Looking for a way to establish a strong connection with audiences and drive action? Connected TV (CTV) offers an excellent opportunity for advertisers. YouTube now allows advertisers to create video action campaigns using YouTube TV ads.
In the following post, we will explore what CTV is, how shoppable YouTube ads work, and how you can use them.
What is CTV?
Before building YouTube shoppable ads for CTV, it’s important to understand what CTV ads are and how it works.
In short, a Connected TV, or CTV, is a type of internet-connected device that can stream video and TV content. Some CTV devices include smart TVs, mobile devices, and other internet-connected devices.
Stats on CTV in the Past & Pandemic Streaming Stats
CTV has risen in popularity in recent years as more people move away from traditional TV. As data from eMarketer has shown, both YouTube and CTV have seen an increase in viewership.
Intelligence Insider found that in 2018, CTV viewers made up 21.4% of YouTube viewers. In 2019, that number rose to 33.8%. Once the pandemic hit, more people began viewing YouTube CTV, with the number surging to 52.8%.
Put another way, the number of YouTube CTV viewers went from 42.9 million to 113.1 million within two years. A big reason for this was the introduction of lockdowns. Following this was the increase in digital media consumption.
In fact, eMarketer expects that YouTube CTV viewership will rise to 143.4 million by 2025.
With more viewers, CTV will also see more ad spend. According to another report from eMarketer, CTV ad spending in the U.S. alone will probably rise from 5.7% this year to 7.6% by 2024. This will be an increase from $19.1 billion to $29.5 billion.
How Does CTV Work With YouTube TV Ads?
Connected TVs can stream YouTubeTV ads. These immersive screens present new opportunities for engagement.
They allow users to click on specific links that take them to landing pages on the brand’s website. From there, brands encourage visitors to perform an action in the specific YouTube ad, which is a video action campaign.
YouTube TV ads encourage viewers to visit a specific link through their mobile or desktop devices. However, these ads aren’t clickable on CTVs the way they might be on other devices. Instead, they drive action by directing viewers to continue exploring brands.
Viewers can then use a second screen to conduct more research. There are different actions that brands may push through these video action campaigns. These could include visiting websites to find out more, buying an item, or signing up for offers.
To test the performance of these ads, Google also offers a Conversion Lift beta tool for TV screens. This helps show how well your ads perform based on their ability to drive specific actions.
3 Ways YouTube TV Ads Can Improve Video Action Campaign Results
Video action campaigns are the type of ad campaigns that appear on YouTube TV ads.
- Efficiently reach new audiences – reach your target audience and entirely new audiences to make your media dollars stretch.
- Drive full-funnel campaigns goals – these ads have a positive influence on mid-funnel metrics, including consideration
- Measure the impact of cross-channel campaigns- use tools like Brand Lift to measure the effectiveness of YouTube ads across different metrics such as watch time and awareness.
As you continue to look for different ways to maximize your video action campaign, keep in mind the final result you are aiming for.
Features that Help Your YouTube TV Ads Stand Out
Your YouTube shoppable ads must stand apart from others. They also need to get people to complete the desired action. To achieve this, ads must include certain standout features.
Visuals and Messaging That Appeal to Your Target Audience
Whenever you launch YouTube TV ads, they should appeal to your audience like any other ad. Make sure your ad content applies to your specific target audiences.
You can start by researching specific audiences who are more likely to view YouTube CTV ads. Based on these demographics, you can produce attention-grabbing messages and visuals.
The Right Format for YouTube TV Ads
Depending on what you want to achieve with your video action campaigns, you can select two ad formats. Each will have different YouTube ad specs for you to follow.
The first type of YouTube TV ad is the in-stream ad, which is non-skippable. Viewers cannot skip the ad while waiting for their video. . Advertisers can place these ads at the beginning of a video after the video ends, or between videos. They must also play for 15 seconds or less.
In-stream non-skippable ads are ideal for generating brand awareness. You can use the 15-second duration to introduce people to your brand. Encourage action with an included URL.
Another type of ad to use could include the bumper ad. These appear either before, during, or after the video. These ads are much shorter than in-stream ads, playing for up to six seconds. Bumper ads are best for conveying a quick message. If you can resonate with audiences in a short period of time, these ads are ideal.
For now, these are the only two ad formats available through YouTube TV.
Concise, Well-Conveyed Messages
Unlike TV commercials, YouTube TV ads play for a brief period in video action campaigns. People streaming YouTube content won’t have the patience of linear TV viewers. This makes it necessary to figure out how you can stand out within as little as a few seconds.
Keep your messaging to the point and effective based on what your audience wants to see. If you can grab people’s attention with these ads, you’ll get more of them to complete various actions.
The Benefits of YouTube TV Ads
By launching video action campaigns with YouTube TV ads, you’ll see several benefits. Some of the specific advantages of using YouTube shoppable ads include:
Appealing to Multi-Screen Viewers
When viewing YouTube through CTV devices, the majority of them will use a second screen. This second screen could include a smartphone, tablet, or laptop that viewers use. Often, viewers will use these second screens to research brands while streaming.
Through the use of YouTube TV ads, you’ll encourage users to research your brand if you include a visible URL. When users see this link, they can open their second screen and quickly enter it. To get the best results, keep your URL simple and easy to remember and type.
One of the major benefits of CTV advertising is the ability to hyper-target your ads. YouTube TV makes it easy to connect with specific audiences based on demographics.
This includes the ability to place your ads on specific videos based on people’s watch history. As a result, your budget won’t go to waste as ads reach more relevant audiences.
Advertisers can buy YouTube ads via Google Ads. The pricing for YouTube shoppable ads is more flexible than traditional TV advertising.
Because of this, YouTube TV ads are often more cost-effective for small businesses. Advertisers can hyper-target their ads to reach specific audience segments. They can also manage their campaign budgets to avoid overspending.
The Ability to Track Campaigns
Another advantage of YouTube TV ads is the ability to access in-depth analytics. This makes it easy to track campaigns. Advertisers can measure metrics in real-time to gauge their ads’ performance. Measure campaigns without waiting for data to come through then adjust campaigns based on what works and what doesn’t.
Meanwhile, traditional TV advertising would provide more limited data with delays.
Use YouTube TV Ads to Build a Strong Connection and Drive Action
By using YouTube shoppable ads in video action campaigns, you’ll connect with audiences and have a better chance of driving conversions with them. The key is knowing how to build effective campaigns with targeted ads.
The right strategy will enable you to get your brand in front of CTV viewers of all types.