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BT_Insight

Rapid Google Growth Hits TV Platform

October 02, 2008

Posted by: Kelly Kilpatrick in ConsumerOnline

Advertisers, like Butler/Till, have been very pleased with their Google TV experience to date. The auction based platform comes with a laundry list of benefits. It has an easy to use interface, low CPMs, the ability to only pay for the impressions you get, detailed reporting functions, and quick creative approvals, just to name a few. The major drawback to date is the limited national reach provided by their agreement to sell airtime only on Dish Network.

Starting in early 2009, Google TV ad customers will be able to expand their national reach beyond the current Dish Network footprint. A deal inked this month will provide Google TV advertisers access to a small amount of inventory on a select group of NBCU cable networks, such as CNBC, MSNBC, Oxygen and Sci-Fi. This would expand the potential reach of Google TV from Dish Network’s 14 million to over 90 million households nationally.

While the industry isn’t ready to herald Google TV a success, it’s important to note the implications of this agreement. It only takes one big partner to sign on before the other operators start to fall in line. Should additional partners come on board and assist in growing the potential reach and inventory footprint, the possibilities are endless. Google TV is well on its way to making itself a viable option to larger national advertiser and agencies.

For more information on Google TV and how it works, please visit:
Sometimes “Non-Traditional” refers to how it’s purchased
Google TV