“With cord-cutting on the rise, brands have been looking for new ways to connect with an important part of their audience that are harder than ever to reach. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube,” said Debbie Weinstein, Managing Director, YouTube/Video Global Solutions. “Today we’re introducing a new set of opportunities on YouTube to help brands reach these viewers across content and devices.”
In the coming months, YouTube will add TV screens – joining computers, mobile phones and tablets – to AdWords and DoubleClick Bid Manager, so advertisers globally can tailor their campaigns for this environment – for example, by using a different creative.
“We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments,” added Weinstein. “YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively.“
YouTube will also offer a new segment in AdWords called “light TV viewers.” Advertisers will be able to reach people who might be harder to reach via traditional media, because they consume most of their television and video content online.
And — for the first time — this upcoming broadcast season advertisers will be able to access full length TV inventory in Google Preferred, which aggregates the top 5 percent of YouTube content for advertisers.
“This means advertisers will be able to get both the most popular YouTube content and traditional TV content in a single campaign – plus, we’ll dynamically insert these ads, giving advertisers the ability to show relevant ads to the right audiences, rather than just showing everyone the same ad as they might on traditional TV,” explained Weinstein.
“As marketers continue to break the silos and think of holistic media plans, we’re excited to enable the opportunity. Because while TV screen viewing is big and growing fast, video is everywhere and the key is connecting with viewers wherever they watch,” Weinstein added.