YouTube Launches New Target Frequency Goal for Video Campaigns
YouTube has rolled out a new feature for video campaigns: the global Target frequency goal option. This allows advertisers to control the number of times their videos are shown to viewers, enhancing ad recall and engagement.
YouTube's system optimizes for maximum unique reach at the selected frequency goal. The new goal was tested with Triscuit, achieving a 93% higher absolute ad recall lift at a 40% cheaper cost per lifted user compared to non-frequency optimized campaigns.
Major brands like PepsiCo and Toyota have tested the new frequency targeting. They reported improved ad recall and engagement rates after implementing the new targeting features. Over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices.
The Target frequency goal is now available in Ads Editor v2.2. Advertisers using Video ad campaigns should implement the new Target frequency goals to control the number of times their videos are shown without exhausting audiences. They can select a frequency goal, up to four per week, for YouTube to optimize towards.
YouTube's new Target frequency goal option for video campaigns offers advertisers better control over ad frequency, leading to improved ad recall and engagement at a lower cost. With successful testing by major brands and a high success rate for campaigns following best practices, advertisers should consider implementing this feature to enhance their video advertising strategies.
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