Non-skippable video ads must be watched in their entirety before viewers can watch the main video. These ads can be added before, after, or during the main video.
One of the biggest perks of YouTube TV advertising is enhanced efficiency compared to traditional TV advertising.
What is YouTube TV?
Non-skippable video ads must meet the following specs:
Image Source One of the biggest draws of YouTube TV is the price. Compared to traditional cable services that can cost upwards of 0+/month, YouTube TV starts at /month, with no installation or additional hardware required. YouTube TV also recently “announced a 4K Plus add-on package with offline downloads, 5.1 Dolby audio, and features that make it easier to watch live sports,” among other benefits. This more robust package is available for an additional .99 per month.
- 3 streams (ability to stream YTTV content on up to 3 devices simultaneously) and 6 accounts per household
- Unlimited DVR space
- Access to YouTube TV across a wide range of supported devices
- The ability to cancel at anytime (no contract)
- No hidden fees (including no DVR fees, cancellation fees, local channel fees, broadcast fees, and/or rental box fees)
Image Source
Image Source
Bumper ads are short videos that appear before, during, or after a YouTube video. YouTube recommends using bumper ads “when you want to reach viewers broadly with a short, memorable message.” Like non-skippable in-stream ads, viewers are also unable to skip bumper ads.
Bumper ads are short videos that appear before, during, or after a YouTube video. YouTube recommends using bumper ads “when you want to reach viewers broadly with a short, memorable message.” Like non-skippable in-stream ads, viewers are also unable to skip bumper ads.
Bumper ads are short videos that appear before, during, or after a YouTube video. YouTube recommends using bumper ads “when you want to reach viewers broadly with a short, memorable message.” Like non-skippable in-stream ads, viewers are also unable to skip bumper ads.
Bumper ads are short videos that appear before, during, or after a YouTube video. YouTube recommends using bumper ads “when you want to reach viewers broadly with a short, memorable message.” Like non-skippable in-stream ads, viewers are also unable to skip bumper ads.
To reach viewers who are watching “regular YouTube” on their televisions, brands can purchase traditional YouTube ads. These ad purchases are made separately from YouTube TV ads, with differing ad types, targeting, and measurement capabilities. In addition to reaching subscribers through YouTube TV ads, brands can expand their reach through traditional YouTube ads to be shown to viewers watching any YouTube content on connected TVs. According to Comscore, greater than 60% of YouTube’s CTV audience cannot be reached by all other ad-supported streaming services analyzed (Comscore, OTT Intelligence, Sep. 2020, U.S.)
- Must be uploaded to YouTube
- Companion image specs:
- Length: Max. 6 seconds
YouTube TV ads must be purchased directly from Google; they cannot be purchased through an auction, or any other CTV supply source. There are currently no self-serve options available. When making reserved buys for our clients, Tinuiti works with a Google sales representative. Reserved placement impressions can be purchased at a fixed rate (cost-per-thousand-impressions), with minimum spend requirements for each campaign.
How much does YouTube TV advertising cost?
YouTube TV announced they had surpassed the 3 million subscriber mark in October 2020, and recently launched a 4K Plus add-on just in time to attract Olympics fans hungry for high resolution. As YouTube TV continues to build out their offering, advertisers’ interest in reaching YouTube TV subscribers is growing as well.
YouTube TV is an ad-supported subscription TV service, known to advertisers as a vMPVD (Virtual Multi-Platform Video Distributor). vMPVDs give viewers an alternative to traditional cable distributors (MPVDs) like Comcast, Charter, or Dish.
How to Buy YouTube TV Ads
YouTube TV (YTTV) lets users watch live TV from more than 85 broadcast, cable, and regional sports networks, in addition to video-on-demand (VOD) shows, YouTube Originals, and trending YouTube videos.
An OTT agency like Tinuiti can help brands buy, target, and measure the success of their OTT video campaigns on YouTube TV and beyond.
In this article, we’ll cover everything you need to know about YouTube TV, and how brands can leverage YouTube TV ads as part of their OTT advertising mix.
YouTube TV offers an excellent opportunity for digital marketers and advertisers to reach potential customers they may have lost, or couldn’t afford to reach, through linear TV advertising.
YouTube TV Ad Measurement
— Jesse Math, VP, Advanced TV & Video Solutions at Tinuiti
- Impressions
- Reach Frequency
- Brand Lift
- Brand Intent (Search Lift)
Cable advertising typically carries a high entry level price point, making it inaccessible to brands without sizable budgets. With cable advertising, advertisers also have limited targeting and measurement capabilities.
In late 2020, Google also opened up inventory for non-skip, 15-second ads and bumpers bought on reservation or auction in YouTube to be eligible to serve on YouTube TV. This doesn’t enable advertisers to target YouTube TV viewers; it is completely at Google’s discretion to serve or not serve these traditional YouTube ads to YouTube TV viewers. However, while these ads being delivered is technically a possibility, we haven’t actually seen this happen for any of our clients. If you want to ensure that your ads will appear on YouTube TV, you need to buy YouTube TV-specific placements on a reservation basis.
Bumper ads must meet the following specs:
In order to secure the more premium packages at the best cost, advertisers should consider reserving during the upfront period—either for broadcast year planning, or calendar year planning. After which, similar to traditional TV buying, brands can purchase packages against remaining scatter inventory.
