Shortly AdWords APIs user will be able to report connected TV targeting performance for YouTube campaigns.
API availability January 8: The AdWords API capabilities for TV targeting will be available from January 8. With the API, “ConnectedTV” will come out as a new platform name along with desktop, tablet, and mobile with an ID of 30004. Connected TV reporting via the API can be accessed with the Device segment called CONNECTED_TV and for Display campaigns, the API can be used to report and manage TV targeting.
Targeting TV screens by default: Google opened up connected TV inventory targeting, it added “TV screens” as a device type for ad targeting Display & Video 360 in October and gently rolled it out in Google Ads in mid-November. That means all YouTube TrueView (for brand awareness, shopping, and action) and bumper ad campaigns currently automatically target connected TV inventory.
Where is the TV screens inventory? The TV screens device type targets YouTube channel inventory on smart TVs, set-top boxes, gaming consoles and streaming devices such as AppleTV, Chromecast and Roku.
You can’t notice a breakdown of what types of connected TV devices our ads appeared on, but you can notice which YouTube channel content your video ads appeared alongside on TV screens by segmenting the Where Ads Showed placement report by a device.
How to manage TV screens device type: Bid modifiers work for the TV screens device type just as you do for the other device platforms — desktop, mobile, and tablet — ranging from -90% to +900%.
Why you should care: Mobile is still one of the dominant platforms for YouTube viewing, but more people are spending more time watching YouTube on their televisions. Google’s internal data from June showed uses watch more than 180 million hours of YouTube on TV screens daily. The expansion of YouTube campaigns onto TV devices can mean greater reach and frequency for campaigns, but it’s another factor that video advertisers should be monitoring.
Suppose you haven’t taken a look at your device breakdowns in your video campaigns since mid-November, now is a good time to see how TV screens have been performing and consider whether you should make any bid adjustments.