Google Ends Five-Year Quest to Sell TV Ads5 Sep, 2012 By: Doug McPherson
MOUNTAIN VIEW, Calif. – Google has bowed out of its online marketplace for TV ads. Instead it’ll focus on Web advertising – including its own Google TV.
Shishir Mehrotra, a Google executive, announced the news in a blog post last week: “We launched Google TV Ads in AdWords to bring digital buying and measurement technologies to traditional TV advertising. So we’ve made the hard decision to close our TV Ads product over the next few months and move the team to other areas at Google.”
When Google launched its TV Ads program in 2007, the search giant promoted it as a way for small businesses to enter the ad game, and as an addition to the media plan of large advertisers.
Google will work on video solutions for its clients, like YouTube, AdWords for Video, and ad serving tools for Web video publishers. “We also see opportunities to help users access Web content on their TV screens, through products like Google TV,” Mehrotra wrote.
In January, Google reported that during 2011 it had seen a six-fold increase in the number of ads aired per day as its household reach across cable and satellite operators had tripled. Google TV Ads had nearly tripled its operator household reach since the start of 2011, to a total of 42 million households nationwide, it added.
Mehrotra said in his blog post that “lots of our clients bought traditional TV advertising for the first time.”