YouTube Video Reach Campaigns are essential for media buyers to access a vast audience across various screen sizes in the US. According to Nielsen’s recent Total TV and Streaming Snapshot from April 2024, streaming distribution saw a 12.9% increase, accounting for 38.4% of TV usage. Digital streaming maintains its lead over traditional TV viewing, while Cable and Broadcast have experienced a year-over-year decline of 7.6% and 3.9%.

For video advertisers, ad money should follow the eyes of the consumers; this trend speaks volumes. Netflix and YouTube last had the same streaming stake in August 2022. Since then, YouTube has maintained its lead in the streaming race for the past 20 months, showcasing its sustained dominance in the market. With more YouTube content going out on living room screens, advertisers have more access to uninterrupted video ads.

Now that YouTube continues solidifying its position as a leader of video content on handheld and shareable screens, it’s an advertiser’s asset to gain access to these audiences. Using a YouTube Video Reach Campaign, media buyers have an innovative approach that amplifies visibility and engagement while minimizing ad costs. Marketers can leverage YouTube’s extensive network and user base using these AI-powered advertising solutions.

What is a YouTube Video Reach Campaign, and Why Should You Use It?

The YouTube Video Reach Campaign is Google’s video advertising solution designed to maximize the reach and impact of your content across YouTube and Google’s video partner sites. By combining various ad formats, such as skippable in-stream ads, non-skippable in-stream ads, and bumper ads within a single campaign, media buyers and marketers can efficiently scale their efforts and connect with a larger audience. This comprehensive distribution ensures that your message reaches the right audience, whether they watch videos on smartphones, tablets, or smart TVs.

But what exactly makes these campaigns stand out? Let’s identify the three different options for efficiently reaching the target audience when running a YouTube VRC. 

YouTube Video Reach Campaign – Efficient Reach

YouTube is closing the gap between traditional TV content and Video streaming platforms. The video platform now offers Shorts, Live Sports, and Live streaming, making these features more accessible in living rooms and appealing to a broader range of viewers. With an expanding content library, Google’s AI has increased capabilities to optimize performance through Multi-format video ads.

YouTube Video Reach Campaign (VRC) Efficient Reach is a multi-format advertising campaign designed to maximize unique reach by leveraging various ad formats within allocated budgets and bids. The campaign aims to identify the most efficient combination of ad formats to reach a highly qualified, unique audience while ensuring that advertising costs remain within the specified budget.

Ad formats available:

When should marketers choose YouTube Video Reach Campaign – Efficient Reach?

Media buyers should consider YouTube Video Reach Campaigns when the primary objective is to maximize brand visibility and engagement across a diverse audience. These campaigns are particularly beneficial when launching a new product, promoting a time-sensitive offer, or enhancing brand awareness in a crowded market. Maximizing YouTube Short’s influential power ensures marketers that ads are shown to audiences more likely to engage with the ad or create brand recall.

For example, a campaign objective for a YouTube Video Reach Campaign could be: “Increase brand awareness and engagement for our new eco-friendly product line among environmentally conscious consumers aged 18-35.”

Using video reach campaigns, the brand can efficiently reach this target audience through a mix of engaging ad formats, driving higher ad recall and brand awareness. This ad solution captures attention and builds a lasting impression, ultimately pushing viewers down the sales funnel.

How do you set up a YouTube Video Reach Campaign – Efficient Reach?

1. Under Campaign Objective, choose Awareness and Consideration. 

2. For campaign type, choose Video.

3. Click on Video Reach.

4. Choose Efficient Reach.

5. Media buyers will notice that there’s an extra option for Efficient Reach. This option allows advertisers to choose a specific ad format.

YouTube Video Reach Campaign – Non-Skippable Reach

The 15-second non-skippable ads on YouTube provide unique benefits that guarantee the delivery of your entire message. Viewers watch the full 15 seconds, allowing brands to deliver critical information, showcase product features, or highlight a compelling call to action without the risk of viewers skipping over it. This format is particularly effective for creating a robust and memorable impact in a short duration. 

When should marketers choose YouTube Video Reach Campaign – Non-Skippable Reach?

Non-skippable ad formats are ideal for high-impact marketing efforts such as product launches, major announcements, or brand campaigns that require the audience to absorb every detail. Media buyers should opt for 15-second non-skippable ads when campaign objective calls to maximize message retention and complete viewer engagement.

As a sample campaign objective, consider a financial services firm launching a new investment platform targeted at millennials. By utilizing a 15-second non-skippable ad within a YouTube Video Reach campaign, the firm can effectively capture the attention of this demographic and communicate the key benefits and features of their platform in a concise yet impactful manner. The guaranteed viewing time ensures the entire message is delivered, potentially driving increased awareness, website visits, and conversions.

Choosing a YouTube VRC with a non-skippable format can be a strategic choice for advertisers looking to make their message fully seen and absorbed by the audience. This format’s ability to deliver complete, uninterrupted content makes it ideal for retail announcements with impactful storytelling.

How do you set up a YouTube Video Reach Campaign – Non-Skippable?

1. Under Campaign Objective, choose Awareness and Consideration. 

2. For campaign type, choose Video.

3. For campaign type, choose Video reach.

4. Choose Non-skippable reach.

YouTube Video Reach Campaign – Target Frequency

Setting the optimal ad frequency can mean the difference between effective brand recall and ad fatigue. Advertisers must carefully consider how often their ad will appear to their target audience to strike the right balance. With low frequency, your message may lack repetition to stick in the minds of your audience. Conversely, an excessively high frequency can lead to ad fatigue, where viewers become desensitized or even annoyed by the constant repetition of the same ad.

When should marketers choose YouTube Video Reach Campaign – Target Frequency?

Media buyers should tailor their target frequency based on specific campaign objectives and product or service characteristics. For example, a consumer goods company launching a rebranding campaign may benefit from a higher frequency to reinforce brand messaging and maximize exposure. Conversely, promoting a recurring service may warrant a lower frequency to prevent ad fatigue among existing customers. In the case of campaigns focused on direct response or conversions, a lower target frequency can minimize ad fatigue and keep the message fresh for potential customers closer to making a purchase.

How do you set up a YouTube Video Reach Campaign – Target Frequency?

1. Under Campaign Objective, choose Awareness and Consideration. 

2. For campaign type, choose Video.

3. For campaign type, choose Video reach.

4. Choose Target frequency.

5. In the campaign settings section, media buyers have a dedicated area to establish their weekly target goals. Buyers may set ad frequency between 2,3 and 4 times a week.