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I understand the direct response ads are not so hot on TV, but wouldn't it be wise for a company who can afford these ads to use them just to spread awareness?
6 commentsTuesday, March 3, 2009
By Doug Caverly
Google TV Ads has, to be honest, seemed doomed for some time now; a precedent was set when Google Audio Ads and Google Print Ads were shut down earlier this year. But a new advertising deal with CNBC may prove to be both a saving grace and key to future growth.
Here's the situation as explained on Google's Let's Take it Offline blog: "we're thrilled to announce the addition of national inventory on CNBC to the Google TV Ads platform." The arrangement "enables Google TV Ads advertisers to reach over 95 million households who watch CNBC."
Impressive, right? Plus, skip down a bit and the post continues, "we are looking forward to launching MSNBC, Oxygen and SciFi in the coming months."
To be fair, all of these partnerships were announced in November 2008. Announcing something and achieving it don't always go hand in hand, though, and this still represents a breakthrough. Google TV Ads presumably performed well with Sleuth and Chiller TV - the first networks NBC Universal offered access to - and is moving up in the television advertising world as a result.
Google's investors may appreciate this fact, as its stock is down significantly less (3.20 percent) than the Dow (4.26 percent) and Nasdaq (3.99 percent) today.
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Still Problems For Google TV Ads
Interesting revival for Google TV Ads but to be honest I think they're still doomed. The problem with their model is that they're trying to bring analytics-style tracking to TV advertising when in many cases TV advertising is not particularly well-suited to direct response ads.
In the vast majority of cases advertisers will simply be disappointed with their results if they're looking for direct sales, so Google TV Ads is likely to put a lot of advertisers off advertising again on TV.