Google to TV: We want to work with you
Cory Bergman March 28th, 2008
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 Add your own
1. Anonymous | March 28th, 2008 at 9:30 am
Interesting positioning. If their model follows that of radio it will be bottom of the barrel rates. Has anyone looked a Dish to see what they are selling? It is 1-800 Fowers etc. A word to broadcasters beware. Google is all about Google and they will distroy your industry as they have distroyed Newspaper.
2. ha | March 28th, 2008 at 11:44 am
google… destroy broadcasting? I think broadcasting is doing a pretty good job destroying itself, thank you.
Get with the times, dinosaurs.
3. Rocker | March 28th, 2008 at 1:31 pm
The problem with broadcasting is….the whole concept of broadcasting. There will always be a need for huge numbers of people to occasionally come together to watch things like breaking news, sports and other events. But the need for multiple channels that any any given time are blasting out stuff like “Judge Judy” et al so everyone has to watch in real time whenever we put it on? What’s the point? So I’m arguing for a downsizing, a recalibration, of the whole concept of broadcasting. As long as people are still watching we need to manage the business, but we also need to project ahead to the day when the model truly is obsolete.
4. Anonymous | March 28th, 2008 at 3:11 pm
Run! Run Like Hell!
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