Google is set to expand its advertising reach with the launch of the Google TV network, a new advertising platform targeting users of Google TV-powered streaming boxes and smart TVs. This network enables advertisers to place unskippable ads across a wide array of more than 125 live channels, primarily free ad-supported streaming TV (FAST) channels.
FAST Channels: Google’s Strategy for Viewer Engagement
The Google TV network, recently introduced by Google, is a strategic move to tap into the growing audience of free streaming channels. This service allows advertisers to directly insert unskippable in-stream ad spots within the content stream of over 125 live channels, many of which are FAST channels. FAST channels are a type of free ad-supported streaming TV that Google has been actively promoting to attract more viewers.
Currently, Google reports having 20 million monthly active devices that run on Google TV and Android TV OS, providing a substantial audience base for advertisers. Furthermore, when including YouTube, which reaches over 150 million monthly active viewers in living room environments, the reach of the Google TV network significantly expands.
For advertisers utilizing Google Ads and Google Display & Video 360, there is now an option to extend their advertising campaigns to the Google TV network. This is achieved by selecting a new checkbox within the existing YouTube & Google ad settings interface, which allows ads to be distributed not only on Google TV but also across Google-owned ad inventories within third-party applications.
Viewing Habits on Google TV
According to Google’s data, viewers of Google TV’s free channels spend an average of 75 minutes per day watching content. FAST channels have seen rapid growth due to their resemblance to traditional paid cable services, providing a mix of mostly reruns which viewers often use as background noise—making it an ideal environment for placing ads.
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Featured Image courtesy of Google TV