While consumption of video content on connected devices is increasing, the traditional TV set reigns supreme in catching the audience’s attention. Additionally, this stands true for digital video platforms as well. Netflix reported that 70 percent of its viewing happens on TV sets, while YouTube says that watch time of its content on TV sets has doubled every year.
In its bid to catch a portion of television advertising revenues, Google’s YouTube has introduced an option to conduct campaigns for TV sets. Labeled “TV screens device type” on the Google Ads platform, the targeting option enables advertisers to target engaged viewers watching YouTube content on their TVs.
It is not surprising that YouTube has added “TV screens” to its list of devices for video ads along with tablets, computers, and mobile phones.
The considerable shift isn’t affecting mobile device viewership as many viewers still stream content using their tablets and smartphones onto their TV screens. Based on the figures released by YouTube recently, people on average watch 180 million hours of YouTube on their TV screens daily.
The availability of devices like Chromecasts, smart TVs have paved the way for video streaming and has changed the viewing behavior. On the basis of recent trends, YouTube now allows advertisers to develop ads tailored only for TV viewers. Advertisers will also get television-based analytics to determine the impact of an ad so that they can make the necessary changes wherever required.
Considering the flexibility of Google Ads, YouTube advertisers can optimize and establish specific bidding prices for campaigns or ad groups on different devices. After all, viewing habits often change depending on the platform being used. Mobile audiences, on average, watch movies in 60-minutes increments, while the watching duration for TV screens is approximately 4.5 hours.
Brand awareness and ad recall may also be distinct on TV and mobile, but on both platforms, high-quality content on ads remains crucial.
For businesses that have already created TV commercial ads, it is cost-effective for them to post the content on YouTube as a way to spark more interest. While keeping their existing clients engaged, they can tap into new markets by running video ads on TV screens.