Google Launches TV Ads in Adwords Platform
Category: Adwords, Google, Online Marketing, PPC, Product Marketing, SEM
Recently, Google ventured into TV advertising with Google TV Ads. This allows Adwords advertisers to distribute a TV advertisement across various US TV networks using the traditional Google AdWords bidding system. Google TV Ads are still in beta, and users can sign up here to get involved.
Since Google recently entered into the radio and print advertising marketplace, TV adverising seems like the next logical step. Google TV Ads allows advertisers to create a 15-60 second video advertisement which can be distributed on participating US television networks during certain programs or times of the day.
Interestingly, Google offers a TV ad creation program where advertisers can post their TV ad requirements and have a professional video advertisement agencies designed a custom video ad for them.
Distributing the videos ads works just like a traditional AdWords campaign, with advertisers bidding for placement using a CPM model. Advertisers can also select what networks their ads should display on and the time for each campaign to be run.
Once the ad has been run, advertisers are able to view statistics on how the ad campaign performed, including the number of impressions served, the percentage of viewers who watched the entire ad and even when viewers changed channels.
It is interesting to see that Google is aggressively expanding their ad serving to offline media platforms. I doubt this will have any significnt impact outside of the US, although I do remeber seeing such an ad on my TV here in Holland about 6 months ago which mentioned that Google ads would soon show on my channels. But I never heard or noticed anything since then.
Google will need to keep a close eye on video quality to ensure high quality TV ads are being displayed; otherwise the value of the network could quickly diminish.
