Launch of Google TV Ad Platform for Smart TVs and Streaming Devices
Google has launched an ad platform for smart TVs and streaming devices running on Google TV. This Google TV ad platform enables marketers to place non-skippable in-stream ads on over 125 live channels, many of which belong to the growing free ad-supported television (FAST) sector. Advertisers can also take advantage of home screen and masthead placements. With 20 million monthly users on Google’s smart TV and Android TV OS devices and an additional reach of 150 million viewers on YouTube, the potential for advertisers is immense. Users spend an average of 75 minutes daily watching free shows on Google TV, highlighting the substantial engagement opportunities available. The new ad network integrates seamlessly with Google Ads and Google Display & Video 360, allowing marketers to easily include Google TV in their campaigns. This integration means ads can now be displayed across various networks and third-party apps on Google TV, expanding the scope for targeted advertising.Industry Context
The rise of FAST channels has been a significant trend in the US, driven by the increasing costs of subscription-based services. Consumers are turning to alternatives such as Amazon's Freevee, Pluto, Tubi, and Roku, all of which have experienced substantial growth. The Google TV network is a timely addition for advertisers seeking to capitalize on this shift.Benefits for Advertisers
The Google TV ad platform offers numerous advantages, including access to a large and diverse audience at a lower cost. Unskippable ads on Google TV’s free streaming channels provide a significant inventory of affordable advertising opportunities, allowing brands to reach viewers passively.
Advertising on FAST platforms is cost-effective, with CPMs ranging from $10 to $15, compared to $25 to $47 CPMs on premium streamers like Hulu and Netflix. This affordability makes FAST an attractive option for advertisers aiming to maximize reach without overspending.
Many cord-cutters prefer a viewing experience similar to traditional TV, with continuous content and ads serving as background noise during activities like ironing. This ‘lean away TV’ approach allows viewers to look away without missing crucial plot points.
