People are spending more time than ever watching connected TV (CTV), and advertisers seek tools to help them reach consumers in these impactful moments. To better meet the needs of advertisers, publishers, and viewers, we’re strengthening Campaign Manager 360’s CTV measurement capabilities.
These updates will help advertisers better measure outcomes at the household level by incorporating IP addresses, among other signals, in ways aligned with our privacy principles. Because CTV is typically watched in groups, these updates will also enable advertisers to better understand their audience.
- Measure outcomes and impact across a household: Today’s consumers are seamlessly and simultaneously searching, scrolling, shopping, and streaming. They begin this journey on one device, and finish it on another, making it challenging for advertisers to measure the impact of CTV ads on purchases. To help connect those dots, in a few months, we’ll be enhancing conversion measurement in Display & Video 360 and Campaign Manager 360. As a result, marketers will get a more complete view of how CTV campaigns impact purchasing behavior in a household, gaining a better understanding of which ads perform best on YouTube and other popular CTV services.
- Understand household-level reach and frequency: Later this year, household reach metrics will be integrated into our standard reach reports. This new metric will provide brands with a clearer view of campaign impact and allow for direct comparisons between CTV and traditional TV.
As a result, all Campaign Manager 360 advertisers will automatically benefit from deeper campaign insights. This includes coverage across YouTube and top streaming content when measuring campaigns across Display & Video 360 and other buying platforms. We encourage advertisers and media agencies to evaluate the impact of these updates on their CTV campaign performance.