Add to del.icio.us     Digg this

April 3, 2007

On average, most people spend a lot of time watching television, so improving the relevance of advertising information on TV is important. Today, Google is pleased to announce its official trial in delivering Google TV ads.

Working closely with its partners, EchoStar and Astound Cable, Google is currently running a trial to deliver improved ads to viewers, while helping advertisers, operators and programmers more efficiently acquire, schedule, deliver and measure advertising on TV.

Overall, advances in set-top-box technologies make it possible to report aggregate statistics on how many times an ad was viewed and whether it was watched through to the end.

As part of this trial, Google will be working with partners to use aggregate and anonymized set-top-box metrics to deliver timely and accurate viewing reports.

Advertisers will be able to use this data to better understand the effectiveness of their television ad campaigns and use this information to provide more relevant ads to viewers.

With Google's AdWords™ and AdSense™ programs, the company has seen the benefits of the long tail and it thinks it can apply such principles to help grow the TV advertising industry.

Google wishes to extend the reach and visual power of this medium to include more advertisers, large and small, and help monetize more TV programming with relevant ads.

With Google TV ads, the entire process is automated; from planning the campaign to uploading and serving the ad to reporting on its effectiveness.

Like the company's AdWords advertising program, Google TV ads are bought using an auction model and through a single online interface that is already familiar to agencies and advertisers.

Marketers can target by demographic, daypart and channel and pay only for actual impressions delivered.

Pricing is on a CPM basis. Because the entire process is automated and online, advertisers can plan their TV ad campaigns efficiently all year long.

Overall, the flexibility of this model also allows advertisers to make changes to their campaigns as often and as quickly as they like.

For the most part, this is an early trial. Google looks forward to getting feedback and working closely with TV advertisers, agencies and partners to improve and expand its television ads offering.

Add to del.icio.us     Digg this

    This article was featured on Business 5.0.

Source: Google