About YouTube TV ads

YouTube TV is an ad-supported subscription TV service that allows you to watch live and video-on-demand shows. Some non-skippable in-stream ads and bumper ads from Google Ads auction campaigns may be eligible to serve on YouTube TV.

Google Ads campaigns that are purchased on an auction basis may run (but aren’t guaranteed to serve) on YouTube TV. If you’d like to make sure that your ads will appear on YouTube TV, you can buy placements on a reservation basis, instead of through the Google Ads auction. Learn more about reserved media placements on YouTube.

Country availability

YouTube TV is currently only available in the United States.

Ad formats for YouTube TV

Depending on your goal, you can use the following ad formats built for YouTube TV. These ad formats are:

  • Non-skippable in-stream ads
  • Bumper ads

Targeting

Some non-skippable in-stream ads and bumper ads that are purchased in the Google Ads auction may run on YouTube TV, depending on eligibility. Google Ads auction campaigns are not guaranteed to serve on YouTube TV. If you’d like to make sure that your ads will appear on YouTube TV, you can buy placements on a reservation basis, instead of through the Google Ads auction. Learn more about reserved media placements on YouTube.

Limitations

  • It’s not possible to target specific YouTube TV channels.
  • It’s not possible to completely opt out of serving ads on YouTube TV.
  • It’s not possible to exclude YouTube TV programs in Google Ads auction campaigns.
  • You can exclude up to 10 YouTube TV channels in Google Ads auction campaigns.

Instructions

Exclude YouTube TV channels from your campaigns

You can exclude up to 10 YouTube TV channels where you don't want your ads to show. In particular, you might exclude your ads from running on YouTube TV channels that aren’t appropriate for your brand.

  1. Sign in to your Google Ads account.
  2. In the page menu, click Placements > Exclusions.
  3. Click the pencil icon Edit setting, pencil icon and choose Exclude placements.
  4. In the drop-down menu, select Account.
  5. Enter the YouTube channel ID that you want to exclude. To exclude multiple YouTube channel IDs, click Enter multiple placements and add your list of channel IDs.

    How do I find the YouTube channel ID?

    From your computer, go to YouTube TV (https://tv.youtube.com) and click Channels. From here, click See all channels, then select the channel you want to exclude. In the URL, copy the string of letters and numbers that appear after the channel name.

    For example, Ahmad wants to exclude “Channel A” from his campaign. On the YouTube TV website, he goes to the “Channel A” page.

    • The full URL for Channel A is: "tv.youtube.com/browse/channel-a-UC2_YYzXYcABtfySSCDSkO8B".
    • In Google Ads, Ahmad enters "UC2_YYzXYcABtfySSCDSkO8B" as the channel ID.
  6. Click Save.

You'll be able to verify the placement exclusion on the "Change history" page when you view changes at the account level. New placement exclusions typically take effect within 12 hours.

Target YouTube TV programs about relevant topics

Topic targeting lets you reach people interested in content related to your products and services, whether it's travel, music, or something else entirely. Topic targeting applies to non-skippable in-stream ads and bumper ads served on YouTube TV in Google Ads auction campaigns. Learn more about topic targeting.

Example

A travel agency has an ad group that features ads about various types of tours. They decide to target the “Travel” topic, which allows the ad to appear on any YouTube TV program that includes content about travel. The ad appears during the broadcast of a popular travel program on a large news network. In this example, the ad appears on “Travel” content on the news network.

  1. In Google Ads, click Topics in the page menu.
  2. Click the pencil icon Edit setting, pencil icon.
  3. Click Select an ad group, then choose an ad group from the list that appears.
  4. Select the topics and subtopics that you want to target.
  5. Click Save.

Exclude YouTube TV programs about a specific topic

Just as you can target YouTube TV programs about certain subjects – like "cars" or "music" – you can also exclude by topic to keep your ads off YouTube TV programs whose themes aren't relevant to your customers.

Example

A travel agency has an ad group that features ads about various types of tours. They decide to target the topic “Travel”, but exclude the topic “News” (since it’s less relevant to their offerings). Even if the ad appears on a news channel, it will run only when a non-news program is running on the same channel. In this example, the ad appears on a news network, but not on any content labeled “News”.

  1. In Google Ads, click Topics in the page menu.
  2. Click the pencil icon Edit setting, pencil icon.
  3. Click the drop-down menu, then choose Campaign or Ad group.
  4. Click the pencil icon Edit setting, pencil icon, then choose a campaign or an ad group from the list that appears.
  5. Select the topics that you want to exclude.
  6. Click Save.
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