Google TV introduces non-skippable in-stream ads across 125 channels

“Stay tuned for even more ad formats in the future,” Google promises, as it presents a new set of tools for advertisers to target Google TV users.

Google TV is introducing a new advertising network of targeted in-stream ads that can be displayed across 125 channels built into the platform.

Two campaign subtypes are offered to advertisers: “Non-skippable” will serve non-skippable in-stream 15-second ads, and “Efficient reach” will deliver 6-second bumper ads (short video ads that play before, during, or after video content).

According to Google’s AI-powered help guide, when users watch a movie on one of the 125 channels, they will see ads during the ad breaks of that movie. Some of the ads will be served through Google’s TV network.

“Google's ads will be non-skippable in-stream ads (15 seconds) or skippable in-stream ads (6 seconds),” the AI chatbot said.

The largest intensity of ads during one hour on Google TV is 5 minutes and 30 seconds, and Google’s ads will take up to 3 minutes per hour, leaving the rest to other networks, according to the AI tool, which may be inaccurate.

Among the 125 in-built channels are BBC Earth, BBC Food, Cheddar News, Divorce Court, Forensic Files, PBS Nature, Top Gear, and others. Some channels are dedicated to live sports, full-length TV shows, and movies.

Google TV and other retail Android TV OS devices, such as Chromecast and TVs from Sony, Hisense, or TCL, had 20.1 million addressable monthly active devices in the US in 2023. Google TV serves as a platform for 10,000 apps and other features like Google Assistant, smart home control, built-in channels, and personalized entertainment.

“Viewers of Google TV’s free channels spend an average of over 75 minutes per day watching,” Google said in a blog post.

Google Ads now supports ads serving on Google TV by default. Advertisers can access the new functionality directly through Google Ads, Google Display, and Video 360 and target their audience based on “interests, habits, and preferences.”

Google TV network also supports location targeting, however, for now, the instream ads are only available within the US.