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If you’re considering working with a YouTube advertising agency with strong experience with CTV to maximize your ad spend on video advertising, we’re here to show you how partnering with experts like Strike Social can make a real difference.

Key Reasons to Use a YouTube Advertising Agency for CTV Ads

Outsourcing your Connected TV advertising to a specialized agency might seem a significant step, but it can ease the workload on your team. Here’s how collaborating with a YouTube advertising agency skilled in YouTube CTV media buying can simplify the transition from social media to CTV and overcome the challenges of expanding your advertising efforts.

A CTV advertising partner brings immediate expertise and experience

Instead of going in blind as your team grapples with the ins and outs of advertising on CTV ad platforms such as YouTube TV and Google TV, hiring a YouTube CTV advertising agency can be much more beneficial. They already possess the foundational knowledge and beyond, having run both video and CTV ad campaigns, which enables faster campaign launches since the learning curve is effectively bypassed.

Furthermore, social media advertising agencies utilize tried-and-tested strategies tailored for each campaign. Whether your planned YouTube CTV ads aim to raise awareness, increase website traffic, or generate sales, a CTV ad agency can help you develop a personalized approach to how your Connected TV ads can bring the best results at optimized costs.

Hiring a YouTube CTV ad agency is ideal for brands seeking efficiency and speed

The rise of CTV advertising shows no signs of slowing down in 2024. With U.S. CTV ad spending projected to reach $22.7 billion—a 12% increase from 2023—and 37% of CTV users planning to start holiday shopping earlier this year, time is of the essence. The short window before the holiday season makes it challenging to train your team on YouTube TV and Google TV platforms quickly enough to meet demand.

Therefore, a YouTube advertising agency is your best solution for quickly catching up and reaching the largest audience as they turn from YouTube apps to their Connected TV screens during the year’s busiest retail season.

Skip the need for extensive CTV training resources and workshops

While it’s essential for your team to understand the basics of advertising on CTV, working with a YouTube advertising agency experienced in both social media and CTV can save you from the time-consuming and complex training required to master these platforms. Although introductory courses on Connected Television advertising might only take a day, achieving true proficiency can require weeks or even months of training.

By the time your team completes the necessary training, you may miss out on valuable time that could have been spent refining your CTV ads, such as determining optimal ad lengths or identifying whether YouTube TV or Google TV ads perform better for your brand.

Strike Social’s Approach to Advertising on CTV Platforms

Strike Social has established itself as a trusted leader in social media advertising, and we’ve successfully expanded into Connected TV advertising. With over a decade of experience running and managing social media ads, we bring the same level of expertise and commitment to enhancing our CTV ad technology and services. 

Here’s how we streamline CTV media buying on YouTube and Google TV for our clients:

Integrated Solutions for YouTube CTV Advertising

Strike Social is renowned for its success on YouTube advertising and other major social media platforms. Our expansion into YouTube CTV is powered by advanced machine-learning technology, enabling us to manage social media and CTV ads on a single platform. This integration allows us to apply successful social media strategies to Connected TV campaigns, optimizing performance across all advertising channels.

Our YouTube advertising services are designed to smoothly transition your existing YouTube-only strategy to include Connected TV (CTV). We integrate Connected TV ads into your existing social media ad strategy, accelerating results and optimizing ad placements on YouTube TV and Google TV.

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Further Reading

How to Set Up Google TV Ads for Your YouTube Campaigns

Google and YouTube TV ads cater to different audience behaviors and provide distinct advantages. Both Google and YouTube TV ads serve as valuable extensions for expanding the reach and awareness of their YouTube campaigns.

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Tailored CTV Media Solutions for Unique Brand Needs

We recognize that each brand is unique and approach them as such. However, it’s also crucial to reference successful campaigns within the same industry or with similar parameters to create an effective media plan for clients looking to expand into YouTube CTV ad platforms.

For instance, if an automotive brand seeks to extend its YouTube advertising to include Google TV and YouTube Connected TV ads, we consider factors and references from previous or current campaigns such as:

• YouTube campaigns managed within the same industry
• CTV campaigns with similar desired ad formats and placements

By understanding the unique needs and challenges of the automotive brand, we gather additional resources based on, but not limited to:

• Audience targeting, such as age, location, etc.
• Budget constraints
• Required outcomes (e.g., impressions or views)

With our experience and expertise in managing and delivering results for Connected TV ad campaigns and tailored strategies for each unique client, we develop a specific media plan that ensures effectiveness and cost-efficiency.

Streamlined Campaign Management and Optimization

At Strike Social, we know that continuous optimization is key to maximizing the effectiveness of YouTube CTV campaigns. That’s why we provide 24/7 monitoring to ensure your campaigns perform at their best throughout their entire duration.

Our proprietary ad tech tool features a Pacing Dashboard, which helps us quickly identify pacing issues and maintain consistent budget distribution. With our specialized YouTube CTV ads team constantly overseeing campaigns, we can maintain consistent ad views as required by the campaign’s timeline while keeping CTV advertising rates under control.

Comprehensive Support and Reporting

From the initial planning stages to execution and reporting, Strike Social offers comprehensive support for your YouTube CTV advertising initiatives. We keep you informed about your campaigns’ progress, continually sharing insights on performance and potential optimizations to enhance results and reduce costs.

Recognizing that social media advertising can change rapidly, we also understand that the same applies to Connected TV advertising. Therefore, in addition to openly communicating the optimizations and recommendations our YouTube CTV ad tech suggests and our team implements, we offer (upon request) a dashboard where you can monitor your campaigns in real time while awaiting regular updates or meetings with your assigned experts.

Getting Started with Strike Social’s YouTube Advertising Services

Ready to experience top-tier YouTube advertising services that optimize your CTV ad costs? Here’s how our streamlined process will get your holiday CTV campaigns up and running in no time:

Initial Consultation

To kick off, contact our team to explore the benefits of YouTube CTV advertising and how it can expand your brand’s reach. We offer personalized demos to provide a tailored strategy and a walkthrough of how your campaigns will be activated and managed using our system.

During our call, we’ll focus on understanding your specific needs for integrating YouTube TV and Google TV ads into your campaigns. We’ll offer initial optimizations and recommendations to give you a clear view of our expertise and how we can drive better results for you.

Advertisers face a unique challenge with the 2024 political ad spending season coinciding with the early holiday advertising period. Our demo will address how to effectively enter the YouTube CTV market while minimizing costs and reaching the right audiences, even amidst the heightened ad competition.

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Further Reading

5 Reasons Why Google TV Ads Should Be Part of Your YouTube Ads Strategy

As Google TV grows, you may wonder if it’s worth adding to your brand or client’s advertising strategy. Before making a decision, it’s important to weigh the benefits of incorporating Google TV into your advertising mix.

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Pre-launch Phase

Once we’ve established your campaign goals, we begin the pre-launch phase. Here, we prepare a detailed brief and media plan to align your social media and CTV campaigns on YouTube for optimal performance. Key steps in this phase include:

• Brand Safety Settings: We incorporate negative keywords and precise geo-targeting to ensure your ads are displayed in safe and appropriate environments.
• Audience Targeting Optimization: Our team conducts thorough research to fine-tune audience targeting. For example, if targeting a luxury automotive brand, we refine age ranges and income levels to focus on the most relevant segments, such as high-income households aged 35-55.

CTV Campaign Launch and Management

Strike Social utilizes over ten years of successful YouTube advertising data to create similarity matrices for audiences and industry sectors, allowing us to reach the most relevant audiences at the lowest cost-per-action.

By combining machine learning and AI capabilities of our proprietary tool, Campaign Lab, alongside the expertise of our dedicated YouTube CTV ads team, we ensure campaigns are run efficiently and optimized as needed. Our advanced tools and expert optimizations during this phase include:

• Campaign Generator: Analyzes input criteria to suggest effective budget allocations, audience segments, and additional targeting options based on campaign objectives.

• Data Insights: Sets appropriate campaign pricing with benchmarks like minimum and maximum CPM, as well as median rates, for better bid margin allocation.

• Pacing Dashboard: Monitors spending and performance of ongoing YouTube and YouTube CTV campaigns to maximize returns throughout the campaign flight.

Achieve Exceptional Results by Partnering with a YouTube Marketing Agency for Connected TV

Working with the right YouTube ads agency can unlock results beyond your expectations. With Strike Social by your side, you’ll benefit from a dedicated team focused on optimizing performance and delivering superior results for your campaigns. Whether you plan on expanding to YouTube TV and Google TV ads, we aim to equip you with the expertise and tools needed to excel.

To learn more about our YouTube advertising or to request a personalized walkthrough of our advanced ad tech tools, fill out the form below.

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The post Looking to Optimize Your CTV Spend? Here’s Why You Need a YouTube CTV Advertising Agency appeared first on Strike Social.

With 87% of U.S. households owning at least one Connected TV (CTV) device, such as Chromecast, Roku, Fire Stick, or Apple TV, advertisers face an enticing question: Should you explore Google TV advertising options?

Should You Choose Google TV Advertising Options for Your YouTube Campaigns?

Given that Google TV is relatively new, it’s natural to question whether your brand or client should opt-in to Google TV advertising options. Before you decide, consider these key advantages of expanding your advertising mix to include Connected TV, specifically the Google TV network.

1. Achieve Massive Reach with Connected TV Viewers on Google TV

If you’re already advertising within the Google Ads network, you’re aware of its extensive reach, thanks to Google’s 92% share in the search market. Here’s the current reach in the U.S. advertising market for the Google network:

In addition to the expansive advertising reach, incorporating Google TV advertising opportunities into your lineup presents access to over 125 built-in channels on the CTV ad platform. These channels include live sporting events, full-length television shows, and feature films, providing a diverse range of content for your advertising campaigns.

Case Study:

One of our clients, a major US insurance company, recently expanded its advertising strategy to include Google TV ads. Previously, their media buying mix consisted solely of YouTube and YouTube TV placements. With the addition of Google TV ads, their month-on-month results showed a 1.34% increase in impression share.

This demonstrates that CTV advertising effectively enhances brand awareness by leveraging the Google TV ads inventory. Additionally, we achieved a 14.09% reduction in CPM, reinforcing Strike Social’s commitment to delivering results while reducing costs.

2. Ad Formats Available on the Google TV Network

Despite limited Google TV advertising formats, CTV advertising boasts impressive view completion rates (VCR) of up to 96%, as proven by our Quick-Service Restaurant (QSR) Case Study.

Google TV ad placements serve the following ad formats:

• 15-second non-skippable in-stream ads
• 6-second bumper ads
• Masthead ads

By default, Google Ads supports ads on Google TV for new “Efficient reach” or “Non-skippable” campaign subtypes. 

By placing ads within Google’s advertising network, you gain access to not only CTV (Connected TV) but also YouTube and YouTube TV. These platforms offer a broader range of ad formats and more versatile campaigns, allowing you to maximize your Google Ads reach beyond its Connected TV capabilities. This opens up opportunities for you to explore the video advertising niche powered by Google.

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Further Reading

Growing Your Reach Through CTV Advertising

Connected TV (CTV) opens up powerful opportunities for boosting brand awareness and recognition. With its expanding audience, major social media platforms are quickly adapting their ad formats to tap into this channel. Discover why CTV has emerged as a valuable approach for advertisers to capture more attention and engagement with their ads.

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3. Increasing Popularity of CTV Viewership

As linear television audiences transition to Connected TV, cord-cutting becomes increasingly prevalent. TV streaming services replace traditional cable subscriptions, with an estimated 80 million US households expected to make the switch by 2026. This trend makes exploring Google TV advertising options essential to capitalize on the changing viewer demographics.

Additionally, research suggests incorporating Connected TV mediums like Google TV into paid social media advertising campaigns can yield optimal results.

The transition has been significantly influenced by a growing affinity for blending social media and Connected TV advertising. The driving forces behind this trend include:

• Ability to retarget audiences and drive them through a funnel
  • With a significantly high video completion rate for connected TV (CTV) ads, you can effectively raise brand awareness by crafting a captivating narrative and capturing viewers’ attention within a brief timeframe. This enhances the likelihood that when you target audiences through Google TV ads, they will recognize your brand.
  • Engagements, such as those resulting from YouTube ads, can guide potential customers further down the advertising funnel, ultimately leading them toward your sales funnel.

• Lower costs and higher efficiency
  • As demonstrated in our QSR case study, we highlighted the combined potential of YouTube’s Skippable TrueView In-Stream ads and Connected TV for increasing brand awareness. This strategy resulted in a 28% decrease in CPM and a 25% improvement in efficiency. Notably, Connected TV emerged as the more impactful medium in this campaign, proving its effectiveness in capturing audiences.
  • Strike Social’s team achieved this through strategic campaign pacing and daily optimization efforts. With 10+ years of experience in data science, we utilized our proprietary tool, Campaign Lab, to leverage powerful data science tools, ensuring optimal campaign performance.

Case Study:

A prominent fast-food restaurant chain advertising on CTV through YouTube TV recently added Google TV to its advertising strategy.

Despite being a new ad format for the brand, including Google TV ads, it successfully increases visibility and captures more audience attention on larger screens.

4. Utilize Google’s Advanced Targeting Capabilities

In addition to its vast reach, Google’s advertising capabilities stand out for its comprehensive scope, making it another compelling reason to incorporate Google TV advertising options into your media buying strategy.

Because advertisers can utilize this carefully selected targeting, Connected TV ad viewers are 7% more likely to seek out related content. Furthermore, compared to linear TV ads, where the advertisements may be irrelevant to the viewer’s demographics and instead determined by the highest bid within a specific time slot, viewers are 8% more likely to take subsequent action related to the CTV ads they see.

5. Simplified Campaign Management with Google Ads and DV360

Google TV advertising options can be managed within the familiar platforms of Google Ads and DV360, eliminating the need to learn new ad managers and tools.

This allows you to effortlessly manage your Google TV campaigns alongside your Google and YouTube Ads, and if you’re also using DV360 for your campaigns, Google TV ads can be managed within these platforms as well.

Since Google TV ads are set up through the Google Ads platform, you have real-time access to their performance, just like your Google and YouTube ads. Reporting for Google TV ads is available at the channel level in Google Ads and DV360. This allows you to monitor and measure the effectiveness of your Google TV ads in real time, helping you make informed decisions to optimize your campaigns.

Additionally, Google has integrated its Google TV inventory directly with DV360, allowing advertisers to conveniently access and manage their Google TV ad campaigns through the unified DV360 platform. Advertisers now have the flexibility to buy and oversee guaranteed and biddable CTV deals across various publishers, including Google TV, within the intuitive DV360 interface.

Furthermore, major channels are also becoming accessible through Google TV advertising options. In March, Google established a direct connection between DV360 and DRAX, Disney’s real-time ad exchange. This integration creates direct pathways to Disney’s streaming inventory, offering advertisers even more opportunities for expanded reach. 

Considering these advantages, the signs point to a ‘yes’ to expanding your CTV advertising to include Google TV.

Having a Trusted Google TV Advertising Partner

One potential concern when considering Google TV ads is not having a knowledgeable team to optimize and manage these campaigns effectively. Aside from being a certified Google Partner, Strike Social leverages over 10 years of historical data insights and successful ad campaigns through our proprietary tool, Campaign Lab. Using machine learning, Campaign Lab utilizes historical data to effectively target your intended audience through granular targeting while continuously optimizing campaigns 24/7. This comprehensive approach enhances the performance and success of your Google TV ad campaigns.

Here’s how we do it:

In-Flight Optimizations: Besides assisting with Google TV ad campaign targeting before launch, our dedicated teams monitor and optimize campaigns 24/7. Through careful pacing of Google TV advertising, we can ensure sustained desired results throughout the campaign’s duration.

Automated Reports: Our media buying team provides weekly and monthly reports to inform brands and clients about their campaign performance. These reports detail the actions our team takes to achieve the targeted margins.

Our client service team facilitates direct access to campaign dashboards for clients who request it through a Dashboard Request. Our tech team then develops a link for external access, allowing clients to monitor their campaigns in real-time.

Hypergranular Targeting: In addition to the client-provided targeting strategy, we offer recommendations to ensure the achievement of target KPIs and metrics. Our Campaign Lab optimizer tool enables media buying teams to assess ongoing campaign performance quickly.

This tool provides insights that guide optimizations and recommendations, helping the team make informed decisions to maintain or improve campaign performance.

Capture Watchful Eyes with Google TV Ads

With Google TV advertising emerging as a significant player in the marketing landscape, brands have a unique opportunity to effectively leverage Connected TV (CTV) advertising. As the popularity of CTV advertising continues to surge, advertisers must act swiftly to stay competitive.

The projected increase in US CTV ad spending, reaching $33.06 billion by 2025 and an additional 11% growth in 2026, indicates the growing interest among advertisers. To capitalize on this trend, brands must explore Google TV advertising options now.

Contact our team of experts today to learn more about Google TV advertising and how to integrate it with your existing paid social media strategies. We can help you develop a customized advertising plan that maximizes results and drives brand growth.

The post 5 Reasons Why Google TV Ads Should Be Part of Your YouTube Ads Strategy appeared first on Strike Social.

CTV advertising is becoming increasingly precise with the introduction of Google TV Ads. Google’s new advertising network transforms traditional television ad outreach by enabling more accurate targeting for digital streaming platforms. Streaming TV channels, Advertising-Based Video on Demand (AVOD), and Subscription-Based Video on Demand (SVOD) continuously dominate the living room, outperforming previously loved tubes.

Data from Nielsen shows a 17% decline in cable and broadcast viewing distribution from 2022 to Q1 of 2024. In contrast, digital streaming distribution grew almost twice as fast as the decline of traditional TV, increasing by 33% during the same period.

Marketers must adapt to the shift in TV viewing habits towards more controlled content consumption. When advertising on streaming platforms, it’s essential to consider the viewing environment. Content consumed on larger screens, such as Smart TVs, is well-suited for co-viewing. Digital streaming has popular live shows, including lifestyle, sports, and news content. Remember, Google TV content is different from your usual YouTube UGC videos.

Now that the viewing trends are leaning more toward digital platforms, YouTube is strategizing to boost its CTV (connected TV) traffic by integrating Google TV directly into Android-based smart TVs such as Sony, Philips, TCL, and Hisense. This integration will remove the need for an external device like Google Chromecast to access the Google TV platform, positioning YouTube to compete with other digital streaming platforms like Hulu and Roku.

With the expansion of the Connected TV (CTV) inventory, media buyers looking to extend their reach to living room viewers must incorporate Google TV and YouTube TV into their media plans. But aren’t Google TV and YouTube TV ads the same?

YouTube TV and Google TV Ads Differences and Similarities

Regarding videos targeting viewers interested in streaming content, Google and YouTube TV ads cater to different audience behaviors and provide distinct advantages.

The advantage for marketers is that both Google and YouTube TV ads serve as valuable extensions for expanding the reach and awareness of their YouTube campaigns. Let’s flesh out the differences and similarities between Google TV and YouTube TV ads.

What is a Google TV Ad?

Google TV Ads are in-stream video advertisements shown on the Google TV platform, enabling integration with smart TVs and streaming devices. These ads are displayed within an aggregated interface alongside other streaming applications like Netflix, Hulu, Roku, Disney+, and various live streaming channels.

What is a YouTube TV Ad?

YouTube TV ads are part of YouTube’s broader Google ecosystem and are available on its subscription-based live TV streaming service. With over 100 channels, YouTube TV includes the YouTube app, major networks, and cable channels, and provides a mix of skippable and non-skippable ad formats. 

YouTube TV and Google TV Ads Similarities

1. Setup in Google Ads

Media buyers can set up both Google and YouTube TV ads on the Google Ads platform. This integration allows advertisers to create, monitor, and optimize their campaigns from a single interface, streamlining the advertising process and providing a unified reporting system for tracking video ad metrics.

2. Media Buyers Cannot Guarantee Specific Channel Placement

Advertisers cannot guarantee that their ads will appear on specific channels. Both platforms operate on a broader network level, where ads are distributed across various channels based on targeting parameters and auction outcomes. This approach ensures broad reach but limits control over specific placements.

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Further Reading

Excluding Video and Channel Placements in YouTube Campaigns

When you run ads on Connected TV using Google Ads Manager, gaining visibility into ad placements can be challenging. Fortunately, for YouTube video ads, you have control over exclusions, allowing you to prevent ads from appearing on channels like Kids’ content or other categories that may not align with your brand’s values or goals.

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3. Auction-Based Buying

Both Google and YouTube TV ads are bought through an auction-based system. Advertisers bid for ad placements, and the highest bidders win the slots. This system is designed to maximize the efficiency of ad spending, allowing advertisers to reach their target audiences while maintaining budget control.

4. Support for Traditional and Vertical Video Creatives

Both platforms support traditional horizontal video creatives as well as vertical video formats, offering advertisers the flexibility to tailor videos for diverse viewing experiences and maximize engagement across devices.

YouTube Shorts ad creatives are especially gaining popularity among CTV viewers, making it another reason why running Connected TV ads using the YouTube platform can effectively expand audience reach.

5. Measurable Performance

The performance of both YouTube and Google CTV Ads is measurable through detailed network reporting. Advertisers can track key metrics such as impressions, views, view-through rates, and clicks. This data-driven approach allows for continuous campaign optimization and pacing.

Download our YouTube CTV Case Study

Discover how a leading quick-service restaurant chain maximized YouTube’s Skippable TrueView In-Stream ads and CTV. With an Always-On strategy and dynamic creative rotations, Strike Social used advanced data science tools for daily optimizations, targeting CTV audiences with precision.

Download full case study here

YouTube TV and Google TV Ads Differences

1. Ad Cost Models

Media buyers can only purchase Google TV Ads on a CPM (Cost Per Thousand Impressions) basis. This model charges advertisers based on the number of impressions their ads receive, making it ideal for brand awareness campaigns where reach is a priority.

On the other hand, running Connected TV ads using YouTube TV offers both CPM and CPV (Cost per view) bases. The CPV model charges advertisers only when viewers watch their ads, providing a cost-effective option for performance-driven campaigns focused on viewer engagement.

2. Campaign Accessibility

Google TV Ads are available in Video Reach Campaigns, which include Efficient Reach and Non-Skippable Reach sub-campaigns. These campaigns are designed to maximize reach by ensuring ads are shown to a broad audience, utilizing non-skippable formats to guarantee full ad views.

YouTube TV Ads are accessible through various campaign types, including Video View Campaigns. These campaigns focus on reach and leverage viewing and engagement metrics, such as longer watch time and ad retention.

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Further Reading

10 Essential Insights from YouTube Video Reach Campaign Data

Our analysis of Strike Social’s U.S. campaign data using VCR to maximize impressions offers valuable insights into Video Reach Campaign performance. With an insider’s look into our team’s data interpretations, campaign strategies, and success metrics, here’s what our 2024 YouTube data reveals about optimizing Video Reach Campaigns.

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3. Ad Formats

YouTube TV Ad offers marketers a variety of ad formats, including skippable and non-skippable ads and longer ad lengths. This variety allows advertisers to tailor their campaigns based on specific goals and viewer preferences. While Google TV ad currently supports two ad formats:

How To Setup Google TV Ads?

Setting up Google TV Ads involves several steps, from creating a Google Ads account to launching your targeted campaign.

Here’s a step-by-step guide to help you through the process:

Step 1: Create a Google Ads Account

• You’ll need to create an account if you don’t already have one. Visit Google Ads and sign up. If you already have an account, log in.

Step 2: Set Up a New Campaign

• Start a New Campaign:
  • In your Google Ads dashboard, click the + button to start a new campaign.
  • Select “New campaign.”

• Choose Your Campaign Goal:
  • Select a goal that aligns with your advertising objectives. For Google TV Ads, the objective type should be “Awareness and Consideration” or “Create a campaign without a goal’s guidance”
  • Select Campaign Type: Choose the “Video” campaign type. Google TV Ads are part of the video ad format.

• Configure Campaign Settings:
  • Campaign Sub-Type: Select either “Efficient Reach” or “Non-Skippable In-Stream” to maximize the reach on Google TV.

• Network Settings:
  • The “YouTube videos” option is already pre-selected. Tick the “Google TV” option. You may remove the “Video partners on the Google Display Network” to increase the possibility of your video ads appearing on YouTube and Google TV. For device setup, unselect all the devices except for “Connected TV”
• Budget and Bidding:
  • Set your daily budget and bidding strategy. For Google TV ads, you typically bid on a CPM (Cost Per Thousand Impressions) basis.
• Choose Your Ad Formats:
  • Select the ad formats you want to use. Google TV supports 15-second non-skippable in-stream ads and 6-second bumper ads.
• Proceed with Audience Definition, Creative Details, and Review and Launch Your Campaign:
  • Review Settings: Double-check all your campaign settings, targeting options, and ad formats.
  • Launch Campaign: Once everything is set, click “Create Campaign” to launch your Google TV ad campaign.

Expand YouTube Ad Awareness Campaign Reach to TV Viewers

Integrating Google TV ads into your YouTube awareness campaign strategy significantly enhances your ability to reach and engage audiences across multiple devices, including smart TVs, streaming devices like Chromecast, and mobile devices. Google TV ads leverage Google’s new expanded advertising ecosystem, enabling precise targeting based on demographics, interests, and behaviors, ensuring your ads reach the most relevant audiences.

This integration allows seamless management within the Google Ads platform, providing a unified interface for creating, monitoring, and optimizing your campaigns. Additionally, comprehensive reporting tools offer valuable insights into performance metrics, helping you fine-tune your strategy for better ROI.

Google TV ads are primarily non-skippable, guaranteeing full message delivery, which is particularly effective for brand awareness campaigns. In contrast, YouTube ads offer skippable and non-skippable formats, providing flexibility based on campaign goals.

Combining both platforms allows you to mix ad formats to maximize viewer engagement and manage ad spending more efficiently by utilizing CPM and CPV models. This combined approach leverages the strengths of Google TV’s live TV shows and YouTube’s User-Generated Content (UGCs), ensuring your brand message reaches the right people at the right time across various devices, ultimately enhancing the overall effectiveness of your advertising strategy.

The post How to Set Up Google TV Ads for Your YouTube Campaigns, Expanding Connected TV Reach appeared first on Strike Social.

Did you know advertising on YouTube Connected TV (CTV) can lead to a 28% reduced CPM? The excitement around CTV is undeniably growing, but this doesn’t spell the end for linear TV advertising. Linear TV still commands a 48% share of ad spend when compared to CTV, social video, and online video combined.

However, this share is gradually declining. This raises an important question for media buying agencies: What path should they take? Should media buyers continue to specialize in linear TV advertising, or will media buying teams merge as CTV becomes a dominant force in digital marketing?

Are Advertisers Leaving Linear TV Behind and Moving to CTV?

Recent reports show a significant shift in advertising trends, with 63% of U.S. marketers leading their 2024 upfront buys with CTV advertising, compared to only 36% with linear TV. Additionally, 95% of advertisers plan to maintain or increase their ad spend in programmatic media buying for CTV ads in 2024. This shift is driven by several compelling reasons:

Flexibility in Ad Length and Format

Digital TV advertising platforms like Google and YouTube TV offer media buyers flexibility in ad length and format. For example, bumper ads are only 6 seconds long, perfect for brief brand messages that don’t disrupt the viewer’s experience. If a longer narrative is needed, ads can run up to 60 seconds.

Best practices for YouTube CTV ad lengths

Explore the YouTube TV ad formats

Cost Efficiency and Targeting

Linear TV ad buying is based on ratings or estimated viewership. For instance, securing an ad spot during a prime-time show like a sporting event or the evening news often requires paying a fixed or higher price in bulk.

Rather than competing for ad spots during live sports coverage on linear TV, we focused on engaging the same sports audiences on YouTube. This improved cost efficiency significantly: a 13% increase in CPM for Non-Skippable ads and a 40% reduction in CPV for the brand’s Skippable ads.

Sports audiences for an HVAC brand? Here’s how we did it

Real-Time Adjustments

When advertising on linear TV channels, advertisers typically agree to specific stipulations concerning the placement and duration of their advertisements. The schedule is generally fixed, and adjustments like moving to a different time slot or show require prior notification and approval. 

In contrast, advertising on Connected TV platforms such as YouTube and Google TV offers greater flexibility to media buyers. They can modify bids and schedules in real-time to optimize the performance and efficiency of video ads. This agility, enabled by performance data, allows for a more responsive and effective advertising strategy.

Knowing these advantages for media buyers, advocating for a complete shift toward Connected TV ads is tempting. However, we must emphasize the enduring relevance of linear TV advertising, and thus, should not be abandoned:

Synergistic Impact

• When digital advertising is complemented with TV advertisements, purchase intent experiences a 15% boost. In today’s market, digital and TV advertising complement each other, offering brands seeking promotion an effective strategy for achieving desired results.

• eMarketer’s report indicates that the average time spent on TV remains comparable to that spent on digital video advertising. This suggests that both linear TV and digital advertising remain powerful strategies. Combined, these strategies are superior to relying solely on a single advertising approach.

Check out our case study with a Quick-Service Restaurant (QSR) brand, where we achieved a 96% Video Completion Rate through a combined strategy. Further, we utilized CTV advertising due to its proven effectiveness as a medium, resulting in a 25% increase in efficiency.

High View-Through Rates

• Ads on linear TV channels consistently attain a high view-through rate (VTR) of over 90%, primarily because they do not have a skippable feature, unlike digital TV ad formats like YouTube TV.

• However, it’s worth noting that a significant portion, approximately 40% of the audience, frequently uses a second screen while watching TV. This presents an opportunity to leverage the advantages of digital advertising, especially on Connected TV.

• By capitalizing on CTV’s capabilities, advertisers can reach the same audience that engages with linear TV ads while offering interactive and personalized experiences.

Can YouTube CTV convert ad viewers to customers?

Political Advertising Trends

• In the 2022 United States elections, digital political advertising was predicted to play a significant role, but traditional channels such as linear and connected TV advertising ultimately captured the majority of ad spend, accounting for over 50%.

• Looking ahead to 2024, forecasts indicate that linear and CTV ads will continue to dominate most political advertising spending, overshadowing social media platforms. While programmatic media buying is expected to grow, traditional advertising through linear TV remains a powerful force in political campaigns.

How will political advertising pan out in 2024?

Given your newfound knowledge, what is your next course of action? While linear TV advertising will always have a place in the media landscape, are media buying agencies ready to embrace the hybrid advertising model that combines traditional and digital strategies?

Here’s our verdict:
Train your team specializing in linear TV advertising in digital TV advertising skills to keep them up to date. Embracing Connected TV, Google TV, YouTube TV, and other digital TV platforms broaden their opportunities beyond a single media buying strategy. This transformation increases their flexibility and empowers them with expanded capabilities, making them well-equipped to navigate traditional and digital advertising.

Why Media Buying Teams Should Focus on Learning Both Linear and Connected TV Advertising

We’ve emphasized it and’ll do so again: linear TV advertising remains prevalent. However, media buying agencies must also recognize the growing influence of digital advertising. Therefore, we affirm that as linear TV and connected TV solidify their roles as cornerstones of TV advertising strategies, your media buying teams should integrate both traditional and digital advertising expertise to maximize client outcomes:

Omnichannel marketing strategies are increasingly favored among marketers for their diverse approach across multiple platforms. Along with CTV, here are other preferred mediums by advertisers when placing ads on various platforms:

• social media (86%)
• display advertising (78%)
• mobile video (77%)
• desktop video (67%)
• linear TV (54%)

While we previously mentioned linear TV’s impressive view-through rates, 57% of media buyers affirm that Connected TV ads are more effective in driving website traffic and sales conversions. Furthermore, YouTube CTV ads exhibit a 14% higher view-through rate than mobile devices, suggesting a combination of linear and connected TV as an effective advertising strategy.

One compelling feature of CTV ads, particularly on YouTube TV, is the “Send to phone” option. This clickable button allows viewers to send the ad to their mobile devices, enabling them to engage further, visit the advertiser’s website, or purchase directly from their phones. This feature enhances the user experience and provides a convenient way for viewers to interact with CTV ads and take immediate action.

The steady decline of linear TV usage is becoming increasingly evident, albeit gradual. In 2023, viewership of traditional broadcast platforms reached an all-time low of just 49.6%, signifying a significant shift in audience behavior.

This decline coincided with the rise of digital TV advertising, as evidenced by the number of connected TV users. This trend will continue and intensify through 2025, indicating a fundamental change in how audiences consume television content.

Media buying teams now face the challenge of converting these shifting audiences into CTV ad viewers and potential consumers. If digital TV advertising is uncharted territory for your team, Strike Social is here to help.

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Through successful historical insights and cutting-edge technology, Strike Social delivers enterprise-level solutions tailored to enhance campaign performance on YouTube and Connected TV. Our strategies emphasize scalability and precise audience targeting, ensuring brands achieve heightened efficiency with reduced costs.

Explore our case studies to discover the diverse strategies we implement to achieve the results brands desire:

Complete Guide to Facebook Advertising in 2025

Complete Guide to YouTube Advertising in 2025

QSR YouTube Case Study

HVAC Case Study – US Video Views Campaign on YouTube

HVAC Case Study – YouTube Audience Targeting for Canada Campaigns

Growing Your Customer Base with YouTube CTV Advertising

While mobile advertising remains relevant, adapting new formats like YouTube Connected TV (CTV) is important for broadening your brand’s reach. After all, having a diverse advertising strategy with multiple channels only enhances your chances of retaining and attracting new customers. Understanding the behavior of YouTube Connected TV audiences and determining effective strategies to convert viewers into consumers can be challenging. Yet, it presents significant opportunities for further exploration and potential growth.

Partnering with a dedicated social media advertising agency can provide valuable guidance and support. Our experienced team can help you develop a YouTube CTV advertising strategy that aligns with your other digital advertising efforts. We offer a personalized demo of our technology, specifically designed to assist you in achieving greater success with CTV advertising. Reach out to our team and take that step towards smarter advertising.

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Expand your expertise. Browse Strike Social’s blogs on CTV here:

YouTube Case Study: Reaching High-Intent Audiences with CTV Advertising

Looking to Optimize Your CTV Spend? Here’s Why You Need a YouTube CTV Advertising Agency

How Do CTV Advertising Rates Compare to Mobile and Desktop Ads?

The post Will the Convergence of Linear and Connected TV Merge Media Buying Team? appeared first on Strike Social.