Google Ads launches Cross-Media Reach Measurement for video campaigns

This update will allow advertisers to optimize video campaigns by providing deduplicated reach and frequency data across YouTube and TV.

A new Google Ads tool – Cross-Media Reach Measurement – lets advertisers measure deduplicated, on-target reach and frequency across video campaigns.

Why it matters. This tool helps advertisers understand the efficiency of their YouTube video campaigns compared to TV, providing a comprehensive view of brand campaign performance.

Why we care. This tool essentially empowers advertisers to make more data-driven decisions, potentially leading to more effective branding campaigns and better use of advertising budgets across different media channels and over a long-term period.

How it works.

• Aggregates and deduplicates reach and frequency across multiple campaigns
• Shows total on-target reach for specific demographics
• Measures unique reach across different devices, formats, sites, apps and networks

Key features.

1. Digital Video Only report: Available globally, measures reach and frequency for Google Ads video campaigns
2. Digital Video + Traditional TV report: Available in select countries, combines Google Ads metrics with third-party TV data

How to use it.

• Access through the Measurement menu in Google Ads.
• Select country and video campaigns (preferably with Target CPM bidding).
• Generate reports for various age and gender groups over periods up to 92 days.

The big picture. This tool aims to help advertisers optimize their advertising investments by providing insights into campaign planning and performance across digital and traditional media.

What’s next. Advertisers can now use this tool to make more informed decisions about their video advertising strategies on YouTube and TV.