The vast majority of consumers already watch television and reproduce content over the Internet. For this reason, connected TV has become an indispensable part of the media mix when implementing campaigns efficiently.
With the mission of helping brands optimize their strategies, Google has recently launched a series of updates to the tools and functionalities included in Display & Video 360. It is a technological platform for large advertisers looking to take control of their campaigns. Thus, they allow you to manage different digital ad campaigns in a single place and perform various tasks, from media planning and creative development to measurement and optimization.
single scope
Planning is the first step of any campaign. It consists of setting objectives from the starting point of the company, establishing strategies to achieve it, taking into account the resources we have. For this reason, they have ReachPlanner, that allows to offer a forecast of the performance that the media plan will have, such as the geographic location and the format of the ads, thus making more efficient decisions regarding budget allocation.
On the other hand, the Television section in the tool facilitates the unique reach and increase of the scarce streaming, such as YouTube, Hulu, Roku, as well as linear television. The feature is available to advertisers in Japan, Vietnam, France, Germany, and the United States.
Reduction of reservation times
Google stands out among the updates Instant Reserve features. They will now allow delivery of CTV inventory on Youtube. In addition, the reduction of reservation times to a process of just a few minutes. Thus, this feature has the option of accessing audience segmentation capabilities that were currently only available for purchases in open auctions.
Among the new features, advertisers will be able to use their own audience lists to connect with the users with whom they have a relationship by adding the data for ad placement selection.
Set Rate Limits
You have to take into account the ad frequency on connected TV devices. In this way, the Display & Video 360 functions allow you to set frequency and exposure limits so as not to saturate the audience. Also to optimize the budget of the campaign. Additionally, they can measure the impact of that frequency setting on their campaigns with eThe Unique Reach reportwhich measures users who have interacted with your ads across different environments and devices.