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63.5% of internet users in North Based on Ipsos Lab Experiments, Reserve inventory upfront from
America are using a connected TV YouTube ads shown on TV screens had a publishers via programmatic guaranteed
device of some sort1 significant lift in Ad Recall and deals, or buy via the auction and select
Purchase Intent, with an average auction packages
lift of 47% and 35% respectively2
1
Source: TiVo "Q4 2017 Online Video and Pay-TV Trends Report: Consumer Behavior Across Pay-TV, OTT, Connected Devices and
Content Discovery." March 2018
3
2ource: Google/Ipsos Lab Experiment, US, March 2018 (32 ads, n=1,600 among US residents M/F 18-64 y/o).
Connected TV Buying Best Practices
Device Type Connected TV is a new device type in Display & Video 360 to use for
targeting and reporting
KPIs Engagement KPIs are not relevant. Do not optimize towards CTR,
User Experience CPC, engagement, vCPM, CPA. Due to high viewability, relevant KPIs
are Completion Rate, CPCV.
Watching video on a
connected TV is a “lean back”
viewing experience with little Frequency Device ID must be passed in order for frequency capping. Device IDs
interaction unlike desktop or are not passed for all CTV inventory, therefore using frequency
mobile capping will limit your reach.
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