The Currituck Visitors Bureau has successfully used Google TV Ads to double their online conversions and attract new customers by advertising to their target demographic. The Bureau, which seeks to bring tourists to Currituck, North Carolina, ran Google TV Ads on shows that were largely viewed by their target demographic of women aged 25-55.
A chief concern among many regarding Google TV is the kind of data Google is gathering about its users. Some assumed that any and every action you performed on Google TV would be beamed back to the mothership and used in some way to try and target advertising towards you.
However, a look at the current privacy statement suggests that this is not the case, well, at least not right now. The current version of this policy is not designed to gather information about what you’re watching on TV, but Google has suggested that future versions may support this. Continue reading »
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Source: CMS Wire
Advertising and online video are certainly not strangers. Watching your favorite TV show on Hulu, or most other streaming sites, typically comes with some form of advertising before, during, or after the video. Google’s Global VP of Media & Platforms, Henrique De Castro, spoke recently at this year’s international ad festival in Cannes about the ways in which Google TV will revolutionize digital advertising.
Current estimates put online video viewing at roughly 200 million hours per day, a number which has grown drastically over the past few years. De Castro believes TV advertising could become very similar to the advertising seen on the Web, benefiting both viewers and advertisers. With the rise of on demand video, DVR technology, and online streaming, more and more people are skipping the ads companies continue to pay top dollar for. By implementing advertising similar to that of websites, users of Internet TV devices like Google TV will be much more receptive to ads than traditional TV viewers.
Digital advertising also brings an element severely lacking in modern TV ads: personalization. Sure, ads are catered for certain demographics, but Internet TV allows for a much more targeted advertising campaign, which again is beneficial to both the advertiser and the viewer. Imagine watching a cooking show and seeing nothing but relevant ads, like for cookware or a local restaurant, instead of a deodorant commercial or some other advertisement irrelevant to the content being watched.
Localization also becomes much more practical. Businesses and services have the potential to target individuals within their geographical area much more effectively, and if using a cost-per-impression style campaign, much more cost effective as well. De Castro also spoke of digital advertising on Google TV to be much more dynamic, with the potential to differ given a change in the weather, a sudden news story, or anything else that is relevant to what is going on at any given time.
Still, critics continue to offer the same degree of dismissal about the Internet TV revolution as they always have. Some fear targeted advertising based on search preference or location is simply much too Orwellian, or that people simply won’t be that interested in browsing the Web on their TV. However, if Google TV ends up being even half as successful as Google expects, the potential for change and improvement to advertising is truly exceptional.
As the dust begins to settle following the announcement of Google TV, discussions are emerging over the potential advertising opportunities to be had. Google is obviously no stranger to the world of advertising, so the prospect of an aggressive marketing campaign promoting ads on GTV comes as little surprise.
The first thing that comes to mind is the already existing TV Ads, which allows for the creation of customized TV ad campaigns, and even a marketplace of ads for purchase. It seems highly likely that content streamed from the web will be subject to some type of advertising, be it a full 30 second commercial as is the case with Hulu, or some other implementation like roll over or pop up video ads. Adsense and Adwords will also likely be in the mix, with opportunities for advertising targeted at those individuals searching for content using the GTV software.
This raises several questions regarding the ways in which Google will implement advertising on GTV. Will users be subjected to double the advertising when using a service like Hulu or other streaming sites, or when simply watching TV through their cable or satellite provider? Google will likely revolve everything around Adsense, Adwords, and TV Ads, in order to keep advertising consistent across all possible GTV platforms.
Advertising is a huge cornerstone of Google’s war chest, and Google TV looks to provide yet another medium for the search giant to dominate that market.
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