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:
- Digital Video Only: Available in all countries, measures reach and frequency metrics for video campaigns in Google Ads.
- 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:
- Go to the Measurement menu under Goals.
- Choose the country.
- Select video campaigns that are completed or currently running.
- Filter bid type to “Target CPM.”
- 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.
