Google is getting deeper into television advertising. The search giant, which has been looking to increase its market share, will sell ads on satellite TV provider DirecTV through its online AdWords service. TV AdWords is already available for several nets on Dish Network as well.
Service allows advertisers to sidestep media buyers, using the company’s search capabilities to help prospective clients choose an appropriate daypart, network and geographical location.
The process works like a combination e-tailer and online auction. TV AdWords clients enter the amount they’re willing to pay for a spot and then “bid” against other prospective advertisers for that spot every day. If, for example, advertisers want to buy an 8 p.m. spot on Bloomberg TV (for which Google sells national spots), they enter the highest CPM they’re willing to pay, which could be outbid by a competitor on a different day of the week.
The service also includes controls to allow advertisers to bid across different nets and withdraw when the campaign’s daily budget is reached.
The service seems to appeal to TV ad newbies — some 30% of TV AdWords customers have never purchased television advertising before.
Since the AdWords service is automated and Web-based, TV AdWords also is available in several countries, in several currencies and around the clock.
DirecTV provides Google with satellite inventory on several specialty cable nets, including Bloomberg, Fox Business, Current, Ovation and TV Guide. The portfolio increases the potential viewership for users of the service to 30 million households.
NBC Universal had a similar deal with Google for several of its cable nets starting in late 2008, when Google was developing the platform for local market use. TV AdWords ceased selling NBC U cable inventory earlier this year and thus far is restricted to national cable and satellite markets. Sources on both sides confirm, however, that Google and NBC U are “continuing substantive discussions” regarding the partnership.