Google Teams Up With TiVo to Make Its Way Into Television Advertising

Google Teams Up With TiVo to Make Its Way Into Television Advertising

PR Log (Press Release) – Nov 25, 2009 – In its venture to convince advertisers and advertising agencies to buy television advertising time through its online auction-based Google TV Ads platform, Google has made a deal with TiVo giving media buyers access to digital set-top data generated by subscribers of TiVo. This deal is the most recent move by Google to gain a following among mainstream marketers and advertising agencies for its television advertising platform. The platfrom has gotten alot of popular buzz but it has failed to gain any critical mass because of its limited access to quality television advertising inventory.

Up to now, Google TV Ads has plans to sell local advertising on DISH Network, and national TV ads on a handful of mostly low-rated or emerging cable TV networks.

Google is using the deal with TiVo to leverage their enhanced data to make the Google TV Ads platform more attractive to advertisers, and as a result, more appealing to big TV networks to begin using to sell their television advertising time.

Google TV Ads main data source is the digital set-top boxes of DISH Network subscribers, and some small digital cable TV systems that have partnered up with Google. Google subsequently enhanced those TV audience data streams by licensing demographic TV audience information from Nielsen Co., and more recently by licensing geo-demographic analytics data from Nielsen's PRIZM system.

The new deal with TiVo gains access to second-by-second DVR viewing data, which will give Google TV Ads advertisers insights about household-level advertising impressions generated by their buys, but it does not include any of the enhanced analytics generated by TiVo's StopWatch service, which is not covered by this deal.

Google hasn't disclosed how much television advertising is actually being processed through its platform, but the system is believed to be popular mainly with direct response and "long tail" advertisers and advertising agencies, and among bigger advertising agencies using it primarily to test and gain insights about TV audience exposure via the system, which competes with Microsoft's NAVIC, and Spot Runner's Malibu platforms. The cable TV industry's Canoe Ventures also is seen as a potential competitor or collaborator with Google TV Ads, but its long-term market play still remains unclear in the minds of many TV buyers and sellers.

Meanwhile, the amalgamation of TV audience data streams and analytics tools being assembled by Google TV Ads has been both intellectually attractive to Madison Avenue, as well as confusing, as was evident during a series of presentations made by various data suppliers and end-users during a TV audience measurement summit held by Google earlier this month.

During one of those presentations, Nielsen Senior Vice President-Insights, Analysis and Policy Pat McDonough, noted there still are a number of problems with the kind of set-top data being used by Google TV Ads, including the fact that it's difficult to know when people are actually sitting in front of their TV sets when the set-top devices are on and tuned to a channel. According to Nielsen's estimates, 10% of digital set-top devices "never get turned off," and 30% are on for 24-hours in any given day. While methods have been developed for editing the digital set-top data to factor out the non-viewing portion of their tuning, the real value is in reporting the "long tail" of the TV universe - the part not measured by Nielsen's traditional TV methods.

During another presentation by the full service ad agency Karlen Williams Graybill Advertising, which showcased the results of an actual TV buy made earlier this year for the Act and Gold Bond Ultimate brands across eight cable TV networks, comparing both Google TV Ads and Nielsen's conventional TV ratings samples, the agency concluded that there were no "statistically significant" differences, and that, "There is no perfect rating methodology."

Source:  MediaPost News

# # #

BOC Partners is a traditional media and online advertising agency located at 1030 South Ave West, Westfield, NJ that has been around for 25 years. Visit us at http://blog.bocpartners.com, http://bocpartners.wordpress.com, or http://www.bocpartners.com.

Nov 25, 2009

EzReklama Notice

EZREKLAMA All Rights Reserved.

You can reprint materials, published in articlesandblogs.ezreklama.com, only if you cite the author of the work and if you provide a direct link to our site. The http://articlesandblogs.ezreklama.com website and services are provided by EZREKLAMA (Manitoba, Canada). The views expressed in the articles appearing on this site are those of the writer(s) and do not necessarily reflect the views of EZREKLAMAs' editors and network members. The Editorial staff is entitled to edit the materials.

 

Ad B Leader Banner Ad (Footer)