Google’s Display & Video 360 platform has recently launched several new features that will help advertisers plan, buy, and measure their connected TV (CTV) campaigns.
These features aim to assist advertisers in evaluating the unique and incremental reach of streaming publishers such as YouTube, Hulu, and Roku.
One of the new features is the Reach Planner tool, which helps advertisers forecast their reach and the expected performance of campaigns.
With new TV functionality in Reach Planner, advertisers can evaluate the unique and incremental reach of streaming publishers in addition to linear TV. This update to Reach Planner is now available to advertisers in the US, Japan, Vietnam, France, and Germany.
Another new feature is Deal ID forecasting, which helps advertisers predict how their campaigns might perform before spending money.
This is especially helpful for CTV inventory, where valuable inventory is often sold through deals, particularly during significant events like the World Cup or Super Bowl.
The Instant Reserve feature allows advertisers to reserve YouTube CTV inventory across curated packages, including YouTube TV and other YouTube Select lineups.
Furthermore, Display & Video 360 can help manage ad frequency on CTV devices to reduce media waste and identify which publishers and strategies are driving the most significant incremental reach.
The Unique Reach Overlap report is a new report in Display & Video 360 that helps advertisers identify duplicate reach across publishers, campaigns, and devices. This information can be used to determine campaign-level frequency caps to minimize overlap and reduce media waste.
Takeaway
The new features that Google’s Display & Video 360 has launched help advertisers plan, purchase, and measure their CTV campaigns.
These features include evaluating streaming publishers’ unique and incremental reach, Deal ID forecasting, Instant Reserve for easier booking of premium placements, managing ad frequency on CTV devices, and identifying overlap with the Unique Reach Overlap report.
