New targeting tools have arrived at YouTube headquarters.

Know your audience

In an effort to further grow their reach and better understand their evolving audience, YouTube wants to reach out to cord cutters and capitalise on “Lite TV users.”

The launch is meant to provide advertisers the ability to engage audiences opting for YouTube as their primary means of viewing as well as pay-per-view events.

Advertisers will be able to optimise campaigns for specific viewing devices, and compare to their ads being run on traditional television to better track the success of which medium is outperforming.

Google ads playing a role

Google’s “Light TV Viewers” is a segment within YouTube’s platform allowing for advertisers to target audiences that consume the most content online (the cord cutter).

Viewers consuming less than an hour of TV content daily are considered the “light” users, and marketers are focusing on “converged video experiences” that are easier to promote across TV and online viewing.

YouTube reaches more 18-to-49 year-olds than all TV networks combined, generating more than 180 million hours of daily watching hours. YT may have officially supplanted TV.

Where do you do most of your viewing? Do you think the stats on TV ring true? Let us know in the comments below.