Google's Display & Video 360 platform has announced new features to assist advertisers in planning, purchasing, and measuring connected TV (CTV) campaigns.
With more advertisers prioritizing CTV campaigns, the new features include TV functionality to evaluate the unique and incremental reach of streaming publishers such as YouTube, Hulu, and Roku.
Here's more information on Google's CTV campaign updates:
Update to Reach Planner
Reach Planner is a tool in Display & Video 360 that assists advertisers in forecasting campaign reach and expected performance.
Reach Planner is also used by advertisers to find new publishers and CTV inventory, allowing for more efficient budget allocation decisions.
Advertisers can now evaluate the unique and incremental reach of streaming publishers such as YouTube, Hulu, and Roku, in addition to linear TV, using Reach Planner's new TV functionality.
Advertisers can use Deal ID forecasting to predict how their campaigns will perform before spending money.
Updates to the Marketplace
The marketplace at Display & Video 360 assists advertisers in locating CTV inventory to meet their campaign objectives.
Recently, an audience filter was added to help advertisers find inventory packages and view forecasting against third-party audiences.
Advertisers can use their first-party audience lists to connect with people they already know, then broaden the reach of their CTV campaigns to reach groups like "sports enthusiasts" via Google audiences.
A New Report to Identify Overlap
Unique Reach Overlap, a new report in Display & Video 360, assists advertisers in identifying duplicate reach across publishers, campaigns, and devices.
This data can be used to set campaign-level frequency caps to reduce overlap. This report is available for all Display & Video 360 accounts as well as Campaign Manager 360 accounts worldwide.