartphones continue to rock the digital world, the YouTube channel is slowly but surely moving back into living rooms. According to surveys, users spend an average of more than 180 million hours watching YouTube on TV specifically. It makes sense that advertisers need to respond to this trend very quickly and tap into the new potential of video advertising.
Google has therefore not been lazy and has come up with a new feature that will make it easier to target YouTube ads to users who are connected on their TVs. This should make it easier for advertisers to manage all campaigns to ensure accurate targeting and measurability.
To clarify, there is a new device category in the ad setup – TV screens. With this category, you can much better find valuable segments of your audience who have a TV connected to the internet and are watching YouTube videos on it.
So alongside devices such as computers, mobile phones and tablets, you’ll also find TV screens in Google Ads (formerly Adwords) and Display & Video. This allows you to tailor your content to your users, for example, using different creative or setting up bid adjustments for specific devices.
One of the biggest benefits Google promises is ad measurability. This allows advertisers to see not only web campaign stats in their Google Ads account, but also how a radio spot is performing in terms of listenership or the number of times an ad is showing up on TV.
As Christmas is approaching at breakneck speed, don’t delay unnecessarily and start reaching users on devices that stream TV content (smart TVs, gaming consoles, Chromecast, etc.)! And if you’re already overwhelmed with work, or simply can’t navigate the new services, we’d love to help you manage your Google Ads campaigns.