YouTube TV is a subscription streaming service that offers live and on-demand TV from major broadcast and popular cable networks like ABC, CBS, NBC, ESPN, and more.
Before running your campaigns on YouTube TV:
Ask the team to provide a forecast to confirm estimated CPM and availability based on your campaign parameters.
Please review the information below to understand how this type of campaign works and what variations you can expect.
CPM Calculation & Variation:
1. The fixed CPM in a YouTube TV Programmatic Guaranteed (PG) deal can vary by ±5% by the end of the campaign. In most scenarios, we are able to deliver at a lower CPM. However, to ensure sufficient delivery against the booked impressions, we recommend applying a 5% buffer to the CPM.
2. Adding additional targeting raises the CPM by $5 for each parameter. Please find the parameters below:
- Device Targeting:+$5
- Geo: +$5
- Audience Segment: +$5
- Audience Demographic: +$5
3. Rates for 15s and 30s vary. 30s video rates are ~30% higher than that of 15s ads.
4. Rates could change due to market dynamics such as increased competition, seasonality, and inventory availability. You're welcome to check in with the team.
Creative Restrictions:
1. Creatives can only be scheduled before the campaign goes live
2. Creative weighing can't be executed after the campaign is live
3. New creatives can be added mid-flight, and old creatives can be suspended
4. Campaign must have an active creative within 24h of activation
5. Creatives with a longer duration than the initial creatives can NOT be added once the campaign has been activated
6. Creatives with a shorter duration than the initial creatives can be added once the campaign has been activated, however, that won't guarantee lower CPMs.
Campaign Restrictions:
1. The campaign can't be suspended/paused once it's activated.
2. The campaign budget can't be decreased by more than 10% after activation.
3. Budget and flight extensions are not guaranteed as inventory may not be available.
Policies around the YTTV deal:
1. Google has specific policies governing Instant Reserve campaigns. More information can be found here.
2. YTTV may not be able to honor CPMs below their recommended threshold due to their commitment to delivering guaranteed impressions at a specific rate.
3. Strict Cancellation Policy: Cancellations are not permitted within 14 days of the campaign start date. Penalties may apply even if the campaign does not run.
4. Policy Enforcement: Changes such as pausing, under-delivery, or last-minute adjustments may result in restrictions to platform access.
Related Articles: Upload a YouTube Creative
Have more questions? Message us directly in the App!