TV device type bidding and reporting now available in Google Ads for YouTube ads.
Raise your hand if you’ve cut the cord?
With the shift away from traditional cable viewing towards streamable media, advertisers must continue evaluating device performance individually. Your team simply cannot maintain a single budget, ad set, prospect journey, etc. for all devices. Each device — TV, mobile, desktop, and tablet — require their own attention.
One of the largest video content networks, YouTube, estimates users watch over 180 million hours of YouTube on TV screens every day1. As a result of this shift in viewing habits, Google has now rolled out an additional device type in Google Ads, TV screens. This new device type will allow you and your marketing team to better engage audiences viewing your ads from their TV or TV streaming device (Chromecast, for example). Moving forward, you will have access to reporting and device type bidding within the Google Ads platform.
What does this mean for your business?
Now that you have the ability to segment and track prospects interacting with your ads via TV, you should begin developing a unique digital strategy to more effectively target this audience. An important part of this strategy includes crafting a separate prospect journey based on your prospects’ TV ad viewing habits.
Leveraging the TV device reporting intelligence from Google Ads, begin reviewing your current YouTube ad creative and make any necessary changes to improve positioning for the TV audience. Are your TV streaming prospects watching your ads for a longer period of time than mobile or desktop? Where are you directing TV streaming prospects after they click your ad? Does advertising on TV screens provide a greater lift in brand awareness and ad recall? These are all questions your team should begin asking themselves now that TV ad data can be better reported and evaluated.
1Google Internal Data, Global, June 2018. Based on 7-day average for TV watchtime.
