Google Ads Introduces Cross-Media Reach for Enhanced Video Campaign Measurement

June 24, 2024 at 3:15:08 PM - Trending 🔥

TL;DR Google Ads introduces Cross-Media Reach Measurement, allowing advertisers to measure deduplicated reach and frequency across YouTube and TV video campaigns. It aggregates data, providing insights into reach efficiency and optimizing ad investments. Reports can be generated for digital video only or combined with TV metrics. Advertisers can filter by demographics and adjust reports for specific groups.

Google Ads Introduces Cross-Media Reach for Enhanced Video Campaign Measurement

Advertisers can now utilize Cross-Media Reach Measurement in Google Ads to measure deduplicated, on-target reach and frequency across video campaigns. This tool aggregates and deduplicates reach and frequency across campaigns, providing insights for video campaign planning and optimizing advertising investments.

Key Features

  • Cross-Media Reach: Measures the reach efficiency of Video Reach and Video View Campaigns on YouTube compared to TV, and across both channels.
  • Unique Reach: Indicates the total number of unique users who saw an ad across different devices, formats, sites, apps, and networks.
  • Incremental Reach: Helps advertisers understand the performance of their YouTube campaigns compared to linear TV.

Advertisers can generate two types of reports:

  1. Digital Video Only: Available in all countries, measures reach and frequency metrics for video campaigns in Google Ads.
  2. Digital Video + Traditional TV: Available in selected countries, measures reach and frequency metrics for video campaigns in Google Ads, including corresponding TV metrics from licensed third-party data sources.

How to Use

To use Cross-Media Reach in Google Ads:

  1. Go to the Measurement menu under Goals.
  2. Choose the country.
  3. Select video campaigns that are completed or currently running.
  4. Filter bid type to “Target CPM.”
  5. Run the report and adjust for various age and gender groups for on-target reach.

Benefits

  • Monitor Campaign Progress: Track progress toward campaign goals during the campaign.
  • Assess Campaign Success: Evaluate the success of the campaign after it concludes.
  • Deduplicate Reach: Aggregate reach across campaigns to provide a total, deduplicated reach.
  • Evaluate On-Target Reach: Assess reach for relevant age and gender segments, including co-viewing on connected TVs.
  • Compare with Traditional TV: Estimate incremental reach based on licensed third-party TV data.

Access

If Cross-Media Reach isn’t listed under Measurement in Google Ads, contact a Google representative for allowlisting. Access restrictions may apply depending on third-party data licensing terms.

Campaign Planning

Cross-Media Reach can be used throughout the campaign process:

  • Mid-Campaign Monitoring: Track performance towards reach and frequency goals.
  • Post-Campaign Reporting: Understand how the target demographic was reached and compare digital campaigns to traditional TV.
  • Pre-Campaign Planning: Inform future investments with past campaign performance data.

Cross-Media Reach is particularly useful for Video campaigns aimed at building brand awareness and consideration. It is recommended for Video Reach Campaigns (VRC) that reach a broad audience or the same people multiple times, transacted on a Target CPM basis.

Metrics

Metrics reported in Cross-Media Reach include:

  • Unique people reached
  • On-target reach for selected demographics
  • Effective reach (people reached at least 1+, 2+, 3+, …, N+ times)
  • Incremental, overlap reach vs. traditional TV
  • Total reach across Digital Video + Traditional TV
  • Frequency and average frequency
  • Impressions and target rating points (TRP)
  • Spend and efficiency (total spend, cost per on-target reach, cost per TRP)

For more details, please visit Google Ads help center.

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