Cross-Media Reach is shown under 'Measurement' in Google Ads.
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Benefits
- Obtain reach and frequency data for your video campaign to:
- Monitor progress towards your campaign goals during the campaign.
- Assess the success of your campaign after it has concluded.
- Deduplicate reach across campaigns. While targeting, creative, auction or CPM bids and ad formats define individual video campaigns in Google Ads, Cross-Media Reach aggregates across campaigns to provide a total, deduplicated reach.
- Evaluate on-target reach for your most relevant age and gender segments (for example, demographics), including those reached in the living room with co-viewing on connected TVs.
- Compare it with a corresponding traditional, linear TV campaign and estimate incremental reach based on licensed, third-party TV data available in select countries to gain additional context about your digital reach and frequency performance in Google Ads.
Report types and access
If Cross-Media Reach isn’t shown under 'Measurement' in Google Ads, contact your Google representative to get it allowlisted.
There are 2 types of reports:
- Digital video-only reports show reach and frequency metrics for campaigns contained in Google Ads and are available in all countries.
- Digital video + traditional TV reports layer in corresponding TV metrics from licensed, third-party data sources.
- They are only available in selected countries.
- Access restrictions may apply, depending on third-party data licensing terms.
- Some TV data licences in certain countries grant unlimited access to any user with access to Cross-Media Reach, while other TV data licences in other countries require additional allowlisting. Contact your Google representative for help.
Video campaigns
Campaign planning cycle
Cross-Media Reach is a video measurement tool that can help users in many stages of the campaign process and planning cycle. After video campaigns are created with media objectives like reach and frequency goals in mind, Cross-Media Reach can be used for the following:
- Mid-campaign monitoring to track how video campaigns are performing in-flight towards campaign-end reach and frequency goals.
- Post-campaign reporting of reach and frequency efficiency to help understand how the target demographic was reached. Post-campaign reporting compares on-target reach and frequency in digital campaigns to traditional TV.
- Pre-campaign planning to help understand past campaign reach and frequency performance to inform any future investments in the planning stage with tools such as Reach Planner. TV in Reach Planner is a feature that’s powered with the same licensed, third-party TV data sources.
Campaign types
Cross-Media Reach measurement is particularly meaningful for video campaigns designed to build brand awareness and consideration.
Although all other video campaigns can be measured on the basis of reach and frequency, they’re designed and optimised to drive online sales, leads and website traffic, among others. Therefore, it’s recommended to primarily measure them on the basis of those media objectives with the help of conversion lift.
We recommend measuring video reach campaigns (VRC) that reach a broad audience or reach the same people multiple times. They’re transacted on the basis of a target CPM, so you pay for every 1,000 impressions that your ad receives.
All 3 VRC types are well-suited for Cross-Media Reach measurement. They maximise efficient reach and, if desired, account for target frequency in pursuit of building more awareness and consideration for given budgets with typical ad formats and AI-powered combinations of:
- Bumper ads
- Skippable or non-skippable in-stream ads
- In-feed and Shorts (new)
Campaign metrics
Cross-Media Reach primarily measures the number of unique people reached and how often they were reached.
The following metrics are reported in Cross-Media Reach:
- Unique people reached
- On-target reach for selected demographics, for example, adults 18–49
- Effective reach depending on an effective frequency, for example, people reached at least 1+, 2+, 3+ … N+ times
- Incremental, overlap reach vs. traditional TV in digital video + traditional TV reports
- Total of reach across digital video + traditional TV
- Frequency: how often unique people were reached
- Average frequency
- Average frequency by demographics
- Impressions and target rating points (TRP)
- Impressions, including co-viewing
- TRP
- Spend and efficiency
- Total spend
- Cost per on-target reach
- Cost per TRP
