How to Advertise on YouTube TV

Thinking about advertising on YouTube TV? You're not alone. As streaming continues to reshape advertising, YouTube TV has emerged as a compelling platform for brands looking to connect with potential buyers.

What makes YouTube TV particularly interesting is its hybrid nature. It combines the premium content experience of traditional television with the precise targeting capabilities of digital advertising. This allows advertisers to reach viewers who are actively consuming content on the biggest screen in the house, without wasting ad dollars by taking a spray-and-pray approach. 

Take it from our Co-Founder, Joel Cox:

In this guide, we'll explore the fundamentals of advertising on YouTube TV — from available ad formats to targeting options and cost considerations. While specific pricing will vary based on your campaign goals, audience targeting, and placement preferences, we'll share benchmarks to help you plan your strategy. Here’s how you can effectively incorporate YouTube TV into your advertising mix.

Key Takeaways

• YouTube TV combines traditional TV’s reach with digital targeting, offering advanced ad placement during premium live and on-demand content.
• Targeted ad options include demographics, interests, and regions, ensuring campaigns resonate with specific, engaged audiences.
• Flexible formats such as skippable, non-skippable, and bumper ads help advertisers achieve brand awareness and engagement goals effectively.
• Integration with Google Ads and Display & Video 360 enables real-time campaign optimization and precise audience targeting.
• Directly advertising through Google requires connected TV (CTV) specialization to handle all of the tasks required to deliver an effective campaign (including planning, purchasing media, monitoring engagement, and ongoing optimization)
• Outsourcing campaigns to experts like Strategus simplifies CTV advertising while providing access to inventory across hundreds of publishers.
• By partnering with Strategus, advertisers can run fully managed campaigns that retarget YouTube TV viewers across every device after first being exposed to a brand on the big-screen TV.

Why Advertise on YouTube TV?

Why is YouTube TV such an exciting advertising opportunity right now? Simple. While everyone's jumping into the streaming game, YouTube TV brings something special to the table by blending traditional TV's broad reach with the precision of digital marketing.

Massive Audience Reach

YouTube TV isn't just growing; it's thriving. With over 8 million subscribers consuming more than 1 billion hours of content daily, we're looking at serious audience potential here. Industry experts predict it'll add around 1.5 million new users each year, putting it on track to become the biggest pay-TV distributor by 2026. For advertisers, that's a pretty compelling audience trajectory.

Premium Content and Exclusive Programming

YouTube TV isn't going easy on its acquisition of top-quality content. Their recent $2.5 billion investment in the NFL Sunday Ticket shows they're serious about premium programming. For brands, this means your ads can appear alongside the content people actually want to watch — whether that's live sports, breaking news, or must-see TV shows.

Targeting That Makes Sense

Unlike traditional TV, which essentially broadcasts to everyone and hopes for the best, YouTube TV lets you get specific. Want to reach auto enthusiasts? Done. Looking for recent college graduates? You can do that, too.

Making Your Message Matter Everywhere 

One of the coolest things about YouTube TV is that it plays nicely with regular YouTube. That means when you advertise on either platform, you're not just stuck in one lane. Your ads can follow viewers seamlessly, whether they're streaming on their smart TV, checking YouTube on their phone, or browsing on their laptop. It's about being where your audience is, with a consistent message that resonates across all their screens. We also know that the traditional short-form version of YouTube is being consumed on the big screen at staggering rates, making it a great place to engage with potential buyers.

Getting Viewers When They're Really Watching

When people tune into YouTube, they're really tuning in. Whether they're catching the latest episode of their favorite show or watching a big game live, viewers are genuinely engaged with what they're watching.

And that's exactly when your brand can make the biggest impact — during those moments when viewers are most invested in the content. It's about making meaningful connections when attention is at its peak.

Limitations of Advertising on YouTube TV

There are a few considerations to keep in mind before going directly through Google Ads and Display & Video 360 to advertise on YouTube TV. These include:

• Limited scale: Rather than gaining access to the entire streaming ecosystem, you’ll be limited to YouTube TV inventory. That means you’ll have to make some assumptions about where your audience is consuming content. Likewise, scaling across the entire CTV ecosystem will require additional legwork.

• Lacking transparency and control: For brands and agencies that do choose to advertise on other streaming platforms, cross-publisher campaign visibility becomes a challenge. This makes it difficult to conduct measurements across different platforms or manage ad frequency.

• Vendor lock-in: When running CTV campaigns with a single publisher, the benefits are limited. What’s more, Google’s ad-tech business is currently under scrutiny as the U.S. Justice Department is seeking to break up its products. That’s why it’s not a great idea to rely on a single-walled garden like Google.

• No first-party data activation: At this time, YouTube TV does not offer advertisers the ability to build custom audiences using their own data. That means tactics like retargeting existing customers or website visitors are not possible when running CTV campaigns exclusively on YouTube TV.

How Strategus Can Help

Running effective YouTube TV campaigns isn't simple. It takes strategic planning, constant optimization, and deep platform knowledge.

At Strategus, we team up with brands and agencies to simplify CTV advertising and drive better performance. Our partner ecosystem integrates countless ad exchanges, SSPs, DSPs, publishers, and data providers to ensure precision targeting at scale.

Rather than targeting a generic buyer, we customize campaign audiences through a layered approach that achieves harmony between first- and third-party insight.  

Our vendor-agnostic approach delivers flexibility in how we approach each campaign and the agility required to stay on the cutting edge. We also make it easy to conduct measurements across 200+ publishers and identify how your audience reacts, all without being beholden to one inventory source.

How to Advertise on YouTube TV

Here’s a step-by-step look at everything that goes into advertising on YouTube TV.

1. Determine Your Target Audience

Who are you trying to reach? It sounds like a simple question, but getting this right can make or break your campaign. Instead of casting a wide net and hoping for the best, we recommend getting specific about who your ideal viewers are.

• Paint a Picture of Your Viewer: Think about who would love your product or service. Are they young professionals in their 30s? Maybe they're parents in suburban areas with disposable income? Or tech-savvy seniors looking for specific solutions? The more clearly you can envision your ideal customer, the better you can craft messages that speak directly to them.
• Put Google's Smart Tools to Work: Google's audience tools are pretty powerful. Between Google Ads and Display & Video 360, you've got access to data that can help you understand and reach your audience better. 
• Get Specific With Your Targeting: By having the option for precise targeting at your disposal, you can experiment with who your ideal customer is. You can tap into different audience types. For example, you could target affinity audiences (people who already love what you're about), in-market segments (folks actively looking to buy), and custom intent audiences (based on their search history and behavior).

Mix and match these targeting options, and you'll start reaching viewers who are genuinely interested in what you're offering. It's about being smart with your ad spend and getting your message in front of the right eyes at the right time.

Remember, the goal isn't just to reach people — it's to reach the right people who are most likely to connect with your brand and take action. That's how you turn advertising budgets into real results.

2. Choose Your Ad Format

YouTube TV offers a variety of ad formats to suit different advertising goals. Selecting the right format is crucial to ensuring your campaign resonates with your audience and achieves the desired impact. Here are the available options:

Non-Skippable In-Stream Ads

• Play before, during, or after videos.
• Ad lengths:
  • 6 seconds (bumper ads).
  • 15 seconds.
  • 30 seconds.
  • 60 seconds.
• Viewers cannot skip these ads, ensuring the entire message is delivered.

Skippable In-Stream Ads

• Viewers have the option to skip the ad after 5 seconds.
• Ad lengths:
  • 15 seconds.
  • 30 seconds.
  • 60 seconds.
• Ideal for engaging viewers while allowing flexibility.

Bumper Ads

• Short, 6-second non-skippable ads.
• Play before, during, or after videos.
• Perfect for concise, high-impact messaging.

Each ad format is designed for specific campaign needs, from creating brand awareness to driving engagement. Understanding these options helps tailor your strategy to effectively reach your audience on YouTube TV.

3. Set Up Your Campaign

If you’re going directly through Google, you have two main options for setting up campaigns: Google Ads and Display & Video 360.

Pick Your Platform 

Google Ads is your go-to if you're just getting started. Think of it as DV360 but simplified — it's straightforward and guides you through each step. You can manage everything from audience targeting to budget settings in one clean dashboard.

For those looking for more advanced features, Display & Video 360 is a powerful tool. It's built for larger enterprises and agencies that need precise control over every campaign aspect. If you've got a bigger budget and want to fine-tune every detail, this is your platform.

Choose Where Your Ads Will Run 

Next, you'll decide how to target your ads on YouTube TV. While you can't select specific shows or live events, you can reach viewers based on content categories like sports, news, or entertainment, as well as by demographics, interests, and location. Consider where your target audience is most engaged and tailor your campaign to match their viewing habits.

Set Your Budget and Timeline 

Budgeting is a pretty complicated conversation when it comes to YouTube TV and advertising on streaming sites in general. You'll need to decide:

• How much you want to spend (daily or total campaign budget)
• When your campaign should start and end
• Your bidding strategy (cost per thousand impressions or cost per view)

Pro tip: Think about aligning your campaign with key events or seasonal peaks in your business. Timing really can make a difference.

4. Create Compelling Ad Creative

Ready to make ads that actually connect with viewers? Let's break down how to create content that not only looks great on the big screen but also drives real results.

Nail Your Core Message

What's the one thing you want viewers to remember? Your message should be clear, compelling, and uniquely yours. Think about what makes your brand different and tell that story in a way that sticks. Whether you're going for laughs, tugging at heartstrings, or sparking curiosity, make every second count.

Design for the Big Screen

Remember, most people watch YouTube TV on their living room TV, not their phones. This means:

• Your video needs to be crystal clear (high-resolution, 16:9 aspect ratio)
• Text should be easily readable from across the room
• Sound matters more than ever — use quality audio that enhances your message

Find the Sweet Spot

YouTube TV viewers are usually in their relaxation mode. They're settled in for their favorite shows, so your ad needs to capture attention without feeling like an unwelcome interruption. Think of it as joining the conversation rather than shouting to be heard.

Drive Action with a Clear CTA

What do you want viewers to do after watching your ad? Whether it's visiting your website, signing up for a service, or making a purchase, make that next step crystal clear. Your call to action should be obvious but not overbearing — guide viewers naturally toward taking action.

YouTube TV Advertising Best Practices

Let's talk about how to get the most out of your YouTube TV advertising. These aren't just nice-to-have tips — they're proven strategies that can make a real difference in your campaign's success.

• Hook Viewers From the Start: With advertising, you've got precious seconds to grab attention, so make them count. Think about what would make you stop and watch — maybe it's an unexpected opening shot, a compelling question, or a visually striking scene. Remember, even with non-skippable ads, you need to earn your viewer's interest right away.

• Keep Your Message Clear: Ever seen an ad and wondered what it was trying to say? Let's not be that ad. Focus on one or two key points that really matter to your audience. Think elevator pitch, not product manual. What's the one thing you want viewers to remember about your brand?

• Make the Next Step Obvious: Give viewers a clear path forward. Whether you want them to visit your website, try your product, or sign up for a service, make that next step crystal clear. It should feel like a natural invitation, not a desperate plea.

Plan for Silent Viewing: Lots of people watch with the sound off, especially on mobile devices. Your ad needs to work just as well in silence as it does with sound. Use clear visuals and smart text overlays to tell your story effectively, regardless of sound settings.

Why Agencies and Brands Choose to Outsource YouTube TV Advertising

 YouTube TV advertising offers substantial opportunities, but success requires expertise and dedicated resources. While the potential for reaching engaged audiences is significant, managing these campaigns effectively involves multiple complex elements that can challenge even experienced marketing teams.

Running CTV campaigns in-house requires deep knowledge of programmatic advertising, including sophisticated targeting, bidding strategies, and ongoing optimization. Without a dedicated team of specialists, organizations often encounter several key challenges:

• Campaigns may underperform due to suboptimal budget allocation and targeting strategies, limiting return on investment.
• Teams find themselves dedicating significant time to campaign management and monitoring, pulling focus from core business objectives.
• The learning curve for mastering CTV platforms and their specific requirements can be substantial, delaying campaign effectiveness.

These challenges frequently result in missed opportunities and inefficient spending, making outsourcing an attractive alternative for many businesses. Rather than investing resources in building internal capabilities, organizations can benefit from working with experienced partners who specialize in CTV advertising.

At Strategus, we offer a comprehensive managed service approach, handling every aspect of CTV campaign execution. This allows businesses to leverage the benefits of CTV advertising while maintaining focus on their core operations. Our team manages the technical complexities, optimization, and performance tracking, ensuring campaigns deliver measurable results aligned with your business objectives.

What’s more, we make it easy to deliver full-funnel campaigns that retarget people who’ve seen your ads on the big screen across mobile, desktop, and audio. This makes CTV ads clickable and transforms the living room TV into a high-converting performance marketing channel.

Consider what we did for Washington University. We helped them boost football ticket sales through a targeted 6-week CTV campaign. By focusing on football fans within a 50-mile radius with local advertising, the campaign drove over 800 ticket sales and nearly $300,000 in revenue. That's the power of CTV advertising when you’re in the right hands.

Should You DIY Your YouTube TV Advertising?

For most businesses, diving into YouTube TV advertising without expert support can feel like trying to pilot a plane after watching a few tutorials. It's not just about knowing the basics; it's about having the time, tools, and expertise to make every advertising dollar work harder. Without these elements in place, you might find yourself dealing with mismanaged budgets, targeting that misses the mark, and opportunities slipping through the cracks.

This is where working with a specialized partner can make all the difference. Instead of getting bogged down in the technical details or worrying about whether you're making the right optimization choices, you can focus on what you do best — running your business.

At Strategus, we handle everything from day one: campaign setup, audience targeting, performance tracking, and ongoing optimization. As a hands-on partner, we act as your YouTube TV advertising team, working behind the scenes to deliver results while you focus on your business goals.

Ready to make YouTube TV advertising work for your business? Talk to our team about how Strategus can help you achieve your advertising goals.

YouTube TV Advertising: Frequently Asked Questions

What Ad Formats Are Available on YouTube TV?

YouTube TV offers several ad formats to meet diverse advertising goals. These include non-skippable in-stream ads, which run before, during, or after content, and bumper ads, short six-second videos designed for high-impact branding. These formats are tailored to engage viewers while fitting seamlessly into the TV viewing experience.

How Much Does It Cost to Advertise on YouTube TV?

The cost of advertising on YouTube TV depends on factors such as targeting parameters, ad format, and campaign goals. Pricing is flexible, with options for both budget-conscious advertisers and those seeking premium placements. Costs are typically calculated on a cost-per-thousand-impressions (CPM) basis, ensuring alignment with specific campaign budgets.

Can I Target Specific Channels or Programs on YouTube TV?

While YouTube TV doesn’t allow targeting specific channels, it provides advanced targeting capabilities. Advertisers can focus on demographics, interests, geographic locations, and viewing behaviors to reach highly relevant audiences. This allows campaigns to be tailored to the preferences and habits of viewers without requiring channel-specific placements.

How Does YouTube TV Advertising Compare to Other CTV Platforms?

YouTube TV stands out among CTV platforms for its combination of precise targeting and measurable performance metrics. Advertisers benefit from access to premium inventory and Google Ads integrations, enabling real-time optimizations. The platform’s scale, coupled with YouTube’s robust ecosystem, offers unique opportunities for effective, data-driven advertising.

What Metrics and Attribution Are Available for YouTube TV Campaigns?

YouTube TV provides detailed metrics to measure campaign performance, including impressions, view rates, click-through rates (CTR), and conversions. These metrics offer actionable insights, allowing advertisers to track audience engagement and optimize campaigns. Attribution models from a partner like Strategus can further help identify how YouTube TV ads contribute to broader marketing goals.