To avoid overexposure of ads and a better viewing experience on connected-TV, Google has launched a new tool for YouTube and other apps, that allows advertisers to manage how many times viewers see their ads.
The new connected-TV frequency management solutions in Display & Video 360 for YouTube and more apps by Google, enables brands to limit repulsion by viewers from being annoyed by watching a single ad too many times.
Google mentions that the tool also impacts media performance positively. The company mentions on average, brands see a 5% reach per dollar increase when managing CTV ad frequency across YouTube and other CTV apps rather than separately.
Advertisers can control the number of ads CTV viewers see across YouTube and YouTube TV apps with Display & Video 360, and also set a frequency goal for ads running across other CTV apps, but with the new tool, advertisers can manage CTV ad frequency across both.
This enables advertisers to set a common goal for the all-encompassing streaming experience on connected-TV, instead of individual apps. This means when an advertiser sets a goal to show a campaign five times, the tool will show the ad a total of five times on all apps on connected-TV such as YouTube, Hulu, etc.
The tool is designed to lead to even distribution of connected-TV ad budgets and optimum utilization. Measurement solutions such as running a Unique Reach report or the cross-channel frequency quantification tools can also aid advertisers in measuring the impact of campaigns executed with the new tactic.