Whether kicking back with a movie or kicking their fitness routine into gear, more people are choosing to experience YouTube on the big screen. When they do, they can watch longer, enjoy multiple shows back to back, and experience it all from the comfort of their couch with friends and family. Many even build a routine around it. In the U.S., over 120 million people streamed YouTube or YouTube TV on their TV screens in December 2020.1
To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable. Today, we’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business.
With a quarter of logged-in YouTube CTV viewers watching primarily on TVs,2 the living room is becoming an essential place for brands to drive incremental conversions with new audiences. In early experiments for Video action campaigns on TV screens, over 90% of conversions coming from CTV would not have been reachable on mobile and desktop devices.3
Drive online sales and leads on the TV screen with Video action campaigns
If your goal is to drive online sales or generate leads, we recommend using Video action campaigns. Video action campaigns make it easy to find new customers efficiently in a single campaign by combining inventory from across YouTube and Google video partners — and now YouTube CTV. For the first time, performance advertisers can take advantage of YouTube on CTV to drive and measure conversions.
When a viewer sees a Video action campaign on their TV, they are invited through a URL at the bottom of their screen to continue shopping on the brand’s website from their desktop or mobile device — without interrupting their viewing session.
Advertisers can also take advantage of the Conversion Lift beta on TV screens to get actionable results in real time. Conversion Lift measures the impact of YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.
Video action campaigns on TV screens are now globally available through Google Ads. Reach out to your Google team or visit the Help Center to learn more.
1. YouTube Internal Data, US, December 2020.
2. YouTube Internal Data, US, December 2020. (In December 2020, over 25% of logged-in US YouTube CTV viewers watched content almost exclusively (>=90%) on the TV screen.)
3. Google data, Global, Jun 2020.