About Reach Planner

Reach Planner is a Google Ads campaign planning tool designed to accurately plan for reach based video campaigns across YouTube and video partners sites and apps, in 50+ countries.

Reach Planner’s data is based on Google's Unique Reach methodology, validated with 3rd parties and consistent with actual reach and bids reported. Reach Planner is updated weekly to use the most up-to-date data available. Reach Planner shows reach and frequency estimates, but doesn’t guarantee performance.  Actual campaign performances depends on other factors such as ad quality and ad relevance.

Benefits

Reach Planner can be used to:

  • Reach audiences across multiple devices.
  • Accurately plan the reach of your ads across YouTube and Google video partner sites and apps in 50+ global markets.
  • Develop Target Rating Point and Cost Per Point calculations.

How it works

Reach Planner is designed for media planners who plan the reach and frequency of future brand or video campaigns, and strategy planners who want to incorporate digital video into their media plans. Customize your ideal audience to accurately plan the reach of your ads by using the following metrics:
 

  • On-target reach: The number of people within your campaign's defined target audience that your plan is expected to reach.
  • On-target percentage reach: The percentage of your campaign's defined target audience that your plan is expected to reach.
  • Average frequency: The average number of times someone can be expected to view your ad during your campaign period.
  • CPM: The cost-per-thousand (CPM) impressions across your plan’s total reach, not just within your target demographic (on-target reach).
  • eCPM: cost-per-thousand (CPM) impressions within your target audience (on-target reach). 
  • Target Rating Point (TRP): Also known as in-demo or on-target Gross Rating Points (GRP), represent the (percent of on-target reach) * (average frequency). For example, if your advertiser’s media plan reached 10 percent of their in-demo audience with a frequency of 1, you have 10 in-demo GRPs. This is calculated differently than GRPs because you’re basing it on the pool of in-demo audience, not the total census universe.
  • Cost Per (Target Rating) Point (CPP): Total cost divided by TRP
  • Census population: The total number of people in your target demographic in your location.
  • YouTube population: The total number of people in your target demographic that visit YouTube over 30 days.
  • Digital population: The total number of people in your target demographic who reported using the internet over 30 days.
  • TV population: The total number of people in your target demographic who reported watching TV over 30 days

 

Understand the Reach Curve

The highest point on the curve is often referred to as maximum reach point, showing the maximum number of people that can be reached by your campaign.

The maximum reach point shouldn’t be confused with editorial reach (the total number of people viewing YouTube content), which is often shown by other industry solutions. Editorial reach is even greater than commercial or total monetizable reach and thus may significantly exceed the maximum reach of a single campaign. 

Reach Planner vs. similar tools

If you use other reach tools, you may notice a discrepancy between their data and the data from Reach Planner. This may happen because the methodology for Reach Planner is different than the methodology of other tools, leading to potential discrepancies. Many industry tools measure editorial reach (often including inventory that isn’t monetizable) while Reach Planner measures commercial reach. Directionally, the results should be similar. 

Google is committed to helping improve the data accuracy of independent industry tools and are working closely with them to enable more holistic and accurate measurements of YouTube. 

Average frequency and frequency cap

YouTube currently supports frequency caps on cookies. For example, each cookie can be capped to 3 impressions to account for users having multiple devices. The user model takes this cross-device exposure into account, and may sometimes account for more than 3 impressions per user.  

Missing reach percentage or total population of a plan

The total population and reach percentage (reach %)  by extension are removed if non-demographic targeting layers are included (parental status, affinities, in-market segments, etc.). 

Reach  percentage is expressed as a function of a target over a demographic population.  When you add additional targeting, Google Ads can no longer to match your reach to that of a widely accepted denominator.  Since there’s no consensus on the number of people considered “Luxury Shoppers” and because the number of people “in-market for appliances” constantly changes, Google Ads is left to highlight your absolute reach instead of your reach percentage of that population.

Target ages

Reach Planner doesn’t support targeting minors or the 13-17 age bracket. All age targeting must be 18+.

Availability

Available in

57 Countries
US, CA, AR, BR, CL, CO, CR, PE,VE

DE, FR, UK, NL, TR, PL, IT, AE, NO, FI, RO, CZ, IE, AT, CH, ES, ZA, BH, EG, GR, IQ, BU, KW, OM, PT, SA, DK, IL, SE, RU, BE, UA, MO

AU, NZ, TW, ID, MY, VN, HK, PH, TH, IN, SG, JP,  KR, PK

Regional: US, CA, JP
 

Targeting Demographic (age, gender, parental status)
Affinity
In-market
Life events
Consumer patterns
 
Formats TrueView in-stream (auction)
TrueView Discovery (auction)
Bumper ads (auction)
Outstream (auction)
Google Preferred (reservation)
Google Preferred Bumper Ads (reservation)
Standard Reserve :15/:20 sec (reservation)
Masthead (reservation)
 
Other features Cost per unit overrides
Product mix recommendations 
Census, TV, Digital, and YouTube denominators

Related Links

How to use Reach Planner
Measuring reach and frequency
About Google video partners
 

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