Google Gets More Integrated Into TV Advertising
As more television makes the transition to the Internet, Google is doing its part to bring a little of the Internet back to television. It is doing so through a newly signed deal with NBC Universal (NBCU) in a move to help NBCU attract "new kinds" of advertisers.
This is not Google’s first foray into television advertising, though it is a first as far as specific channels. The Wall Street Journal reports:
Google sells a relatively small amount of ad inventory for Dish Network Corp. But it couldn’t reach an agreement with DirecTV Group Inc., the country’s largest satellite operator by number of subscribers, because the two couldn’t agree on the terms of a deal, according to a person familiar with the matter. Google also has approached Verizon Communications Inc., but those talks are in very early stages and there are no signs that any agreement will be reached, according to a person familiar with the matter.
Google has really been amping up its advertising businesses lately, and while that may not spell great news for ad agencies, it should be great for advertisers. It should be especially great for small businesses. According to Arnold Zafra at Search Engine Journal, "Google and NBC have also agreed to make the Google TV Ads platform tailored-fit for the local markets covered by NBC Cable."
As Google itself explains on its TV Ads page, "Using the familiar AdWords interface, you can launch a TV advertising campaign in minutes." Local businesses should be able to really take advantage of this, especially if NBCU and Google decide to expand the amount of channels in the deal.
For now, channels that will offer ad time include MSNBC, CNBC, Sci-Fi, Oxygen, Sleuth, and Chiller, but the companies said more may be added later. What if NBC (the channel) got thrown into the mix? The financial terms of NBCU’s deal with Google have not been made public, but I would imagine that both parties will get their money’s worth.