YouTube has today become a household name with connected TV viewers on the rise. These are people who stream online content to their home TVs. announcedThere have been some updates to the Connected TV (CTV ad offerings to help marketers maximize their growing opportunity and get more out its TV-like ads options.
YouTube claims that YouTube will soon be able to integrate CTV contextual signals into Display & Video 360 campaign targeting, which will enable advertisers to pick CTV ad inventory by genre, length or live-stream content.
As explained by YouTube:
“Let’s say you want to associate your ad message to some of the highly anticipated sports events of the summer, like the Olympics or the U.S. Open. Using Display & Video 360, you’ll easily select CTV live inventory that falls under the “Sports” genre. Then you’ll also be able to verify that your ads served against content that is suitable for your brand.”
CTV advertising will have a greater targeting capability than traditional TV. CTV advertising will eventually replace traditional TV advertising as an effective outreach option.
TV campaigns offer the best reach and resonance and are the most popular form of large-scale promotion. However, as the traditional TV audience declinesCTV is becoming more popular as digital natives age. The format’s improved targeting capabilities will make TV-like ads more easily accessible, more responsive, plus a larger strategic consideration.
YouTube ads can be skipped, unlike traditional TV ads. However, over time, many brands expect CTV ads to be a more valuable and viable option.
YouTube states that December 2020 will be the largest month for YouTube users. 120 million people in the US streamed YouTube or YouTube TV on their TV screens.
YouTube is adding more features to its already impressive library. sales lift measurement for CTV ads, via Nielsen Catalina Solutions (NCS) in the US.
“Harnessing sales data across NCS’s extensive retailer network, this feature will give you a chance to quantify how your CTV ad impressions led to offline sales. This report provides useful metrics such as percentage sales lift and total incremental sales. These metrics can be used to inform future campaign optimization. This data will be available right in the Display & Video 360 interface, meaning that no pixel implementation or log file data crunching will be required.”
This is a significant improvement over traditional TV ad measurements, which will increase its appeal and help improve strategic strategies.
YouTube is also offering new options for businesses to enhance their audio advertising approaches with its Audio Mixer tool now enabling marketers to apply segmentation rules to their audio campaigns, including location, schedule or audience. This allows brands to create more relevant, customized ads that are more relevant for different consumer segments using a single audio creative.
“For example, you could create a back to school audio campaign with customized offers for different markets. After recording the audio asset, you can use dynamic audio to create additional custom assets that include local in-store promotions based upon where the ads will be running.
As you can see, Audio Mixer allows marketers to build creative solutions through variable mediums. Multi-track audio mixing allows you to change your message for different segments.
YouTube has launched new audio ads last NovemberBusinesses can connect with the increasing number YouTube users who listen to YouTube audio-only content. Although it’s too early for YouTube Audio Ads to prove to be a viable option, the ability to quickly scale and target different elements with audio approaches will make them more appealing.
YouTube will soon have both Audio Mixer as well as the dynamic production tool. Ads Creative Studio.
These are great additional considerations to your YouTube marketing efforts. Although they may not seem like important marketing elements yet, they are increasing in importance. Growing usage means a wider audience. CTV ads could drive huge response when used in the right context.