Consumers worldwide are cutting the cord and canceling their linear TV connection in exchange for more on demand services. But advertisers shouldn’t panic just yet, there are even more advertising opportunities on platforms like YouTube and CTV than ever before.
While the living room streaming space may be new, it is growing at an incredible rate! The ever-growing Connected TV ecosystem is part of its appeal to consumers: more freedom to find what they want to watch, and an ad experience designed with users in mind.
At VuePlanner we are enhancing Connected TV even further by taming the sleeping giant of the Connected TV space: YouTube. And we view it as our duty to ensure that advertisers can conquer that space too.
One common question our team gets asked involving the CTV ecosystem is on the difference between YouTube TV and YouTube for TV Screens. While the terms are similar, the platforms have a few differences when it comes to advertising.
YouTube TV is Google’s package of linear TV networks, available to subscribers. If you are interested in buying inventory on YouTube TV, you will need to contact your Google Rep in order to execute.
YouTube for TV Screens is a targeting tactic available within Google AdWords and of course, within VuePlanner’s contextually targeted campaign builder platform. Using this tool, marketers can target YouTube for TV Screens the same way they would target mobile devices or tablets. Selecting YouTube for TV Screens allows marketers to reach audiences watching YouTube content on their living room devices.
Some of the YouTube Ad tools you may already be familiar with are available for use on YouTube TV as well. Skippable TrueView Ads, Bumpers, and Non-Skippable TrueView Ads can be easily applied to your Connected TV campaigns. One of the key benefits to these skype of ads is that you only pay when a viewer watched the entire ad, saving your money and resulting in accurate impression data.
With Google’s expanding inventory and consumers growing more comfortable with YouTube on TV, we are seeing a rapid shift in viewership. In the next year, we anticipate consumers will primarily consume digital video on their mobile devices and their living room screens.
With so many options in the Connected TV ecosystem, it can be intimidating for advertisers to understand where to start. But VuePlanner is here to guide you through the whole process and make recommendations based on your brand’s goals. If you are already utilizing YouTube ads, exploring the Connected TV space will be a straightforward transition.
By using this new method of targeting, advertisers can reach a fully-engaged audience and motivate those viewers to take action through clickable elements.