Google has announced some new updates for its CTV promotions, which provide the capacity to reach your audience on their home TV sets.
And with YouTube now leading streaming watch time, by a significant margin, Google’s CTV promotions are reaching more users than ever. Indeed, Google says that its Display and Video 360 offerings now reach 98% of CTV households.
TV-like ads, displayed on the biggest screen in the house, with huge reach. Sounds like a recipe for strong branding and recall.
First off, Google says that it’s expanding its CTV partnerships, and enabling more placements across streaming providers.
“For example, over the last few months, our partnership with Netflix has expanded into EMEA and Google affinity Audiences are now available for Netflix campaigns.”
You can also now place ads across more “tentpole” moments, including live shows and sports events.
“Thanks to key partnerships with providers like NBCUniversal and Disney, who awarded us their Live Certification badge, our live inventory grew 50% year-over-year in Q1 2025.”
That could give you huge reach across popular content, which could significantly expand your promotional efforts.
Google Display & Video 360 campaigns now also integrate with Tubi and Spotify for video and audio ads, while you can also now place ads within Roblox to reach gamers with video ads.
In terms of expansion, Google’s also launching new commerce and retail media options within Display & Video 360.
“This diverse ecosystem – including Costco, Intuit, Regal Cinemas, Kinective Media by United Airlines and more – accurately reflects the varied places consumers actually shop. Our offering gives brands powerful audience segments to boost ROI and end-to-end sales insights, combining brand and shopper marketing in one campaign to reach customers at any point.”
So now, you’ll have more ways to expand your video campaigns, across more surfaces in high exposure areas out of home, while Google’s also improving its targeting tools with AI insights.
“Building on our existing AI tools like Commitment Optimizer and Audience Persona, we’re weaving Google AI into the core of buying ads in Display & Video 360. This will help you with everything from finding the right ad deals to getting smarter insights, going far beyond just making things automatic to deliver results that are specifically tailored to your business goals.”
Google’s updated AI tools will include campaign setup assistance, AI tips for improvements, instant reporting, and smarter inventory selection:
“Just tell Display & Video 360 what kind of inventory you need – like “premium CTV deals for live sports fans” – and AI will find personalized suggestions for you, including custom agency pre-negotiated deals. We focus on what’s relevant for your business, not just general lists.”
These are some handy updates, and with CTV viewing on the rise, it’s worth considering how you can utilize the advanced targeting and exposure of Google’s TV-like offerings to boost your promotions.
Also worth considering: According to Mondo Metrics, 30% to 40% of YouTube podcast views now come via CTV.
That’s another element to consider within your promotional mix.
You can read about Google’s latest video ad updates here.
