A new tool from Google Ads called Cross-Media Reach Measurement allows advertisers to measure deduplicated and on-target reach and frequency in video campaigns, providing a comprehensive view of brand campaign performance compared to TV. The tool helps advertisers make more data-driven decisions, leading to more effective brand campaigns and better use of advertising budgets across different media channels over a long-term period.
Key features of the tool include aggregating and deduplicating reach and frequency across multiple campaigns, showing total reach on target for specific demographics, and measuring unique reach across devices, formats, sites, apps, and networks. There are two types of reports available: Digital Video Only Report, which measures the reach and frequency of Google Ads video campaigns globally, and Digital Video + Traditional TV Report, available in select countries, which combines Google Ads metrics with third-party TV data.
Users can access the tool through the Measurement menu in Google Ads, select the country and video campaigns, preferably with target CPM bids, and generate reports for various age and gender groups for periods of up to 92 days. The tool aims to help advertisers optimize their advertising investments by providing insights into campaign planning and performance across digital and traditional media.
Moving forward, advertisers can use this tool to make more informed decisions about their YouTube and TV video advertising strategies. Anu Adegbola is the paid media editor at Search Engine Land, covering paid search, paid social, retail media, video, and more. She began her career in 2008 creating digital marketing campaigns, optimizing ROI, and automating processes in marketing departments. Anu is also the founder of PPC networking event PPC Live, host of the PPCChat Roundup podcast, and a brand evangelist at ClickTech. She is an international speaker and has presented at various conferences worldwide.
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