Google is rolling out two new tools for its Display & Video 360 buy-side solution to account for the surge in user adoption of streaming platforms.
The aim is to enable marketers to plan full connected television and streaming campaigns via DV360, and not be limited to YouTube, incorporating their audio and video media across platforms in real-time.
Google wrote in a blog post Thursday, “Planning is no longer a one-time exercise; it needs to happen on an ongoing basis to keep up with your audience’s rapidly-changing habits. Planning solutions that are tightly connected to your media buying platform can let you more accurately and more quickly assess the potential reach of your plans.”
New signals are being added to DV360’s reach planning tool to enable marketers to plan the reach of their audio and CTV deals in real-time, and they will complement the platform’s existing capabilities that allow for reach estimation in CTV open auction buys, display and video programmatic deals.
Google offered as an example, “Planners will now be able to more immediately answer questions like, ‘How much incremental reach could I get by combining a network CTV deal with YouTube reservation and open auction video or audio ads?’ They’ll have the option to forecast the reach of their campaign either by picking from their custom list of available CTV and audio deals or by choosing publishers they’re considering adding to their media mix.”
Reach data from broadcast, cable and YouTube audiences is being added into DV360 in order to give advertisers a look at unduplicated audiences and the incremental reach of adding digital to traditional TV campaigns.
Google explained, “Planning tools that span across traditional and CTV viewing can help you navigate the shift from linear TV to streaming more effectively. For example, TV in Google Ads Reach Planner lets advertisers like PepsiCo better plan for their reach and frequency goals by allocating optimal budgets across TV and YouTube.”
TV planning functionality will begin rolling out in beta this fall to DV360 users in France, Germany, Japan, the U.S. and Vietnam, using data from major single-source panels in each available country or region to understand TV viewership and how it overlaps with digital media consumption and combining actual historical TV and digital ads data into a single reach curve to show the unduplicated reach of the entire plan across TV, YouTube, broadcast and cable networks on CTV and the remainder of digital campaigns.
The tool will be fully self-service, with only some basic details about users’ media plans required: core audience demographics, duration of the campaign and estimated TV discount.
Google said that in cases where users’ budgets are somewhat flexible, they will see two curves: one showing the reach that would be attained by spending the entire budget on TV, and the other showing optimal reach that can be achieved by splitting the budget across digital and TV.
DV360 users can also set a fixed TV budget and see a single curve showing the extra reach they can obtain by adding digital channels such as CTV and YouTube to the mix.
Google wrote, “The growth of new media types alongside traditional TV has made forecasting reach and ad spend more difficult than ever. With DV360’s real-time forecasting solutions, you’ll be able to approach show premieres seasons this fall with more serenity.”
