Do We Have a Bidder? Google TV Ads Wants You1 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.
Success Comes to the Adventurous
Among those finding success thus far with Google TV Ads are major companies like Lenovo, TransUnion's TrueCredit (Response, January), Buy.com, Jenny Craig and Priceline.com. Smaller, more entrepreneurial companies like eHealth, BR-111 Hardwood Flooring and FragranceNet.com are also seeing results.
Steib says Google TV Ads is working mostly with the media buying agencies involved with these marketers, though a few marketers have come in touch directly. He adds that it is the agency partners who best grasp what exactly Google TV Ads can do for their clients.
"We do have a large and full-time sales team that is engaged with agencies and marketers, and we also work full-time with the inventory owners — our DISH-affiliated networks, Bloomberg — all in an effort to bring more supply and more demand into the space," Steib says.
He credits agency partners with helping push what's known at Google as "the product roadmap" forward by bringing suggestions to the table. "Google is famous for its product roadmap," Steib contends. "The product roadmap is what all of our engineers work on and develop. In the Google TV Ads space, agency partners, such as ID Media and Eicoff, that are active in telling us how to optimize the service, influence the product roadmap. From the other side. Bloomberg has been especially helpful, working on better show targeting and suggesting our new technology relationship with COREMedia Systems."
This openness to suggestion from its partners is sure to serve Google TV Ads well as the integration of media campaigns becomes even more common. Still, Steib recalls, "When we launched, we warned everyone it was a beta. I saved many angry voicemails and played them back for some of our best customers who stuck with us, just to remind them where we started."
Still, it's become clear already what kinds of campaigns take root and flourish in the Google TV Ads system. "The most successful campaigns have been those where the agency or advertiser has approached the system to take advantage of a technology that allows you to do something better, rather than just doing it the same," Steib contends. "Those who take advantage of the targeting, make a wider set of bids, and focus on targeting shows, networks and dayparts outside of what's been the normal business plan are seeing the best return. We think Google TV Ads allows marketers to get all the way down the 'long tail' — to the last mile of TV viewership. When you get there, the supply-and-demand curve works in your favor."