The Google TV Network Might be the Place to Start
If you’ve been interested to try out CTV but are hesitant to start with larger investment platforms, CTV is now available to run as an option with any YouTube video campaign within the Google Ads platform. Google TV (GTV) network is a media-streaming platform allowing users to stream TV shows, movies, and other video content from their favorite apps. Selecting the networks will allow ads to show on the Google TV masthead or in the eligible video-streaming apps available with GTV.
How is Google TV different from YouTube TV?
YouTube TV functions as a subscription streaming service, offering over 100 live TV channels from popular networks alongside on-demand and original content. Starting costs is $72.99/mo
Google TV serves as a smart TV experience akin to Apple TV, accessible through pre-installed apps or downloads onto smart TVs. As a platform, it hosts various CTV content providers like Peacock and Tubi, providing a vast library of movies and TV shows to rent or purchase, and over 800 free channels.
Because of its overall lower cost and ease of implementation, GTV is a cost-efficient option for brands to implement over other more expensive platforms. Understanding the advantages and disadvantages of GTV over other providers can help brands make their final decisions on whether GTV placements are right for them.
Pros:
First-mover Advantage: Early adopters of new ads, placements, and targeting often enjoy lower costs and improved performance.
Placement Comparison: Evaluate engagement, web traffic, and conversion performance against other video, display, and search placements.
Multi-placement Approach: Combine CPV skippable, Shorts, and in-feed ads with non-skippable CTV ads for a comprehensive campaign strategy within a unified ad platform.
Insight: Gain insights into user behavior across TV, mobile, desktop, and tablet devices, enabling a deeper understanding of audience differences across demographics, placements, and targeting.
Assets: No need to create a new set of assets to a different spec to run apart from what is already in your YouTube campaigns.
Cons:
Segmentation Limitations: Exclusive segmentation to Google TV is not possible; it must be paired with at least YouTube.
Inventory Constraints: Early testing has revealed limited inventory availability, possibly indicating constraints on remnant inventory with premium placements routed to DV360 or direct buys from CTV platforms like Peacock and Tubi.
Campaign Sub-type Limitation: Currently, only "Non-Skippable" and "Efficient Reach" are available sub-campaign types for targeting Google TV, restricting the use of conversion campaigns designed to target users more likely to convert rather than engage or exhibit top-funnel behaviors.
CTV is now within easy reach for any brand running YouTube campaigns with streamlined access through the Google Ads platform. Brands can utilize GTV test content and answer if CTV is a place for your brand to reach its KPIs.