Digital media plans with TV in Display & Video 360 can help you discover the right mix of TV and digital media and identify opportunities to maximize the reach of your media plan.
You can use TV data to forecast your campaign goals and compare the estimated total reach, frequency, and Target Rating Points (TRPs) of media plans containing Linear TV, Display, Video (YouTube, third-party, and connected TV), Audio (YouTube and third-party), and guaranteed deals.
Digital media plans with TV show reach and frequency estimates, but don’t guarantee any specific performance or outcomes. Actual campaign performance may vary, depending on other factors (such as ad quality, ad relevance, and campaign settings).
Benefits
- Powered by actual TV data: Digital media plans with TV use measurement data from historical TV campaigns and from media measurement providers. With this data, Display & Video 360 is designed to provide you with accurate forecasts. Learn more about forecasts
- Fast and simple: TV is integrated with existing planning functionality, giving you a fast and simple reach and frequency tool.
- Comprehensive settings: Allows for planning across all YouTube brand formats.
- Actionable results: Shows clear insights on how to improve reach, frequency distribution, and effectiveness through a media plan that features both digital channels and linear TV. Reviewing your insights can allow you to identify opportunities to reach people who don’t watch as much TV or to reduce the frequency of your video ads to people who watch TV on a regular basis.
How it works
- Your media plan shows two curves: a comparison curve and a plan curve. These curves represent the estimated total reach that you can achieve with a Digital and Linear TV media plan. A dashboard above the curves provides the estimated on-target reach, average frequency, CPM, target rating point, and cost per targeting rating point for each curve.
- You can adjust the budget, reach percentage, and allocation of Digital and Linear TV in the media plan. You can also select any point on the reach curve to adjust the total budget of the media plan.
- View breakdowns of your media plan by TV viewers and demographics to compare to other campaigns.
Create a media plan that includes TV data
- From your advertiser, navigate to Inventory > Plans.
- Click New Plan.
- Enter a Name for your plan.
- Enter a Location to show your ads to people located in, or who show interest in that geographic location. Currency is set automatically based on the currency of your partner or advertiser.
- Select Linear TV and Digital as the channel for the media plan.
- Digital channels include Display, Video (YouTube, third-party, and connected TV), Audio (YouTube and third-party), guaranteed deals. Linear TV refers to traditional TV powered by Nielsen data.
- Enter the dates for the campaign. Digital media plans with TV use the same duration for both the digital forecast and linear TV measurement data, so try to match the duration of your digital campaign to your television campaign.
- Select the ideal age and gender Demographics of your target audience. The on-target reach of the plan is measured against the target demographic.
- Add an optimization scenario to choose whether to Optimize TV and digital budgets for reach and frequency or Keep TV budget the same and add digital.
- Add the historical TV data in the TV campaigns section. This forms the television part of your plan. You can choose:
- Sample campaign: An average of historical TV campaigns with similar reach metrics and cost to provide a sample for comparison. Choose this option if your brand doesn't have a historical television campaign that is similar to your upcoming media plan.
- Specific campaign(s): Choose from actual historical television campaigns in the past 1.5 years that your brand may have run. Reach Planner uses data from a portion of the campaign equal to the duration of your plan. Use the advanced settings to adjust the dates Reach Planner is drawing campaign information from.
- If you choose Specific campaign(s), adjust the cost information for the TV data by overwriting the size of the campaign (by "Cost" or "TRPs") and adjusting the pricing. Select at least one campaign and click Add TV campaigns.
- Adjust the pricing by either overwriting the television CPM, cost per TRP/CPP, or adding a discount to the rate card cost of the campaign. The TV measurement data that powers forecasting receives information on the non-discounted cost of advertising campaigns, commonly referred to as "Rate card cost."
- Click Next: Add products.
- Add products to your plan.
After saving the media plan, you can access it again from Inventory > Plans. When you open a saved media plan, you’ll need to refresh the forecast to review the reach curve, demographics, and reach and frequency estimates for TV viewers.
When you save a copy of a media plan, it retains all the forecast details for the media plan during the date range you selected. When you click on a media plan that’s ended, you’ll see the historical forecast for the media plan. When you click a media plan that’s still in progress, you’ll have the option to refresh the media plan’s forecast. If you choose to refresh the forecast, it generates a new forecast for the media plan, and you’ll need to save the media plan again to keep the new forecast details.
Considerations
- In cases where the available dimensions for Digital and TV data aren't identical (for example, different age ranges or locations) or when we’re unable to measure a metric, we may adjust one dimension or both dimensions to ensure consistency in the data.
- Linear TV and Digital planing is available in the following regions:
- AMER: US
- APAC: JP, VN
- EMEA: FR, DE