Media consumption trends are ever-changing, so it is vital for advertisers to stay on top of the best ways to reach their targeted audience. Consumers watching YouTube content on their home TV sets is now Google’s fastest growing content surface, reaching 120 million people per month. Google recently announced new targeting options for CTV campaigns and improved CTV buying tools.  

New Targeting Options 

With this growth comes the opportunity for advertisers to run TV-like ads for a much lower cost, with more specific targeting available. This option opens the door for companies with smaller budgets to be able to build brand awareness effectively with YouTube CTV ads. Google will use Nielsen Digital Ad Ratings (DAR) to allow for reporting on audience metrics based on how many unique viewers they reach. DAR incorporates census-based data, advanced machine learning, and third-party datasets to get specific customer segments. Advertisers will have the ability to have more control over campaigns in terms of audience reach. 

Simplifying CTV Buying

In addition to the new targeting options, Google is looking to simplify its CTV media buying. YouTube ads can now be purchased within Google Display & Video 360’s insertion order dedicated to TV ad buying. This allows advertisers to make it easier to improve and optimize campaign performance by managing campaign goals across the entire CTV media mix. At this time, there has not been a release date announced for these updates.  

With streaming on the rise, now is the time for advertisers to consider running their ads on more than just the traditional advertising methods. Reach out to the ad experts at LSM to find out how we can elevate your brand.