YouTube TV launched in limited markets back in 2017 and used the World Series to tell Americans TV viewing was about to change. As of January 2019, Google now claims it covers 98% of all households in the United States.
YouTube TV is Not YouTube
YouTube TV is Google’s answer to the growing demand for live TV streaming services. It is completely separate from the YouTube most of us know and use, requiring separate apps for mobile and streaming devices. It also costs users about $40 a month, and it’s not necessarily ad-free.
Users can’t skip ads while watching YouTube’s live TV or on-demand options, however, if they record a show on their DVR, they can fast forward through ads – which isn’t any different from cable.
Google’s Advanced Targeting is in YouTube TV
YouTube TV’s ad platform is brilliant. It leverages a user’s profile to determine what ad they’re likely to be interested in based on other activity. This data is then used to deliver accurate, relevant ads on computers, mobile devices, and now TV. Because YouTube is a Google-owned company, you have access to even more advanced targeting capabilities. Targeting beyond network and time slot means better ROI.
With cable viewership on the decline and the lack of data, it’s tough to justify the high cost for smaller brands. YouTube TV advertising, on the other hand, comes at a much lower price point. YouTube TV uses the same bidding technique that Google search ads are based on, so you pay for the number of views.
Because YouTube’s parent company, Alphabet (AKA Google), doesn’t have to make money on YouTube TV to survive, it has tremendous room to compete with other live streaming services (HULU, Roku, Dish, Sling, etc.). It is leveling the playing field for all advertisers, big and small.
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