Google is rolling out a new advertising product that allows marketers to buy inventory across dozens of free, ad-supported streaming TV (FAST) channels baked into its Google TV and Android TV devices.
The channels launched last year and are powered by Xumo, which has handled advertising for the content streams since then. Now, Google TV FAST is an option within the broader Google TV advertising network, which includes display and programmatic ad experiences on those same Google TV and Android TV devices.
According to Google, streamers using Google TV or Android TV spend as much as 75 minutes per day watching content on its FAST channels, which is available through a dedicated content tile on all supported devices. Those content streams include general entertainment, movies, sports, news and lifestyle channels, nearly all of which are also found on Xumo Play.
Google allows non-skippable and efficient reach campaigns to run alongside Google TV. Non-skippable ads provide 15-second in-content ad experiences, while efficient reach are characterized as “bumper” ads that play before content, similar to pre-roll ads on YouTube.
