YouTube growing their TV-screen ad options. According to Google’s internal numbers, there is a sharp growth in consumption on TVs, and it is thought that these numbers will remain consistent as the COVID-19 quarantine keeps us home.
The ad formats are familiar to regular advertisers on YouTube, but the move signals Google’s intention to keep up the growth of connected TV instead of just an app on user phones.
Advertisers running Brand Lift surveys on YouTube will have a new placement in the coming months: TV screens.
“With media mixes becoming increasingly reliant on streaming, it’s more important than ever to measure its impact. As a result, we’re accelerating the launch of Brand Lift for YouTube on TV screens.” – Google announcement
Surveys will be optimized for larger screens and be TV remote control-enabled so users can participate instead of tapping or with a mouse on their desktop.
Google is lauding the ability for brands to make quicker decisions about their ad performance on the fly with the ability data.
It is going to be available for ad recall, purchase intent, or awareness studies for the YouTube app on TVs in the coming weeks. The projected date for YouTube TV is early in the third quarter.
This year, the widely-used skippable ad for mat is also going to be available on TV screens as well.
These types of ads appear before, during or after other YouTube videos. They run for five seconds before being able to be skipped.
These skippable ads are something that is favored to advertisers as they will only pay if the users watches the whole video, or 30 seconds of it, which ever happens first.
According to Google, sharp year-over-year increases of watch time by 80% on YouTube in the US.
The data cited runs from March 11-April 10, so the jump doesn’t fully encompass the anticipated surge that will eventually be reported from the time period during the COVID-19 outbreak.
From this time period int he US, Google has seen:
- 250% increase in feature-length movies
- 300% increase in TV show consumption
- 450% increase in news
Worldwide, Google is reporting:
- 800% increase in feature-length movies
- 125% increase in TV Shows
- 250% increase in live content
According to Comscore, over 70 million US households are streaming content to their TVs.
Out of this consumption, it is shown that YouTube has the highest reach and the most hours consumed among any streaming service. YouTube accounts for a quarter of all streaming watch time in the US.
Because of everybody staying at home, this has increased the audience. The rapid increase has created a wave of demand for fresh content from YouTube.
Google notes that watch time via screencasting has increased 75% year over year.
Their full announcement can be read here.