With Google recently launching a new connected TV (CTV) network, businesses can now leverage this platform to advertise to more streaming audiences. As more people switch from traditional cable television to content streaming providers, CTV advertising has emerged to help brands expand their market reach.
Learn more about Google TV ads, its opportunities, and the differences between other CTV aggregators.
What is Google TV?
Google TV is a smart TV and smartphone streaming operating system (OS) that centralizes multiple streaming services into one platform. It allows viewers to access in-stream video content without leaving the home screen, including YouTube TV, Netflix, and Disney+.
With over 800 live TV channels in a single guide and 10,000+ apps, Google TV has more free channels in one place than any other smart TV platform.
What is CTV Advertising?
CTV advertising delivers in-stream video ads on smart TVs exclusively, such as Roku, Apple TV, and Xbox. Not to be confused with over-the-top (OTT) advertising, which delivers video ads on any open internet-connected device, such as Hulu and Amazon Prime Video.
However, they work together to run video ad interruptions, banner ads, and sponsored content. CTV is a subset of OTT, offering apps and services with no subscriptions that traditional cable requires. OTT and CTV are interconnected, as one cannot exist without the other.
The Rise of CTV and Fall of Traditional Cable TV
Now that people don’t have to jump from app to app to watch different shows, movies, sports, live streams, or video games, the demand for CTV advertising has increased due to the enhanced user experience (UX).
A 2025 study shows that 86.7% of U.S. households cut the cords of traditional cable TV, with two out of five stating the main reason was the preference for streaming. This same study also projects that over 80.7 million U.S. households will use non-pay TV services by 2026, as the number of cable TV net subscribers has been declining by around 5,000 annually.
The future of advertising is streaming, and now, more than ever is the time for businesses to take advantage of CTV ads to reach audiences where they are.
Google TV Ads vs. Other CTV Platforms: What’s the Difference?
Below is a comparison of Google TV ads vs. other popular CTV aggregators, like Roku Ultra and Android TV, so you can understand the differences they offer in advertising.
Google TV Centralizes Audience Advertising Data Within Its Family Apps
As you probably know, Google owns a suite of family apps, including YouTube, Google Search, and Gmail. With Google TV, it centralizes its CTV advertising data across them all. This capability provides key insights into your ads on Google TV platforms.
When you know how users interact on each Google TV channel, it allows you to make more accurate, data-driven CTV advertising decisions. You’ll have a better understanding of your ad placements based on the most used platforms and devices.
Additionally, you can develop advanced targeting strategies in multiple areas, like Google Shopping and Search, to follow users along their buyer’s journey with streamlined reporting as the data is centralized for you.
Google TV Ads Cannot Be Segmented Separately
Because Google has an integrated suite of family apps, its CTV ads cannot be segmented separately. While it allows you to pair it with only YouTube at minimum, you cannot run ads on Google TV independently like other CTV platforms.
Google TV Has a Limited Inventory of Programmatic CTV Ad Placements
Since Google TV is relatively new, it has a limited inventory of ad placements on programmatic CTV buying. It may put restraints on your advertising efforts as premium placements are currently prioritized to direct buys from other CTV platforms like Peacock and Tubi. However, we expect more inventory growth in the future.
Google TV Has Only Two Video Ad Formats
In addition to limited ad placement inventory, Google TV also currently has two video ad formats: 15-second non-skippable in-stream ads and six-second bumper efficient reach ads. These formats focus mainly on top-funnel audiences, while other CTV platforms offer more middle and bottom-funnel targeting.
However, with other Google ad platforms focusing on lower-funnel user acquisition, like Performance Max, you can capitalize on all audience opportunities combined.
CTV Advertising FAQs:
What Does CTV Stand For?
CTV stands for connected TV.
How Does CTV Advertising Work?
CTV advertising works by delivering in-stream video ads on smart TVs. It works hand-in-hand with over-the-top (OTT) advertising, which delivers video ads on any open internet-connected device to reach all streaming audiences.
What Are Some CTV Advertising Examples?
Some CTV advertising examples include video ad interruptions, banner ads, and sponsored content while streaming video content, such as shows, live streams, and movies.
What Are Some Popular CTV Platforms?
Some of the most recognizable CTV platforms include Roku, YouTube TV, and PlayStation.
Should My Business Invest in Google TV Advertising?
Investing in ads on Google TV can provide innovative opportunities to reach new audiences, which studies have shown are significantly cutting the cord to streaming services. Meeting your target personas where they are by CTV channel and device on Google TV can help your brand expand market reach.
The Future of Advertising is Streaming–Get Started with CTV Ads Today
As more consumers switch to content streaming providers, is your business ready to adapt its advertising efforts? Whether you want to focus on broadening your audience reach beyond living room TVs via CTV ads, hyperfocus on OTT viewers, or both for full-funnel campaigns, we can help you pick the right advertising strategy that supports your bottom line.
At Reach Marketing Pro, we’re a full-service marketing agency with extensive experience in CTV and OTV advertising, including Google TV. We’ll recommend the best channels and ad placements to maximize your TV ad spend budget efficiently with monthly reporting and optimization.
Ready to join the future of advertising?
Learn more about our CTV/OTT advertising services, or contact us today!
