Alphabet is rolling out the Google TV network, an advertising platform that will for the first time allow media buyers to slot ads across the entire Google TV platform of more than 125 channels with one transaction. Google says those ads will reach the 20 million monthly active users who use Google TV and other Android TV OS devices to watch live sports, full-length TV shows, movies and more. Initially offering “staple connected-TV ad formats” — including non-skippable and 6-second bumpers ads — placed in-stream, Google says there are more formats to come.

Google TV launched in 2020, available through TVs and other devices made by Sony, Hisense and TCL and to those who use Chromecast dongles.

“Google TV makes it easy to watch movies, shows and live TV from across 10,000 apps and includes popular features like Google Assistant, smart home control, built-in channels, and personalized entertainment recommendations for viewers,” Google explained in a post on its Ads & Commerce Blog, which claims viewers “spend an average of over 75 minutes per day watching” Google TV’s free channels.

TechRadar writes that “the FAST sector is growing very quickly, especially in the U.S.,” where according to a study done in late 2023, one in three viewers subscribed to FAST services. Among them, Amazon’s Freevee was said to be the fastest-growing, with Paramount Global’s Pluto, Fox Corporation’s Tubi and Roku also flourishing.

Consumers’ rapid adoption of FAST — which TechRadar describes as “heavy on re-runs” — has been incentivized by price-hikes from premium streamers and cable TV.

Last year, Google collected its third-party FAST offerings, adding 125 channels of its own, under the Live tab in the Google TV app to make it easier for consumers to find what’s free and browse listings.

It’s logical to assume that Google is exploring ways to place ads across all of its FAST platforms, similar to the way it works with search, and how websites can opt-in to insert Google ads.

Google told StreamTV Insider “the company is actively researching new formats that utilize ‘the unique environment and capabilities like deep linking that GTV offers.’”

The Google TV network is available directly through Google Ads and Google Display & Video 360, letting media buyers “plan, buy, and measure your Google TV campaigns alongside your existing digital video campaigns,” the blog post explains, instructing to “select the Google TV Network alongside YouTube to maximize your reach.”