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Video Ads are a simple way to gather the majority of web traffic.
There’s no doubt about that.
There are also tons of ways to play around with video content. Now that more users are connected to apps such as Apple TV and Chromecast, there’s an even greater opportunity to capture your audience’s attention through various avenues.
According to an estimate by Google, over 180 million hours of YouTube videos are being watched every day – one very possible reason why Google has moved its focus towards Google TV Ads.
Google launched TV screens as a device type at the end of 2018.
This was to make it easier for marketers to find valuable, engaged audiences who are watching YouTube on television.
Being the ultimate foreseer, Google knew that marketers wanted more leeway on this new viewing behavior. In response, Google has been working hard at building a rich YouTube experience for set-top boxes, gaming consoles, and streaming devices such as Chromecast and Smart TVs.
That hard work has paid off, as now, Google TV Ads is available alongside Google Search Ads and Display Ads, providing marketers with a more dynamic way of reaching their audience.
Google allows you to view reporting for TV Ads to help determine the impact each ad has, which can help you calculate the success rate of each ad you post.
In general, according to Google, people react positively to Ads on TV, specifically. In fact, YouTube TV Ads drive a significant increase in ad recall and purchase intent, with a average gain of 47% and 35% respectively.
This provides a decent glimpse into what the Google TV Ads success rate will look like in the future on a larger scale.
The great thing about video campaigns, is that you can adopt a multichannel approach that reaches viewers on multiple different devices.
If you’re looking to target a device and monitor success rates, simply follow these 9 steps:
Google TV Ads can be very friendly to advertisers with tight budgets. In fact, one of the major Google TV Ads benefits is that it’s a cheaper marketing option than traditional TV Ads you’d watch on cable.
On top of the economic benefits, having another device option for segmentation proves beneficial when it comes to controlling bid results.
If you check the campaign view, you’ll see various columns that offer information on how long people watch TV, and the earned actions taken by users after interacting with a paid video ad.
This information is valuable in making proper bid adjustments, and can be vital when trying to get the most out of your marketing budget.
If your analytics results notify you that more of your users are using Smart TVs instead of desktops, you’ll be able to lower the amount you’re paying for a conversion on computers and add the difference to Smart TVs.
No matter what Google TV Ads device type or advertisement format you are using, always make sure the content is tailored to the platform’s needs.
Make sure that the design for each video advertisement is responsive to Smart TVs and that you’re offering your best video for big screens.
Also, never forget this:
Creativity is key.
Using creativity properly can allow you to blaze a trail to success for your business, as long as the campaign is equipped with the desired effect. Creative copy, images, and of course, video content can make all the difference, allowing you to build a larger viewership that your nearest competitors.
Let’s go back to a stat mentioned above:
Users watch over 180 million hours of YouTube on TV every day.
Now, users are switching their focus to alternative services such as Amazon Prime Video, Hulu and YouTube TV. This doesn’t mean you need to ditch your current strategy and rush towards TV screen videos.
However, you should consider monitoring the performance and making proper adjustments when necessary.
Because one thing is for certain:
TV screen device types will be growing in the years to come.
Check out our extensive library of reports to gain more insight into your Google Ads data.
To gain more knowledge on Google Ads, read our blogs for solutions and tricks that will help protect and prepare you for whatever comes your way in the future.
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