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With the rollout of target frequency, Google is giving advertisers more control over the number of times people see their ads on YouTube.
Previously, controlling ad frequency on YouTube was only possible when running connected TV campaigns in Google Display & Video 360.
Now, the target frequency capability is globally available for all advertisers running YouTube campaigns.
In a blog post, Google explains how target frequency can help advertisers reach their goals without annoying viewers with too many ads:
“This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.”
Increase Ad Frequency Without Disrupting ROI
There’s always a risk of diminishing returns when repeatedly showing people the same ad.
Eventually, you’ll reach a point where viewers tune out, and the added impressions drive fewer sales.
Google acknowledges that seeing the same ad is frustrating for viewers and wasteful for advertisers.
A Google-commissioned study finds that TV advertisers’ ROI decreases by 41% when the frequency exceeds 6+...
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