We all know Google’s search engine provides a smart method of advertising your website (and business). It targets intention, it’s direct response focused (if you’re doing it right), and it’s an accountable acquisition/lead generation media. It’s allowed Google to become the most powerful company of the internet age.

Engineering Television Advertising

Over the past year, Google has been rolling out a TV advertising platform. And while many people in the media world scoff at the idea because it’s outside Google’s core competency of search and display, we think their platform has it’s uses because of its analytics based approach.

Testing TV has always been a pain; it’s a crapshoot. Cluster buys, remnant inventory, network direct, quarterly reservations, and clearances all stand between you and your spot running. And while it’s an engaging medium for DR, it’s difficult to gauge the performance of your creative, other than if your spot cleared and whether or not your phone rang

Super Sweet Performance Metrics

Google TV Ads and Google Analytics turns those challenges into an opportunity. Spots are bought in an auction environment based on times slots, specific networks, and actual shows, and your spot will clear so long as it has the highest bid. Not only do you pay market value for the spot, impressions are not charged if they don’t engage for longer than 2 seconds.

Want to know when people change the channel? Want to test different commercials? You can do that with Google’s creative tracking. You can A/B test different calls to action the same way you would A/B test text ads for a search campaign. But more importantly, there is a graphical representation of "tune out", that allows you to see where in your commercial people are starting to change the channel, and where you should tweak it.

Playing with Google Analytics

TV, like display or radio, is often a traffic driver offline through search or direct traffic. In addition to ad performance metrics, there is also a clear tie in to Google Analytics that allows you to see traffic spikes. This helps paint a clearer picture of ROI than just tracking calls alone.

Will Google Take Over TV Media Buying?

Probably not. Currently, their audience universe is VERY small compared to what’s available through networks, cable, satellite, and local broadcast. And for brand advertisers looking for reach on their 30 second spots, this limited audience poses limitations.

But, with the targeting and technology, it’s great for:

• Advertisers that typically wouldn’t run TV because of the cost and tracking invisibility
• Direct marketing campaigns run NATIONALLY
• Web retailers that want to utilize integrated channels and see VISABLE TRAFFIC and SALE BUMPS in their analytics
• Lead generators looking to test extra opportunities

If you’re interested in finding out more about this platform and weaving it in to your marketing mix, give us a call. We’d be happy to guide you though with a niche program.

Call 310-424-5543 and ask for the Sarah!