YouTube expands Video Action Campaigns to CTVs

With the introduction of Video Action campaigns to Connected TV (CTV) placements, YouTube hopes to assist marketers in capitalising on the growing consumption of YouTube videos on home TV sets.

A URL is displayed at the bottom of the screen in Video Action ads, suggesting further action on the brand's website. Given that people can't click or tap on a URL link on their television, this is one of the finest ways to promote direct reaction - but it's not quite as direct as the word implies.

While mobile video consumption continues to rise, CTV viewing has increased dramatically, as more consumers seek out internet material to watch on their television sets.

YouTube now offers Masthead ads for CTV and has improved its ad targeting capabilities exclusively for CTV campaigns, as well as the extension of Video Action campaigns.