YOUTUBE ON

TV SCREENS
Your Audience, Now on the BIG Screen

Updated : April ‘22

2022 | CONFIDENTIAL AND PROPRIETARY

 IN THIS DECK

01 CTV LANDSCAPE IN INDIA

02 CTV VALUE PROPOSITION
03 MEASUREMENT
04 CASE STUDIES
05 NEXT STEPS

2022 | CONFIDENTIAL AND PROPRIETARY

2022 | CONFIDENTIAL AND PROPRIETARY
 CONNECTED TV: WHERE TV MEETS DIGITAL

DESKTOP/MOBILE TRADITIONAL TV

CONNECTED TV
An internet enabled TV, via an
external device or a Smart TV

2022 | CONFIDENTIAL AND PROPRIETARY

 NEW !!

OVER

STREAMED YOUTUBE (Or YOUTUBE TV)

ON THEIR TV SCREENS IN INDIA
(Dec 2021)

Source: YouTube Internal Data, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY

FRESH, PREMIUM &
RELEVANT CONTENT
IN viewers watched videos that
were on average over 200% longer
than the average of those viewed
on mobile and desktop.
Source: YouTube Internal Data, IN, May 2021 vs. May 2020,
YouTube Internal Data, IN, Dec 2021
2022 | CONFIDENTIAL AND PROPRIETARY
NEW !!
Watch time of cricket on TV screens has
grown over 250% year over year in India
as of May 2021.
Watch time of humor content on TV
screens has grown over 105% year over
year in India as of Dec 2021.
Watch time of travel content on TV
screens has grown over 100% year over
year in India as of Dec 2021.
Watch time of talk show content on TV
screens has grown over 85% year over
year in India as of Dec 2021.
 NEW !!

IN INDIA

OF YOUTUBE CTV WATCHTIME IS ON

CONTENT THAT IS 21+ MIN OR LONGER

YouTube Internal Data, IN, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY
2022 | CONFIDENTIAL AND PROPRIETARY
 REACH
AUDIENCES
Where they are watching

2022 | CONFIDENTIAL AND PROPRIETARY

 NEW !!

OVER

STREAMED YOUTUBE (Or YOUTUBE TV)

ON THEIR TV SCREENS IN INDIA
(Dec 2021)

Source: YouTube Internal Data, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY
 FOR NDA CLIENTS ONLY

AVERAGE DAILY LOGGED-IN VIEWER’S

TIME SPENT PER DAY STREAMING
YOUTUBE ON CONNECTED TV IN INDIA

Source: YouTube Internal Data, IN, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY
 NEW !!

According to Google's survey-based

study on YouTube CTV viewership, in

Of instances there was

Source: YouTube Internal Data, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY
 For DV360 Customers
TURNING TO DV360 FOR REACH BEYOND YOUTUBE

ACCESS
the largest CTV publisher: YouTube
Extend reach with Premium Broadcaster Inventory

DV360: largest DSP for CTV buying

Plan & Buy ~200M monthly impressions in addition to YouTube*

consolidated media planning in DV360

Forecast using Reach planner and close the deals via TV
Marketplace.
While ensuring a
MEASURE
the actual impact of your CTV campaigns
With Unique Reach and Brand Lift/ Brandometer
PRIVACY &
BRAND SAFE
2022 | CONFIDENTIAL AND PROPRIETARY
CTV environment
 For DV360 Customers
Leverage Tentpole partnerships with OTTs

Frequency manage across Voot & other media buys

on DV3 to reduce wastage & drive incremental reach

Manage Media Personalize communication on Voot via PG with

Comprehensively Google Audiences

Enrich 1P Data using Activity based audiences on

DV3 (for negative targeting)

Real time reporting for transparency & consistent

measurement across media buys
Measure Media
effectively
Brand-O-Meter to measure impact on brand
metrics
2022 | CONFIDENTIAL AND PROPRIETARY
 For DV360 Customers
DV360 FOR EXPORT - CENTRALIZE YOUR CTV BUYS WITH A PROGRAMMATIC FIRST APPROACH

As a complement to YouTube, DV360’s inventory can help you

reach 92% of all ad-supported CTV households in the US!

29% 22% 14% 12% 5% 12

18%
%

and 50+ others

5 apps = 82% of streaming watch time

Only two (YouTube & Hulu) are ad-supported

Source: Comscore
2022 OTT Intelligence
| CONFIDENTIAL ANDData, May 2020
PROPRIETARY
 For DV360 Customers
ON DV360 - TESTING FRAMEWORK TO PROVE THE INCREMENTAL REACH AND COST EFFICIENCY OF
FRAGMENTED BUYING vs. CONSOLIDATED
Metric: Incremental reach and Cost Per Reach

Frequency Cap
Frequency Cap Target = 5
Target = 5 3P - represents any
property beyond YT
that can pass IFA
All other Local Pub across GAM and non
GAM exchanges.
buys on 3P CTV
cTV e.g.
deal
YT CTV
DV360 Zee5
on DV360
3P CTV e.g.
YT CTV
Zee5

Requirements

Frequency Cap Frequency Cap Frequency Cap = 5 1 Single source of

measurement - CM360
=5 =5

2 Applicable for YouTube

FRAGMENTED BUYING signed-in users and 3rd
Party CTV pubs
Overexposure to user passing IFA
CONSOLIDATED BUYING
Better ad experience for user
More reach for same investment
2022 | CONFIDENTIAL AND PROPRIETARY
 SWIGGY CASE STUDY | INCREMENTAL REACH

SWIGGY GETS 47% INCREMENTAL REACH

AMONG THE KEY TARGET SEGMENT OF
CORD CUTTERS VIA CTV

“CTV is a critical part of our media mix.

At Swiggy we have adopted what we
call a CTV first planning to reach our
most valuable customers”
Umesh Krishna, Brand Director

Results
47%
Incremental reach via CTV among the key
target segment of HHI customers

2022 | CONFIDENTIAL AND PROPRIETARY

 DRIVE
IMPACT
With high engagement medium

2022 | CONFIDENTIAL AND PROPRIETARY

 BRINGING THE BEST OF GOOGLE TO THE BIG SCREEN

High impact CTV First

formats Lineups

Advanced
Brand lift
audiences

Frequency Video action

management campaigns

2022 | CONFIDENTIAL AND PROPRIETARY

 HIGH IMPACT WITH CTV MASTHEAD

YOUR ENTIRE AUDIENCE

OUR MOST PROMINENT PLACEMENT

14M + WEEKLY REACH ON THE BIG SCREEN

2022 | CONFIDENTIAL AND PROPRIETARY

 First time in India
HIGH IMPACT WITH CTV FIRST LINEUPS

Introducing CTV First lineups.

An opportunity to build dominant SOV on the most premium &

sought after placements on the Big Screen

CTV NEWS & ENTERTAINMENT CTV TOP 200 CHANNELS

According to Talk Shoppe, viewers in India say A highly curated lineup of the most popular and
Entertainment is the #1 YouTube video topic in demand CTV channels
(67%) watched on CTV, followed by News (56%),
Sports (52%)

2022 | CONFIDENTIAL AND PROPRIETARY

 SAMSUNG CASE STUDY | REACH & AWARENESS

“YouTube has helped us to build an

effective, efficient and impactful reach
for premium handsets. This plan was a
good add-on to Samsung's TV+Online
Video incremental strategy.”
Ashish Bansal Head of Corporate marketing, Samsung India

Results

15M 60% 38M

Unique Users of overall available Impressions
reached impressions served

2022 | CONFIDENTIAL AND PROPRIETARY

 LIVSPACE CASE STUDY | CTV MH & BUSINESS IMPACT

LIVSPACE CAPTURES HIGH AFFLUENCE HOUSEHOLDS

DELIVERING 63% HIGHER AVG ORDER VALUE USING
CTV MH & TRUEVIEW INSTREAM
“As an interior design platform, we immediately saw the potential of CTV
in capturing our core audience of affluent households in a key moment of
truth - their homes. The power of the medium - big screen - enabled our
storytelling. We were delighted to see the full picture of brand to business
impact - and see a 63% higher AOV.”
Varun AR AVP, Brand Marketing

Results

35% 98% 63%

Increase in brand Increase in Higher Avg
search impressions direct traffic Order Value

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
2022 | CONFIDENTIAL AND PROPRIETARY
2022 | CONFIDENTIAL AND PROPRIETARY
 MEASURE THE IMPACT OF YOUTUBE ON TV SCREENS

ONLINE RESULTS CO-VIEWING BRAND LIFT

Connect to Google Analytics Reports co-viewing Track brand impact on more
for a full campaign view behavior on Connected TV* platforms with a made-for-cTV
(available on both platforms DV360 survey (available on both platforms DV360
and Google ads) and Google ads)

*Available only for cTV campaigns. Reporting is internal for DV360

2022 | CONFIDENTIAL AND PROPRIETARY
 MEASURE THE IMPACT OF
YOUR BRANDING ACTIVITY
VIA BRAND LIFT ON CTV
For viewers watching on TV Screens,
surveys are now optimized for the big
screen and interactivity with a TV Remote

Measure on: ● Ad Recall

● Awareness
● Consideration
● Favorability
● Purchase Intent

2022 | CONFIDENTIAL AND PROPRIETARY

 NEW !!

DEDICATED CTV CAMPAIGNS TOGETHER WITH X-DEVICE

CAMPAIGNS SHOW

INCREMENTAL BRAND LIFT

v/s just cross-device campaigns alone

Source: Google Internal Data, Dec 2021

2022 | CONFIDENTIAL AND PROPRIETARY
 MAMAEARTH CASE STUDY | REACH & BRANDLIFT

MAMAEARTH SAW 20% HIGHER

VIEW RATES BEHIND CTV
“ We started investing on cTV in early 2020 and in initial experiments we
saw good view rates, and even received qualitative inputs of our
customers and partners that the ads on cTV were resonating,

We remained active on cTV through the year, and looking back we found
that over 90% of our campaigns saw +ve lift in brand metrics

Even our latest campaigns showed 20% above average View Rates for our
creatives on connected TV”

Varun, Co-founder & CEO at Honasa Consumer

Results
20% >90%
Increase in view rates campaigns with +ve brand
lift

2022 | CONFIDENTIAL AND PROPRIETARY

 MAXLIFE CASE STUDY | SEARCH QUERIES

MAX LIFE INSURANCE LEVERAGES CONNECTED TV TO

REACH OUT TO AFFLUENT CONSUMERS THAT LED TO
INCREASE IN BRAND SEARCH QUERIES BY 21%
“Brand Search Query growth & sharply targeting urban
affluent customers are critical B2C business driver for Max
Life. When we observed an increase in TV consumption &
category demand during COVID-19 lockdown, extending
our campaigns to YouTube Connected TV was an obvious
choice. YT Connected TV platform has a comprehensive
reach and that combined with powerful creatives and
Google’s sharp targeting capabilities, helped us drive
incremental growth in search queries especially across
Affluent segment.”
“YouTube connected TV provided us with the perfect
platform to reach the affluent in market audience
and it almost immediately led to Brand search
queries growth for Max Life Insurance. We were
expecting a spike in content consumption on large
screens during lock-down. At the same time there
was an increase in consumer intent towards
insurance. Leveraging the rampant consumer trends
and working closely with our partners helped driving
the results beyond the benchmarks.”

V Viswanand Deputy Managing Director, MaxLife Insurance Rubeena Singh CEO, iProspect

Result
21%
Relative lift in Brand Search Queries (Test vs. Control markets)

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
2022 | CONFIDENTIAL AND PROPRIETARY
 WHAT’S
NEW

2022 | CONFIDENTIAL AND PROPRIETARY

 Watch it here:
REACH USERS WHERE THEY ARE https://www.youtube.com/watch?v=dvcZcDjYgAI

BRAND
EXTENSIONS
are one of the many ways YouTube is bringing
interactivity to the living room. The new
feature creates a seamless flow between big
screens and small ones, making it effective for
brands and helpful for consumers.

2022 | CONFIDENTIAL AND PROPRIETARY

 PLAN, BUY
& MEASURE

2022| CONFIDENTIAL AND PROPRIETARY

 PLAN | HOW TO TAKE ACTION

SET-UP YOUR
PLAN WITH ONE
AD FORMAT

2022 | CONFIDENTIAL AND PROPRIETARY

 PLAN | PLANNING FOR INCREMENTAL REACH ON TV SCREENS ON
YOUTUBE USING REACH PLANNER IN GOOGLE ADS

Add a campaign of the same ad format as your Select “YouTube & GVP” from the campaign
original with the budget you’d like to allocate to settings and only select CTV/TV Screens in
YouTube inventory on connected TVs your targeting

2022 | CONFIDENTIAL AND PROPRIETARY

 For DV360 Customers
PLAN | PLANNING FOR INCREMENTAL REACH ON TV SCREENS ON
YOUTUBE + NON YOUTUBE VIDEO USING REACH PLANNER IN DV360
Add Publishers from the marketplace tab in DV360 to layer YouTube with 3P CTV inventory such as OTTs on
Google Ad Manager.

2022 | CONFIDENTIAL AND PROPRIETARY

 BUY | BUYING A DEDICATED TV SCREENS CAMPAIGN
Once you are ready to book, navigate to Google Ads and click on “+ New Campaign” The settings below are optimal for
reach and awareness campaigns. Key best practices that will influence your campaign performance are indicated with a
.

Select your marketing objective and sub-type. This will enable Google Ads to recommend the best
settings for you. We recommend “Brand_Product_Format_Audince_Flight” as a campaign name.
This helps for ease of reporting, especially when using third party measurement.

Use Campaign total of daily* - You cannot change delivery type (total/daily) setting once it is
set, though budget amounts can be changed at any time.
This will spend appropriately across higher- or lower-traffic days to manage toward the total
budget amount (unlike daily budgets, which manage to spend the budget just for that day without
optimization toward a total across multiple days). Also avoids overdelivery since invoice credits will
be calculated based on the total budget amount, rather on a daily budget.

Opt into Video Partners on the Display Network in addition to the YouTube Network.

Opt into CTV Only by selecting ‘Additional Settings’ and then selecting “Set specific targeting for
devices” Then, unselect all devices except “TV Screens”
Select the county(ies) for your campaign. Do not select zip code or radius targeting as this will limit
your reach. If you’re doing a 3rd party geo test, make sure you target based on guidelines.

We recommend “Standard Inventory.” Maximize your reach while still showing on content that’s
appropriate for most brands

For a total budget to meet brand lift minimums, Total Budget / Total Budget must be > Brand Lift Threshold. If you have a flight that requires
allocating more spend to the first 2 weeks of your campaign to meet brand lift minimums, you can create 2 campaigns and run the study on the
first campaign as long as the flighted budget is long / high enough to meet the standard brand lift study requirements.
2022 | CONFIDENTIAL AND PROPRIETARY
 HOW TO TAKE ACTION

Plan for incremental reach by adding a dedicated cTV

campaign to your existing cross-device

Extend the reach of your TV campaigns by adding

dedicated cTV campaigns

Measure the campaign via BLS, Co-viewing, UR reports

2022 | CONFIDENTIAL AND PROPRIETARY