Google sets a target frequency for YouTube campaigns, allowing advertisers to control how many times their ads are seen. By introducing target frequency, Google gives advertisers more control over how many times people see their ads on YouTube.
Previously, you could only control how many times an ad was shown on YouTube when you had TV stations connected to Google Display & Video 360.
Now the target frequency feature is available worldwide for all advertisers running campaigns on YouTube.
In a blog post, Google explains how target frequency can help advertisers reach their goals without annoying viewers with too many ads:
“It will help advertisers optimize for more precise reach and frequency, and ensure that we continue to provide appropriate advertising opportunities for viewers. Target frequency allows advertisers to choose up to four target frequencies per week, and our systems will be optimized to achieve maximum reach for unique users at that desired frequency.”
Increase ad frequency without diminishing return on investment
There is always a risk of diminishing returns when you show people the same ad multiple times.
Eventually you’ll reach a point where viewers turn off, and the additional displays will lead to lower sales.
Google recognizes that seeing the same ads frustrates viewers and is wasteful for advertisers.
A study commissioned by Google found that TV advertisers’ ROI drops by 41% when the frequency of impressions exceeds 6+ per week, which is 46% of TV impressions.
According to Google, that’s almost half of the shows wasted:
“Nearly half of the linear TV impressions in our study were considered unnecessary, but the same Nielsen study shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI.
This is a huge opportunity for marketers to maximize their impact on the same group of people they’re already working with today.”
With target frequency, Google aims to help advertisers increase the number of impressions without negatively impacting ROI.
Advertisers can choose a target frequency, and Google optimizes it to maximize the reach of unique users.
During testing, Google reports that more than 95% of targeted frequency campaigns on YouTube met their frequency goals if they were set up according to recommended best practices.
Accessibility
Target Frequency is available to all Google Ads advertisers worldwide.
To start using a frequency-optimized campaign, create a new video outreach campaign with Target Frequency as the goal, and then select the desired weekly frequency.