Google TV is the world's leading television operating system that brings together over 700,000 movies and TV episodes from across your favorite apps, organizing them all on one screen so you can search less and stream more. The Google TV Masthead is a high-impact ad format that appears as the first impression on a user's Google TV screen.
In this article, you'll learn how to set up your Google TV Masthead campaign, what assets you need, how to track app conversions, and what metrics are available. To learn more about Google TV Masthead and feature availability, reach out to your Google sales representative.
On this page
- Benefits of Google TV Masthead
- How Google TV Masthead works
- Get started: Eligibility and requirements for Google TV Masthead
- Corresponding metrics for Google TV Masthead
- Keep in mind about Google TV Masthead
- Set up your Google TV Masthead conversion events
Benefits of Google TV Masthead
The Google TV Masthead helps you meet 2 primary marketing goals:
- High-impact brand awareness: Catch a user's attention the moment they turn on their TV. This increases visibility for major launches, big events, or new content.
- Full-funnel measurement: Lead users directly to your Google TV content to drive actions like app installs, subscriptions, and "tune-ins".
How Google TV Masthead works
You can find the Google TV Masthead on the "For you" home screen tab on Google TV devices. It's the first slot of the "Featured" carousel, which shows hand-picked entertainment content.
- "Home" state: You'll find a static image (thumbnail). If the user stops interacting for 3 seconds, the muted video plays from the start until it finishes. Then, it changes back to the static image (thumbnail).
- "Focus" state: When the Google TV user clicks down from the “For You” tab, the content description and call-to-action (CTA) button appear. After 3 seconds of inactivity, the unmuted video plays from the beginning up to the full video length before reverting back to the static image (thumbnail).
- Call-to-action (CTA): When the Google TV user clicks the CTA button, the user lands on the final destination. This is the Google TV App or QR code for web-based URLs, based on the campaign construction. Learn more about Campaign priority and serving logic.
Drive app conversions
If you want users to take actions in your Google TV app, the Masthead measures the entire process. This starts when the ad appears (impression) and goes all the way to app conversion (that includes installation, subscription, or post-install events). For additional details on finding Google TV app IDs and deep links, learn how to Set up your Google TV Masthead conversion events.
- Google TV app ID (required): The Google TV app ID brings users to the homepage of your Google TV app. Learn How to find your Google TV app ID.
- Final URL (required): When you provide an app ID or deep link as part of the Google TV Masthead campaign construction, you must also include a final URL (web landing page). This URL is an alternative to invalid app IDs and deep links. They appear as QR codes for the user to scan to reach the final url destination.
- Google TV App deep link (optional): A Google TV deep link is recommended to bring users directly into your content. If you use a Google TV deep link, you can send users directly to a specific page inside your Google TV app. If the users don't have the app, the link prompts them to install it. After installing and opening the app, the users will land on the app’s deep linked content. If the deep link is invalid, users will land on the homepage of the app. Learn more about Google TV app deep links.
- App conversion measurement: Google TV Masthead supports view-thru and click-thru app conversion measurement through Google Play Store app events. This includes installs and subscriptions that require Google Play Billing integration, and App Attribution Partners.
- Note: Conversion Lift will be available in the first half of 2026.
For more information on how to set up Google TV app conversions, learn how to Set up your app conversions and how In-app conversion tracking with Floodlight works.
Drive brand awareness
If your main goal is brand awareness, you have 2 options. You can send users to a web landing page (for example, a registration site) through a QR code, or send users to a YouTube video, channel, or playlist on Google TV’s YouTube app.
- Driving users to a YouTube Channel on Google TV’s YouTube app:
- How to set-up: Use
com.google.android.youtube.tvas the App ID, and your YouTube URL (channel, playlist, or video) for the deeplink. You can't track app conversions with this use case. - User experience: When a user clicks the Masthead CTA, the YouTube app on Google TV will open straight to the YouTube video or channel you chose.
- How to set-up: Use
- Driving to a web landing page through a Final URL (optional):
- How to set-up: Include a Final URL in the Masthead campaign creative set up. When the user clicks the CTA button, a splash page opens on the Google TV with a QR code that directs users to the Final URL (web landing page) when scanned. If a Final URL isn't provided, the CTA button drives users to Google TV’s YouTube app and starts playback of the YouTube-hosted masthead video asset.
- Lift measurement: Measure the effectiveness of your Google TV Masthead investments on marketing goals like ad recall, brand association, brand awareness. Learn more about Brand Lift.
Get started: Eligibility and requirements for Google TV Masthead
Creative assets and guidelines
You can create and preview your Google TV Masthead using the YouTube Masthead Preview Tool. Google TV Masthead requires a high-resolution video and image. For additional details regarding Google TV Masthead creative policies learn more about Google TV Masthead format requirements.
In addition to creative policies, due to the Google TV Masthead’s immersive experience, we recommend reviewing the creative best practices and format safe zones to provide an optimal campaign performance.
| Asset | Requirement | Details and specifications |
| Headline | Required |
|
| Promotional description | Required |
|
| Video | Required (YouTube-hosted) |
|
| Immersive background | Required (YouTube-hosted) |
|
| Call-to-action (CTA) | Optional (Required for QR code, final URL, or TV App conversions) |
|
| Google TV app ID | Optional (Required for TV app conversions) |
|
| Google TV app deep link | Optional (Recommended for TV app conversions) |
|
| Final URL (landing page) | Required |
|
| Click-tracking URL (Optional) | Optional |
|
Call-to-action (CTA) fallback
- Call-to-action (CTA) logic: When building your campaign, you can configure a CTA (for example, "Learn More" or "Sign Up") to drive user engagement. These buttons allow viewers to deep-link directly into a TV app or open a side panel to scan a QR code for a mobile destination.
- If a CTA isn't configured: The system will automatically populate "Watch Now" as the button text. Clicking "Watch Now" will open the YouTube app on the TV and replay your Masthead creative video.
Creative implementation deadlines
Creatives are due no later than 2 business days prior to campaign launch.
Campaign priority and serving logic
When setting up a Google TV Masthead campaign with a call-to-action, you must provide a Final URL (web landing page). However, you may also choose to provide a Google TV app deep link and Google TV app ID to bring users into content on your Google TV app.
The valid fields you fill determine where the user is redirected to. The system follows a specific order to decide the best user experience. It always tries to use the app directly before sending users to a website.
Serving hierarchy
The system determines the ad destination in the following order of priority:
- TV app deep link (highest priority): If a valid deep link is provided, the ad will direct users to the specific content within your app.
- Note: A valid app ID is required when using a deep link.
- Google TV app ID: If the deep link is missing or invalid, the system checks the app ID. If a valid app ID is provided, the ad will open your app to its home screen or install page.
- Final URL (lowest priority): If both the deep link and app ID are missing or invalid, the system defaults to the Final URL. This triggers a QR code to appear on the TV screen for the user to scan and visit your website on their mobile device.
Campaign serving scenarios
Use the table below to understand exactly what your user will experience based on your campaign inputs:
| Campaign inputs | Status | User experience |
| TV app deep link + Google TV app ID | Valid | The CTA opens the specific content page inside your app on the TV. If the users don't have the app, the link prompts them to install it.
Note: A valid app ID is required when using a deep link.
|
| TV app deep link | Invalid | App home: The CTA opens the app's main page or install screen instead of the specific content being promoted. If the app isn't installed, the install screen will open. |
| Google TV app ID (No deep link) | Valid | App home: The CTA opens the app's main page or install screen. |
| Google TV app ID | Invalid or Missing | QR code (final URL): The CTA opens a QR code when scanned directing users to the advertiser’s final URL. |
| Final URL only | Valid | QR code (final URL): Users find a QR code to visit your website on their phone. |
Corresponding metrics for Google TV Masthead
Google TV Masthead supports measurement for both brand and conversion-focused campaigns.
Learn more about cross-device conversions in Display & Video 360.
Remarketing is supported through YouTube audience lists and YouTube video views.
| Metric type | Measurement detail | Availability |
| Impressions | Counted as soon as the user turns on the TV and the image renders (1 pixel, 0 seconds visible) | Fully supported |
| View (video) | Counted when the user is in "Focus" mode (clicks down) and the first frame renders | Fully supported |
| Clicks | Counted when the user focuses on the Google TV Masthead ad and opens the TV app or scans the QR Code | Fully supported |
| Unique reach | Provides unique user and frequency metrics | Fully supported |
| App conversions |
|
|
| Conversion lookback | Customizable VTC (up to 21 days) and CTC (up to 90 days) lookback windows are available upon request. | Fully supported |
* Purchase or subscription conversions require Google Play Billing
Keep in mind about Google TV Masthead
Bidding strategies
- Cost-per-thousand impressions (CPM): Standard reservation buying with a fixed volume of impressions
- Cost-per-hour (CPH) Masthead: Provides 100% share-of-voice (SOV) during the reserved hour(s) you buy and ideal for tentpole events
- Note: CPH Masthead is available in US, BR, MX, AU, IN, JP, UK
Country availability
The Google TV Masthead is available in a growing list of countries across AMER, APAC, and EMEA:
Cost-per-thousand impressions (CPM)
- AMER: US, CA, BR, MX
- APAC: AU, JP, NZ, IN, KR, TW, TH, ID, VN, PH
- EMEA: AT, BE, CH, DE**, DK, ES, FI, FR, GB, IE, IT, NL, NO, SE
Cost-per-hour (CPH) Masthead
- AMER: US, BR, MX
- APAC: AU, IN, JP
- EMEA: UK
** Audience targeting and Google TV app conversion measurement aren't available in DE (Germany)
Buying doors
- Connect Reserve (CR): Guaranteed impression buying, supporting CPM and cost-per-hour (CPH) options.
- Display & Video 360 instant deals: Self-serve buying flow for guaranteed impressions (CPM and (CPH).
- Google Ads instant reserve: Self-serve buying flow for guaranteed impressions (CPM).
Set up your Google TV Masthead conversion events
Accurate Google TV app IDs and TV app deep links are critical for creative trafficking and measuring TV App conversions campaigns. Errors in these assets will prevent users from reaching your content or from measuring your campaign’s effectiveness.
How to find your Google TV app ID
The app ID (also known as the TV package name) is required for campaigns targeting your app. It must be specific to the Android TV version of your application.
- Go to the Google Play Store on a desktop browser.
- Search for your app, specifically including "Android TV app" (for example, YouTube Android TV app).
- When you get to the correct app page, look at the URL. The app ID is the string of characters found after
id=and before any&symbol.
Example
YouTube Android TV App
In the URLhttps://play.google.com/store/apps/details?id=com.google.android.youtube.tv&hl=en_US, the app ID is com.google.android.youtube.tv.Google TV app deep link guide
A TV app deep link URL directs the user to a specific piece of content (for example, a particular movie or show) within your installed app, instead of just the app's home screen.
- Format: TV app deep links must be in a standard URL format (for example,
protocol://domain/path?query=arg). Deep links can include parameters (&) or anchor tags (#). - Autoplay: We recommend adding a parameter like
&autoplay=trueto your deep link if you want the content to start playing right away when it opens. This is controlled by your app developer. - Testing: We highly recommend using Android Studio's TV emulators and approved developer steps to test your deep link URL before you submit it.
