Finally Google has plunged into the television world after months of rumors and speculation. Google announced yesterday via press release that it is partnering with Echostar and Astound Cable to run 'a trial to deliver better ads to viewers and help advertisers, operators and programmers more efficiently buy, schedule, deliver and measure ads on television.'
News.com reports that the partnership with EchoStar is aimed to sell advertisements over the DISH satellite broadcaster's 125 national programming networks. "Under the EchoStar deal, advertisers will use Google's AdWords automated auction interface to bid on ad spots. Advertisers can upload their TV commercials and select the desired time of day and channel, as well as choose regional or national area coverage. They can also target the ad based on a show's demographics, such as males 18 to 34 years old, said Keval Desai, director of product management for Google TV Ads."
“We think a lot of the principles of the Internet can be applied to the TV business. We are not targeting households or individuals. We want to be cautious about user privacy," Keval Desai says retrospect to Google's highly targeted advertising online.
Google is testing a similar advertising campaign with Astound Broadband. News.com informs that Astound is a 'mall cable TV operator east of San Francisco that serves about 23,000 Concord and Walnut Creek, Calif. Astound has been testing TV ad sales with Google since the fall.'
The press release further states: Advances in set-top-box technologies make it possible to report aggregate statistics on how many times an ad was viewed and whether it was watched through to the end. As part of this trial, we will be working with partners to use aggregate, anonymized set-top-box metrics to deliver timely and accurate viewing reports. Advertisers can use this data to understand the effectiveness of their TV ad campaigns and use this information to provide more relevant ads to viewers.