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Google Ads Makes it Easier to Reach Users with YouTube Ads on Connected TVs

Google Marketing has announced that it is adding the new TV screen device type group for video ads that will enable advertisers to target audience while they are watching YouTube video on connected TVs.

Today’s launched TV screens device type joins already available device type in Google Ads and Display & Video 360 (formerly DBM) such as computers, mobile phones and tablets.

Using the dedicated device built for TV screens advertisers can tailor their advertising campaigns for connected TVs by using different creatives specifically for TVs.

They can also set a specific device bid adjustment for ads on TV screens.

Advertisers will also be able to easily measure the impact of their ads on a device type through the new reporting for ads that run on TV screens.

Google notes that on an average more than 180 million hours of YouTube every day is watched on TV screens.

Adding, the team said with this shift in viewing behavior, “…We’ve been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecasts and smart TVs of all stripes.”

Google citing research says that people react positively to ads on TV screens.

Adding, […] based on Ipsos Lab Experiments, “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,” said Google.

Marketers can set device bid adjustments for ad groups or campaigns using the steps below:

  • Sign into Google Ads (formerly AdWords)
  • Head over to “Campaigns” or “Ad groups”
  • Select “campaigns” or “ad groups” to change
  • Under “Device bid adjustment” in the edit panel
  • Enter a value for “Desktop”, “Mobile,” and “Tablet” from -90% to +900%, inclusive. Also, you can enter -100% to opt out of a device for the selected campaigns or ad groups.

Starting today, video ads can be displayed to users on devices that stream YouTube content on devices like smart TVs, game consoles, and other streaming devices including Apple TV and Chromecast.

Update 10/18: Google has just announced upcoming changes to the URL Performance Report for YouTube video placements.

What’s Changing?

Starting October 30, 2018, the URL_PERFORMANCE_REPORT in the AdWords API will exclude information for YouTube video placements to meet data retention policies.

As a result, says Google placements with the www.youtube.com domain in the URL field will no longer appear in the report.

New Google Ads API will feature improved placement reports.

Google recommends that advertisers should review their application and workflows and make necessary changes to ensure that the exclusion of video placements in this report will not cause problems.

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