With new advertising options, Google TV enables advertisers to incorporate connected TV (CTV) inventory into their media buys. This addition is part of Google TV’s free live TV experience, launched last year.
A Google spokesperson confirmed the launch of the Google TV network in a recent blog announcement. Through a simple opt-in, brands can include Google TV and its free ad-supported streaming TV (FAST) experience in their in-stream media buys. Notably, Google TV was not previously available as a separate add-on.
Launched more than a year ago, Google TV introduced an embedded free streaming experience that now features 125 native channels and free content from other FAST apps like Tubi and Plex. Furthermore, similar to its role in supporting TCL’s revamped FAST service, Comcast’s Xumo Enterprise provided technology and content support for nearly 80 of these built-in channels.
With targeted in-stream video ads the newly launched Google TV network allows advertisers to reach 20 million monthly active devices running Google TV and other Android TV OS devices in the U.S. Advertisers can access the 125 built-in channels on the CTV platform, featuring various ad formats such as non-skippable and 6-second bumper ads along with live sports, full-length TV shows, and movies. Notably, from brands like Sony, Hisense, TCL, and Chromecast the Google TV OS powers smart TVs and streaming devices.
Additionally, with tailored campaigns, Google announced that marketers will be able to target specific audiences and extend their reach while simplifying the CTV ad-buying process. Google also indicated that more ad formats are planned for the future although the company did not provide specific details. Furthermore, the company informed StreamTV Insider that it is actively researching new formats that leverage “the unique environment and capabilities like deep linking that GTV offers.” According to a spokesperson, currently, both in-stream and home screen/masthead CTV placements are available via the Google TV network.
Notably, the Google TV network is accessible directly through Google Ads and Google Display & Video 360 to enable advertisers to plan, purchase, and measure Google CTV campaigns alongside digital video campaigns. Additionally, within this offering, the company is promoting a combination of its FAST experience and YouTube for CTV.