TV in Reach Planner can help you discover the right mix of TV, YouTube, and Google video partners and identify opportunities to maximize the reach and improve the frequency of your video campaigns.
You can add historical TV campaign reach, frequency, Target Rating Points (TRPs), and budget data to a media plan alongside YouTube campaign forecasts. You can then compare the estimated unique reach of a media plan with both YouTube and TV. TV in Reach Planner uses historical TV measurement data from a media measurement provider in the country where your media plan originates.
Note: TV in Reach Planner forecasts reach, frequency, views, conversion, estimates for your media plan, but doesn’t guarantee any specific performance or outcomes. Actual campaign performance may vary, depending on other factors (such as ad quality, ad relevance, and campaign settings).
Benefits
- Powered by actual TV data: TV in Reach Planner uses measurement data from historical TV campaigns and from media measurement providers. With this data, Reach Planner is designed to provide you with accurate forecasts. Learn more About forecasts in Reach Planner.
- Fast and simple: TV in Reach Planner is integrated with existing Reach Planner functionality, giving you a fast and simple reach and frequency tool.
- Comprehensive settings: TV in Reach Planner allows for planning across all YouTube brand formats.
- Actionable results: TV in Reach Planner shows clear insights on how to improve reach, frequency distribution, and effectiveness through a media plan that features both YouTube and TV. Reviewing your insights can allow you to identify opportunities to reach people who don’t watch as much TV or to reduce the frequency of your video ads to people who watch TV on a regular basis.
Methodology
TV in Reach Planner allows you to forecast for unique reach, frequency, and other media metrics in an advertising campaign that contains both YouTube and TV. TV in Reach Planner uses YouTube forecasts and historical TV data, and then calculates the predicted impact of a campaign featuring YouTube and TV with algorithms developed and published by Google (English only).
Note: In cases where the available dimensions for YouTube and TV data aren't identical (for example, different age ranges or locations) or when we’re unable to measure a metric, we may adjust one dimension or both dimensions to ensure consistency in the data.
Supported countries
TV in Reach Planner is available to all users the following countries:
- Americas: Canada, United States
- Europe, Middle East, and Africa: France, Germany
- Asia-Pacific: India, Japan, Vietnam
TV in Reach Planner is available to select clients and agencies in the following countries:
- Americas: Argentina, Brazil, Chile, Colombia, Mexico
- Europe, Middle East, and Africa: Netherlands
- Asia-Pacific: Indonesia, Malaysia, Philippines, South Korea, Thailand
Reach out to your Google team for more information regarding access.
Supported ad formats and devices
For YouTube and TV campaigns, ad format availability is based on the pricing option that you choose. Keep in mind that you can edit and add more ad formats to the media plan later. Not all ad formats may support co-viewing forecasts. In that case, “Additional Reach” and “Additional Impressions” will not be included in the forecast.
|
Bid strategy |
Ad formats |
Supported in TV in Reach Planner |
|---|---|---|
| Per 1000 impressions (CPM) |
|
Yes |
| Per view (CPV) |
|
Yes |
| Per action (CPA) |
|
Yes |
|
|
|
Yes |
| Target Frequency (CPM) |
|
Yes |
| Video ad sequencing (VAS) |
|
Yes |
| Reservation (YouTube Select) |
|
Only bumper ads and non-skippable in-stream ads |
| Reservation (Other) |
|
Yes |
Video Reach campaigns (VRC) and Video View campaigns (VVC) optimize for reach and views across skippable and non-skippable in-stream, in-feed, and YouTube Shorts inventory. Most format combinations, for example, Shorts-only, are supported when setting up your YouTube campaign, or can be edited on the forecast page. Demand Gen campaigns optimize for conversions across skippable in-stream, in-feed video ads, Shorts, Discover feed, and Gmail inventory. Surface combinations for Demand Gen campaigns aren’t supported at this time.
Target Frequency supports Weekly and Monthly campaign options. After selecting the ad format, under the "Weekly Avg" dropdown, select an Average weekly target of 2–4 or an Average Monthly target of 4–8. On the plan page, you can also select "Edit" next to campaign line items to adjust the Target Frequency settings.
TV in Reach Planner measures mobile, desktop, tablet, and connected TV usage for all countries where YouTube is available.
As of May 2022, TV in Reach Planner provides a more accurate picture of all impressions and reach on YouTube by accounting for all viewers in front of TV screens (also known as co-viewing).
Pricing
Reach Planner allows you to choose a pricing option when creating your media plan. Depending on your goal and your creatives, you can choose from one of the following pricing options:
- Auction: You bid on ads with a target CPM, CPA, or CPV.
- Reservation: You buy a targeted number of impressions for a fixed CPM. Instant Reserve is only available for YouTube campaigns that use bumper ads, skippable in-stream ads, or non-skippable in-stream ads on a CPM basis.
- Rate-card: You get pre-set prices for special ad formats (such as Masthead) or YouTube Select placements.
Frequently asked questions
What's a Gross Rating Point (GRP) and Target Rating Point (TRP)?
- Gross Rating Point (GRP): The overall reach multiplied by the frequency (expressed as a percentage). GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is 1% of the potential audience.
- Target Rating Point (TRP): Also known as in-demo GRPs, TRPs represent the percentage of the total in-demo audience multiplied by the frequency. For example, if your media plan reaches 10% of their in-demo audience with a frequency of 1, you have 10 TRPs. This is calculated differently than GRPs because you’re basing it on the pool of in-demo audience, not the total census universe.
What’s the difference between a “Specific campaign” and a “Sample campaign” in the “TV campaign” settings?
- Data shown in the “Specific campaign” section is based on actual campaign-level historical data from a media measurement provider in the country where your media plan originates. These numbers (GRPs / TRPs) should be the same (or very similar) as the information that an advertiser has in their own reporting tools (assuming the discount for the TV campaign is accurately reflected in Reach Planner).
- Data shown in the "Sample campaigns" section is built from an average of historical TV campaigns with similar reach metrics and costs to the settings in your media plan. This provides a comparison between the historical TV campaigns and your media plan.
Why is there a discrepancy between the actual targeting settings of a media plan and the target audience?
- Reach planner has plan level settings that displays the reach of a media plan against that population. While in TV in Reach Planner, it shows the reach of TV audiences that aren’t always targetable in Reach Planner. This may cause the actual targeting settings to not reflect the target audience since they’re a superset.
