Google Ads has introduced a new 30 seconds (CTV) Ad Format currently in beta, expanding its presence in the Connected TVs space. This non-skippable in-stream ad format allows advertisers to show video ads between 16–30 seconds exclusively on TV screens such as Smart TVs and Chromecast devices. The bidding strategy for this format is Target CPM, and it can be found under Brand Awareness & Consideration -> Non Skippable -> Ad Formats > 30 seconds (CTV).
Key Details
- Ads run exclusively on connected TV devices.
- The format supports longer, non-skippable ads up to 30 seconds.
- Designed for high-attention environments where viewers are less likely to skip or be distracted.
Importance
This format is ideal for:
- Brand storytelling and creating high-engagement experiences.
- Launching new products.
- Pure brand awareness campaigns.
- Using well-curated creatives tailored for big screens and longer viewing times without annoying users.
