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Direct Response Marketing

Field Reports

1 Jan, 2009 By: Thomas Haire, Jacqueline Renfrow Response


 

Google TV Ads Enhances Ad Targeting

 

By Jacqueline Renfrow (jrenfrow@questex.com)

MOUNTAIN VIEW, Calif. — Google Inc. announced the enhancement of its TV Ads platform (Response, December 2008) that now allows a user to search by concept, not just keyword. Google's modifications are an effort to make television advertising more measurable and relevant.

Previously, the platform based all search results on an exact match between keyword and the TV program's title, description, cast, genre, episode information or network. But users can now search the program by "broad matches" — in other words, the technology helps find programming relevant to concepts surrounding an ad. This way, a marketer can target, or block for that matter, specific programs in a campaign schedule.

"The great thing about broad match results is that it does the work for you to identify additional concepts that are related to your query and provides results based on those additional related concepts," writes David Wurtz, associate product manager for Google TV Ads, in Google's blog "Let's Take it Offline." He continues, "Program targeting is a great way to reach your target audience when your message is most relevant. If your ad is relevant to the programming content surrounding your ad, you're likely to see better results."

As an example, Wurtz says when plugging in the word "diapers" in the new search, programming titled "A Baby Story," might appear. Even though "diaper" is not in the program description, the search technology understands that it's related to babies and parenting and so will return the relevant concepts.

 

Nearly Half of U.S. Homes to Have a DVR by 2014

 

By Jacqueline Renfrow (jrenfrow@questex.com)

LOS ANGELES — According to the Magna On-Demand Quarterly Report, 52.3 million U.S. households — 44 percent of homes — are expected to have a digital video recorder (DVR) by 2014, reports TVWeek.com.


 

In the 10 years from 2004 to 2014, the technology will contribute to a 4-percent erosion in total viewing impressions but will be offset by overall increases in TV watching and an increase in the number of homes. Therefore, total viewing impressions in 2014 will be up 20 percent from 2004.

"Of course, while DVRs will continue to disproportionately impact younger target audiences and network primetime, the aging of our society and the gradually eroding importance of network primetime will likely render such targets incrementally less important in the years ahead," says Brian Wieser, Magna's senior vice president, director of industry analysis in the report.

The report also looks at Canoe, a cable industry consortium putting together interactive and targetable platforms for advertisers. Though hopes for Canoe are high in the TV advertising world, numerous obstacles still have to be overcome, including an advanced TV advertising market that is too small. Magna believes Canoe must meet specific requirements if it's going to succeed including identifying advertisers who can benefit from Canoe's wide range of media vehicles: TV inventory owners' ability to tap into non-media budgets, such as those for direct mail; advertisers' acceptance of the platform's limited footprint; advertisers' ability to assess advanced TVs impact beyond reach and frequency; and continued financial support from programmers and MSOs.

"Although the potential of Canoe holds much promise, short-term challenges are rife: The market size for advanced TV advertising is presently very small, and likely to be meaningfully impacted by troubles with the auto industry," the report says. "Concurrently, operational issues and technical limitations may limit the speed with which the platform can move beyond a stage which would be considered experimental to the largest national advertisers."

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