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Google TV Ads

Do We Have a Bidder? Google TV Ads Wants You

1 Dec, 2008 By: Thomas Haire Response

Michael Steib says the nearly two-year-old, auction-based TV media service — through partnerships with DISH Network, Bloomberg and NBC Universal — is coming into its own, providing extensive measurement capabilities to direct response and general advertisers alike.


If there's a way to put it graphically, I'd say it's best described as Google ♥ DR," says Michael Steib, New York-based director of Google TV Ads, Google Audio Ads and Google Print Ads. "DRTV advertisers are the most Google-y of advertisers. The value placed on ROI and the idea of cost-per-lead is native to DR advertisers, as it is to all of Google. With TV Ads, we're looking to make it easier for marketers to track their leads, just as Google has mastered the idea of tracking clicks online. With services like Google TV Ads, Google is continuing its quest to make ads more relevant across all electronic media, and even in print media."

Thanks to its success, the Google TV Ads team has quickly grown to more than three dozen staffers in the company s New York, Los Angeles and Mountain View, Calif., offices.
Thanks to its success, the Google TV Ads team has quickly grown to more than three dozen staffers in the company s New York, Los Angeles and Mountain View, Calif., offices.

 

Google TV Ads is the company's most direct and obvious foray into the direct response television universe, and thanks to Steib, who also heads up the company's Google Audio Ads and Print Ads businesses, Google TV Ads is quickly making a name for itself on the DRTV media landscape. The business offers fully measurable television ad time on 96 national networks via partnerships with EchoStar's DISH Network satellite service and a recent deal with Bloomberg, reaching up to 54 million households.

Steib arrived to head up Google TV Ads during its launch in early 2007, leaving his role as general manager of strategic ventures at NBC Universal (NBCU), where during a six-year run, he was part of a series of initiatives that expanded the company's imprint on the TV and digital universe. The opportunity to bring Google technology and measurement to the television universe was simply too powerful for Steib to pass up, he says.

MICHAEL STEIB
MICHAEL STEIB

 

That's because the Google TV Ads service, quite simply, brings more Internet-style accountability and measurability to TV ads. Through its deal with DISH, Google is capable of reporting the exact number of DISH set-top boxes that tuned into an ad bought through its system, allowing marketers to pay only for the number of impressions netted after a spot airs. This capability adds an extra layer of measurement for DRTV advertisers already used to turning over metrics in order to maximize media efficiency on television.

With the technology, Google has drawn advertisers from major marketers like Lenovo, Priceline.com and Liberty Medical (see sidebar "Liberty Medical Sees Success With Google TV Ads") to test the TV Ads platform in its infancy.

Liberty Medical Sees Success With Google TV Ads
Liberty Medical Sees Success With Google TV Ads

 

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