Improve how you plan, buy and measure your CTV campaigns

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</div> </div> </div> </div> </div> <p class="article-meta__abstract-text uni-body--large"> We’re sharing new features in Display & Video 360 that advertisers have been using to plan, buy and measure their connected TV campaigns. </p> </div> </div> <div class="article-meta__container"> <div class="article-meta__content"> <div class="article-meta__author"> <figure class="article-meta__author-photo"> <picture> <source media="(max-resolution: 1.5dppx)" sizes="122px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Headshot.max-122x92.format-webp_MTBgQB2.webp 122w"> <source media="(min-resolution: 1.5dppx)" sizes="244px" srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Headshot.max-244x184.format-webp_5N5VoNy.webp 244w"> <img src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/Headshot.max-244x184.format-webp_5N5VoNy.webp" alt="Headshot" sizes=" 122px, 244px" 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Keyword:%0A%0AImprove%20how%20you%20plan%2C%20buy%20and%20measure%20your%20CTV%20campaigns%0A%0ANew features in Display & Video 360 to help you plan, buy and measure your CTV campaigns.%0A%0Ahttps://blog.google/products/marketingplatform/360/improve-how-you-plan-buy-and-measure-your-ctv-campaigns/" target="_blank" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "email" }' data-ga4-method="email"> <svg aria-hidden="true" class="h-c-icon h-c-icon--social h-c-icon--30px" viewBox="0 0 30 30" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#social-mail"></use> </svg> <div class="article-share__title">Mail</div> </a> <div class="copy-link uni-copy-share uni-click-tracker" data-component="uni-copy-popup-component" data-analytics='{ "event": "page interaction", "category": "social", "action": "share", "label": "copy" }' data-ga4-analytics-share-copy-link data-ga4-method="Copy link"> 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style="--height-percentage: 41.7%;"> <div class="aspect-ratio-image__container"> <img srcset="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/E02830380_GMP_Manage_your_CTV_Blo.width-600.format-webp.webp 600w, https://storage.googleapis.com/gweb-uniblog-publish-prod/images/E02830380_GMP_Manage_your_CTV_Bl.width-1200.format-webp.webp 1200w, https://storage.googleapis.com/gweb-uniblog-publish-prod/images/E02830380_GMP_Manage_your_CTV_Bl.width-1600.format-webp.webp 1600w" sizes="(max-width: 599px) 100vw, (max-width: 1023px) 600px, 1024px" src="https://storage.googleapis.com/gweb-uniblog-publish-prod/images/E02830380_GMP_Manage_your_CTV_Bl.width-1200.format-webp.webp" fetchpriority="high" alt="An illustration showing four people gathered around the television, cheering on a football game. An advertisement is displayed on the television." class="aspect-ratio-image__image"> </div> </div> </figure> </div> </div> <section class="uni-container article-container"> <div class="uni-wrapper article-container__wrapper"> <div class="uni-content uni-blog-article-container article-container__content " data-reading-time="true" data-component="uni-article-body"> <google-read-aloud-player data-analytics-module='{ "event": "module_impression", "module_name": "ai_audio", "section_header": "Improve how you plan, buy and measure your CTV campaigns" }' data-date-modified="2023-08-23T19:14:52.121182+00:00" data-progress-bar-style="half-wave" data-api-key="AIzaSyBLT6VkYe-x7sWLZI2Ep26-fNkBKgND-Ac" data-article-style="style9" data-tracking-ids="G-HGNBTNCHCQ,G-6NKTLKV14N" data-voice-list="en.ioh-pngnat:Cyan,en.usb-pngnat:Lime" data-layout-style="style1" data-highlight-mode="word-over-paragraph" data-highlight-text-color="#000000" data-highlight-word-background="#8AB4F8" data-highlight-paragraph-background="#D2E3FC" data-background="linear-gradient(180deg, #F1F3F4 0%, #F8F9FA 100%)" data-foreground-color="#202124" data-font="600 16px Google Sans, sans-serif" data-box-shadow="0px 1px 3px 1px rgba(60, 64, 67, 0.15)" style=min-height:55px;display:block;max-width:726px;margin-left:auto;margin-right:auto;margin-bottom:36px; > </google-read-aloud-player> <script async src="https://www.gstatic.com/readaloud/player/web/api/js/api.js"></script>  <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Improve how you plan, buy and measure your CTV campaigns" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="69m3l">Last December I tuned in from London to see Argentina win the 2022 FIFA World Cup Final, watching the game live on TV alongside almost <a href="https://www.fifa.com/tournaments/mens/worldcup/qatar2022/news/one-month-on-5-billion-engaged-with-the-fifa-world-cup-qatar-2022-tm">1.5 billion other people around the world</a>. And on Sunday, many of our friends across the pond watched in excitement as Kansas City won Super Bowl LVII. Not only were sports fans captivated by these live events, but advertisers were too. That’s because these events bring a huge number of people to television screens at the same time — giving advertisers a prime opportunity to engage with them.</p><p data-block-key="clam7">With the shift to streaming over the last few years, an increasing number of advertisers have prioritized building connected TV (CTV) campaigns into their media strategies. Let’s take a look into some new features in <a href="https://marketingplatform.google.com/about/display-video-360/">Display & Video 360</a> that advertisers use to plan, buy and measure CTV campaigns.</p><h2 data-block-key="73klc">Plan: Simplified reach and forecasting</h2><p data-block-key="74lpp">Planning is a critical entry point of any digital campaign and it’s imperative to get it right. Advertisers use Reach Planner in Display & Video 360 to accurately forecast the reach and expected performance of CTV campaigns. It helps advertisers discover new publishers and CTV inventory and drive more efficient budget allocation decisions.</p><p data-block-key="fet3f"><a href="https://blog.google/products/marketingplatform/360/plan-business-growth-display-video-360/">TV functionality</a> in Reach Planner makes it possible to evaluate the unique and incremental reach of streaming publishers including YouTube, Hulu, Roku alongside linear TV. This feature is now generally available to advertisers in the US, Japan, Vietnam, France and Germany. Advertisers in the US looking for more granular reach can connect with the right audiences thanks to TV consumption data from the top 150 local <a href="https://www.comscore.com/Products/Television">Comscore</a> markets directly in Reach Planner.</p><p data-block-key="9gihm">Advertisers can also use Reach Planner to gain insights into potential performance before campaign spending. It now supports Deal ID forecasting, helping advertisers understand how a Preferred Deal or <a href="https://support.google.com/displayvideo/answer/7067656">Programmatic Guaranteed</a> deal might perform before running. This is particularly important for CTV inventory where much of the high-value inventory is transacted through deals, especially in tentpole moments like the World Cup or Super Bowl.</p><h2 data-block-key="tcjc">Buy: Easier booking for premium placements</h2><p data-block-key="beiui">According to Nielsen's total TV and streaming report, YouTube is the leader in streaming watch time in the US<a class="superscript" data-ga4-analytics-superscript-click data-target="inline text" href="#footnote-1" id="footnote-source-1"><sup>1</sup></a> and advertisers have been <a href="https://www.thinkwithgoogle.com/marketing-strategies/video/tentpole-moments/">turning to YouTube</a> to reach a broad audience of viewers. In order to guarantee delivery at a fixed CPM, many advertisers reserve YouTube CTV inventory directly from Display & Video 360 with <a href="https://support.google.com/displayvideo/answer/10273315">Instant Reserve</a> which reduces the time to reserve YouTube inventory from weeks to minutes. Instant Reserve also unlocks audience targeting capabilities that were previously only available for open auction buys.</p><p data-block-key="co95e">We’ve heard from many advertisers that they want even more YouTube inventory available through Instant Reserve, so we’ve added the ability to target some of the most popular YouTube streaming content like YouTube TV and other YouTube Select lineups, as well as premium formats like YouTube Masthead. Now, advertisers can seamlessly activate their brand’s message across curated YouTube packages and on YouTube’s high-impact home screen placement — helping to achieve their reach and awareness goals.</p></div> </div> </div> <div class="article-image" data-analytics-module='{ "module_name": "Inline Images", "section_header": "Improve how you plan, buy and measure your CTV campaigns" }'> <div class="article-image__no-caption "> <img alt="A GIF displays an advertisement for the Google Pixel 7 and Pixel 7 Pro." src=" https://storage.googleapis.com/gweb-uniblog-publish-prod/original_images/ezgif.com-video-to-gif_2_7UBGTDN.gif " class="article-image--full" > </div> </div> <div class="module--text module--text__article" data-analytics-module='{ "module_name": "Paragraph", "section_header": "Improve how you plan, buy and measure your CTV campaigns" }'> <div class="uni-paragraph article-paragraph" data-component="uni-article-paragraph"> <div class="rich-text"><p data-block-key="ms7kl">Besides Instant Reserve, another way to secure premium CTV inventory is by creating deals or activating inventory packages in the TV section of Display & Video 360’s <a href="https://support.google.com/displayvideo/answer/6224754">Marketplace</a>. The Marketplace helps advertisers find CTV inventory that can help them meet their campaign objectives. We recently added an audience filter to make it easier for you to find inventory packages and view forecasting against third-party audiences.</p><p data-block-key="fe4ih">For advertisers who want to reach audiences wherever they stream connected TV content — like YouTube or other quality content like <a href="https://www.youtube.com/watch?v=yDeR03g4mFk">Disney</a> or <a href="https://www.youtube.com/watch?v=BUy6i8rv2qU">Tubi</a> — we recently launched CTV audience features in Display & Video 360. First, advertisers can use their <a href="https://blog.google/products/marketingplatform/360/activate-your-first-party-data-on-connected-tv/">first-party audience lists</a> to connect with people with whom they already have relationships by adding their lists to their insertion orders or line-items in their campaigns. Then, they are able to expand the reach of their CTV campaigns to reach groups like “sports enthusiasts” through <a href="https://blog.google/products/marketingplatform/360/dv360-google-audience-ctv/">Google audiences</a>.</p><h2 data-block-key="bhfh">Measure: Make your CTV budget go further</h2><p data-block-key="a1h5v">As households subscribe to an increasing number of streaming services, it’s important to manage ad frequency across CTV apps. Display & Video 360 can help <a href="https://blog.google/products/marketingplatform/360/dv360-frequency-ctv/">manage ad frequency on CTV devices</a>. For example, <a href="https://marketingplatform.google.com/about/resources/uber-eats-delivers-a-10-increase-in-campaign-reach-with-display-video-360/">Uber Eats</a> set a cross-channel frequency goal on a recent campaign and Display & Video 360 and passed on impression opportunities once that frequency goal was met, allowing it to unlock 10% greater reach.</p><p data-block-key="3s0d1">Once advertisers manage ad frequency, they can use <a href="https://support.google.com/displayvideo/answer/6170584">reach reports</a> to measure the impact of those frequency settings on CTV campaigns. The Unique Reach report shows how many people were served your ad, along with the number of times across devices and formats.</p><p data-block-key="7m35n">Our most recently released report, <a href="https://support.google.com/displayvideo/answer/2823503">Unique Reach Overlap</a>, identifies the duplication of unique reach across publishers, campaigns and devices — including CTV. These insights help advertisers determine campaign-level frequency caps. This reduces overlap across publishers, reduces media waste and helps to identify which publishers and strategies are driving the greatest incremental reach. Not only is this report available globally for all Display & Video 360 accounts, it’s also available in <a href="https://marketingplatform.google.com/about/campaign-manager-360/">Campaign Manager 360</a>.</p><h2 data-block-key="7kg3k">Get your next CTV campaign started today</h2><p data-block-key="506h8">With this comprehensive set of features to help you plan, buy and measure, it’s easier than ever to get your next CTV campaign up and running with Display & Video 360. Better forecasting, extended reach, streamlined reservation flows with increased inventory and deeper insights can help boost your campaigns for even more meaningful audience connections. Want to better understand the CTV opportunity and how it can amplify your marketing goals for this year? Check out <a href="https://marketingplatform.google.com/about/resources/the-ctv-playbook-how-the-latest-technology-can-amplify-your-ctv-performance/">our new CTV playbook</a>.</p></div> </div> </div> <div class="uni-blog-article-tags article-tags" data-analytics-module='{ "module_name": "Article Tags", "section_header": "Improve how you plan, buy and measure your CTV campaigns" }'> <div class="uni-blog-article-tags__wrapper"> <span class="uni-blog-article-tags__label uni-eyebrow">POSTED IN:</span> </div> <nav class="uni-blog-article-tags__container uni-click-tracker" data-analytics='{ "category": "landing page lead", "action": "article tag" }' > <ul class="uni-blog-article-tags__tags-list"> <li> <a class="uni-blog-article-tags-value uni-body--small uni-link-active" href=" https://blog.google/products/marketingplatform/360/ " data-ga4-analytics-landing-lead='{ "event": "landing_page_lead", "link_text": "Google Marketing Platform" }' data-analytics='{"label": "product: Google Marketing Platform"}' > Google Marketing Platform </a> </li> </ul> </nav> </div> </div> </div> </section> </article> <div class="uni-window uni-window__popup"> <div class="uni-window__content uni-window__popup__content"> <button aria-label="Close" class="uni-window__close"> <svg class="h-c-icon h-c-icon--color-text" role="presentation" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#close_window"></use> </svg> </button> <button class="uni-window__read">Read Article</button> </div> </div> <div class="uni-footnotes" id="footnotes" data-component="uni-footnotes" data-analytics-module='{ "module_name": "footnotes", "section_header": "More Information" }'> <div class="uni-footnotes__wrapper"> <div class="uni-footnotes__container "> <hr> <div class="uni-footnotes__chevron-menu" data-ga4-analytics-accordion-click='{ "accordion_header": "More Information" }'> <p class="uni-chevron-menu__title">More Information</p> <button aria-label="More Information" aria-expanded="false" tabindex="0" class="uni-chevron-menu__button"> <svg aria-hidden="true" class="glue-icon glue-icon--arrow-forward" role="presentation" > <use xmlns:xlink="http://www.w3.org/1999/xlink" href="/static/blogv2/images/icons.svg?version=pr20241113-1756#expand-more"></use> </svg> </button> </div> <hr> <div class="uni-footnotes__content"> <div class="uni-footnotes__references"> <div id="footnote-1" class="uni-footnotes__text"> <a class="uni-footnotes__index" aria-label="Jump up to link reference 1" title="Jump up" href="#footnote-source-1" data-analytics-onclick='{ "event": "page interaction", "category": "interaction", "action": "footnotes - accordion link click", "label": "1" }' data-ga4-analytics-superscript-click data-target="footer"> <span>1</span> </a> <div><div class="rich-text"><p data-block-key="7owdr">Nielsen Total TV & Streaming Report, Nielsen National TV Panel Data plus Streaming Video Ratings, Total Day P2+, 9/1/22-9/30/22. 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