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Google brings its AdWords model to TV

Tv_2 Google AdWords revolutionized online advertising by coupling targeting features with a bidding system and an easy to use interface. Setting-up accounts, optimizing campaigns and monitoring performance are a breeze in Adwords, and are a welcomed change in the advertising industry. Now, with Google TV Ads, they are bringing these elements to TV ad purchasing.

Accessed through the AdWords platform, TV ads can now be uploaded, scheduled and purchased within seconds. At the click of a mouse, a mix of networks and dayparts can be scheduled.  Specific shows can be found through a keyword search and added (or blocked) to your ad schedule. Google can even suggest the appropriate mix according to your target demographic.

Google is also applying key elements of its bidding features to this platform. The cost is determined through bidding system similar to that of AdWords, where a maximum CPM is identified, along with a daily budget. Also, you will only be charged for the actual number of impressions.

The advantages of such a system are numerous. To name a few:

  • Simple and flexible campaign management can make it much is easier to start a campaign, which can attract new advertisers.
  • A/B testing can be done within days.
  • Performance data, available within 24 hours, can be used to increase ad placement efficiency,providing a better ROI for the advertiser.

Being a manager of many sponsored link campaigns using Google AdWords, we will be following this story very closely. What are your thoughts? Will it be a hit?

By Flavio Quaranta | May 01, 2008 | E-Advertising

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Flavio Quaranta
Associate Partner, Bathurst
Jonathan Tower
Internet Marketing Specialist

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