ctv

Google strengthened its connected TV (CTV) advertising offering by launching the Google TV network across more than 20 million monthly active Google TV and Android TV OS devices. It connects in-stream video inventory across more than 125 channels built into Google TV.

The move lets advertisers plan, buy and measure Google TV campaigns alongside existing digital video campaigns by selecting the Google TV network alongside YouTube to maximize reach.

Connected TV viewing continues to rise, with more than 150 million people watching YouTube on their TV screens each month, according to Google. Advertisers through the network can now reach this audience through targeted, in-stream video ads.

Some 60% of U.S. households watch free, ad-supported streaming services and channels, according to 2023 Deloitte data. Viewers of Google TV’s free channels spend an average of more than 75 minutes per day watching, according to Google.

Google and Microsoft have made changes to their ad platforms, demonstrating the desire by advertisers to connect online ad buys with connected TV media. The connection is possible now through automation and artificial intelligence.

The Google TV network today offers a variety of CTV ad formats, including non-skippable and 6-second bumper ads.

The company said Google TV powers TVs and streaming devices from brands such as Sony, Hisense, TCL, and Chromecast. Viewers can watch live TV from across 10,000 apps and includes features like Google Assistant, smart home control, built-in channels, and personalized entertainment recommendations for viewers.

Microsoft last week expanded its advertising tools to support Video and Connected TV (CTV) ads in its Advertising Editor, and included Netflix in its CTV network across 10 countries.

The change gives advertisers the ability to create campaigns in bulk and directly upload videos, with device targeting automatically created based on campaign type.

Microsoft made Netflix inventory available for CTV campaigns in U.S., Canada, Brazil, Mexico, U.K., France, Germany, Italy, Spain and Australia.

Google and Microsoft have made changes to their ad platforms, demonstrating the desire by advertisers to connect online ad buys with connected TV media. The connection is possible now through automation and artificial intelligence.