On average, users watch over 180 million hours of YouTube on TV screens every day.1 We know that marketers want in on this shift in viewing behaviour, so we’ve been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecasts and smart TVs of all stripes.
Today we’re launching the TV screens device type to make it easy for you to find engaged, valuable audiences while they're watching YouTube on that original device purpose-built for watching video: the TV. The TV screens device type joins computers, mobile phones and tablets in Google Ads (formerly AdWords) and Display & Video 360 (formerly DBM), meaning that you can tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment. You can also see reporting for ads that run on TV screens to help you determine the impact of these ads within your overall mix.
We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively.2 And customers like Pixability are voicing their excitement for the feature:
'Consumers are cutting the cord and this is a tremendous opportunity for advertisers to reach their audiences in the living room with digital video. With the launch of TV Screens device targeting and measurement on YouTube, our customers are better able to understand how their audiences are watching TV screens, and connect with those audiences as they're engaged in leaned-back viewing.' – David George, CEO, Pixability
Start reaching users on devices that stream TV content – such as smart TVs, gaming consoles and streaming devices like Chromecast – today. To learn how, click here.
1Google Internal Data, Global, June 2018. Based on 7-day average for TV watchtime.
2Google/Ipsos Lab Experiment, US, March 2018 (32 ads, 800 US residents 18-64 y/o)