Video campaigns

Best practices for connected TV in Display & Video 360

The following are some best practices for buying connected TV (CTV) inventory through Display & Video 360.

Connected TV includes all devices that fit into the following descriptions:

  • Connected or streaming devices: devices that connect to a TV screen to display video streams (Roku, Apple TV, etc.)
  • Smart TV: TVs with integrated internet connections (Samsung Smart TV, etc.)
  • Gaming consoles: internet-connected gaming consoles (Xbox, PlayStation, Wii, etc.)
  • Set top boxes: devices delivering traditional cable and video-on-demand (VOD) content.

Connected TV devices can show different types of content, including:

  • Over-the-top: TV-like video content delivered by a video provider over the internet.
  • Linear / live TV: Traditional television watched as scheduled and delivered through traditional broadcast networks.
  • Video on demand (VOD): Television programs that stream on demand at the request of the viewer. This is also referred to as "non-linear" or "time-shifted" viewing.

Creative guidelines

Connected TV devices have a large screen size and support high-definition video creative formats. The following specifications are recommended:

  • VAST: Display & Video 360 supports the VAST 2.0, VAST 3.0, and VAST 4.0 specifications. Note that VPAID and MRAID are not supported on most connected TV devices.

  • File format: .mp4

  • Duration and skippability: 15- or 30-second non-skippable ads.

  • Dimensions: 1920 × 1080

Buying and targeting best practices

The following options are recommended for connected TV inventory:

  • Auction packages for premium CTV inventory: The majority of premium connected TV inventory is currently transacted through deals. You can negotiate direct deals with publishers or discover inventory through the Marketplace, including curated recommendations for CTV auction packages. Learn more

  • Use the TV insertion order and over-the-top line items: The TV insertion order and over-the-top line items offer a streamlined workflow tailored to buying digital TV inventory across screens. This workflow only features options that are relevant for TV ads, with appropriate configurations selected by default. Learn more

  • If you're using a video line item to buy connected TV inventory:

    • App targeting for video line items: Include the connected TV apps you'd like to target. Each app is specific to device type and app store. Learn more

    • Device type targeting for video line items: Include connected TV inventory as well as individual makes and models in your video line items through device targeting. Learn more

    • Channel targeting for video line items: Use channels to create a group of connected TV publishers that you can easily target. Learn more

  • Connected TV bid multiplier for YouTube & partners line items: Use the connected TV bid multiplier to create YouTube & partners line items that will bid only on connected TV inventory by setting the other available multipliers to -100%. Learn more

  • Viewability targeting exemption: By default, connected TVs are excluded from viewability targeting settings you apply to a video line item to ensure that your line items bid on the majority of devices. Learn more

  • DMA or country-level geography targeting: Granular geography targeting is available for most connected TV inventory through DMA or country options. Learn more

  • Limited coverage for audience lists: Limit usage of in-market and affinity list with connected TV inventory to just YouTube & partners line items.

Reporting availability

You can break out reporting across all standard reports and the Inventory Availability Report for connected TVs by using the Device Type dimension.

For connected devices and set top boxes, the App/URL dimension shows identifiers for individual apps. For the top 8 connected TV app stores (Roku, Fire TV, Apple TV, Android TV, Xbox, Playstation, Samsung, and LG), Display & Video 360 uses standardized app store identifiers to make it easy to identify where your ads served.

For these top stores, you’ll see values in the App/URL dimension formatted like [Name of App - Store (#)], representing the name of the individual app, the store name, and the app ID.

You can learn more about industry-wide connected TV app identifier guidelines in the IAB's OTT/CTV Store Assigned App Identification Guidelines

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