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   Launching new TV screens device category to reach YouTube users on connected TVs

   October 16, 2018

   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 behavior, 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 are 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 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. Posted by Chris Hong, Product Manager, Video Ads   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)

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   Improved attribution for TrueView for action ads

   October 12, 2018

   People don't always take action on video ads in the moment—they often convert a couple days after their viewing session. For instance, say you had been thinking about making your home a little smarter, for the sake of efficiency and shaving some money off your utility bills. You see a video ad on YouTube for the Nest smart thermostat that piques your interest, but you’re not quite ready to buy it right there in the moment. You decide to do a bit more research before ultimately purchasing it online a few days later. That video you saw on YouTube didn’t drive the click, but it planted the seed. From sparking an idea to making that final decision, online video has a massive influence within today’s consumer journey.  Over 90% of consumers say they’ve discovered new products and brands on YouTube, and watch time for YouTube videos on "which product to buy" has doubled year over year. To understand how video works in the purchase journey, it’s important to have accurate attribution – and looking at the relationship between video ad exposure and conversions we determined that the default attribution window for TrueView for action ads needed to change. To help you more accurately assess the impact of your video ads, we’re adjusting the default attribution window for TrueView for action ads to 10 seconds with a 3 day default conversion window (from 30 seconds with a 30 day conversion window).  Here’s what’s changing:  Our system will now count an ‘Engagement’ whenever a user clicks or watches 10 seconds or more of your TrueView for action ad using maximize conversions or target CPA bidding.  By default,  a ‘Conversion’ will be counted when a user takes action on your ad within 3 days of an ‘Engagement.’ You can ask your Google team to customize this time frame if you prefer an alternative.   For users who click your ad, we’ll still attribute conversions according to the conversion window you have set (the default is 30 days). To inform these changes, we conducted large-scale experiments to analyze the incremental conversion volume driven by TrueView for action ads across a broad range of advertiser industries and conversion types. As a result, advertisers can look forward to:  More accurate conversion counting  Faster ramp up times for your target CPA campaigns  More current reporting thanks to reduced conversion lag No action is required from advertisers to take advantage of these improvements. Learn more about video ad measurement here.   Posted by Nicky Rettke, Group Product Manager, YouTube  

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