YouTube is introducing a new advertising category that specifically targets people who watch very little traditional TV. Instead, viewers who watch YouTube on TV or other channels can now be targeted through the ‘light TV viewers’ category in AdWords.
Advertisers will also be able to choose the devices they wish to target, including mobile, desktop etc.
Furthermore, Google is rolling out a premium advertising programme for the most popular YouTube channels dubbed Google Preferred. This allows brands to purchase inventory on US cable networks, targeting both YouTube viewers and TV subscribers.
Digital video views have been steadily growing reaching 65.1% of Internet users in 2018, according to eMarketer. Indeed, 1.87 billion individuals globally will use their mobile devices to view digital video – an increase of 11.9% compared to 2017.
At the same time, digital video ad investment on mobile is already ahead of desktop according to the latest Interactive Advertising Bureau (IAB) research.
Google’s YouTube obviously wants to grab a large piece of that pie.