Google on Wednesday introduced a series of tools in Display & Video 360 and Campaign Manager to help advertisers increase awareness and improve forecasting and measurement for TV and video ad placements, as well as finding engaged audiences on connected TV.
Improvements were made in Display & Video 360’s forecasting tool by adding support for programmatic deals. Soon marketers will have the ability to include deals in their deduplicated reach estimate, which already includes an open auction.
This helps media planners working with brands that want to connect with TV viewers because most connected TV ads are secured via deals. Planners will have answers to questions such as how much incremental reach they could get by combining a network CTV deal with YouTube reservation and open auction video ads.
To give advertisers more options to find their audience, Google said it is making more popular inventory available in Display & Video 360.
The company has integrated the list of YouTube content that advertisers can reserve and manage, and has opened access to YouTube Masthead ads on the Home feed. This beta feature includes the YouTube Masthead on TV screens.
Other areas are being explored, as some media and entertainment marketers in the U.S. are testing a new cinematic teaser format that fits the look and feel of Android TV’s home screen.
Measurement in Display & Video 360 and Campaign Manager is changing. As part of that change, Google has launched a reporting feature it calls Unique Reach Audience. This report extends reach measurement to include demographic insights, among other things.
So rather than just knowing how many unique users the ad has reached, for example, the tool can tell advertisers how many unique users within a particular demographic the ad reached.
Using the Internet Advertising Bureau’s Identifier for Advertising (IFA) standard, YouTube added Unique Reach support for connected TV devices. This capability provides a more precise understanding of the impact of ads on connected TVs as well as an understanding of the contribution to the overall reach and frequency performance of digital advertising.
The change adds to the decision to replace cookie-based reach with Unique Reach across YouTube’s and Google’s products.
Frequency distribution and viewable reach measurement will soon be based off of Unique Reach to help advertisers report on these metrics even when cookies are not available.