Google recently announced Chromecast — a $35 device that shakes up mobile TV.

While they’ve failed to conquer the living room before with Google TV, how is Chromecast different? For starters, it was so popular at launch that Google had to cancel the free Netflix bonus within hours of its release.

The dongle-like device plugs into a TV’s HDMI port, pushing content from any mobile device…while also turning it into a remote. It’s Google’s direct blow to AppleTV and Airplay, as well as other products like Roku’s Streaming Stick and Plair. The main difference? Those are $99.

Since Chromecast streams from its own Wi-Fi source — it offers better streaming, at full resolution. So far, Netflix, Pandora, YouTube, Google Play content and any open Chrome Tab can be broadcast to TV with the “cast button.”

For advertisers, Chromecast is a huge opportunity to bring targeted ads to the big screen. Expect the YouTube ad market to boom, with high quality videos that speak directly to users. For developers, the Cast SDK is now open to explore entertainment app ideas.

If Google’s trying to edge out cable, they’ve smartly put the mobile screen first.