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Google TV introduces FAST advertising options

Google TV introduces FAST advertising options


Google TV has introduced new options for advertisers, allowing them to add CTV inventory to their media buys from the embedded free live TV experience it launched last year.

A spokesperson made the announcement in a blog post, confirming that the launch of the service, called Google TV Networks, allows brands to add Google TV and free ad-supported streaming TV (FAST) experiences to their in-stream media buys through a simple opt-in. Previously, Google TV wasn't available as a separate add-on.

Google TV launched its embedded free streaming experience a little over a year ago and now offers 125 native channels in addition to free content offered within other FAST apps like Tubi and Plex. Comcast's Xumo Enterprise contributed technical and content enhancements for about 80 of the embedded channels, as well as support for TCL's revamped FAST service.

The newly launched Google TV Network enables advertisers to connect with 20 million monthly active devices running Google TV and other Android TV OS devices in the U.S. through targeted in-stream video ads. The network provides access to the CTV platform's 125 built-in channels, including live sports, full-length TV shows and movies, and a variety of ad formats, including non-skippable six-second bumper ads. Google TV OS is also found on smart TVs and streaming devices from brands including Sony, Hisense, TCL and Chromecast.

Google said it will enable marketers to streamline the CTV ad buying process while targeting the right audience and expanding their reach with customized campaigns. The company said more ad formats are in the works for the future, but no details were released at this time. Google told StreamTV Insider that it is actively researching new formats that leverage the unique environment and features that GTV offers, such as deep linking. Currently, both in-stream and home screen/masthead CTV placements are available via the Google TV network, the spokesperson confirmed.

The Google TV network is available directly through Google Ads and Google Display & Video 360, allowing advertisers to plan, buy and measure their Google CTV campaigns alongside their digital video campaigns, and the company is driving the combination of FAST Experiences and YouTube for CTV.

When setting up a video campaign, simply select the Google TV network along with YouTube to maximize reach on the biggest screen in the home, Google said in a blog about the new service.

The company said viewers of Google TV's free channels watch more than 75 minutes a day, on average.YouTube CEO Neal Mohan has previously positioned the living room via CTV as the next frontier for the division, and is looking to build a one-stop shop, with plans for virtual MVPD YouTube TV and a YouTube CTV app, the latter of which consistently ranks as the top streaming app in U.S. monthly TV viewing time share, according to Nielsen's The Gauge.

But as analysts including TVREV's Alan Wolk have noted, despite its significant consumption, questions are emerging about whether YouTube, with its wide range of video and user-generated content, actually rivals TV in the eyes of advertisers.

Still, Google is continuing to work to make its CTV services more advertiser- and viewer-friendly, including using AI to determine the length and frequency of ad breaks.




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