The Rise of Connected TV and Google TV’s New Advertising Opportunities





Connected TV (CTV) continues to soar in popularity, revolutionizing how viewers consume content and how advertisers reach their audiences. YouTube already boasts a reach of over 150 million monthly viewers in living rooms across the country,¹ and now, with the recent launch of the Google TV network, advertisers have a powerful new way to connect with viewers on the big screen.

Expanding Reach with Google TV

Google TV has quickly become a favorite platform, providing targeted, in-stream video inventory across more than 20 million monthly active Google TV and other Android TV OS devices.² This new network enhances the viewing experience on TVs and streaming devices from top brands like Sony, Hisense, TCL, and Chromecast. With Google TV, viewers enjoy a seamless experience to watch movies, shows, and live TV from over 10,000 apps, leveraging features like Google Assistant, smart home control, built-in channels, and personalized entertainment recommendations.³

Comprehensive In-Stream Video Inventory

The Google TV network offers in-stream video inventory across more than 125 channels built into the platform. These channels include a wide array of content, from live sports to full-length TV shows and movies. Notably, 60% of U.S. households now watch free, ad-supported streaming services and channels, and viewers of Google TV’s free channels spend an average of over 75 minutes per day watching.⁴⁵ The network supports popular CTV ad formats such as non-skippable ads and 6-second bumper ads, with plans to introduce even more ad formats in the future.

Streamlined Ad Buying and Campaign Management

One of the significant advantages of the Google TV network is its integration with Google Ads and Google Display & Video 360. This integration allows advertisers to plan, buy, and measure their Google TV campaigns seamlessly alongside existing digital video campaigns. Setting up a video campaign is straightforward—simply select the Google TV network alongside YouTube to maximize your reach on the biggest screen in the home. This approach lets advertisers directly connect to the 20 million monthly active devices running Google TV in the U.S., amplifying the impact of in-stream video ads.

Key Benefits for Advertisers

  1. Targeted Audiences and Extended Reach: Advertisers can create tailored campaigns that precisely target the right audiences, significantly extending their reach.
  2. Simplified Ad Buying Process: The integration with Google Ads and Google Display & Video 360 streamlines the CTV ad buying process, making it more efficient and effective.
  3. Diverse Ad Format Options: Advertisers have access to a variety of ad formats across 125 built-in channels on Google TV, ensuring flexibility and effectiveness in their campaigns.

In conclusion, the Google TV network is set to redefine how advertisers connect with viewers in the connected TV space. By leveraging this platform, advertisers can enhance their reach, streamline their ad buying process, and deliver impactful video ads to a highly engaged audience. As CTV continues to grow, Google TV stands out as a pivotal platform for innovative and effective advertising strategies.

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