Google Ads Introduces Programmatic Buying for Google TV Inventory
Google Ads recently announced the addition of Google TV inventory to its programmatic buying platform. This new connected TV (CTV) placement allows advertisers to expand their video advertising to the living room, alongside existing options like YouTube TV. In this article, we will explore how Google TV differs from YouTube TV, the implications of this addition for media buyers, and provide recommendations on optimizing campaigns leveraging this emerging ad placement.
Google TV vs. YouTube TV: What’s the Difference?
While both Google TV and YouTube TV offer video content to users, there are significant differences between the two platforms.
YouTube TV is a subscription streaming service that offers 100+ live TV channels from popular broadcast and cable networks. It focuses on TV shows and live content but also offers on-demand programming and original shows.
On the other hand, Google TV acts as a smart TV experience, similar to Apple TV. It can be pre-installed or downloaded onto smart TVs and serves as a platform for other CTV content providers such as Peacock and Tubi. Users can rent or buy a large selection of movies and TV shows through Google TV.
Availability and Pricing
When it comes to availability, YouTube TV is accessible on a wide range of devices, including smart TVs, gaming consoles, streaming devices, and smartphones.
In contrast, Google TV can be accessed through the web, Google Play Movies, YouTube, the Google TV app via Android, 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 offers movies starting from $5, with prices varying depending on whether users choose to rent or buy. TV episodes on Google TV average around $3 each.
Analyzing the Google TV Opportunity
The addition of Google TV inventory to Google Ads Video signifies a push for more top-funnel new user acquisition. This expansion allows advertisers to reach a wider audience in the living room, complementing their existing advertising efforts on YouTube TV.
To run ads on Google TV, advertisers must combine the placement with YouTube while excluding the display network. This approach ensures that ads are delivered within the premium environment of YouTube and Google TV.
It’s important to note that Google TV requires a non-skippable 15-second ad, making it crucial for advertisers to have this ad format ready for CTV placements.
While impressions on Google TV may currently be limited compared to YouTube and YouTube TV, as the platform gains traction, advertisers can expect to receive valuable placement reports and demographic data that will help optimize campaigns and improve ad targeting.
Programmatic CTV Buying and the Potential for Google Ads
While programmatic CTV buying is not new to the industry, Google Ads’ introduction of Google TV inventory to all advertisers is a significant development. Previously, this inventory was typically gated and only accessible through Google Display & Video 360.
With more CTV players entering the market, there is a huge opportunity for advertisers to buy OTT placements programmatically, with Google Ads leading the way.
One of the key differentiators for Google Ads is its targeting and insight capabilities. Leveraging the suite of Alphabet data, including Google Search, Google Analytics, YouTube, Android, and Gmail, combined with non-skippable ads on the big screen, can drive more relevant ad targeting and achieve better campaign results.
Optimizing Google TV Campaigns
To optimize campaigns on Google TV, advertisers should focus on two key strategies:
1. Segment Early and Often: Take advantage of the scalability and worldwide reach of the Google Ads platform to precisely target the desired audience. While segmenting on Google TV may result in some inventory shrinkage, it is recommended to capture as much Google TV inventory as possible.
2. Variation and Iteration: Test multiple videos and introduce variation within the first 5-15 seconds of the ad. This strategy maximizes engagement and helps secure more Google TV inventory over YouTube.
Pros and Cons for Advertisers
The addition of Google TV inventory to the Google Ads platform offers several advantages for advertisers, including:
– First-mover advantage
– Programmatic buying within Google Ads
– Placement comparison with other video, display, and search placements
– Multi-placement approach for a well-rounded campaign
– Deep insights into audience behavior across different devices and platforms
However, there are also a few challenges and limitations to consider, including:
– Inability to exclusively segment to Google TV, as it must be paired with YouTube
– Limited inventory and impressions in the early stages
– Current limitations on campaign sub-types, restricting certain targeting options
Capitalizing on the Google TV Opportunity
With the addition of Google TV inventory, Google Ads continues to solidify its position as a leading advertising platform. The growth of Google Ads, particularly within the video segment, has been remarkable, and this new expansion to the living room provides even more opportunities for advertisers.
For media buyers, Google TV serves as a gateway to the big screen, offering a seamless and integrated advertising experience. As more small to mid-sized advertisers embrace Google TV, we can expect a significant shift in the way brands reach and engage with their target audience.
By leveraging the halo effect and capitalizing on the unique targeting capabilities of the Google Ads platform, advertisers can maximize their visibility and drive impressive results on Google TV placements.
Analyst comment
Positive news: Google Ads introduces programmatic buying for Google TV inventory.
Short analyst statement: The addition of Google TV inventory to Google Ads programmatic buying platform presents a significant opportunity for advertisers to expand their video advertising reach to the living room. Although currently limited compared to YouTube, as Google TV gains traction, advertisers can expect valuable placement reports and demographic data that will help optimize campaigns and improve ad targeting. This move solidifies Google Ads as a leading advertising platform and provides more opportunities for advertisers to reach and engage with their target audience.
