Approaches

BT_Insight

Sometimes “Non-Traditional” refers to how it’s purchased

June 03, 2008

Posted by: Peter Infante in Non-Traditional

While the thirty-second television spot would never be classified as non-traditional, there is a radically new way to purchase it.  Google TV allows television advertising to be purchased through a CPM-based online auction.  The most striking difference is that the final spot cost is not based on a projected rating, but rather the actual number of set-top boxes tuned in when a commercial runs.  The interface is simple and intuitive, just like Google’s AdWords program.  And the campaign reporting is truly unique.  Don’t you wish every television network could tell you the average number of seconds a household is tuned into your commercial?  Google TV does.  It’s currently in beta test and limited to national advertising on Dish network.

Butler/Till is committed to exploring emerging media opportunities and testing those that offer unique client benefits.  We are currently utilizing Google TV as part of our network television schedules for 3 national brands.