Google Ads Launches New CTV Advertising Features: Everything You Need to Know

Display & Video 360 Platform Introduces New CTV Advertising Features

Google Ads has launched new features on its Display & Video 360 platform to help advertisers plan, buy and measure their Connected TV (CTV) campaigns. With advertisers increasingly prioritizing CTV campaigns, Google has introduced a TV functionality to evaluate streaming publishers' unique and incremental reach, such as YouTube, Hulu, and Roku. In this article, we will highlight the new features and updates to Google's Display & Video 360 platform and how it can help advertisers optimize their CTV campaigns.

Update to Reach Planner

The latest update to Reach Planner in Google's Display & Video 360 platform offers advertisers even more tools to effectively plan and optimize their connected TV (CTV) campaigns. The update includes new TV functionality that allows advertisers to evaluate the unique and incremental reach of streaming publishers, including popular platforms like YouTube, Hulu, and Roku, in addition to linear TV.

With Reach Planner, advertisers can forecast the reach and expected performance of their campaigns and discover new publishers and CTV inventory to make more efficient budget allocation decisions. The tool also offers audience data from the top 150 local Comscore markets in the US, which advertisers can use to narrow their target audience further.

The new Deal ID forecasting tool is another great feature that helps advertisers predict how their campaigns might perform before they spend any money. This is especially helpful for CTV inventory, which is often sold through deals, particularly during big events like the World Cup or Super Bowl.

With these updates to Reach Planner, advertisers in the US, Japan, Vietnam, France, and Germany now have even more data at their fingertips to make informed decisions about their CTV campaigns. By using these features to evaluate streaming publishers, predict performance, and narrow their target audience, advertisers can create more effective campaigns with a higher return on investment.

Deal ID Forecasting

Deal ID forecasting is a new feature introduced in Google's Display & Video 360 platform to assist advertisers in understanding how their Preferred Deal or Programmatic Guaranteed deal might perform before running. This feature is particularly useful in evaluating the performance of CTV inventory, where much of the valuable inventory is often sold through deals, especially during big events like the World Cup or Super Bowl.

With Deal ID forecasting, advertisers can predict how their campaigns might perform and make more informed decisions about which deals to pursue. By providing visibility into the potential reach and impact of each deal, advertisers can optimize their CTV campaigns, allocate their budget more efficiently, and achieve their desired outcomes.

Moreover, Deal ID forecasting can help advertisers to negotiate better deals with publishers, as they can enter into negotiations with more information about the performance of each deal. This can lead to improved relationships with publishers, better deals, and ultimately, more successful campaigns.

With Deal ID forecasting, Google's Display & Video 360 platform has once again demonstrated its commitment to empowering advertisers with the tools they need to succeed in the increasingly competitive world of CTV advertising.

Instant Reserve

Instant Reserve is one of the new features that Google's Display & Video 360 platform has introduced to assist advertisers in planning, purchasing, and measuring their connected TV (CTV) campaigns. This feature enables advertisers to easily book premium placements for their ads through a self-serve tool that allows them to reserve YouTube CTV inventory across curated packages, including YouTube TV and other YouTube Select lineups.

This tool provides advertisers with a faster and more efficient way of booking ads in premium placements, as they can do it themselves without having to go through a sales representative. Instant Reserve provides advertisers with more control over their campaigns and a higher level of flexibility in managing their ad placements. Advertisers can also receive real-time inventory availability information, allowing them to book ad placements with greater confidence and accuracy.

Instant Reserve is an essential feature for advertisers who want to prioritize their CTV campaigns and increase their reach to a broader audience. By utilizing this feature, advertisers can optimize their budget allocation decisions and manage their campaigns more effectively to drive better results.

Update to Marketplace

Google's Display & Video 360 platform recently announced an update to its Marketplace feature, which is designed to help advertisers find and connect with premium media owners and publishers. The update brings several improvements to the Marketplace feature, including enhanced search capabilities, improved filters, and more detailed information on available inventory.

With the updated Marketplace feature, advertisers can search for inventory across a range of media owners and publishers, including publishers in local markets. They can filter search results based on a variety of criteria, such as geographic location, ad format, device type, and more. Additionally, advertisers can access more detailed information about the inventory, such as impressions and viewability metrics, to help them make more informed decisions.

The Marketplace update also includes a new "Save Search" feature, which enables advertisers to save their search criteria for future use. This can help advertisers save time and streamline their workflow when they are searching for inventory.

The enhanced search capabilities and improved filters in the updated Marketplace feature make it easier for advertisers to find the right inventory for their campaigns. By connecting with premium media owners and publishers, advertisers can access high-quality inventory and reach their target audience more effectively. The detailed information available in the Marketplace can also help advertisers optimize their campaigns and make data-driven decisions that lead to better results.

Unique Reach Overlap Report

The Unique Reach Overlap Report is a tool that is available in Google's Display & Video 360 platform. It is designed to provide advertisers with valuable insights into the number of unique users that have been reached by their display and video campaigns. The report enables advertisers to identify any potential overlap between the audiences that have been reached by different campaigns and to adjust their targeting strategy to avoid overexposure.

By using this tool, advertisers can ensure that they are not repeatedly showing their ads to the same users, which can lead to ad fatigue and decreased campaign effectiveness. Instead, they can focus on reaching a larger pool of unique users and maximizing their reach and frequency metrics.

The Unique Reach Overlap Report also allows advertisers to compare the reach and frequency of their campaigns across different devices and channels, including mobile, desktop, and TV. This information can help advertisers to make more informed decisions about their targeting strategy and budget allocation.

In Summary

In summary, Google's Display & Video 360 platform is continuously evolving to provide advertisers with new and innovative features to help them plan, purchase, and measure their advertising campaigns effectively. The platform's recent updates, including Instant Reserve, Deal ID Forecasting, and the Unique Reach Overlap Report, have enabled advertisers to take greater control of their campaigns, optimize their budget allocation decisions, and reach a broader audience.

These features have allowed advertisers to make data-driven decisions, which have helped them increase the efficiency and effectiveness of their campaigns. The Unique Reach Overlap Report has provided advertisers with deeper insights into their ad frequency and audience overlap across various devices, helping them fine-tune their campaigns to avoid ad fatigue and wasted impressions.

Google's commitment to improving the Display & Video 360 platform reflects the importance of staying ahead of the curve in an ever-evolving advertising landscape. By leveraging these new features, advertisers can stay competitive, adapt to changing market trends, and ultimately achieve better ROI on their advertising spend.

Additional Resources

If you're interested in learning more about Google's Display & Video 360 platform and its features, here are some additional resources that you may find helpful:

1. Display & Video 360 Help Center: This is Google's official help center for the Display & Video 360 platform, where you can find detailed documentation on how to use its various features and tools.
2. Google Ads YouTube Channel: The Google Ads YouTube channel is a great resource for video tutorials and case studies on how to use Google's advertising platforms, including Display & Video 360.
3. Display & Video 360 Training and Certification: Google offers a range of training courses and certification programs for Display & Video 360, which can help you develop the skills you need to use the platform effectively.
4. Google Marketing Platform Blog: The Google Marketing Platform blog is a great resource for staying up-to-date on the latest news and developments related to Google's advertising platforms, including Display & Video 360.