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As Connected TV (CTV) continues to gain popularity, Google remains committed to updating its CTV functionality in Display & Video 360 (DV360). Among recent updates, three rollouts are already helping practitioners get the most out of their programmatic CTV efforts, including updated cross-channel frequency management, extended Google audience targeting and the inclusion of additional CTV inventory sources. In today’s blog, we’ll explore these recent DV360 updates and how they are improving Connected TV capabilities.
CTV Cross-Channel Frequency Management
Previously if you were buying CTV inventory in DV360 and looking to include a frequency cap, the system could only apply the cap to a single app. This meant that even though an individual would reach the limit for that specific app, the viewer could still see your ad across other streaming apps in your programmatic campaigns.
Now, with improved CTV cross-channel frequency management, the capping feature works for all exchanges, CTV devices, deal types, YouTube and YouTube TV apps watched on a CTV device. This allows you to limit the number of times an ad is shown to a user as they navigate across their favorite CTV apps and YouTube OTT.
Not only does this benefit the user experience by lowering their chance for overexposure, but it also allows the advertiser to expand their reach without having to increase their budget. You can even apply all of your CTV strategies under one campaign or insertion order to better distribute CTV budgets across the scope of your entire campaign.
This is done either at the Campaign level or insertion order level within the Frequency Cap settings and you will apply your frequency capping as you would with any other display campaign or insertion order.
If you are running a campaign that is utilizing a media mix in addition to CTV, you will want to ensure that you place the frequency cap at the campaign level to allow DV360 to apply the frequency across all IOs and LIs within the campaign.
CTV Google Audiences Now Available
Google Audiences have always been a handy feature included in DV360. This form of audience targeting allows you to target lists of users that Google has created and curated based on user affinities and interests, which are available at no additional cost
By introducing CTV-specific Google Audiences to DV360, you will now be able to find and target lists that have been built around ad-supported CTV apps including Hulu, Peacock (NBC Universal’s ad-supported streaming service) and YouTube.
As of right now, Google has updated affinity audiences that are available for use with any existing or upcoming CTV campaigns. You can expect more affinity audiences to be available over time with in-market audiences to follow soon after.
If you would like to apply Google audience to your CTV LIs, just select Google Audiences within your audience list targeting and make sure it is filtered to “Audience eligibility: Connected TV” and you will be able to see all of the Google audiences compatible with CTV/OTT inventory.
More Access to the Biggest Names in Ad-Supported Streaming
In order to make the most of Connected TV, you need access to the biggest names in ad-supported streaming. As of today, DV360 reaches 93% of ad-supported CTV households within the US alone, which makes DV360 one of the biggest players in CTV advertising. Google remains committed to growing this offering by continually expanding connections with CTV-focused publishers. Recent additions include Peacock, Apple TV and Cable/Satellite TV Streaming apps such as DirectTV and Xfinity Stream with more to follow.
Are you looking to get the most out of Connected TV in DV360? Contact us to chat! Don’tforget about our CTV-focused Learner Boost offering as a quick and efficient way to level up your team.