With viewership surging, YouTube says it soon will add on-screen advertising surveys to its Apple TV apps, including its YouTube TV subscription service.
Google said the surveys — part of its Brand Lift method for measuring user engagement — will be optimized for the big screen. Viewers will interact with the TV remote to answer questions or skip the surveys.
“This will enable marketers to make informed decisions about ad performance, and better optimize streaming campaigns in real-time whether they are using Google Ads or Display & Video 360 for both reservation and auction campaigns. Whether a campaign is focused on ad recall, purchase intent, or awareness, Brand Lift will help make budgets go further,” Google said.
Like many streaming platforms, television viewership has grown as a result of consumers isolating in the wake of the COVID-19 pandemic. Google announced late last week on its blog for advertisers that to help them “navigate this rapidly changing environment,” it would add interactive-advertisements on its platforms available through televisions.
Brand Lift surveys have advertiser restrictions. They cannot be used for collecting personal information and questions related to sensitive topics.
Brand Lift
“Brand lift” is an industry term for trying to increase customer and audience perception of a product or service.
According to Comscore, an American media measurement and analytics company, YouTube has the highest reach and viewing hours among ad-supported streaming services, and represents a quarter of all streaming watch time across both subscription and ad-supported platforms in the U.S.
According to YouTube’s own data, there’s been an 800% year-on-year increase globally in the number of people watching ad-supported and purchased movies on the service’s dedicated hub, while there has been a 125% jump in TV shows and 250% spike in live content.
60% of viewers watching on TV screens are gravitating towards videos just published in the last seven days, while the viewing experience is now shared with others in the household.
‘Mildly infuriating’
YouTube surveys have been criticized as “stupid, “infuriating” and the equivalent to pop-up ads on websites.
With their addition on television screens, advertisers and YouTube will be watching closely for user feedback, whether it be positive or negative.
