Google to TV: We want to work with you
In a presentation to TV execs at the annual TVB marketing conference in New York, Google’s Michael Steib (formerly from NBC) said he wants to partner with broadcasters on targeted TV ads. Steib said he estimates there are 6,000-7,000 national advertisers that don’t buy TV but should. “They think TV isn’t for them. We think TV is for them,” he said. Google’s system involves targeting TV ads via set-top boxes. As we’ve written about before, Google has tested a product on a Bay Area cable system and Dish Network. “It’s now poised to partner with local television,” writes Michael Malone in Broadcasting & Cable. It’ll be a tough sell, that’s for sure, as many worry Google could commoditize TV ad buys and push down rates. But if it truly brings more advertisers to the table — leveraging the upsell capability of Google Adwords — then it’s worth exploring.
4 comments March 28th, 2008
