Google Ads introduces new CTV advertising features
3 mins read

Google Ads introduces new CTV advertising features

Google’s Display & Video 360 platform has introduced new capabilities to help advertisers plan, buy and measure connected TV (CTV) campaigns.

As more advertisers prioritize CTV campaigns, the new features include a TV feature to assess the unique and incremental reach of streaming publishers like YouTube, Hulu, and Roku.

Additionally, the new Deal ID prediction helps advertisers understand the performance of a Preferred Deal or a Programmatic Guaranteed deal before execution.

Easier booking for Premium placements is also possible via Instant Reservation, which allows advertisers to reserve YouTube CTV inventory across curated packages, including YouTube TV and other YouTube Select offerings.

In addition, Display & Video 360 can help manage ad counts across CTV devices to reduce media waste and identify which publishers and strategies are driving the most additional reach.

Learn more about updates from Google for CTV campaigns.

Refresh to reach the scheduler

Reach Planner is a tool in Display & Video 360 that allows advertisers to forecast their reach and expected campaign performance.

Advertisers also use Reach Planner to discover new publishers and CTV inventory, allowing for more efficient budget allocation decisions.

With the new TV functionality in Reach Planner, advertisers can assess the unique and incremental reach of streaming publishers like YouTube, Hulu and Roku, in addition to linear TV.

This Reach Planner update is now available for advertisers in the US, Japan, Vietnam, France and Germany.

Advertisers in the US can further refine their target audience by using TV usage data from Comscore’s top 150 local markets available in Reach Planner.

Deal ID Predictions allow advertisers to predict the performance of their campaigns before spending any money.

This is especially helpful for CTV inventory, where much of the valuable inventory is often sold through deals, especially around big events like the World Cup or Super Bowl.

Update on Marketplace

Display & Video 360’s marketplace helps advertisers find CTV inventory to meet their campaign goals.

An audience filter was recently added to make it easier for advertisers to find inventory packs and view forecasts for third-party audiences.

Advertisers can secure premium CTV inventory by creating deals or activating inventory packs in the TV section of the marketplace.

Additionally, Display & Video 360 recently launched CTV audience features, which allow advertisers to reach their audiences wherever they stream connected TV content.

Advertisers can use their first-party audience lists to connect with people they already have relationships with, and then extend the reach of their CTV campaigns to reach groups like “sports enthusiasts” through Google Audiences.

A new report to identify overlaps

A new report in Display & Video 360, Unique Reach Overlap, helps advertisers identify duplicate reach across publishers, campaigns and devices.

This information can be used to set campaign-level frequency caps to minimize overlap and reduce media waste.

Additionally, it can help advertisers identify which publishers and strategies are getting the greatest reach.

This report is available for all Display & Video 360 accounts and Campaign Manager 360 worldwide.

In total

Google’s Display & Video 360 platform has introduced several new features to help advertisers plan, buy and measure their connected TV (CTV) campaigns.

These features include unique and incremental reach assessment of streaming publishers like YouTube, Hulu, and Roku, deal ID forecasting, instant reservation for easier booking of premium placements, management of ad counts on CTV devices, and identification of Overlaps with the new Unique Reach Overlap report.

These new features and updates demonstrate how Google is actively adapting its tools to meet advertisers’ growing demands for CTV campaigns.


source: Google

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