YouTube Is Giving Brands New Ways to Reach People Watching Its Videos on TV Screens

Updates are coming to Google AdWords, DoubleClick Bid Manager, Google Preferred

Over 150 million hours of YouTube videos are being watched on TV screens daily kizilkayaphotos/iStock
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Why watch YouTube videos on a smartphone or tablet screen when a much larger, sharper option is often available in your household?
YouTube managing director of video global solutions Debbie Weinstein revealed in a blog post that TV screens are the fastest-growing way that videos on the Google-owned site are being consumed, with more than 150 million hours of watch time per day, and she revealed some new ways for advertisers to target the over one-half (according to Nielsen) of 18- through 49-year-olds who are either nonsubscribers to or light viewers of TV, adding that more than 90 percent of that group watches videos on YouTube.
Weinstein said that “in the coming months,” an option for TV screens will be added to Google AdWords and DoubleClick Bid Manager, joining already existing options for computers, mobile phones and tablets. She added that advertisers can modify their creative to ensure that it is optimized for the TV environment, and she also cited an Ipsos Lab Experiments study that found that YouTube ads viewed on TV screens drove average lifts of 47 percent in ad recall and 35 percent in purchase intent.
Google AdWords now has a new segment called light TV viewers, enabling brands to reach people who consume most of their TV and video content online—computers, mobile phones, tablets and TV screens—and may not be accessible via traditional media.
Finally, Weinstein revealed that advertisers using the Google Preferred program can now access full-length TV inventory on YouTube TV, which debuted last April, and content from some U.S. cable networks will be part of Google Preferred lineups.
She wrote, “As marketers continue to break the silos and think of holistic media plans, we’re excited to enable the opportunity, because while TV screen viewing is big and growing fast, video is everywhere, and the key is connecting with viewers wherever they watch.” David Cohen is editor of Adweek's Social Pro Daily.