Tag Archives: Google Marketing Platform

More connected TV ad buying options in Display & Video 360

As viewers continue to shift from traditional TV to connected TV (CTV), marketers are looking for effective ways to connect with streamers and measure the reach of their campaign across a variety of CTV apps. So we’re introducing new CTV solutions in Display & Video 360 to give you the option to pick the inventory and measurement solutions that work best for you.

First we’re adding audience guarantees based on Nielsen Digital Ad Ratings (DAR) to Display & Video 360 and expanding advanced Programmatic Guaranteed features to more exchanges. Programmatic Guaranteed lets you access top CTV ad placements, combining the best of the direct deal buying experience with the automation and personalization of programmatic. Leading brands like Uber already use this buying technique to secure coveted CTV inventory around high-visibility events while still enjoying the efficiency of programmatic advertising.

Second, we’re making it simpler to buy YouTube CTV and other CTV apps in a consolidated workflow. This will give you a chance to improve your media performance by managing your campaign goals seamlessly across any CTV inventory.

Audience guarantees backed by Nielsen

CTV and video buyers often use Nielsen Digital Ad Ratings as the system of record to understand how many unique viewers they reached within their core audiences and prove campaign impact across digital media platforms. That’s why we’re launching Nielsen audience guarantees across streaming TV and video in Display & Video 360. This will make it easier to plan, buy and measure an entire connected TV upfront in Display & Video 360 in a way that’s comparable to linear TV. Being able to reach your key audiences has been central to effective traditional TV advertising — the same goes for CTV.

When setting up your guaranteed deal, you can now choose a specific age and gender demographic, like adults ages 18 to 49, and pay only for the ad impressions that reach your target audience as measured by Nielsen DAR. This feature works for all types of video campaigns — including for connected TV ads — and comes at no additional cost for advertisers.

Nielsen-based audience guarantees enable Display & Video 360 users to buy inventory programmatically and pay only for impressions that reached their target audience as reported in Digital Ad Ratings. Kim Gilberti, Sr VP, Product Management
Nielsen

For now, audience guarantees are available for Programmatic Guaranteed ads running with a set of publishers on Google Ad Manager in the U.S. We look forward to onboarding more publishers and exchanges.

Advanced Programmatic Guaranteed features available for more exchanges

Speaking of expansion, we’re making Google audiences for Programmatic Guaranteed available across a variety of exchanges including Google Ad Manager but also Xandr and Magnite and looking to add more. We've already expanded capabilities for you to reach Google audiences on CTV campaigns when bidding on open auction inventory. Google audiences can help drive a higher return on investment by reaching the groups of consumers who are most likely to respond to your message based on Google’s understanding of intent. Now, you can also use Google affinity, in-market and demo segments while buying Programmatic Guaranteed deals across a variety of participating publishers, giving you even more flexibility in your audience strategies for CTV.

For these exchanges, we’re also improving how ad frequency management works for Programmatic Guaranteed deals, helping to enhance the viewing experience for your audiences. Once your campaign frequency goal is reached for certain users, whether via open auction, Programmatic Guaranteed, or a combination of the two, Display & Video 360 now stops showing ads to these users while still prioritizing and delivering the agreed number of impressions from your guaranteed deals.

We're doubling down on programmatic reservation, particularly in the growing CTV landscape. So managing frequency for Programmatic Guaranteed deals with more exchanges is critical to help us further reduce waste associated with ad overexposure. Charles Cebuhar, Sr Director Digital Activation
OMG Center of Excellence

Consolidated CTV workflow across YouTube and other CTV apps

For many marketers, simplifying campaign execution for a variety of CTV apps is fundamental to effectively reaching streamers. And Display & Video 360’s capacity to plan, manage ad frequency and measure performance across YouTube and other CTV inventory sources saves them time and money. To help CTV buyers deliver more coordinated ad campaigns, YouTube ads can now be purchased within Display & Video 360’s insertion order dedicated to connected TV ad buying. This simplified workflow features parameters designed specifically for CTV campaigns to help minimize technical blockers that typically limit reach on CTV devices. Because it puts YouTube side-by-side with other top CTV inventory, it also makes it easier to optimize for common goals or control ad frequency across your entire CTV media mix.

Test this integrated workflow and advanced Programmatic Guaranteed capabilities today and combine them with new CTV frequency management solutions in Display & Video 360 to get the most efficient reach out of your CTV deals.

Simplifying measurement with the Google tag

Measurement is the bedrock of digital advertising. Accurate measurement relies on robust tagging to help you reach people who have visited your website or app. It also serves as the foundation of a privacy-centric measurement strategy revolving around information people agree to share with you, so-called consented, first party and modeled data. It’s critical that advertisers have durable, sitewide tagging in place as legacy identifiers such as third-party cookies are phased out. Tagging will help you strengthen user privacy, keep up with rapidly changing regulations and continue measuring performance and modeling insights.

Evolving with your measurement needs

To help you keep pace with industry changes, we've centralized our tagging solutions with Google Tag Manager, an enterprise tag management system, and the global site tag (gtag.js), which lets advertisers send event data to Google Analytics, Google Ads and Google Marketing Platform. But we’ve heard from you that tagging is still cumbersome.

Today, we’re further improving the tagging experience with the new Google tag — a single, reusable tag built on top of your existing gtag.js implementations that helps you confidently measure impact and preserve user trust. Starting today and rolling out over the next week, the Google tag will unlock new capabilities to help you do more, improve data quality and adopt new features — without requiring more code. As we’ve previously recommended with the global site tag, the Google tag should be installed on all pages of your website.

For customers using Google Tag Manager, you will not experience any changes to your setup today. But, stay tuned for future updates on tighter integration and upgrade paths between the Google tag and Google Tag Manager.

Centralized sitewide tagging

Advertisers with multiple instances of gtag.js can now combine those tags and centrally manage their settings in the Google tag screens in Google Ads and Google Analytics. Since it’ll be easier to set up sitewide tagging and combine or reuse tags, you can easily increase the number of tagged pages with consistent configuration. This helps improve measurement, leading to better-quality customer insights. You can also now manage user access to your tag settings across products in one dedicated place, giving you more control over who has access to critical measurement settings. Rest assured, your existing gtag.js implementations will continue to work and will automatically become the Google tag.

Easily access your Google tag settings in Google Ads and Analytics

Combine your tags and manage your settings centrally without additional code

Faster and easier setup

In the coming months, you’ll also be able to use your existing Google tag installation when setting up another Google product or account or creating new conversion actions, instead of configuring additional code each time. We’ve simplified complex workflows for a simple and quick setup experience that works across Google Ads and Google Analytics, within the product interfaces that you’re already familiar with.

And, for customers using popular content management systems like HubSpot, Squarespace or Wix, you’ll be able to install a new Google tag without any code at all.

Preparing today for the future

The Google tag is a new centralized approach to tagging, integrated with many of our other privacy solutions to give advertisers more control and ease of use. As with your existing gtag.js and Google Tag Manager implementations, the Google tag continues to work well with solutions such as Consent Mode and Server-Side Tagging.

The Google tag is the first of many improvements to come and we’ll have more to share in coming months so you can better prepare today for the future.

Advancing transparency for buyers and publishers

Our advertising partners often ask me, “how can I better understand where my dollars are being spent?” This question isn’t new. But as buying and selling digital ads has become more complex, tracking where the money goes has become more difficult. On average 15% of advertiser spend is unattributable, according to some industry estimates.

One of my biggest concerns about this trend is its impact on marketer confidence in digital advertising. How can we all provide greater visibility into the investments of agencies and advertisers to properly inform future media spend? While we can’t speak for the many other companies in this space, our platforms do not take hidden fees. Working with others in the industry, we’re committed to investing in solutions that bring greater trust to programmatic buying and advance a more transparent ecosystem.

Introducing Confirming Gross Revenue

Today we’re announcing Confirming Gross Revenue, a new solution that gives buyers and publishers a privacy-safe way to verify that no hidden fees are taken from digital advertising transactions when using Google Ad Manager.

The publisher can use the new Revenue Verification Report to see the aggregate gross revenue received from a specific buyer. Then the buyer and the publisher can verify the media cost from the buyer’s reporting matches the gross revenue the publisher received. If the numbers match, the buyer can confirm that their full media spend reached the publisher and no hidden fees were taken.

Illustration shows process for buyers and publishers to verify no hidden fees with Confirming Gross Revenue

As we build out this feature, Display & Video 360 is onboard as an early tester. And, as a new solution, we’re in communication and collaboration with other demand-side platforms, sell-side platforms, publishers and agencies, who will test this feature and provide feedback to improve it. As we onboard more partners, we have started to gather some of this feedback.


"OMG prides ourselves in being industry leading advocates for full supply chain transparency. We believe this feature will be a great first step toward confirming that there are no hidden fees in programmatic buying, and having a seat at the table gives us the best opportunity to affect positive change for advertisers."

- Philip Pollock, Chief Operating Officer, Omnicom Media Group Australia


"Transparency and trust go hand in hand and giving us additional access and insight into media costs is a step in the right direction. We look forward to being early adopters of the solution and partnering with Google to provide feedback on how to make improvements.”

- Eric Hochberger, CEO, Mediavine


"Greater transparency in the digital advertising supply chain through solutions like Confirming Gross Revenue is sorely needed. That’s why we’ve made it a priority to invest in creating industry standards like ads.txt, sellers.json, DemandChain Object and buyers.json to help everyone raise the bar on trust in programmatic buying. We look forward to working with Google on this privacy-forward solution and potentially incorporating these concepts into IAB Tech Lab’s standards portfolio."

- Anthony Katsur, CEO IAB Tech Lab


Transparency without compromising privacy

As we continue to invest in solutions to bring more transparency into media buying, we’re also protecting people’s privacy and the contractual confidentiality of our partners. Transparency and privacy do not need to be at odds, which is why Confirming Gross Revenue only uses the data needed to confirm no hidden fees have been taken. To reduce the risk of user identification, the feature relies on aggregate gross revenue amounts, rather than combining granular log-level data.

Implementing industry standards

This solution builds on years of work to increase transparency to programmatic advertising, including steps we’ve taken to simplify our platforms and explain our own fee structure. In recent years, we've also participated in industry transparency standards across our buyside and sellside businesses, like ads.txt / app-ads.txt, sellers.json and SupplyChain Object. For example, we recently brought SupplyChain Object data into Ads Data Hub to help marketers using Display & Video 360 see the steps their impressions took before arriving on a publisher’s site.

Together, these initiatives give partners greater visibility into digital advertising. This can help inform buying decisions, improve bid transparency and strengthen fraud detection. Still, we recognize that there is more work to do.

A continued commitment

Confirming Gross Revenue is one part of our efforts to address concerns over lack of transparency that we have heard from publishers, agencies, advertisers and regulators. Over the next few months, we’ll continue to work with the industry on shaping this new solution and, more broadly, initiatives to instill more confidence in online advertising. Bringing greater transparency to advertisers, agencies and publishers is core to our approach. We welcome participation from others who want to work together to advance an ad-supported internet that works for everyone.

Advancing transparency for buyers and publishers

Our advertising partners often ask me, “how can I better understand where my dollars are being spent?” This question isn’t new. But as buying and selling digital ads has become more complex, tracking where the money goes has become more difficult. On average 15% of advertiser spend is unattributable, according to some industry estimates.

One of my biggest concerns about this trend is its impact on marketer confidence in digital advertising. How can we all provide greater visibility into the investments of agencies and advertisers to properly inform future media spend? While we can’t speak for the many other companies in this space, our platforms do not take hidden fees. Working with others in the industry, we’re committed to investing in solutions that bring greater trust to programmatic buying and advance a more transparent ecosystem.

Introducing Confirming Gross Revenue

Today we’re announcing Confirming Gross Revenue, a new solution that gives buyers and publishers a privacy-safe way to verify that no hidden fees are taken from digital advertising transactions when using Google Ad Manager.

The publisher can use the new Revenue Verification Report to see the aggregate gross revenue received from a specific buyer. Then the buyer and the publisher can verify the media cost from the buyer’s reporting matches the gross revenue the publisher received. If the numbers match, the buyer can confirm that their full media spend reached the publisher and no hidden fees were taken.

Illustration shows process for buyers and publishers to verify no hidden fees with Confirming Gross Revenue

As we build out this feature, Display & Video 360 is onboard as an early tester. And, as a new solution, we’re in communication and collaboration with other demand-side platforms, sell-side platforms, publishers and agencies, who will test this feature and provide feedback to improve it. As we onboard more partners, we have started to gather some of this feedback.


"OMG prides ourselves in being industry leading advocates for full supply chain transparency. We believe this feature will be a great first step toward confirming that there are no hidden fees in programmatic buying, and having a seat at the table gives us the best opportunity to affect positive change for advertisers."

- Philip Pollock, Chief Operating Officer, Omnicom Media Group Australia


"Transparency and trust go hand in hand and giving us additional access and insight into media costs is a step in the right direction. We look forward to being early adopters of the solution and partnering with Google to provide feedback on how to make improvements.”

- Eric Hochberger, CEO, Mediavine


"Greater transparency in the digital advertising supply chain through solutions like Confirming Gross Revenue is sorely needed. That’s why we’ve made it a priority to invest in creating industry standards like ads.txt, sellers.json, DemandChain Object and buyers.json to help everyone raise the bar on trust in programmatic buying. We look forward to working with Google on this privacy-forward solution and potentially incorporating these concepts into IAB Tech Lab’s standards portfolio."

- Anthony Katsur, CEO IAB Tech Lab


Transparency without compromising privacy

As we continue to invest in solutions to bring more transparency into media buying, we’re also protecting people’s privacy and the contractual confidentiality of our partners. Transparency and privacy do not need to be at odds, which is why Confirming Gross Revenue only uses the data needed to confirm no hidden fees have been taken. To reduce the risk of user identification, the feature relies on aggregate gross revenue amounts, rather than combining granular log-level data.

Implementing industry standards

This solution builds on years of work to increase transparency to programmatic advertising, including steps we’ve taken to simplify our platforms and explain our own fee structure. In recent years, we've also participated in industry transparency standards across our buyside and sellside businesses, like ads.txt / app-ads.txt, sellers.json and SupplyChain Object. For example, we recently brought SupplyChain Object data into Ads Data Hub to help marketers using Display & Video 360 see the steps their impressions took before arriving on a publisher’s site.

Together, these initiatives give partners greater visibility into digital advertising. This can help inform buying decisions, improve bid transparency and strengthen fraud detection. Still, we recognize that there is more work to do.

A continued commitment

Confirming Gross Revenue is one part of our efforts to address concerns over lack of transparency that we have heard from publishers, agencies, advertisers and regulators. Over the next few months, we’ll continue to work with the industry on shaping this new solution and, more broadly, initiatives to instill more confidence in online advertising. Bringing greater transparency to advertisers, agencies and publishers is core to our approach. We welcome participation from others who want to work together to advance an ad-supported internet that works for everyone.

Creativity meets scale in Ads Creative Studio

Last year, we introduced a beta version of Ads Creative Studio as a destination for creative and media professionals to make more effective ads at scale. After a successful beta period, the platform is now globally available with more features to help teams collaborate, create and customize display and video ads.

Increase relevance with customized ads

Consumers expect — and prefer — relevant ads: 80% of viewers say they are more open to advertising or branded content relevant to them. But delivering this experience in practice, and at any kind of scale, can be complex and cost prohibitive, especially for video ads. For this reason, many marketers have had to forgo the effectiveness gains that come from highly relevant, customized advertising. That changes with ad customization in Ads Creative Studio.

Now you can create multiple or even hundreds of versions of a single display or video ad. They can be customized for different audiences, locations, languages or contexts. Simply tell us what element of the ad creative — like a product image, superimposed text or sound — you want to set as ‘swappable’ and provide different versions of that element based on a set of rules you create. The rules include the audiences you want to reach or contexts you want to match.

For example, you might make a rule to change the text overlay on your video creative based on whether your audience is in the market for cold-weather gear or warm-weather travel. We’ll apply the rules quickly to all videos and render the different versions in a matter of minutes. Then, you can create and share a preview that shows every video, along with the rules that apply to that video, with anyone who needs to review it.

These features are available today for video creatives and will soon be launching for display.

Experience easier workflows across all your campaigns

We want to make it easier for media and creative teams to work together and at the same speed. A set of new features ensure that projects made in Ads Creative Studio can be seamlessly shared to all of our media platforms — Google Ads, Display and Video 360 and Campaign Manager 360.

First, you can now export images from the Ads Creative Studio asset library to the Google Ads asset library of any linked account. That means users within Google Ads can easily find those images and use them when assembling creatives for Performance Max campaigns, for example. You can think of the Ads Creative Studio asset library as a single, consolidated home for all creative assets, which you can then share with multiple media accounts for activation.

And second, you can now connect an Ads Creative Studio account to Campaign Manager 360. Ads Creative Studio was already available in beta to Display & Video 360 customers. Today, everyone can upload, manage and export HTML5 creatives directly to either Campaign Manager 360 or Display & Video 360. And, soon, you’ll be able to export video creatives as well.

Improve creative effectiveness and efficiency

Ads Creative Studio has helped brands and agencies cut down on time and costs and facilitate collaboration between media and creative teams. Men in Green, a creative agency out of the Netherlands was able to cut its creative production time in half using Ads Creative Studio and Display and Video 360. By implementing the platform into its workflow, the agency was able to maintain strict quality control for multiple creative assets while having different designers work on them simultaneously.

PepsiCo wanted to increase associations of the bubly brand with different contexts like house parties, barbecues, sports viewing and more. The company ran an experiment using customized videos built in Ads Creative Studio to see if occasion-specific messages aimed at relevant audiences could drive higher brand lift. PepsiCo found that campaigns with creative showing social gathering and food pairing situations were most effective. The path to customization was smoother and more efficient and, with a single tool, the team was able to standardize processes across functions.

In another instance, General Motors South America wanted to boost brand awareness of the Cruze 5 model. The brand decided to customize beyond the basics and needed to produce 14 unique ads without sacrificing time, budget or resources. Using Ads Creative Studio, the brand reduced costs by 30% and the campaign saw a 56% increase in Google searches for “chevrolet cruze” and a reduction in cost per view of 32% compared to the industry benchmark.

Ads Creative Studio is built to provide full support for creative teams and to enhance collaboration, creative effectiveness and scale. To learn how to get started, visit the Ads Creative Studio Help Center.

Creativity meets scale in Ads Creative Studio

Last year, we introduced a beta version of Ads Creative Studio as a destination for creative and media professionals to make more effective ads at scale. After a successful beta period, the platform is now globally available with more features to help teams collaborate, create and customize display and video ads.

Increase relevance with customized ads

Consumers expect — and prefer — relevant ads: 80% of viewers say they are more open to advertising or branded content relevant to them. But delivering this experience in practice, and at any kind of scale, can be complex and cost prohibitive, especially for video ads. For this reason, many marketers have had to forgo the effectiveness gains that come from highly relevant, customized advertising. That changes with ad customization in Ads Creative Studio.

Now you can create multiple or even hundreds of versions of a single display or video ad. They can be customized for different audiences, locations, languages or contexts. Simply tell us what element of the ad creative — like a product image, superimposed text or sound — you want to set as ‘swappable’ and provide different versions of that element based on a set of rules you create. The rules include the audiences you want to reach or contexts you want to match.

For example, you might make a rule to change the text overlay on your video creative based on whether your audience is in the market for cold-weather gear or warm-weather travel. We’ll apply the rules quickly to all videos and render the different versions in a matter of minutes. Then, you can create and share a preview that shows every video, along with the rules that apply to that video, with anyone who needs to review it.

These features are available today for video creatives and will soon be launching for display.

Experience easier workflows across all your campaigns

We want to make it easier for media and creative teams to work together and at the same speed. A set of new features ensure that projects made in Ads Creative Studio can be seamlessly shared to all of our media platforms — Google Ads, Display and Video 360 and Campaign Manager 360.

First, you can now export images from the Ads Creative Studio asset library to the Google Ads asset library of any linked account. That means users within Google Ads can easily find those images and use them when assembling creatives for Performance Max campaigns, for example. You can think of the Ads Creative Studio asset library as a single, consolidated home for all creative assets, which you can then share with multiple media accounts for activation.

And second, you can now connect an Ads Creative Studio account to Campaign Manager 360. Ads Creative Studio was already available in beta to Display & Video 360 customers. Today, everyone can upload, manage and export HTML5 creatives directly to either Campaign Manager 360 or Display & Video 360. And, soon, you’ll be able to export video creatives as well.

Improve creative effectiveness and efficiency

Ads Creative Studio has helped brands and agencies cut down on time and costs and facilitate collaboration between media and creative teams. Men in Green, a creative agency out of the Netherlands was able to cut its creative production time in half using Ads Creative Studio and Display and Video 360. By implementing the platform into its workflow, the agency was able to maintain strict quality control for multiple creative assets while having different designers work on them simultaneously.

PepsiCo wanted to increase associations of the bubly brand with different contexts like house parties, barbecues, sports viewing and more. The company ran an experiment using customized videos built in Ads Creative Studio to see if occasion-specific messages aimed at relevant audiences could drive higher brand lift. PepsiCo found that campaigns with creative showing social gathering and food pairing situations were most effective. The path to customization was smoother and more efficient and, with a single tool, the team was able to standardize processes across functions.

In another instance, General Motors South America wanted to boost brand awareness of the Cruze 5 model. The brand decided to customize beyond the basics and needed to produce 14 unique ads without sacrificing time, budget or resources. Using Ads Creative Studio, the brand reduced costs by 30% and the campaign saw a 56% increase in Google searches for “chevrolet cruze” and a reduction in cost per view of 32% compared to the industry benchmark.

Ads Creative Studio is built to provide full support for creative teams and to enhance collaboration, creative effectiveness and scale. To learn how to get started, visit the Ads Creative Studio Help Center.

Display & Video 360 brings Google audiences to connected TVs

Today at Google Marketing Live, we’re unveiling new products and features to help you build resilience for your business, drive results and prepare for the future of marketing.

As streaming continues to rise, that future includes more connected TV (CTV) advertising. That's why we’re unlocking even more CTV inventory in Display & Video 360 and extending Google audiences to CTV devices — helping you reach the right viewers as they watch top streaming content.

Connect with the right CTV audience

We’re committed to helping you deliver high quality ad experiences to all streamers by bringing the best of digital ad technology to the TV screen. One of the most effective digital strategies is creating relevant connections with your core audience. So we're introducing Google audiences for CTV inventory in Display & Video 360, which will work across Hulu, Peacock, YouTube and most other ad-supported CTV apps.

In a few months, you’ll be able to power your CTV campaigns with the same affinity, in-market and demographic audiences you’ve been using for your digital ads for years. Demographics and in-market segments will be available on CTV devices by the end of this quarter. Some affinity audiences are already available and more are coming later this summer.

GoDaddy has been using Google affinity audiences to reach the right people with their digital ads. Now, they can extend that strategy and reach audiences like “Business Professionals” or “Avid Investors” who are watching shows on Discovery’s HGTV Network or YouTube.

Google audiences on CTV gives us the opportunity to create ad campaigns that align directly with our prospective customers’ lifestyles. It's a great way to extend our digital best practices to the big screen. Jacob Jackson
Sr. Marketing Manager, GoDaddy

Reckitt has also found success using Google audiences on connected TV. Reckitt wanted Airborne, their immune support brand, to remain top of mind in the U.S. So they turned to Google’s custom audience segments to reach streamers interested in boosting their immune systems. Display & Video 360 analyzed the keywords Reckitt selected and automatically created tailored audiences that maximized the brand’s reach. This new audience strategy, combined with other digitally inspired approaches, resulted in over 18% more CTV reach for their Airborne campaign.

Our partnership with Display & Video 360 helped us reach CTV viewers in a much more data-driven way. James NT
Senior Performance Manager, Reckitt Benckiser

Access the biggest names in ad-supported streaming

Whether you’re looking for a good movie, the latest music video or a peaceful guided meditation — YouTube is the main stream. According to Nielsen, YouTube reached over 135 million people on connected TVs in the U.S. in December of last year.[d90432]For brands like Uber Eats, YouTube is fundamental to reaching younger demographics, who are lighter TV viewers. And Display & Video 360’s capacity to plan, manage ad frequency and measure performance across YouTube and other CTV buys saves these brands time and money.

Display & Video 360’s capacity to control ad frequency across YouTube and our other video buys makes it the ideal partner. Hanna El Hourani
Global Head of Programmatic, Uber

A majority of ad-supported CTV services — including broadcasters and cable network apps — also offer their inventory through Display & Video 360. According to comScore, Display & Video 360 now reaches 93% of ad-supported connected TV households in the U.S. and provides access to nine of the top ten most-watched ad-supported CTV apps in the U.S.[89917e]

Data visualization that reads “Display & Video 360 now reaches 93% of ad-supported connected TV households in the U.S.”

We’re also continuing to unlock top CTV inventory around the world. Peacock, NBCUniversal’s ad-supported streaming service, is the newest addition to available CTV publishers in the U.S. And you can now reach people watching Channel 4's programming in the UK.

Finally, we’re providing more innovative formats for brands to reach viewers the moment they turn on their TVs. Media and entertainment marketers in the U.S. have found success with the Google TV Masthead, which displays right on the home screen of Google TV devices. Today, in a new beta, we’re expanding the Google TV Masthead to allow more industry types to sponsor entertainment content. This cinematic teaser format can be tested using a Programmatic Guaranteed deal in Display & Video 360.

Check out the video below to learn more about new CTV solutions in Display & Video 360 and how to grow your business for the long run using enterprise ad tools.

Register for Google Marketing Live: May 24, 2022

"Register now" button with copy that says "Tuesday, May 24 at 9:00 a.m. PT"

It’s almost time for Google Marketing Live, our annual event showcasing the latest product innovations to help your business thrive. This year’s virtual event will take place on Tuesday, May 24 — starting with a keynote from 9:00 - 10:30 a.m. PT that will be livestreamed across the globe.

After the keynote, you’ll be able to join a variety of on-demand breakout sessions designed to help you meet your business goals. Here’s a sample of what’s in store:

  • Supercharge your full funnel video strategy on YouTube
  • Be ready for the future of commerce
  • Achieve better business results today with measurement that prioritizes privacy

And here’s a sneak peek into our speaker lineup:

Headshots of Philipp Schindler, SVP, Chief Business Officer, Google; Jerry Dischler, VP/GM, Ads, Google; Vidhya Srinivasan, VP/GM, Ads Buying Platforms, Measurement & Ads on Google Properties; Andraéa LaVant, Founder & President, LaVant Consulting; Bill Ready, President, Commerce, Payments & NBU, Google; Tina Edmundson, Global Brand & Marketing Officer, Marriott International

Register now to reserve your (virtual) front-row seat. And keep up with the conversation on social media at #GML2022. See you on May 24th!

Helping advertisers make the most of connected TV

Connected TV (CTV) has become the go-to spot for people to kick back and enjoy their favorite content. According to Nielsen, over 50% of ad-supported streaming watch time happens on YouTube CTV for people ages 18 and up.[879425]

It’s also helped advertisers reach their audiences in smarter and more efficient ways. But we know there are challenges — like the ability to effectively plan and measure cross media, from creator shows to live TV. So we've been focused on bringing better digital ad capabilities to CTVs to allow for consistent planning and measurement across platforms, while improving the viewer experience. And today, we’re sharing some of our newest solutions.

We’re partnering with Nielsen to help advertisers understand how their YouTube CTV and YouTube TV reach delivers in comparison to other services. New tools will also help advertisers measure their total audience reached by YouTube CTV and deliver an even stronger CTV viewing experience.

Invest with confidence

Last year, we launched Nielsen Digital Ad Ratings (DAR) and Comscore Campaign Ratings (CCR) to help you more easily measure your YouTube CTV campaigns alongside other media. Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S. This release will include deduplication of YouTube inventory across all platforms — CTV, computer, mobile and linear TV — to better compare YouTube reach to linear TV.

Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the U.S.

You’ll also see CTV device metrics within your media mix model (MMM) data feed, which can help measure sales outcomes and share insights on the impact of your YouTube CTV investment. To make the data analysis process faster for clients and easier for our measurement partners, we’ve launched a new data platform for MMM providers and advertisers to request data, track the status of those requests and ingest data directly.

We know MMMs provide one of the most important litmus tests for any video platform — does it actually work? On the most important metrics, YouTube is driving strong business results for customers. According to an MMM meta-analysis Google commissioned with Nielsen, on average, YouTube CTV was 3.1 times more effective than TV across U.S. consumer packaged goods (CPG) MMMs that measured YouTube CTV and TV (2021).[32b28f]

A graphic that shows a bar graph comparing YouTube CTV to linear TV effectiveness. The text reads “In an MMM meta-analysis Google commissioned with Nielsen, on average YouTube CTV was 3.1x more effective than TV across US CPG MMMs that measured YouTube CTV and YT (2021).”

Account for everyone

Just like the decades-old tradition of gathering around the TV set, people are watching YouTube with their friends and family. In a study with Nielsen, we found that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV.[9e1744]Across the industry, this is often referred to as “co-viewing.”

Accounting for multiple people, or “co-viewers,” has been a core part of TV measurement for years. To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen's DAR guarantees ad reporting in the U.S. Advertisers will also have access to co-viewing metrics across Google’s planning and measurement solutions globally.

To help you measure the same behavior with YouTube CTV and get an accurate picture of the total audience you’re reaching, co-viewing will be included in Nielsen's DAR guarantees ad reporting in the U.S.

Whether you’re forecasting an upcoming campaign or reviewing post-campaign reports, you’ll soon see reach, frequency and an additional impression metric that accounts for all viewers on CTV. 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. Our methodology is designed to meet the industry standard of co-viewing measurement. Learn more about how it works.

Co-viewing metrics will roll out globally across Google Ads and Display & Video 360 planning and measurement tools by the end of Q2 2022.

Reach the right audience, at the right frequency

We know it’s not all about reach. You also want to reach the right audience at the right frequency. Last month, we announced a new CTV frequency solution that allows for a better viewer experience and more efficient use of your CTV media dollars.

For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps. This lowers your risk of triggering ad fatigue for viewers, while adding more reach for the same ad budget. Early results show that this new functionality also significantly improves media performance for advertisers.

For the first time with Display & Video 360, you can manage CTV ad frequency across YouTube, YouTube TV and other connected TV apps.
A visualization of a data point that reads “Brands see a 5% increase in reach per dollar on average when managing CTV ad frequency across YouTube and other CTV apps rather than separately.”

In addition to frequency management, you can use other Google audience solutions with YouTube CTV to help boost performance and reach the most relevant viewers for your brand.

Drive results with leading CTV capabilities

Top brands are taking advantage of these digital-first capabilities to grow their business.

In 2021, DoorDash, alongside its agency Kepler Group, ran a six-week CTV campaign on YouTube to reach a large audience quickly, which ultimately drove a 50% incremental uplift in DoorDash driver sign-ups.

While viewers are watching the content they love on YouTube CTV, brands are driving real results. Reach out to your Google sales team to learn about YouTube CTV ads and these new planning and measurement solutions.

Supporting a diverse set of publishers in Display & Video 360

Last year, we introduced new ways to support Black-owned publishers in Display & Video 360’s Marketplace. We’ve heard from marketers that they also want to invest in publishers owned by members of other historically underrepresented communities. So we’ve added Latino- and Women-owned publishers attributes in Display & Video 360's Marketplace for U.S. advertisers.

When accessing Marketplace, you can find inventory packages with attributes that feature inventory from Latino- and Women-owned publishers. We use those same attributes to make it easier to discover publishers owned by individuals from these communities, so you can add these properties to your media plans. Working in coordination with our Display & Video 360 exchange partners — Google Ad Manager, BidSwitch, GumGum, Kargo, Magnite, TripleLift, Xandr, Yahoo and Yieldmo — these publishers have self-identified as being part of these communities and have opted to participate in this program.

As always, Display & Video 360 doesn’t allow advertisers to personalize ads based on categories such as race, religion, ethnicity or sexual orientation — and this program doesn’t change that.

On the left, an orange and red circle with a black heart on top symbolizes Black-owned publishers. In the center, a stylized blue, yellow and red flower symbolizes Latino-owned publishers. On the right, a red circle with a small cross underneath symbolizes Women-owned publishers.

Agency partners are already finding success using Marketplace to discover new publishers. “Online media is primarily funded by advertising, so investing in a more diverse set of voices ensures their thoughts continue to be shared, heard and supported,” says Mary Kotara, a media consultant at Adswerve. “We’ve seen many of our partners continue to run campaigns month after month on Black-, Latino- and Women-owned publishers. The more advertisers spend their budgets more responsibly, the more publishers owned by members of underrepresented communities can become more visible.”