Because of the pandemic, advertisers have been interested in using connected TV for the past two years.
Over 72 percent of households use a smart TV to watch Connected TV, as more people stay at home and work from home.
It used to be difficult for small businesses to get into CTV (Connected TV) advertising. Getting started with CTV is now easier than ever thanks to technological advancements.
Last year, YouTube partnered with Nielsen Digital Ad Ratings for easier measurement alongside other media to help you invest in CTV with confidence.
New Capabilities for Measuring
Investing in a new platform can be a risky business. “Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the United States,” Google said.
What exactly does this imply?
You’ll soon be able to compare the reach of YouTube TV and YouTube CTV to that of linear TV.
In the United States Consumer Packaged Goods (CPG) that measured YouTube CTV, YouTube CTV was 3.1X more effective than TV.
YouTube inventory will be deduplicated across all platforms, including CTV, computers, mobile, and linear TV, in the updated release.
In addition, CTV device metrics will be visible in your media mix model (MMM) data feed. This is significant because it allows you to track sales and share information about the impact of your YouTube CTV investment.
YouTube has launched a new data platform for MMM advertisers and providers, allowing them to request data, track request statuses, and receive data directly from them.
Measurement of Co-Viewing
The practice of watching television with others has not waned. According to one of Nielsen’s studies, 26% of users over the age of 18 are watching YouTube TV on the same screen. This compares to 22% on traditional television.
Read Are you new to the world of YouTube music? Here’s Where to Begin.
This is referred to as “co-viewing.” How do you measure the impact of co-viewing when it’s still the norm?
co-viewing metrics have been around for a long time, which is why the partnership with Nielsen will include co-viewing metrics in YouTube TV ad reporting. In the United States, co-viewing will be included in Nielsen’s DAR guarantees ad reporting.
By the end of Q2 2022, co-viewing metrics will be available globally in Google Ads, Display, and Video 360 planning and measurement tools.
Ad Frequency Management
CTV’s frequency has never been available before. This option is currently available for traditional Display and YouTube campaigns.
Moving forward, you’ll be able to manage your CTV frequency across YouTube, YouTube TV, and other connected apps, according to Google.
What is the significance of this?
You’ll be able to get a more accurate picture of the total audience you’re reaching if you use co-viewing metrics.
co-viewing metrics can also help you better forecast an upcoming CTV campaign or report on previous campaigns.
The following metrics will be included as well:
- Reach
- Frequency
- Additional impression metrics
You’ll be able to give your users a better experience and spend your CTV dollars more efficiently if you can manage ad frequency.
The ultimate goal is to assist you in making the most cost-effective advertising investments possible. If you haven’t tried CTV yet, having the right forecasting tools can help you feel more confident about branching out to this popular platform.
Learn more from Youtube and read YouTube Confirms Shorts Views Don’t Count For Monetization.
