Google Rolls Out Advert Target Frequency For YouTube Campaigns
Google rolled out ad frequency targeting for YouTube campaigns. Showing the same ads to the same people, again and again, neither benefits the advertisers nor the viewers. However, can affect the brand’s reputation. So, achieving the right video ad frequency for both viewers and advertisers has always been a juggling act.
In line with this, Google rolled out target frequency giving advertisers control over how many times an ad is shown on YouTube. Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360. However, Google is taking a step further and making it globally available for all advertisers running YouTube campaigns.
Interesting Read: On Connected TVs, YouTube Makes Its Ads More Shoppable!
How will it help advertisers globally?
Whenever the same ads are shown to the same people repeatedly, there is always a risk of low returns. It is inevitable that viewers will tune out and sales will suffer as a result of the added impressions. It is an annoying experience for viewers to watch the same ad repeatedly and proves wasteful for advertisers.
In the blog, the tech giant explained the launch of target frequency globally for Youtube campaigns will help the marketers harness the impact.
This will help advertisers optimize towards more precise reach and frequency while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.
A MMM meta-analysis commissioned by Nielsen shows on average, TV advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions — which represents 46% of TV impressions served. Google inferred from the study that almost half of the impressions were wasted. However, Google explained that the same study shows brands can increase the frequency.
The same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI. This is a huge opportunity for marketers to maximize their impact across the same set of people they are already reaching today.
The frequency management solution on YouTube will help advertisers deliver a better advertising experience for viewers without any compromise in ROI. Advertisers can select the frequency target and the systems will optimize towards maximum unique reach at the frequency goal. Over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices. Not only do the campaigns deliver on their target frequency, but they drive brand impact as well.
Partnered with Triscuit
Google partnered with Triscuit to analyze how the brand can drive incremental impact to its reach campaigns with a frequency target. It set up a Video experiment to determine the incremental ad recall that a weekly frequency of two could deliver. The Target frequency campaign achieved a 93% higher absolute ad recall lift compared to the non-frequency optimized campaign, at a 40% cheaper cost per lifted user.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad
