YouTube tests Brand Lift for YouTube and adds skippable ads for TV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 08, 2020, 1:02 AM UTC

Digital providers must make home TV casting a priority.

With content consumption on the rise due to COVID-19, watch time for YouTube on TV screens is trending upwards. To help marketers capitalise on this trend, the company is fast-tracking the launch of its Brand Lift for YouTube on TV screens.

It will allow advertisers to survey users on YouTube ads from their TV sets and collect feedback to boost campaigns. The online video sharing platform is also introducing skippable ads for videos displayed on TV screens.

To help more audiences to be able to skip ads on TV screens, such capability could be brought to more TV control devices and remotes. Further, targeting TV-style ad campaigns to specific audiences could prove valuable to YouTube, as content consumption on the platform increases.

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