In an effort to influence you outside of your computer, Google has developed a unique television advertising platform for cost-effective nationwide advertising on television. Google TV Ads is an easy-to-use online bidding system for buying national TV advertising at the best price possible on DISH network programming. Advertising is purchased through the familiar AdWords interface through an online auction that is similar to Google’s Pay per Click ad system.
Unlike traditional TV advertising that you might purchase through a broadcast company or one of its agencies, Google TV Ads allows you to bid on ad spots without any kind of middle man or third party. What you see is what’s available. Additionally, you only pay for the amount of viewers that were actually on that channel at that time.
Google TV Ads conveniently provide online tools that supply you with the information you need to decide which networks and time of day is best to reach your target customer and how many impressions you can expect for your set price range. You can also view a detailed report on your ad campaign that tells you where your spot ran, how many viewers watched the spot, and even how long they stayed tuned in.
Google TV Ads is a great tool, but its best for companies that have a large, nationwide target market with a small budget. One of the unique things that Google has done here is enable small companies and start-ups to compete with the big wigs on a national scale. Previously, it was difficult for a company like Alltel or MetroPCS to really compete with AT&T or Verizon because they just couldn’t get the same kind of time in front of their target audience. With Google TV Ads, smaller companies can compete toe-to-toe with the corporate giants.
As with anything, the smaller price is going to come with a few restrictions. The biggest is the distribution. Google TV Ads currently only works with DISH Network so your commercial will only be seen by the people viewing that particular channel at that particular time on that particular service provider. Also, the targeting capabilities aren’t quite up to par with standard techniques. You can look at specific channels and specific times, but that’s it. You can’t target certain geographic locations or general types of programming so if you’re a local car dealer don’t want to be using Google TV Ads.
Also, you have to keep in mind that you are buying remnant space or advertising space that wasn’t able to sell through the station or a third-party so planning can be somewhat limited and you might not get the exact spot or show you were hoping for. The benefit of this system is that it’s done by auctioning off the space through Google’s user interface so you could end up getting the spot for less than $100 if you’re luck!
Despite these shortcomings, Google TV Ads is still a great, inexpensive way for companies to get aired on TV while controlling their daily spend, setting their own schedule and having full control of their ad by having the ability to turn it on and off with 24/7 online access.
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