YouTube Debuts Targeting Tools to Help Marketers Reach the Growing Legion of Cord Cutters

It aims to enable better engagement with ‘Light TV Viewers’

TV is now the fastest growing screen on YouTube. - Credit by YouTube
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YouTube is launching targeting tools to better help marketers engage with hard-to-reach audiences, a growing problem for marketers eager to engage with viewers abandoning linear TV in droves.

The launch, announced today, will give advertisers the ability to engage audiences watching live TV on YouTube as well as those watching on-demand videos on the video-sharing network via traditional TV sets.

The new services let brands reach YouTube audiences on computers, mobile phones and tablets in Google Ads (formerly AdWords) as well as Display and Video 360 (formerly DBM).

Advertisers can optimize their campaigns to target such audiences by using different creative or adjusting their campaign’s bid setting to target a specific ​device type. In addition, the updates also include specific reporting tools to help marketers assess ads that run on TV screens and their performance within their wider marketing mix.

The launch also includes a segment within Google Ads called “Light TV Viewers” that will let media buyers target audiences who consume most of their content online–a.k.a., cord cutters–with TV inventory from within Google Preferred starting in November.

Light TV users are those who spend less than an hour a day watching traditional linear television, according to Debbie Weinstein, vp,YouTube and video global solutions at Google. She told Adweek the latest YouTube launches can be used as a complement to more traditional elements of a marketer’s media plan.

“They all ladder up to this notion of connected TV and a kind of converged video experiences being actually real today,” she said.

Per YouTube’s stats, it reaches 50 percent more 18- to 24-year-olds in the U.S. than all TV networks combined, and in an average week in the U.S., YouTube reaches more 18- to 49-year-olds than all TV networks combined.

Google also claims the TV is now its fastest-growing screen on YouTube, generating more than 180 million hours of daily watch time. The latest launch means advertisers can now get full TV-length inventory in both a live and on-demand basis on the video-sharing network.

Recently, it also announced it will soon offer “extensions” to its TrueView ad formats that will let audiences research and even complete a purchase without having to leave the platform as well as the addition of market research company IRI to its Google Measurements Partners program.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
Publish date: October 16, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT