YouTube ads on TV screens: connected TV campaigns

This guide is built from Google Ads Help: About device targeting, Non-skippable in-stream ads, About QR codes for Connected TV and Co-viewing: Definition. It does not repeat video specs or reach planning; for those, see YouTube ad specs and Reach Planner.

What counts as a TV screen

Google Ads has four device types: computers, mobile, tablet and TV screens. Google defines TV screens as "devices that stream TV content such as smart TVs, gaming consoles, and connected devices like Chromecast." The same help page adds: "This targeting option is only available for Display and Video campaigns." In Google's ad documentation, connected TV (CTV) is used for the same thing; our CTV advertising guide covers other platforms that sell TV-screen ads.

Three different things have TV in the name, and they are bought differently:

• YouTube on TV screens (CTV): the normal YouTube app on a smart TV, console or streaming stick. Your ordinary video campaigns reach it unless you exclude the device.
• YouTube TV: Google calls it "a subscription TV service that allows users to watch live and video-on-demand shows." Ads there come from both reservation and auction campaigns.
• Google TV: the smart TV home screen built into TVs and streaming devices. It has its own in-feed and Masthead ad slots (see below).

Which ad formats run on TV screens

Most YouTube video formats can serve on TV screens. The help pages name these:

• Skippable in-stream ads, including from Demand Gen and Performance Max campaigns.
• Non-skippable in-stream ads. Google lists three lengths: bumpers up to 6 seconds, standard non-skippable of 7 to 15 seconds, and a "30-second non-skippable (CTV)" format for "Videos 16-30 seconds long that are shown on Connected TV (CTV)".
• Bumper ads (up to 6 seconds).
• Shorts ads. Google's Shorts ads FAQ says specs "are the same for mobile and tablet (app and web) CTV devices, and desktop." Our YouTube Shorts ads guide covers the format.
• Google TV in-feed and Masthead placements on the Google TV home screen.

On YouTube TV, Google says the ads shown "are non-skippable in-stream ads, bumper ads, and skippable in-stream ads from both reservation and auction campaigns." Non-skippable formats use Target CPM bidding; the YouTube video ads guide explains the formats and campaign subtypes in general.

What viewers see: ad pods and skipping

On a TV, ads often come in a group (an ad pod) rather than one at a time. In an August 2024 announcement, Google said it "launched fewer, longer ad breaks when viewers watch longer videos on connected TVs." Viewers can still skip: "viewers can still skip an ad after the first five seconds if the ad is not right for them." When they press next, "they advance forward to the next ad in the pod and the timer reduces." Google says "There's no action required from advertisers."

For you, this means a skippable ad on a TV can be passed over after five seconds, just as on a phone, so the first seconds carry the brand and the message.

Targeting or excluding TV screens

Device targeting is a campaign setting. In Display and Video campaigns, you can include or leave out TV screens; in Demand Gen, Display and Video campaigns, advanced options also cover operating systems, device models and networks. Our device targeting guide explains the settings for every campaign type, including the TV option in Performance Max.

Points that matter for TV specifically:

• If you exclude TV screens, QR codes and shoppable TV features cannot run, because they need the device in your targeting.
• A campaign aimed at app installs or form fills may suit phones better; a reach or awareness campaign usually benefits from TV screens. Look at results by device before you exclude anything.
• Audience and content targeting work the same on TV screens as elsewhere; see YouTube ads targeting.

QR codes and "send to phone"

Nobody clicks an ad with a TV remote, so Google adds a QR code and a "send to phone" button. Google says QR codes "are now available for Demand Gen and Performance Max campaigns" on CTV, and that they "aren't available on YouTube TV or Google TV inventory."

How they appear depends on the campaign:

• YouTube Select and reservation (non-skippable in-stream): "After 5 seconds, the ad creative will reveal a QR code, call-to-action text, and a 'send to phone' button for logged-in viewers." You turn it on with the "show final URL as QR code on TV Screens" checkbox when you create the ad.
• Demand Gen and Performance Max (skippable in-stream): the QR code, call to action and send-to-phone button show from the start of the skippable period. Google says "The system automatically generates and implements QR codes on Demand Gen and Performance Max campaigns targeting CTV."
• Shorts on TV: the QR code appears on screen, and "Product feeds are not currently supported for QR codes on YouTube Shorts."

Other limits from the same page: you cannot move the QR code or change when it appears; it only shows on TVs that can resize the player; the channel logo sits in the middle of the code unless the source video is unlisted. Google also advises: "Avoid embedding QR codes directly into your video files." A QR code burned into the video would also show on phones and computers, where it is no use.

If you link a Merchant Center feed to a Demand Gen or Performance Max campaign, product images can appear next to the QR code (shoppable CTV). Google notes that "Shoppable TV is only available when there are sufficient product images with high resolution."

The Google TV network

The Google TV network lets you "extend YouTube video campaigns to in-feed and Masthead video inventory on the TV screen." Google lists it in 28 countries, including the US, UK, Canada and Australia.

• In-feed on Google TV: the video plays inline with sound off and turns sound on when the viewer focuses on it. It runs in Video reach campaigns with the "Efficient reach" subtype, when the campaign has both the in-feed format and the Google TV network ticked. Creative must be 1920 x 1080 px, 16:9.
• Copied campaigns: Google warns that "campaigns duplicated using Google Ads editor will need to be manually opted-in."
• Google TV Masthead: per Google's Masthead page, it "appears as the first impression on a user's Google TV screen", in the first slot of the Featured carousel. It is aimed at launches and app or streaming services, and Google asks you to contact a sales representative for access.

To buy TV ads directly from a streaming platform instead, see our Roku Ads Manager guide.

Measurement: co-viewing and reports

A phone usually has one viewer; a TV often has several. Google counts this as co-viewing: "When multiple people watch YouTube on a connected TV (CTV) device together and view an ad at the same time, it could lead to more impressions and reach for your campaign." It measures this with its TV panel and surveys "across 100+ countries via 70+ languages worldwide."

Two metrics include co-viewers:

• Unique users: "the total number of viewers, including all co-viewers, who view an ad."
• Total co-view impressions: impressions counting "the targeted viewer and any co-viewers."

These are modelled numbers, so compare like with like: co-viewed reach against your TV buy, not against clicks from mobile. Reach Planner forecasts also include co-viewing; our Reach Planner guide covers that, and frequency capping covers how often the same people see your ads. For impact on awareness, a Brand Lift study can include co-viewed results.

Other reporting points from the help pages:

• Segment by device to see TV screens beside computers, mobile and tablet. Shorts ads on CTV "will not be broken out in reporting."
• Segment by ad format to see the 30-second non-skippable (CTV) subformat on its own.
• For YouTube TV, reporting in Google Ads is at channel level, and Google calls YouTube TV ads "suited to drive brand awareness goals."

Creative for the big screen

Exact sizes and lengths are in our YouTube ad specs guide. TV-specific points from Google's pages:

• For the 30-second non-skippable format, "30-second video assets must be horizontal. Square or vertical assets will not be able to run."
• For Shorts, vertical videos are still prioritised on CTV, and Google recommends vertical assets for Shorts placements.
• Use Google's system QR codes, not one in the video.
• In-feed on Google TV starts muted, so open with a clear picture and the brand on screen.

You can check how an ad looks before it runs. Google's preview page says the gallery shows desktop, mobile and Connected TV, that the CTV preview works on a desktop device only, and that the send-to-phone action is not available in previews.

How we plan TV-screen video campaigns

This is our own practice, not Google's guidance:

• We keep TV screens on for reach and awareness campaigns and check the device report after the first two weeks before deciding anything.
• We cut a horizontal 16:9 version of every video, with the brand shown in the first five seconds and readable text for viewers several metres away.
• For Demand Gen and Performance Max, we point the final URL at a phone-friendly page, since the QR code and send-to-phone open on a phone.
• We report co-viewed reach separately from clicks and conversions, so the TV share is judged on reach and lift, not on last-click results.

If you want help planning YouTube or connected TV campaigns, see our services.

Frequently asked questions

Do my YouTube ads already show on TVs?

Usually yes. Video campaigns can serve on TV screens (smart TVs, game consoles, streaming devices) unless you exclude that device type in the campaign's device settings.

Can I run a YouTube campaign only on TV screens?

In Display and Video campaigns you can target devices, so you can leave TV screens as the only device. Check the reach estimate first, since narrowing devices narrows reach.

How do people respond to an ad on a TV?

Through a QR code and a "send to phone" button. Google adds them automatically for Demand Gen and Performance Max campaigns that target TV screens; reservation buys use a checkbox on the ad.

Is there a 30-second non-skippable YouTube ad?

Yes, on connected TV only. Google's 30-second non-skippable (CTV) format takes horizontal videos of 16 to 30 seconds.

What is co-viewing in Google Ads?

Extra viewers watching the same TV together. Google models them and adds them to unique users and co-view impressions for connected TV.

For other YouTube formats, see YouTube video ads, YouTube ads cost and YouTube ads targeting. To plan a campaign with us, see our services.