Its been two years since Google launched Google TV ads, an all-digital system that lets Media buyers place Ads into TV programs through auctioning. Although this initiative has been into doldrums but it never faced the fate of print and radio division despite a hanging sword on its continuance.
Google TV ads allows marketers to buy TV Ad spots on television channels by using the auction system devised on Adwords.They recently added different Spot selection criteria’s on the basis of demographics.
According to this report Many Big Ad agencies like Deutsch and Saatchi & Saatchi and advertisers like Coldwell Banker are embracing the Google TV ads platform.The company is also gearing up its effort by planning a meet of chief marketing officers of Fortune 500 companies and their agencies.
The main attraction for Google is the extent of money which TV advertising attracts manifolds in comparison with Search engine marketing. In the US TV advertising is worth between $50 and $70 billion in annual spending compared to $16 billion which search engine marketing attracts.
The main stronghold of Google TV Ads lies in the close knitted approach with DTH operators as advertiser could mention a keyword at the time of booking and will only have to pay when an Ad runs for a particular time let’s say five seconds or more.
This model approach may find takers in emerging markets where DTH operators are finding different Monetization strategies to recoup their operational losses.
Currently Google is banned by many Big broadcast networks in US,at the same time it also enjoys relationship with broadcasting companies like DISH, Hallmark Channel, Bloomberg TV and cable channels such as CNBC, Sleuth, and Chiller .
The division also has a potential to bring in revenues by way of distress media asset sale by broadcasting networks .The approach to make it centre point for buying Ad spots on online streaming media may also garner some success.
Google TV Ads also provides Ad creation services through third party support thus eliminating a need to hire professional firms by local SME’s looking for fast and cheap solution.
The main growth drivers for Google TV ads would be entry into other emerging markets by focusing on distress media asset, online media streaming assets and DTH tie-ups as it would be too hard to challenge the traditional media behemoths at the initial stage.
