As someone who watches the advertising landscape closely, I find it fascinating how quickly things have changed. It’s incredible to note that eight out of ten Performance Max advertisers are now receiving connected TV (CTV) impressions via YouTube. This shift, as highlighted by Mike Ryan from Smarter Ecommerce, shows how Google has significantly expanded the reach of this channel. The pace of change is continuing to accelerate.
Let me walk you through how we got to this point. In Q2 2025, Google began serving CTV ads using standard product feed images. This meant that even advertisers without video assets began generating TV impressions simply from their existing catalog photos. Then, in January 2026, Google announced shoppable CTV ads. Now, viewers can browse products and even purchase directly from their TV screens using QR codes that link to the Google Merchant Center product feeds.
As someone invested in digital advertising, I care a lot about these changes. CTV is no longer a niche investment. If you’re running Performance Max, chances are you’re already on the big screen, and Google has been ramping up what this means for commerce. They’re automatically turning your product feed images into TV ads and allocating your budget to CTV impressions without needing action on your part.
Without actively checking your channel performance breakdown, you could be unaware of where your budget is going or whether the auto-generated creatives are appealing enough for a 65-inch screen. Here’s what I recommend advertisers do right now:
Firstly, pull your Channel Performance report. Google’s native channel breakdown will give you a clear picture of how much of your PMax spend and impressions are directed toward CTV. You might be surprised by the findings.
Next, audit your feed images. Since Q2 2025, these product photos are being used automatically to create CTV ads. Images that worked well in a Shopping context might not translate perfectly to a 65-inch TV, so it’s essential to clean them up.
Furthermore, check if shoppable CTV applies to you. If your campaigns are linked to a Merchant Center feed, they might already qualify for shoppable CTV formats. Google reports that Demand Gen campaigns including TV screens have driven 7% more conversions while maintaining the same ROI. Understanding whether this inventory benefits you or is just wasted is vital.
Finally, consider the creative aspect. Using feed images as CTV ads should be seen as a starting point, not the end goal. Advertisers who develop purpose-built video assets specifically for TV screens will undoubtedly have an advantage over those who rely on auto-generated formats.
Looking at the bigger picture, YouTube CEO Neal Mohan recently confirmed that TV has now surpassed mobile as the primary device for YouTube viewing in the United States by watch time. YouTube continues to be the number one streaming platform in the U.S. for the second year in a row. Many PMax advertisers are already taking part in this large-scale shift. However, the real question is whether they’re doing so intentionally or just following the current trends blindly.
For those like me who want to dive deeper into this topic, I recommend checking out the article “YouTube Viewing on TV Now Surpasses Mobile, Desktop in U.S.” for more insights.
Inspired by this post on Search Engine Land.
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