Google TV Ads’ audience targeting tool brings together numerous data sources to enable advanced targeting on TV. The merging of clustering models like Nielsen's PRIZM household segments with anonymized Equifax and set-top box data allows you to target multi-dimensional audiences like women ages 18-24 who love photography. Now we’re adding yet another data set to make that experience even richer -- P$YCLE segmentation.
P$YCLE is a market segmentation system from the Nielsen Company that marketers use to understand and target households by financial behavior and wealth. P$YCLE groups households into 58 unique segments based on income-generating assets, spending habits, investment behavior, and various financial and demographic characteristics.
Sample P$YCLE segments include:
Feathered Nests – There's money tucked away in Feathered Nests, a collection of middle-aged families with high incomes and above-average investable assets. A mix of college-educated Whites and Asians, these 35- to 54-year-olds typically hold management jobs and have begun filling their retirement accounts with mutual funds, stocks, bonds, and CDs. They're also a strong credit market, often carrying jumbo mortgages and home equity lines of credit. Insurance omnivores, they own annuities, term and whole life, disability coverage, and auto insurance for their multiple cars. And they enjoy good-life pursuits, like golfing and sailing, boutique shopping for children's toys and collectibles, and tuning their high-end TVs to ice hockey matches and public broadcasting programs. For investment tips, they read a variety of business magazines.
Online Living – No segment scores higher for using Internet banking than Online Living. This group of mostly 25- to 44-year-old singles, couples, and families ranks at the top for stock trading and bill paying, as well as buying at retail websites. Many of these web-surfers live in suburban sprawl areas, own their homes and have upscale incomes, but they have only modest levels of income-producing assets and are still paying off student and personal loans.
To get started, simply select a P$YCLE segment in the Google TV Ads interface. Google will create a custom list of cable networks, dayparts, and programs that are popular with your target audience.
Finding your target audience on TV has never been easier and we’re thrilled to continue to explore the powerful ways to connect technology, data, and television.
Posted by Jody Shapiro, Product Manager for Google TV Ads
If you've run television campaigns before, you know that sight, sound and motion can truly create meaningful connections between brands and customers. So we thought it would be useful to write about a complementary ad format observed by Neilsen to increase brand recall of TV ads by as much as 35%. Google enables you to extend the power of your TV campaign to audiences online by running in-stream video ads. Advertisers can run :15 or :30 second video ads on YouTube and over 90 partner sites across our network to reach engaged online video viewers. In-stream ads enable you to elevate video advertising to an interactive level by enabling click-throughs to designated landing pages. If your goal is to drive offline activity, don't worry: we've also read reports of increased offline response to premium online video advertising.
The unique value of in-stream is its ability to merge the benefits of TV ads and online advertising by providing an engaging experience that is clickable and more directly trackable. Leverage free tools like the Adwords Placement Tool or the YouTube Video Targeting Tool to find content that best reaches your defined audience and customize campaigns through geo-targeting, audience targeting, daypart limitations and enabling conversion tracking to drive and measure effective video impressions.
Sample of in-stream partner sites
Ready to get started? To learn even more about this ad format, we encourage you to view our recent webinar featuring the YouTube Video Targeting Tool which will guide you through the best ways to extend the reach of your TV campaigns through in-stream.
Posted by Andrew Stinger, Account Manager for Google TV Ads
We’re back with another installment of our power users series, where we unveil advanced features and tips that can help advertisers better manage and optimize their TV campaigns. Today, we’ll cover some newer features that are designed to give advertisers more control over where and how ads air within a given campaign. More control is always a good thing, right?
For those of you who have already run several Google TV Ads campaigns, you may have experienced certain campaigns being over-saturated on a couple of networks. Because our auction optimizes for efficiency and value, advertisers may find that their campaign delivers more frequency on a few networks rather than spreading evenly over all of your selected targets. There are now two advanced settings that allow more control over reach and frequency. Within the ‘Settings’ tab of your campaigns, select ‘I prefer my ads aired more often on the national networks’ which will direct the system to try winning spots on our largest national partners first. Note that with this setting, you are opting for a larger reach rather than frequency or efficiency.
The second advanced setting that falls into this bucket is also within the ‘Settings’ tab. Choosing ‘I prefer my ads spread more evenly across networks and times’ will attempt to optimize for reach within your targets. Rather than allowing the auction to accumulate as many of the most efficient spots as possible, this setting assumes that you would rather pay a bit more to have a larger reach across a more varied set of networks and dayparts.
Often times, advertisers want to target specific programs, but have strict daypart restrictions; a situation that was previously tricky to solve for as it required manual blocking of programs that fall within undesirable dayparts. We recently released a feature that makes this much easier and more efficient for advertisers. Just like you can select flights dates for a campaign, you can now choose to simply block specific days and times, also through the ‘Settings’ tab of any campaign. Once you’ve blocked time periods at the campaign level, you are free to target any networks and programs you wish, and our system will ensure that you never air during restricted times!
Finally, you can now block Paid Programming uniformly across an entire campaign. This may not always be the best option if Paid Programming is efficient and produces a positive ROI on your campaigns. However, if you know such content is ineffective, you can now universally block that content from any campaign within the ‘Settings’ tab.
Now that you’re armed with more controls and better targeting capabilities, we hope that you will achieve even greater success using Google TV Ads. Check back next week with our third and final installment of the Power Users series.
Posted by Katie Mason, Associate Account Manager for Google TV Ads
As we say goodbye to the first quarter of 2010 and usher in the new season, we'd like to share our latest product developments to help advanced users make the most of their campaigns. In this first installment of our three part series, we’ll give you the scoop on using our program and audience targeting tools to build and optimize effective campaigns. Are you a Google TV Ads power user? If not, you will be by the end of this series!
If you’re familiar with Google TV Ads’ program targeting tool, you know that advertisers can conduct keyword searches to find relevant media across 98+ cable networks. For example, searching for ‘beauty’ or specific shows like ‘Seinfeld’ will produce a list of targets related to that query. Insider’s tip: Searching for a topic will not only produce a list of exact matches and broad concept targets, you’ll also see ‘related programs’ for each suggested program (as shown below). This advanced feature looks at demographic information to calculate what other programs will reach a similar audience to the shows you’ve selected.
Why is this so powerful? If you’ve identified a list of targets that are effective but want to extend the reach of your ads across similar audiences, the related programs feature will do the work for you in identifying what other targets you should consider. Our system draws from an anonymized sample of millions of set-top-boxes to aggregate viewer demographics and show you exactly where else your audience can be reached.
Similarly, our audience targeting tool helps advertisers select and target a customized TV schedule to reach their specified audience. Simply specify the audience you want to reach by selecting demographic/psychographic traits and interests that characterize your desired audience. For example, searching for ‘women aged 25-34 interested in running’ will yield a list of targets that reach this audience in the highest concentrations.
Insider’s tip: We’ve recently integrated Nielsen’s PRIZM segments into the audience targeting tool. PRIZM is a customer segmentation system which places consumers into 66 segments based on demographics, lifestyles, shopping patterns and media preferences. Now, you can identify the segments which describe your desired audience best and our system will find the media being watched by that audience in the highest concentrations. Using PRIZM segments allows you to search for media that appeals to a very multi-dimensional and specific audience.
Stay tuned for next week’s segment which will cover campaign management shortcuts and more insider tips.
Posted by Christina Duss, Senior Account Manager for Google TV Ads
At Google TV Ads, we're constantly working to improve our platform to help advertisers find and target the right audiences.To this end, we're proud to announce a partnership with Nielsen's PRIZM lifestyle segmentation product, yet another feature which allows advertisers to hone in on the right audiences with Google TV Ads.
This partnership brings more layers of audience data to our existing targeting tools. In addition to demographic and interest dimensions from Nielsen and Equifax already available in our targeting tools, advertisers will now be able to layer on PRIZM segments to find their audience on TV through Google TV Ads. PRIZM categorizes US households into 66 unique segments, using attributes such as lifestage, income, social group, home ownership, employment, and education.
Sample PRIZM segments include:
New Empty Nests – with their grown-up children recently out of the house, New Empty Nests is composed of upscale older Americans who pursue active–and activist–lifestyles. This is the top-ranked segment for all-inclusive travel packages;
New Homesteaders – young, middle-class families with comfortable, child-centered lifestyles; and
Young Digerati – the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.
How does it work? Advertisers simply select a PRIZM cluster in the Google TV Ads interface, and receive recommendations on which TV networks, dayparts, and programs are popular with that cluster. Advertisers can then add the media they'd like to target and air ads within 24 hours of building a campaign.
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This extended relationship between Nielsen and Google complements and builds on our existing audience targeting tools and offers advertisers better targeting capabilities. We hope that all of these tools and data sources will help advertisers target their TV Ads more effectively, while allowing inventory owners to increase the value of their content.
Do you know where to find your target audience on TV? Use Nielsen PRIZM through Google TV Ads to find out today!
Posted by Bob Meese, Business Development Manager for Google TV Ads
Do you love watching game shows on TV? Lots of people do. In fact, more than 65 million people watch the Game Show Network! We are happy to announce that national advertising on GSN through Google is now available (GSN is already offered through our Dish inventory). Call that a deal (or no deal)? We think it's a great deal!
The network currently offers popular programs such as Twenty Q, Deal or No Deal, Money List and much more. As the premier television network for games, GSN produces some of the most popular original casino and game show series on TV today. The typical demographic for GSN is pretty broad, with its audience consisting of adults in all ranges, who are interested in live game shows and interaction with TV shows.
Here's how to include GSN in your campaigns:
1. Go to your AdWords account and create a new TV campaign. 2. On the "Targets" tab, click the "Add targets" button. 3. Click "Choose networks, days and times" and find "GSN - Game Show Network" in the list. 4. Select the days and times you want your ad to air, and add them to your campaign.
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Once you upload your ad and set the CPM and budget, your ads will then be entered into the auction. After your ads air, you will have access to reports measuring the number of impressions, CPM and audience retention based on accurate set-top-box data.
In addition to GSN, advertisers can also target national inventory on the Hallmark Channel and Hallmark Movie Channel, which we launched earlier this year, along with NBC Universal networks CNBC, MSNBC, Oxygen, SyFy, Chiller, Sleuth, Outdoor Channel and CBS College Sports. We are thrilled to be extending the reach of our platform for our advertisers.
Posted by Anand Banwasi, Technical Account Manager for Google TV Ads
Not only are the latest 2 NBCU networks, Oxygen and Sci-Fi, going live, but the first of the two Crown Media networks, Hallmark Movie Channel (HMC), will also have inventory generally available across all day parts through the Google TV Ads platform.
This week's new network additions brings a little something for everyone. Both Hallmark Movie Channel and Oxygen offer a great way to reach adult women. Hallmark Movie Channel reaches 10 million homes with family-friendly programming and movies, while Oxygen reaches 74 million homes with original programming and content that's bold and engaging. Sci-Fi has historically provided strong reach with adult men, but more and more women are also becoming fans. Sci-Fi reaches 95 million homes with science fiction movies and original series.
If you don't have campaigns already setup that target these networks, you can access this inventory, by creating a new TV campaign in your AdWords account. Then, on the "Target campaign" page, choose any of our 3 new networks as your target, set the CPM and budget, upload your ad with the recommended technical requirements and you'll be entered into the auction. Those are the simple steps that you'll need to take to see your ad playing on these national networks. We're working hard to provide advertisers with the option to reach even more of the right audience. There's more to come soon!
Posted by Lana Harel, Technical Account Manager for Google TV Ads
This week, we're pleased to announce the addition of national inventory on MSNBC to the Google TV Ads platform. Some of you may already be running ads on MSNBC on the Dish Network inventory available in our system. Now, as a result of our partnership with NBC Universal Google TV Ads advertisers can reach over 91 million households who watch MSNBC.
MSNBC network offers the latest news programming, including programs like Dateline and Meet the Press. Advertisers who have already been targeting MSNBC, available through our partnership with Dish Network, will automatically be included in the auction for the new national network inventory, provided that their ad meets our technical requirements.We can help you identify whether your budget and bid are likely to cover the networks and dayparts you've selected; simply click on the "Calculate Weekly Estimates" button on the Set Pricing screen. Learn more about estimated impressions and cost.
To access this inventory, simply log into your AdWords account and begin by creating a new campaign. On the "Target campaign" page, choose MSNBC as a target network. Next, upload your ad, making sure it meets all recommended technical requirements. Then, once you set the CPM and budget, you'll be entered into the auction. After your ad plays, we will give you detailed reports that measure number of impressions, CPM and audience retention for each ad airing.
We're look forward to continuing to expand our platform to include more inventory.
The Google TV Ads team is hard at work building tools to help you create efficient TV campaigns. A few months ago, we launched new Program Targeting and Demographic Search tools, which enable you to reach the right audience when your message is most relevant. This week, we've enhanced the program targeting tool with the launch of Seasonal Searches.
Seasonal searches allows you to review and select programs that are related to a particular season or event that may be relevant to your business. For example, if you are a sporting goods store looking to advertise specials during the upcoming college basketball tournament, simply select "March Madness" from the seasonal searches list, and we'll show you relevant programs such as "NCAA March Madness Central" and "College Basketball Scoreboard". This new feature makes it easy to see the upcoming events that may be relevant to your audience.
To try a seasonal search, look directly beneath the Program Targeting search box. You'll see the upcoming events listed. Clicking on any of these events will show you the TV programs related to that event.
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Posted by David Wurtz, Associate Product Manager and Jeff Lu, Software Engineer for Google TV Ads
Last month, we posted about how online retailer ShoppersChoice.com was able to reach new customers using Google TV Ads. Golden Gateway Financial, an online provider of reverse mortgages, also wanted to drive more customers to their website through television advertising. Their challenge, however, was to make sure that their campaigns reached audiences in the right demographics, because their products are specifically designed for seniors. They chose Google TV Ads to get started.
"With Google TV Ads we were able to review recommended programs, such as game shows, that appeal to our target demographic," Bob explains. "As a result, we were able to be more efficient with our media spend and increase the average age of visitors to our site [from 62 years] to 70 years, which is just where we want it to be." By using the unique targeting tools offered by Google TV Ads, Bob was able to not only drive more traffic to his website, but also increase the percentage of qualified traffic. Following the TV Ads campaigns, direct traffic to the Golden Gateway Financial website increased from 15 percent to 70 percent, and those visitors stayed on the website longer and made more use of the site’s tools. “Google TV Ads has tools that are easy to understand and use,” says Bob. “Any small business that wants to grow its customer base through scalable efforts should check out Google TV Ads."
Click here to learn more about Golden Gateway Financial's success with Google TV Ads.
This week, we're thrilled to announce the addition of national inventory on CNBC to the Google TV Ads platform. This is the third network to be added as a result of our partnership with NBC Universal and enables Google TV Ads advertisers to reach over 95 million households who watch CNBC.
You can reach affluent males by targeting CNBC network and its popular business news content, including programs like The Kudlow Report and On the Money. Use our targeting tools such as audience search and program targeting to ensure that your ads reach the right audience when your message is most relevant.
To access this inventory, simply log into your AdWords account and begin by creating a new campaign. On the "Target campaign" page, choose CNBC as a target network. Next, upload your 30-second ad, making sure it meets all recommended technical requirements. Then, once you set the CPM and budget, you'll be entered into the auction. After your ad plays, we will give you detailed reports that measure number of impressions, CPM and audience retention for each ad airing. This data can help you determine the return on investment for that particular ad airing. Then, use our system to adjust your budget and CPM based on the audience reach and type of audience you are trying to reach.
The Google TV Ads team is excited to continue to expand our platform to include more inventory, and we are looking forward to launching MSNBC, Oxygen and SciFi in the coming months. So stay tuned for more!
Posted by Anand Banwasi, Technical Account Manager for Google TV Ads
Here at the Google TV Ads engineering offices we're geeks for TV scheduling and measurement. We spend our days working out the best ways to make television inventory accessible to all advertisers. We go gaga over building an auction marketplace that offers innovative ways to target viewers. And, we shed a single happy tear when we're able to gather and report on the viewership of an ad to tell how many TVs were tuned in. We're particularly proud that our platform now offers access to an ever broader audience as we have expanded our inventory offerings.
That's why we're so excited to announce the launch of our first national inventory from our partnership with NBC Universal. Starting this week, Google TV Ads advertisers will have access to national cable inventory on Sleuth and Chiller TV, reaching over 45 million and 28 million homes respectively.
Sleuth offers all types of programming, from reality television to movies, in the genre of Crime and Mystery. And Chiller TV provides horror and suspense programs.
As with all our inventory, we're able to provide detailed reports for ad airings on these previously unmeasured networks using our large sample size and second-by-second measurement. Report data includes the number of impressions, CPM cost, and audience retention for each ad airing.
Sleuth and Chiller TV networks have been available for targeting through our partnership with Dish Network. If you already have a campaign using these networks, we'll automatically include you in the auction for all inventory on these networks. But, you may need to increase your budget to cover the increased number of expected impressions. We can help you identify whether your budget and bid are likely to cover the networks and dayparts you've selected; simply click on the "Calculate Weekly Estimates" button on the Set Pricing screen. Learn more about estimated impressions and cost.You'll also want to make sure your ad meets all recommended technical requirements.
Stay tuned for upcoming announcements of the addition of even more inventory on networks including MSNBC, CNBC, Oxygen and SciFi.
Posted by Greg Hecht, Software Engineer for Google TV Ads
We recently postedabout a new feature called "Copy Campaign" that allows you to copy your settings from a previous campaign to a new campaign. An added bonus to this feature is the ability to customize dayparts down to a half-hour granularity.
For example, instead of targeting the 2:00 to 5:00 PM daypart, you can target 2:00 to 3:30 PM instead. Simply go into the text editor and modify the start and end times:
1. From the targeting page in campaign creation, select from the original list of dayparts
2. Select the "Advanced: Edit networks and dayparts in bulk” link
3. Edit dayparts within the editor and then select “Apply new schedule"
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You are no longer restricted to dayparts in the system! Feel free to create as many custom dayparts as you like, as long as they do not overlap.
Posted by Ajoy Bhambani, Product Specialist for Google TV Ads
This week we’ve launched a new feature to help you reach those viewers who find your message most relevant. You may recall our recent launch of broad match results for program targeting that recommend even more relevant television content associated with your advertising campaign. Now the demographic search feature beta helps you find more relevant television audiences. Both tools are designed to help you determine which ad placements achieve your objectives most efficiently.
With demographic search, you choose the audience attributes you value most, and we’ll present a list of networks and programs whose viewership includes a high concentration of your ad campaign's intended audience. Advertisers can now view recommendations based on three attribute categories: viewers, household data, and interests.
For example, if you're advertising motorcycle accessories and you've found in the past that most of your buyers are adult men, you may want to find content where you can reach those customers. Google TV Ads can now help you locate TV programming that best reaches households that have expressed an interest in motorcycles and where viewers are males between 25 and 49 years old. Simply select those attributes from the drop-down menus, then review recommendations of programs, networks, and times, and add them to your schedule. You can find this new demographic search feature on the "Target Campaign" screen during your campaign setup:
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The Google TV Ads system recommends networks and programs to help you best reach your desired audience based on anonymized data that we receive from a variety of sources, including historical viewing patterns from millions of set-top boxes through our partnership with Echostar, and anonymized demographic and marketing data from such companies as Equifax and our collaborator Nielsen.
To sum up: the Google TV Ads demographic search feature provides advertisers and agencies with a powerful way to find and reach the viewers for whom their messages are most relevant. TV viewers also benefit, as they will likely start to see more ads that are more relevant to them. Like all Google product features, we will continue to evolve and improve this feature based on feedback from our users.
Posted by Andrew Poon, Product Manager for Google TV Ads
To help you save time when creating a new TV campaign, we’ve launched a new feature that allows you to copy your targeting settings from a previous campaign to a new campaign. These settings include network, dayparts, and program targets.
When might you find this useful? Say, for example, you've got a new ad and want to create a new campaign that targets the same networks and dayparts as an existing campaign. Instead of taking the time to manually re-select the same settings, you can copy over all the network and daypart targets from the existing campaign and then modify the details you choose. This will hopefully save you lots of time!
The feature is accessible on the first screen when you click to create a new TV campaign. Simply select from a list of previous campaigns in the drop-down menu at the top of the screen. Once a previous campaign is selected, the existing network and daypart targeting settings will appear. These settings can be changed by selecting the “Advanced: Edit networks and dayparts in bulk” link. Selecting this link will display all the network and dayparts you have targeted. Edits to individual networks and dayparts can be made within the text box or they can exported to a .csv file where changes can be made in bulk in an editing application.
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Now you know how simple it is to copy network and daypart targets from a previous campaign and make any necessary modifications for new targets.
Posted by Ajoy Bhambani, Product Specialist for Google TV Ads
Today we announced another exciting inventory partnership agreement that will make Hallmark Channel and Hallmark Movie Channel national inventory available through the Google TV Ads platform. This expanded inventory will become available through the Google system in early 2009, allowing advertisers to reach even larger national audiences: up to 86 million households through Hallmark Channel and up to 10 million households through Hallmark Movie Channel.
We're thrilled to partner with Hallmark and expand Google TV Ads' inventory offering, allowing advertisers national reach on networks focusing on family-friendly programming. Hallmark Channel appeals to a largely female audience and consistently ranks among the top 10 ad-supported cable networks in prime time and total day household ratings. Programs and movies aired on Hallmark Channel often rank in the top five amongst women ages 25-54.*
While this new inventory will not launch in the Google system until early 2009, Hallmark's popular programming and attractive demographic are available to advertisers today through our existing partnership with Dish Network. Through the Google TV Ads interface, advertisers can easily find Hallmark Channel and other family-friendly programming by simply sorting networks by genre.
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Hallmark joins our other inventory partners including Dish Network, Bloomberg Television and NBC Universal. We look forward to continually building an expansive television ad network for advertisers and inventory providers.
To learn more about Google TV Ads and how to maximize your TV advertising dollars, please visit our official Google TV Ads website.
Posted by Neha Mandal, Associate Marketing Manager for Google TV Ads
We're excited to announce a new enhancement to our program targeting feature that will provide you with additional, relevant program targeting suggestions. Simply enter a keyword into the TV programs search field on the Target Campaign screen, and Google technology will provide you with suggested relevant TV programs based on all concepts related to your keyword.
As discussed in this post, our program targeting feature is search-based and enables you to target or block specific programs in your campaign schedules. Simply enter a word into the search field, and we'll provide suggested TV programs. Until this week, all search results were based on an exact match between your keyword and the program's title, description, cast, genre, episode information, or network.
This week we've launched a new type of results for your program search, called "broad matches". The great thing about broad match results is that it does the work for you to identify additional concepts that are related to your query and provides results based on those additional related concepts. The broad match results don't just consider the words you enter into the search field, but also consider other sets of words that are related to your keyword in order to determine which TV programs are relevant to you. For example, if you search for programs using the keyword "diapers", you may find a show titled "A Baby Story". Even though the word "diapers" doesn't appear in the program description, our search technology understands that your search is related to things about babies, parenting, and more and will return TV programs relevant to these concepts.
Watch the video below to learn more.
Now you can discover and target even more programming content that is relevant to your business. Program targeting is a great way to reach your target audience when your message is most relevant. If your ad is relevant to the programming content surrounding your ad, you're likely to see better results.
Posted by David Wurtz, Associate Product Manager for Google TV Ads
Beginning this week, Google TV Ads advertisers who target Bloomberg TV nationally will now be able to reach all Bloomberg TV viewers in the US. Access to this national cable inventory is made possible through our partnership with Bloomberg TV, recently announced in this blog post. Bloomberg Television is a 24-hour business and financial news channel, reaching over 54 million homes in the US.
Google TV Ads has previously offered advertisers access to Bloomberg TV inventory through our partnership with Dish Network. Now with this launch, advertisers targeting Bloomberg TV will have access to more spots that reach larger audiences.
What kind of audience watches Bloomberg TV? The network attracts affluent, highly educated viewers who turn to Bloomberg TV for fast accurate reporting of the world indexes, currencies, U.S. Treasuries, and the leading stocks and industry sectors.
To reach this desirable audience, simply select Bloomberg TV from the network list on the Target campaign page when creating your campaign.
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Advertisers who select Bloomberg as a network target in their national campaigns will be automatically entered into the auction for any available Bloomberg inventory during the chosen dayparts. If you'd like to reach the entire national Bloomberg TV audience, make sure that you have enough budget to cover the number of expected impressions. We can help you identify whether your budget and bid are likely to cover the networks and dayparts you've selected; simply click on the "Calculate Weekly Estimates" button on the Set Pricing screen. Learn more about estimated impressions and cost.
We hope you take advantage of this new access to inventory on Bloomberg TV, and we look forward to continuing to expand our inventory offerings to help you reach more potential customers.
During campaign creation, now there is a way to sort networks by similar content and discover networks that you might not otherwise have thought to target through genre filtering. The network genre pull-down menu allows you to choose a genre and limit the listed networks to those that belong to the selected genre. There are 12 genres total and networks can belong to more than one.
This week, we're introducing new functionality to the traffic estimator, the tool that provides estimated impression counts for each of your target networks/dayparts and programs, based on your budget and CPM bid. This can provide helpful insight when creating your campaign, to understand whether you are likely to achieve your campaign objectives. You can access the traffic estimator by clicking on the on the Calculate Weekly Estimates button from the Set Pricing screen during campaign creation.
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Here's an overview of the new features and how to use them:
Spot Estimates per Network / Daypart Combinations For each network, daypart, and combination, the traffic estimator will now include an estimated number of spots.
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Cost per Spot Estimates
For each spot, the traffic estimator will now show the estimated cost based on the expected number of impressions and your CPM bid. Understanding the estimated cost per spot, or unit cost, makes it easier for you to compare the unit cost of spots from your Google TV Ads campaigns with unit costs of your other TV buys.
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Visual Representations of Spot Breakdowns In addition to the number of spots and cost per spot, the traffic estimator will also provide a visual representation of how the impressions for each spot contribute to the impressions delivered within the given network/daypart. This provides a quick visual sense of which spots are driving impression counts.
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In Line AdviceOccasionally, you may see a "0" for spots or impressions. This can happen for a few reasons such as setting a budget that is too low to cover the estimated number of impressions or choosing a CPM bid that is expected to be too low to effectively compete in the auction. Now, when you see a "0" in the traffic estimator, you'll have quick insight into what action can be taken to change it.
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Lastly, it's important to remember that even with increased granularity, our estimates will remain estimates - not guarantees. We hope you find this directional guidance and increased transparency useful in setting up a successful campaign.
