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Posted in Television, Long Tail, Internet, Advertising, News on April 10th, 2007. By Eduard F. Vinyamata.
Google announced a partnership with EchoStar, a satellite TV platform with 13 million subscribers. Through this partnership, Google is to start selling TV ads. Keval Desai, Google’s director of product management for TV ads believes that a lot of principles of the Internet can be applied to the TV business, and their press release reflects this fact.
Google will, for example, aggregate their own statistics and metrics, providing advertisers with a much more timely and accurate report of viewership than actual rating systems. In the same way that Adwords, Google’s contextual advertising solution charges advertisers per click, Google TV ads will bill advertisers based on the segment of audience that watched the commercial. All this changes, meant to increase relevancy for advertisers and adjust campaign costs to actual audience are a pretty large step forward compared to actual practices and it’s not clear broadcasters in general might be interested in departing from much less precise approximations is use today.
Google TV Ads will bring more changes, or efficiencies as Google puts it, including a completely automated online process from campaign planning to content uploading, and the same auction system working right now for Adwords.
If Google can bring the Long Tail to TV advertising and with complementary ideas such as this one, it will be an exiting time for low budget advertisers as they’ll be able to reach customers in ways that right now where reserved only to the wealthiest businesses and brands.
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