YouTube Makes it Easier than Ever for Advertisers to Reach TV Viewers & ‘Cord-cutters’

According to the latest Nielsen data, long relied upon to measure audiences for television, radio and newspapers in media markets, cord-cutting has risen to the point whereby more than half of 18-49 year-olds in the US are either light viewers of TV or do not subscribe to TV at all. This presents something of a dilemma to advertisers hoping to gain exposure to these markets.

Viewers are slowly but surely drifting away from the classic television format and shifting towards on-demand services and platforms where they can watch what they want, when they want; an assertion backed up by a recent Google-commissioned Nielsen custom fusion study which found that of the aforementioned cord-cutters, as many as 90% instead turn to YouTube for their fix.

Img: Esther Vargas
This is a finding which YouTube themselves are of course keen to capitalise on, and so in an effort to do just that they recently announced what they describe as “a new set of opportunities on YouTube to help brands reach these viewers across content and devices.” Basically, they are making it easier for advertisers to reach users watching via set-top boxes, gaming consoles, streaming devices and smart TVs.

In an official announcement posted to the YouTube blog, the company stated, “We’re amidst the second major shift in how people watch video on YouTube. In the past few years, we witnessed mobile viewership exceed desktop, marking the first major shift in how people interacted with YouTube. Now, in 2018, viewers are returning to that original, purpose-built device for video viewing – the television set.

“TV screens are our fastest growing screen counting over 150 million hours of watch time per day. We heard from advertisers that they want in so we have been working to make it easy for you to find your most engaged, valuable audience while they are watching YouTube on a TV set, with the new TV screens device type. In the coming months, we’ll add TV screens – joining computers, mobile phones and tablets – to AdWords and DoubleClick Bid Manager, so advertisers globally can tailor their campaigns for this environment – for example, by using a different creative.”

Also as part of the update YouTube TV will be added to Google Preferred for the first time, allowing advertisers access to full-length TV inventory and further simplifying the process for those who want to reach YouTube’s viewers regardless of the device they’re using.

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