People are spending more time than ever watching connected TV (CTV), and advertisers seek tools to help them reach consumers in these impactful moments. To better meet the needs of advertisers, publishers, and viewers, we’re strengthening Display & Video’s CTV ad buying and measurement capabilities.
These updates will help advertisers better reach their intended CTV audience and measure outcomes at the household level by incorporating IP addresses, among other signals, in ways aligned with our privacy principles. Because CTV is typically watched in groups, these updates will also enable advertisers to better understand their audience, leading to more relevant ads and performant CTV campaigns.
- Connect with the right household audience: We're enhancing Display & Video 360’s audience capabilities for CTV ads. Marketers will soon be able to reach households with relevant CTV ads based on demographics, shared interests, or purchase intent signals from across the entire household. We’re also making it easier for advertisers to use their Display & Video 360 first-party audiences on CTV, enabling broader household reach with no extra steps to optimize audience segments for CTV.
- Measure outcomes and impact across a household: Today’s consumers are seamlessly and simultaneously searching, scrolling, shopping, and streaming. They begin this journey on one device, and finish it on another, making it challenging for advertisers to measure the impact of CTV ads on purchases. To help connect those dots, in a few months, we’ll be enhancing conversion measurement in Display & Video 360 and Campaign Manager 360. As a result, marketers will get a more complete view of how CTV campaigns impact purchasing behavior in a household, gaining a better understanding of which ads perform best on popular CTV services.
- Understand household-level reach and frequency: Later this year, household reach metrics will be integrated into our standard reach reports, displayed alongside our existing people reach metrics. This new metric will provide brands with a clearer view of campaign impact and allow for direct comparisons between CTV and traditional TV.
As a result, all Display & Video 360 advertisers will automatically benefit from more effective household connections, deeper campaign insights, and higher CTV ROI. This includes coverage across YouTube and top streaming content on Display & Video 360. We encourage advertisers and media agencies to evaluate the impact of these updates on their CTV campaign performance.