Google debuts new advertising network with Google TV
The living room is back in a big way. With the rise of connected TV (CTV), viewers are ditching cable subscriptions in favor of streaming services and on-demand content. This shift has not gone unnoticed by advertisers, and Google is now offering them a new way to reach this engaged audience with the launch of the Google TV network.
A targeted approach to big screen advertising
The new advertising network, called Google TV network, offers advertisers a targeted way to reach viewers across more than 20 million monthly active Google TV and Android TV OS devices. This includes popular brands like Sony, Hisense, TCL, and Chromecast. Google TV itself is a user interface that curates content from various streaming services, making it a one-stop shop for viewers and a prime location for advertisers.
Monetizing the free streaming boom
The ads service lets advertisers place targeted ad spots across more than 125 live channels, including many FAST (Free Ad-supported Streaming TV) channels built into Google TV. These channels offer a familiar cable-like experience with live content and reruns, all without the hefty price tag. According to Google, a whopping 60% of U.S. households now tune into FAST channels, spending an average of over 75 minutes daily on Google TV’s free offerings. This presents a massive opportunity for advertisers to reach viewers in a relaxed and receptive state.
Seamless integration with existing campaigns
Advertisers using Google Ads and Google Display & Video 360 can now expand their campaigns to include the Google TV network by selecting a new option under YouTube & Google.
What it means for the industry
The launch of the Google TV network is a significant development in the CTV advertising landscape. By combining the vast reach of YouTube with the targeted capabilities of Google TV, Google has created a powerful platform for advertisers. As CTV continues its upward trajectory, the Google TV network is poised to play a major role in shaping the future of television advertising.