Got to the “Leveraging Traditional Media Online” panel a bit late. Meredith is talking about the trend toward accountability in advertising and explaning Google Adwords for TV, which has been flying under the radar a bit.
GoogleTV has a partnership with DISHTV where they analyze how many viewers were watching your ad when it ran on the DISH Network and they deliver a pretty thorough report to the advertiser the next day. Then they marry this data with Google Analytics so you can see how the tv ads drove web activity. Pretty cool.
“TV is becoming like the Web”
Due to audience fragmentation via the expansion of channels you can reach smaller and smaller groups of viewers that are more targeted. GoogleTV claims to be able to help advertisers capture the “long tail of tv”. One way they do this is they match up an advertiser’s keywords with recommended programming to advertise against. (If I were a smart cable programmer I would start creating shows like “The DUI Attorney Hour” and “The Herbal Viagra Show With Kathy Lee!”).
They have partnered with a number of online video providers (e.g. Hulu, YouTube, etc.) to display these ads online as well.
They currently only have national distribution via DISH but they are going to be testing local market targeting with some cable co’s and networks soon.
That’s it. Basically an ad for the service, but more than I knew about it so well done Meredith.
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