If you or a friend tends to watch YouTube on their television a lot, then this may pertain to you. Earlier this week, Google debuted a new ad type that will allow advertisers to target users watching YouTube through a TV. This joins other device types in Google Ads and Display such as mobile phones, tablets, and computers.
Google Ads Display Network initially started with websites, but now expands a variety of online platforms and devices. The addition of the TV type creates another option for advertisers to convey their messages online, reaching out to new audiences in a new way.
Advertisers can now directly target users who are watching on television or set a device bid adjustment for ads on TV screens. The ads will be displayed to those streaming Youtube content to their TV in any manner, whether it be through Smart TVs, video game consoles, and devices like Firestick, Apple TV, and of course Chromecast.
A big question will be how audiences will respond to this new way of advertising. Google stated that through research done by Ipsos Lab Experiments, results suggest that consumers have responded positively to ads on TV, stating:
…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.
This insinuates that the ads are more effective in retention and creating an intent to create a purchase, creating the promise that money spent on the new type will be spent wisely. However, there is still plenty of room for uncertainty. This is a new form of ad presentation that has yet to see large-scale success prior to Google’s adaptation. More so, it is more than just a new device. Televisions are used differently from mobile and computers, as they carry with them a far more social application. People often watch television in groups, meaning that a user’s previous personal search history and activity may not be as good an indicator as before.
Instead, marketers may look to the far older advertising form of TV commercials for inspiration on how to adapt to this new platform. TV commercials are created to be seen by multiple people, and if a particular event is happening(eg. Super Bowl, Oscars, tennis match), marketers adapt its content to fit both the event and it’s audience. These are strategies that marketers may adopt to provide content for this new platform.
Regardless, it is safe to say that Google has once again disrupted the online advertising scene, and it will be fascinating to see where marketing companies will take this. We over at Boston Web Marketing will, of course, pay attention to this newcomer, and will keep you updated on any options that are best for you.