For several years now, streaming devices and Smart TVs have been the elephant in the room for traditional cable companies and therefore, the way that consumers are reached with advertising while consuming video and news. 74% of US households now have at least one Internet-connected TV device. More and more channels are looking for additional ways to reach streaming users while using these devices.

According to Google, users watching over 180 million hours of YouTube videos on TV screens every day. If you’re running Display or Video campaigns on the Google Display Network, you may have noticed that there is a new device category: TV Screens. This new targeting option will allow advertisers to target YouTube users.

This addition was announced in mid-October, so if you haven’t already, you’ll want to review your display and video campaigns to make sure performance stays in check.

The “TV Screens” device will allow you to target users using gaming consoles, streaming devices like Apple TV, Roku or Chromecast and Smart TVs that are using the YouTube app.

If you’re looking for more ways to reach users on streaming devices, check out Google’s TrueView and bumper campaigns.

This addition was announced in mid-October, so if you haven’t already, you’ll want to review your display and video campaigns to make sure performance stays in check.

What Does This Mean for Advertisers?

Moving into 2019, it’s likely that Bing and other channels will find ways to stay competitive with this push towards TV screens. There are more and more streaming apps hitting the market every month which means there are more opportunities than ever for these big dogs to team up to create new ways to reach consumers.

What do you think TV screens being included in Google’s device reports? We’d love to hear your thoughts below in the comments!