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Advertising on Google TV through Google Ads: A Comprehensive Guide

What is Google TV?

Google TV is an advanced, smart TV platform developed by Google, designed to replace and enhance the older Android TV interface. It’s built on the same underlying technology but with a stronger emphasis on content discovery and user experience. The interface integrates various streaming services and apps into one cohesive platform, making it easier for users to find and watch content from multiple sources in one place.

It’s important to note that Google TV is essentially an interface layer built on top of Android TV, focusing more on content aggregation and user experience. While Google TV enhances the Android TV experience, many devices still use the Android TV OS with the older interface. Not all Android TV devices have been updated to the Google TV interface

Google TV organizes all your streaming subscriptions, like Netflix, Hulu, Disney+, and more, into a single, streamlined interface. It also provides personalized recommendations based on your viewing habits across all these services, aided by Google’s sophisticated algorithms. This integration allows users to search for any show or movie and see options for watching it across their subscriptions, all presented in one unified search result.

Where Can You Watch Google TV?

Google TV is available primarily through two means: standalone devices and built-in TV operating systems:

  • Standalone Devices: The most common device that runs Google TV is the Google Chromecast with Google TV. This small device plugs into the HDMI port of any modern television and connects to the internet, transforming any regular TV into a smart TV with the Google TV interface.
  • Smart TVs: Several manufacturers, including Sony and TCL, have started integrating Google TV directly into their smart TVs. This means purchasers of these TVs can enjoy the full functionality of Google TV without the need for any additional devices.
  • Google TV App: Apart from hardware, Google TV is also accessible through a mobile app, which allows users to browse content and control their Google TV experience directly from their smartphones or tablets. This app replaces the older Google Play Movies & TV app and extends the Google TV experience beyond the living room.

Google Ads and Google TV Integration

Google TV is fully integrated with Google Ads, allowing advertisers to reach viewers on Google TV and other connected TV devices. However, it’s important to note that Google Ads does not list ‘Google TV’ as a separate network option. Instead, advertisers can target Google TV by selecting ‘TV screens’ under device targeting options when setting up their video campaigns. This targets ads to all compatible connected TV platforms, including Google TV, Android TV, Apple TV, Amazon Fire TV, Roku, PlayStation, and Xbox, among others

Setting Up Google TV Campaigns in Google Ads

Setting up a campaign on Google TV via Google Ads involves several steps. Advertisers need to choose the ‘Video’ campaign type and select ‘TV screens’ as the device type. This specificity ensures that the ads are optimized for viewing on television screens, taking advantage of Google TV’s format and capabilities.

Here’s the step-by-step guide with the device targeting option:

Step 1: Set Up Your Google Ads Campaign To get started with Google TV advertising, you’ll need to create a new video campaign in your Google Ads account. If you don’t have an account yet, head over to ads.google.com and set one up. Once you’re in, click on the “Campaigns” tab and then the “+” button to create a new campaign.

Step 2: Choose Your Campaign Subtype When creating your video campaign, you’ll be presented with several campaign subtypes to choose from. For Google TV advertising, select the “Video reach” subtype. This option allows you to reach a broad audience or the same people multiple times, ensuring maximum exposure for your ads.

  1. Video views (New): This subtype focuses on getting views and engagement from people more likely to consider your products or brand. You only pay when someone chooses to watch your ad, which can show as skippable in-stream, in-feed, and Shorts ads.
  2. Video reach: This subtype aims to reach a broad audience or reach the same people multiple times. You pay for every 1,000 times your ads are shown (impressions). You can select how you’d like to reach your audience.
  3. Ad sequence: This subtype allows you to tell your story by showing ads in a particular sequence to individual viewers with skippable in-stream ads, non-skippable in-stream ads, bumper ads, or a mix.
  4. Audio: This subtype helps you reach your audience while they’re listening on YouTube with audio-based ads.

Each subtype has a specific goal and ad format options:

  • Video views focuses on getting people to watch your video ads and consider your brand or products.
  • Video reach prioritizes showing your ads to a wide audience or the same people multiple times.
  • Ad sequence tells a story through a sequence of video ads shown to individual viewers.
  • Audio allows you to reach people listening to YouTube with audio ads.

Choosing the right subtype depends on your advertising goals, target audience, and desired ad formats.

Step 3: Select Your Reach Goal After choosing the “Video reach” subtype, you’ll need to decide how you want to reach your audience. Google Ads offers three options:

  1. Efficient reach: Maximize unique viewers within your budget using a mix of ad formats.
  2. Non-skippable reach: Guarantee full views of your ads using 15-second non-skippable in-stream ads.
  3. Target frequency: Reach the same people multiple times to increase brand awareness or message retention.

Consider your campaign objectives and target audience when selecting the appropriate reach goal.

Step 4: Configure Your Network Settings In the “Networks” section of your campaign setup, make sure to select the “Google TV” option. This new network allows your ads to appear in video-streaming apps available on Google TV devices. Keep in mind that the Google TV network is currently only available for campaigns running in the United States.

  1. YouTube: When selected, ads can appear on YouTube videos and channels, the YouTube homepage, and in YouTube search results.
  2. Google TV (New): This is a new network option that allows ads to appear in video-streaming apps available with Google TV. However, the Google TV network is currently only available for campaigns running in the United States.
  3. Video partners on the Google Display Network: This option extends the reach of video ads to a collection of sites and apps in the Google Display Network. The “Learn more” link provides additional information about this network.

Key points about the Networks section:

  • Advertisers can choose one or both of the YouTube and Google TV networks, depending on their target audience and campaign goals.
  • The Google TV network is a new addition, but it is currently limited to campaigns running in the United States.
  • Video partners on the Google Display Network can further extend the reach of video ads beyond YouTube and Google TV, but this option is not selected by default.

Choosing the appropriate networks depends on factors such as the advertiser’s target audience, budget, and desired ad placements. The information provided helps advertisers make informed decisions about where to run their video ads for maximum impact and reach.

Step 5: Select Your Target Devices To ensure your ads reach viewers on Google TV, navigate to the “Devices” section of your campaign setup. Click on “Set specific targeting” and then select “TV Screens” to target Google TV and other connected TV devices. This will ensure that your ads are shown to users watching content on their smart TVs or streaming devices with the YouTube app installed.

By selecting “TV Screens” in the device targeting options, your video ads will be eligible to appear on various smart TV platforms and devices, including Google TV, Android TV, Apple TV, Amazon Fire TV, Roku, PlayStation, and Xbox, among others.

Step 6: Create Your Ad Group Provide a name for your ad group and select your targeting options, such as keywords, topics, or placements. This will help ensure that your ads are shown to the most relevant audience. Consider using a mix of targeting options to reach potential customers who are most likely to be interested in your product or service.

Step 7: Upload Your Video Ad You can either upload a new video ad or choose an existing video from your YouTube channel. Make sure that your video ad is engaging, informative, and aligns with your campaign goals. Consider the length of your ad and ensure that it meets the requirements for your chosen ad format.

Step 8: Set Your Video Ad Format Choose the appropriate video ad format for your campaign, such as in-stream ad, video discovery ad, or bumper ad. In-stream ads play before, during, or after the main video content, while video discovery ads appear on the YouTube homepage, search results, and related video sections. Bumper ads are short, non-skippable ads that play before the main video content.

Step 9: Create a Companion Banner Design an eye-catching companion banner that will appear next to your video ad on YouTube. The banner should complement your video ad and include a clear call-to-action, encouraging viewers to take the desired action, such as visiting your website or making a purchase.

Step 10: Set Up Your Ad URL, Call-to-Action, and Headline Provide a relevant URL for your ad, which will direct viewers to your desired landing page when they click on your ad. Create a compelling call-to-action that encourages viewers to take the next step, such as “Learn More” or “Shop Now.” Finally, craft an attention-grabbing headline that accurately represents your product or service and entices viewers to engage with your ad.

Step 11: Define Your Target Audience To ensure your ads reach the right people, take advantage of Google Ads’ targeting options. You can target based on demographics, interests, topics, and more. Be specific and tailor your targeting to your ideal customer profile to maximize the effectiveness of your campaigns.

Step 12: Monitor and Optimize Your Campaigns Once your Google TV ads are up and running, closely monitor their performance and make data-driven optimizations to improve results. Regularly review metrics such as view rate, completion rate, and conversions to identify areas for improvement. Experiment with different ad creatives, targeting options, and bid strategies to find what works best for your business.

By selecting “TV Screens” in the device targeting options, your video ad will be shown specifically on connected TV devices, which includes Google TV, as well as other smart TV platforms and devices that can access YouTube.

When you target “TV Screens” devices in your Google Ads video campaign, your ads will appear on YouTube when people are watching content on their smart TVs, streaming devices, or gaming consoles that have the YouTube app installed. This includes devices like Google TV, Android TV, Apple TV, Amazon Fire TV, Roku, PlayStation, and Xbox, among others.

Your video ads can appear in various formats on connected TVs:

  1. In-stream ads: These are video ads that play before, during, or after the main video content. Viewers can usually skip the ad after 5 seconds.
  2. Bumper ads: These are short, non-skippable video ads that play before the main video content. They are typically 6 seconds or shorter.
  3. Video discovery ads: These ads appear on the YouTube homepage, search results, and related video sections on connected TVs. When clicked, they lead to your video ad or YouTube channel.

When a user is browsing or watching content on YouTube using their smart TV or connected TV device, and they fit your targeting criteria (such as demographics, interests, or keywords), your video ad will be eligible to be shown to them.

Advertising on Google TV through Google Ads presents a valuable opportunity for businesses seeking to expand their reach and connect with audiences in a meaningful way. By understanding the platform’s features and best practices, advertisers can craft effective campaigns that drive results and deliver on their marketing objectives.