YouTube and connected TV

• YouTube campaigns

  Including Google's AI-driven Demand Gen campaigns, which can bid for store visits when sales happen in stores.

• Connected TV and streaming

  OTT and connected TV buys, with streaming partners weighed on cost per 1,000 impressions and on what the measurement says.

• Cuts that hold attention

  We compare completion for every cut on TV screens, so you know which ones play to the last frame.

• Brand lift studies

  People who saw the ad against a control group who didn't, so you see what the video changed.

• Video in the media mix model

  We measure video as a group against all sales, so it earns its budget on evidence.

• YouTube Brand Lift +63% awareness lift among 55–64s for our lead YouTube spot, at $0.23 per lifted user. 6.73% of people who saw the spot vs 4.13% of a control group. Overall awareness rose 7%. Not every age group or device showed lift. See how it was measured
• Video completion 89% of our best cut's TV plays ran to the last frame. All 12 cuts on TV averaged 40.7%. The best cut is a 10-second spot. 40.7% is the campaign's own average, not an industry benchmark. See how it was measured

What is connected TV advertising?

Connected TV (CTV), also called OTT, is advertising on streaming video watched on a TV screen. We buy it alongside YouTube and measure it with the rest of your media.

How do you measure whether video ads work?

It depends on the goal. YouTube Brand Lift studies compare people who saw an ad with a control group who didn't. Completion reports show which cuts hold attention. A media mix model estimates what video adds to total sales.

Can YouTube drive in-store sales?

It can. Google's Demand Gen campaigns on YouTube can bid for store visits, which are Google's modeled estimates. To see whether video really adds in-store sales, measure it against all sales with a media mix model.

Do you buy linear TV and audio too?

Yes. Linear TV and broadcast, streaming and radio, and podcasts are part of our full-service media planning and buying, along with out of home and print.

• Marketing

  TV, audio, out of home and print

  Linear TV, radio, podcasts, billboards, print and direct mail, in one plan with your digital.

  Learn more
• Marketing

  Media planning and buying

  One plan across every channel, from search to TV, out of home and print.

  Learn more
• Analytics

  Testing and incrementality

  A/B tests and lift studies that show what ads added before you scale.

  Learn more

Guides: How to measure streaming TV adsUsing YouTube ads to drive store visits FAQ

All services