There is a new and exciting way for Google advertisers to use video campaigns to reach mass audiences on the Google TV network. In addition to using video campaigns to reach audiences on YouTube and Google Display partner websites and apps, they can now be implemented into Google TV’s advertising network, which can reach millions of viewers using Google smart TV and streaming devices. With Google’s vast collection of video streaming programs and ability to stream through thousands of different apps, video ad campaigns can be targeted to different audiences actively watching on the network.
The Google TV network has over 125 channels built into it and allows people to stream movies, shows, sports, and other content. These audiences can be used to create personalized ads for these viewers. Target audiences can be segmented by interests, preferences, and streaming habits. For example, an advertiser who sells sports-related merchandise can target people who often stream live sports. Geo-targeting is available but is limited to the United States only.
Google Ads has already rolled out the ability to opt into the Google TV network with video ads. You can create a video campaign that opts into the network while also opting into online Google video partner audiences, where you can set bids and target online audience segments. That is optional, though it’s likely more efficient to have separate campaigns for Google TV network and online, especially if you want to branch out of the United States and use online video ads.
It’s also important to know that Google TV network ads function on audience reach goals, as opposed to click or conversion-based goals. That means creating a video campaign with sales, leads, web traffic, or store visit goals will not allow the Google TV network to be selected. Simply put, this is not a pay-per-click model but is charged by views (impressions). Think of it like a traditional TV commercial: the viewer will see the ad while watching something but will not interact with the commercial itself. They might pick up the phone and call a number on a screen, go to a website, or scan a QR code, but no ads are being clicked on unless they are being skipped as skippable ads.
The best way to create a Google TV network campaign is to create a new campaign in the Google Ads interface, select “Awareness and consideration” as the objective, and then choose “Video reach” as a campaign sub-type (selecting “video views” for engagement will not allow you to opt into the network). Once you have selected “video reach”– which charges based on 1,000 impressions — you can select “Efficient reach” (short-skippable ads), “Non-skippable reach,” or “Target frequency.”
Under “Networks,” you will see where to opt into the Google TV network – it will be pre-selected. If you go into this tab using a non-eligible objective type (i.e., Leads), the Google TV box will be grayed out and uncheckable.
From there, you can put in your audiences, topics, keywords, targeting, related videos, and video ad content. There’s also the option to select how long you want your ads to run. This model lets you reach the same audiences multiple times, again, like seeing the same TV commercial multiple times a day. Selecting a start and end date allows you to run the ad over a desired period.
The bottom line is that streaming is more powerful than ever. People are cutting cable cords and going with streaming services and apps, not to mention smart TVs in general are now the norm in households. Movies people once would see in theaters are now coming out to streaming. TV shows that people once had to wait to watch at an allotted time on an allotted channel are now streaming. Even major sporting events are being broadcast on streaming platforms – both locally (especially with the death of RSNs) and nationally, and Google TV streams on big brand devices are a part of millions of American households. It’s the way of the broadcasting future. Google giving advertisers the ability to advertise to those users is a significant boost to their ability to reach mass audiences.
