Google Ads has recently introduced a new feature that allows advertisers to buy Google TV inventory programmatically. This new connected TV (CTV) placement provides advertisers with the opportunity to expand their video advertising to the living room, alongside existing options like YouTube TV.
In this comprehensive guide, we will explore the differences between Google TV and YouTube TV, the implications of this addition for media buyers, and provide recommendations on optimizing campaigns using this emerging ad placement.
Google TV is a smart TV experience similar to Apple TV, offering a platform for other CTV content providers such as Peacock and Tubi. Users can rent or buy a wide selection of movies and TV shows. On the other hand, YouTube TV is a subscription streaming service that offers live TV channels and on-demand content.
When it comes to availability, YouTube TV is accessible on various devices such as smart TVs, gaming consoles, and streaming devices like Chromecast and Roku. In contrast, Google TV can be accessed through the web, Google Play Movies, YouTube, the Google TV app, Google TV smart TVs, and Chromecast with Google TV sticks.
In terms of pricing, YouTube TV costs a minimum of $64.99 per month, with additional premium channels available for an extra fee. Google TV movies and TV shows are individually priced, with rentals starting around $5 and purchases varying in price.
Adding Google TV inventory to Google Ads Video indicates a push for more top-funnel new user acquisition. To run ads on Google TV, advertisers must couple this placement with YouTube while excluding the display network. Google TV requires non-skippable 15-second ads, which are crucial for reaching users on the big screen.
Segmenting your target audience presents an opportunity to drive impressions to the largest screen in the home. However, during testing, more impressions were observed on YouTube and YouTube TV on television compared to Google TV initially. As more impressions become available on Google TV, advertisers will gain access to key demographic data and engagement metrics, providing crucial insights for campaigns and brands.
Programmatic CTV buying is not new, but Google Ads opening its doors to all advertisers signifies a similar implementation to the Google Display Network. The announcement of Google TV also precedes other platforms like Amazon adding ads to their video platforms. Google Ads’ targeting and insight capabilities, combined with non-skippable ads in-home, make it an attractive platform for advertisers.
Optimizing Google TV campaigns involves segmenting the audience early and often to capture as much inventory as possible. It’s advisable to have multiple videos to test and introduce variation within the first 5-15 seconds to maximize engagement. While there are pros and cons to advertising on Google TV, the platform offers a first-mover advantage, ease of use, and the ability to compare performance across placements.
Google TV presents an opportunity for small to mid-sized advertisers to get their ads on the big screen without minimum spend or the need for direct contact with an agency or provider. Media buyers can capitalize on Google TV inventory to create a halo effect, where impressions on Google TV can lead to actions in other areas, such as searches, website visits, downloads, or purchases.
In conclusion, Google Ads’ introduction of Google TV as a programmatically bought CTV inventory opens up new opportunities for advertisers to expand their video advertising reach. By understanding the differences between Google TV and YouTube TV, optimizing campaigns, and capitalizing on the platform’s capabilities, advertisers can leverage this emerging ad placement to drive successful campaigns and reach a broader audience.
