Google this month announced it will introduce co-viewing metrics across Google’s planning and measurement solutions.
The roll out will happen globally across Google Ads and Display & Video 360 (Google’s DSP) planning and measurement tools by the end of Q2 2022.
What is co-viewing?
Co-viewing metrics enable advertisers to have additional insights into the audience that watch the ads, allowing you to measure and plan for additional impressions and reach through CTVs.
Multiple people watch YouTube on a connected TV (CTV) device together and view an ad at the same time, when users gather around the TV set, watching YouTube with their friends and family.
Google says co-viewing insights means more accurate reach forecasts and campaign reports that enable advertisers to make a fair comparison between YouTube and the rest of the linear and connected TV buy.
In a study with Nielsen, Google found that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV.