If there's one thing that's most annoying when using Youtube, it's the ads that are constantly displayed throughout the day, not just once or twice, or even three or more times. Imagine being entangled with this information again and again. Will you patronize the advertised products or services? Probably not.
That's why YouTube finally took this step, enabling brands to better control the frequency of their ads in front of users. This week, it launched the "YouTube frequency" tool to supplement Google's display and video 360 advertising frequency tool launched in February:
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"Now, you can supplement your influence by actively setting weekly frequency goals - a solution that only YouTube can provide," YouTube said in a blog post. "Combined with our unparalleled audience range and leading machine learning capabilities, advertisers will now be able to optimize the number of times viewers see their ads in a week. This not only means more effective spending, but also the key is to provide a better experience for viewers."
The display and video 360 tool is mainly aimed at advertising activities of various smart TV applications, such as youtube and Hulu applications. However, with the introduction of YouTube frequency, brands will better understand the number of advertisements entering YouTube smart TV applications and Youtube mobile and desktop applications.
"In our recent collaboration with discovery +, we conducted a YouTube campaign with frequency targets to determine the best frequency level to promote visibility," YouTube added. "Discovery has seen up to twice the absolute visibility compared to past activities, while the cost is similar to non frequency optimized activities. This industry initiative will pave the way for frequency management standards across the industry.".
This new tool has a great impact on both viewers and advertisers. For the former, it may mean a more comfortable viewing experience on YouTube because there will be fewer annoying advertisements to see. For brands, moderation in advertising frequency means saving some costs by ensuring that advertisements are not repeated by the same group of people.
However, it is important to note that although the capabilities of the new tool look impressive, its implementation will still depend on brands and advertisers to spend their money on advertising reasonably.