Helping advertisers make the most of connected TV

Connected TV is where people go to kick back and enjoy their favorite content. Over 50% of ad-supported streaming watch time is on YouTube for people ages 18 and up. 1

It has helped advertisers reach their audiences in more efficient ways. The ability to plan and measure cross media is one of the challenges. We have brought better digital ad capabilities to CTVs to allow for consistent planning and measurement across platforms, while improving the viewer experience. We are sharing some of our newest solutions.

We're partnering with Nielsen to help advertisers understand how their reach on YouTube compares to other services. Advertisers will be able to measure their total audience reach by using new tools.

Invest with confidence

Last year, we launched the Digital Ad Ratings and Comscore Campaign Ratings to help you measure your campaigns. In the US later this year, there will be a release of the total ad ratings for YouTube TV.

You can use the metrics from your media mix model to measure sales outcomes and share insights on the impact of your CTV investment. To make the data analysis process faster for clients and easier for our measurement partners, we have launched a new data platform for MMM providers and advertisers to request data, track the status of those requests and ingest data directly.

MMMs provide one of the most important tests for any video platform, does it work? Strong business results for customers are being driven by YouTube. According to an MMM meta-analysis, on average, YouTube was more effective than TV across the U.S. 2

The tradition of gathering around the TV set with friends and family is still going strong. 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV. This is often referred to as co-viewing across the industry.

Accounting for multiple people is a core part of TV measurement. Advertisers will have access to co-viewing in order to measure the same behavior with YouTube and get an accurate picture of the total audience you're reaching.

Whether you are forecasting an upcoming campaign or reviewing post-campaign reports, you will soon see reach, frequency and an additional impression metric that accounts for all viewers. This means more accurate reach forecasts and campaign reports with an apples-to-apples comparison between YouTube and the rest of your linear and connected TV buy, ultimately helping you make smarter investment decisions. The industry standard of co-viewing measurement is met by our methodology. Learn how it works.

By the end of Q2 2022, co-viewing metrics will be rolled out across all of the tools.

Reach the right audience, at the right frequency

We know it isn't all about reach. You want to reach the right audience at the right time. Last month, we announced a new solution that allows for a better viewer experience and more efficient use of your media dollars.

For the first time, you can manage ad frequencies across connected TV apps with the help of Display and Video 360. Adding more reach for the same ad budget lowers your risk of triggering ad fatigue for viewers. Early results show that this new feature improves media performance for advertisers.

You can use other audience solutions with YouTube to help boost performance and reach the most relevant viewers for your brand.

Drive results with leading CTV capabilities

Digital-first capabilities are being used by top brands to grow their business.

In 2021, DoorDash ran a six-week campaign on YouTube to reach a large audience quickly, which resulted in a 50% increase in DoorDash driver sign-ups.

The brands are driving results while the viewers are watching. You can reach out to your sales team to learn more about the new solutions.