YouTube will squeeze more advertising money from traditional TV through a new Google AdWords segment called light TV viewers.
The video platform revealed its move to target YouTube users who watch on TV screens. But it also wants to deliver YouTube ads to cord cutters who watch less of traditional TV.
Connected TVs are growing faster than other devices since the company launched its YouTube TV last year.
Mobile devices still account for more than half of views on YouTube. Yet, viewers who stream videos on their TV screens worldwide have increased to 50 percent in the past six months, with more than 150 million hours daily.
“We are seeing more YouTube being watched on TV screens, and more TV content being watched on YouTube — it’s the ultimate convergence of video. Advertisers are saying, ‘What are you building for me to reach YouTube viewers on TV?’” blogged Debbie Weinstein, managing director of YouTube Video Global Solutions.
New Advertising Solutions
YouTube will slowly roll out these solutions for advertisers:
- “Light TV viewers”: YouTube will launch an AdWords segment called light TV viewers. According to Google, these are consumers who watch most of their TV and video content online and less likely to subscribe to its paid offering in YouTube TV.
- YouTube on TV: Advertisers will reach targeted audiences on TV screens through AdWords and DoubleClick Bid Manager. It will expand the ability to target YouTube viewers on mobile devices and desktops.
- Access to the YouTube TV ad inventory via Google Preferred: Later this year, you will gain access to the inventory on some U.S. cable networks on YouTube TV as a Google Preferred extension. Preferred is the paid ad program for the top five percent most-popular YouTube channels. It will sell the inventory starting this spring during the paid-in-advance TV seasons.
Light TV viewers will help advertisers reach audiences that are hard to find on conventional TV.
Nielsen reports that over half of U.S. consumers aged 18-49 are light TV viewers, or a third of the total TV audience on minutes viewed. Weinstein said about 90 percent of this group watches YouTube videos.
Google still wants siphon more money from advertising on YouTube TV.
The service has managed to reach 99 of 100 top U.S. designated market areas since it launched in April 2017. It reaches about 85 percent of the country’s TV households. And most views are on TV screens, with more than 70 percent of the total watch-time.
Weinstein said that they will insert paid YouTube TV ads from Google Preferred dynamically. They will let advertisers target ads using demographics rather than regular ads like those of traditional TV buys.
Advertisers found ads that ran against hate speech and other sensitive content during the past year. YouTube said human moderators will review Google Preferred videos before passing the eligibility for monetization.
YouTube will announce the new ad solutions at the 2018 Digital Content NewFronts this week.