Create a YouTube media plan with TV in Reach Planner

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This article explains how to create a YouTube media plan with TV data using TV in Reach Planner. TV in Reach Planner is available in select countries.

You can use TV data in Reach Planner to forecast your campaign goals and compare the estimated total reach, frequency, and Target Rating Points (TRPs) of media plans containing TV, YouTube, and Google video partners.

Before you begin

  • Your media plan shows two curves in Reach Planner: a comparison curve and a plan curve. These curves represent the estimated total reach that you can achieve with a YouTube and 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 YouTube and TV in the media plan using the "Adjust your plan" section (located on the right hand side of Reach Planner). You can also select any point on the reach curve to adjust the total budget of the media plan.
  • In addition to the reach curve, you can select "TV Viewers" and "Demographics" to view breakdowns of your media plan by TV viewers and demographics in comparison to other campaigns.

Instructions

Create a media plan that includes TV data

  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner of Google Ads.
  3. Under the “Planning” section, select Reach Planner.
  4. Click the plus icon to create a new media plan.
  5. Choose Awareness or Consideration as your forecast goal. "Awareness" forecasts recommend a product mix that increases your expected reach, and "Consideration" forecasts recommend a product mix that increases your expected views. You can still select your own product mix when you set up or edit your media plan.
  6. Select YouTube + TV as the channel for the media plan.
  7. In the "Location" section, select a data source for the TV data.
  8. In the "Demographics" section, select the ideal age and gender of your target audience. The on-target reach of the plan is measured against the target demographic.
  9. Add the dates for the campaign.
    • TV in Reach Planner uses the same duration for both the YouTube forecast and TV measurement data, so try to match the duration of your YouTube campaign to your television campaign.
  10. In the “TV campaign” section, add the historical TV data that 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.
  11. If you chose 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 Reach Planner receives information on the non-discounted cost of advertising campaigns, commonly referred to as "Rate card cost."
  12. In the “YouTube campaign” section, choose a pricing option and select the length of creative that you’re using in the campaign. Reach Planner recommends a mix of YouTube advertising formats to maximize the awareness of your media plan.
  13. Click View forecast. Reach Planner creates a media plan containing YouTube and TV. The default plan is a recommended budget split of TV and YouTube that maximizes the reach of your entire media plan.
  14. (Optional) To export your media plan to a CSV file before you save, click the More options icon in the upper right corner, then click Download (.csv). The CSV file retains the last saved information and detailed metrics for your media plan.
    • You can also click Make a copy to compare a media plan with another media plan.
    • To use the charts in the media plan for a presentation (or similar), take a screenshot of the media plan’s tables with your computer’s screenshot functionality.
  15. To save your media plan, click Save, then enter a name for your plan. When you finish, click Save copy.

    After saving the media plan, you can access it again from Reach Planner. 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 on 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.

Review a media plan that includes TV data

  1. Open Reach Planner.
  2. In the table, click a media plan to open it. After you open a saved media plan, it shows all the forecast details for the media plan during the date range you selected. It also shows the date the forecast was saved.
    • When you open a media plan that’s ended, you’ll find the historical forecast for the media plan.
    • When you open a media plan that’s still in progress, you’ll have the option to edit the plan.
  3. Review the media plan details and metrics (such as the on-target reach and CPM). Learn more about the metrics in Reach Planner
  4. (Optional) To export your media plan to a CSV file, click the More options icon in the upper right corner, then click Download (.csv). The CSV file retains the last saved information and detailed metrics for your media plan.
    • You can also click Make a copy to compare a media plan with another media plan.
    • To use the charts in the media plan for a presentation (or similar), take a screenshot of the media plan’s tables with your computer’s screenshot functionality.

Edit a media plan that includes TV data

  1. Open Reach Planner
  2. In the table, click a media plan to open it. If the media plan is still in progress, you can edit it.
  3. Click Refresh forecast to update the media plan’s forecast with identical settings. 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.
  4. (Optional) Navigate to the table below the reach curve, then click the plus button to add a new ad format to the media plan.
  5. Click the Edit button next to a YouTube ad format in your media plan.
    • General settings: Update the budget, target CPM, and network for the media plan.
    • Location and demographics: Make changes to the location and demographics for the ad format. You should only do this if you want to override the current media plan settings for the ad format.
    • Dates and frequency cap: Make changes to the dates and demographics for the YouTube ad format. You should only do this if you want to override the current media plan settings for the ad format.
    • Audiences: Add affinity and in-market audiences to the YouTube line items only. This applies Google audience targeting to your YouTube line items, but doesn't change who your YouTube media plan with TV is reported against.
    • Lineups: Use pre-built segments that help you reach your audience using the most locally relevant content. Lineups can include seasonal events, travel, sports, media and entertainment, beauty and fashion, video games, and more.
    • Parental Status: Include or exclude parents, non-parents, or people whose current parental status is unknown in the media plan.
    • Devices: Include or exclude desktop, tablet, mobile, or connected TV devices from your media plan.
    • Content exclusion settings and ad policies: Review any account-level content exclusions and advertising policies included in your forecast.
  6. When you finish making changes, click Apply.
  7. Select Optimize to get a recommendation for the TV and YouTube budgets and to maximize reach with your new settings.
  8. Click the plus button to add additional YouTube advertising formats or campaigns.
  9. Select the trash icon to remove a YouTube advertising format.
  10. To save your media plan, click Save, then enter a name for your plan. When you finish, click Save copy.
  11. To download, delete, or make a copy of your media plan, click the More options icon in the upper right corner of Reach Planner, then select an option from the menu.
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