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TV Advertising
Google TV Ads: Making TV Advertising More Affordable and Effective
Having dominated the search advertising realm for some time, Google is using its considerable resources and expertise with self-service, auction-based ad buying to make inroads into various forms of traditional media. While this has been met with mixed results (their ad programs for newspaper and radio were recently cancelled) Google is making a major push to promote its Google TV Ads program. Google TV Ads makes it easy for advertisers of all sizes to reach customers watching television by adapting its AdWords self-service, auction-based Web advertising system to TV advertising.
Because the Big Four broadcast networks are not participating in the TV Ads program, Google can only reach 95 million households. For that it has partnerships with Dish Network (DISH), Hallmark Channel, Bloomberg TV, CNBC, Bravo, MTV, Sleuth, Hallmark Movie Channel (HMC) and a number of other small TV/Cable stations.
Given the coming convergence of TV and the Internet as well as advertisers' appetite for Web-style measurements and targeting for their TV commercials, chances are good that Google will stay the course and will remain committed to TV.
Google TV Ads System
Google TV Ads is based on an automated online bidding and buying auction system where advertisers bid for ad placement for a particular TV program, decide what they're willing to pay per 1,000 impressions (CPM) and upload their TV ad for delivery. The TV ad with the winning bid for a particular time slot is then delivered directly to the TV network. Advertisers pay only for impressions served on TV sets tuned into their TV ad for at least five seconds.
Google TV Ads Online. These days, many full-length television programs are also available for Web users to watch online. These programs may appear on the websites of the networks, which originally broadcast them, and on other sites that specialize in video content. To take advantage of this opportunity Google has started developing a new feature, Google TV Ads Online, that allows advertisers to place commercials into the ad breaks of TV shows and programs watched online, including those on YouTube. The program works in the same way as Google TV Ads - advertisers can target specific programs and select their cost-per-thousand (CPM) bid.
As web users are consuming more and more full-length video content online Google is also allowing advertisers to use Google TV Ads Online to reach the millions of people who come to YouTube to watch professionally produced video content.
Advertiser Benefits
Google TV Ads allows advertisers to deliver TV advertising more efficiently. The Google TV Ads system lets marketers tweak their campaigns daily and allows for automated, same-day buying. One other benefit of Google TV Ad system is that it allows advertisers to test and fairly quickly determine which days and times work well. So far the Google TV Ad system has worked well for straight TV spot buys, but for large integrated deals the traditional Upfront system still appears to prevail.
How To Get Started With Google TV Ads
To start a Google TV Ad campaign advertisers need a video to run as TV spot in a time slot. Google gives advertisers a few options on how to create a credible TV commercial. Through Google's Ad Creation Marketplace, a small advertiser with no TV creative can have a spot crafted by a Google-vetted producer. Google has also partnered with Spotmixer, a video ad creation tool provider in order to offer advertisers a self-service outlet for creating TV spots. Spotmixer allows do-it-yourself advertisers to create a video ad using existing video and images and mix in special effects, text and audio. Spotmixer has stock content files available, but also gives advertisers the option to upload any video, audio and use those in their TV spot. Advertisers can also choose to create a video ad offline using their own video production tools.
Google provides valuable ad creation advice. Advertisers are reminded to focus on the target audience, keep the message consistent, provide a clear call-to-action and to make sure the video adheres to Google's technical requirements. Those technical requirements can be found here.
Campaign Set-up. As with all of Google's advertising platforms, targeting the audience plays an important role. Advertisers are able to choose specific TV/cable networks, TV programs and times of day they would like the ad to run. For those advertisers who are sure about which TV programs to target with their TV ad, Google prompts for the desired demographics and then suggests the most appropriate matching TV programs. Advertisers can also filter programs by genre and search for relevant content by performing a keyword search. The latter function will search through program titles, descriptions and other information to find program content that matches the theme and offerings in the TV ad. Once ad targeting has been completed, advertisers can set a budget and a CPM bid. Google will deliver an estimate of how many impressions the TV ad will generate based on the amount the advertisers are willing to spend.
Campaign Monitoring and Reporting. Another staple of Google's ad platform experience is present in the detailed reporting. Google gives advertisers the option to look back at what TV ads they have run and how those ads have performed by tracking several metrics, including impressions and retention. The retention data can get very detailed, e.g. showing how much of the audience did not get reached during the time the TV ad ran. Advertisers can also get valuable geographic and demographic information about the audience that actually have watched the TV ad(s). The Google TV Ad program also provides a summary of how many times an ad aired and how many impressions it generated with the Reach and Frequency report and a preview of the upcoming ad schedule with the Spots Scheduled to Air report.
Google is also making an effort to integrate Google TV Ads reporting with Google Analytics. Through Google Analytics integration advertisers will get greater insight into how their ads perform. Advertisers can get hourly breakdowns of their TV ad campaigns to see how ads are performing. Google suggests advertisers check for direct type in traffic and non-paid traffic in Google Analytics reports on days that a TV ad(s) ran to determine how much web site traffic was generated as a result of the TV Ad campaign.
While other traditional media has fallen by the wayside for Google, Google TV Ads remains a viable avenue for Google and advertisers. YouTube is a natural fit for Google TV Ads as more and more Internet users are watching full-length shows and programs online. This means Google TV Ads is likely to become a formidable force in the TV advertising planning and buying systems market as they bring their resources and experience with online advertising to the table. With Google TV Ads online advertisers will be able to extend their reach beyond search marketing and online display advertising, while still utilizing the targeting and performance tracking that makes search advertising so effective.
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Past Presentations
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
"Online Visibility and Advertising for Local Businesses"
Presenter: Louise Rijk
Click here to learn more.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
"Using Social Media to Connect with Prospects and Customers"
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2009. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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