Google breaks into TV, allowing more businesses to buy TV advertising

NBC Universal (NBCU) is teaming up with Google to form a strategic multi-year advertising, research and technology partnership. The two companies will work together to develop more effective advertising metrics, attract non-traditional advertising partners to NBCU and incorporate self-service buying opportunities through the Google TV Ads advertising platform.

On the national level, NBCU will offer advertising time from several of its cable networks to Google’s TV Ads platform. Inventory from Sci Fi, Oxygen, MSNBC, CNBC, Sleuth, and Chiller will be made available to Google in the coming months, with potential to expand onto other NBCU properties in the future. With the addition of NBC Universal inventory, advertisers using the Google TV Ads platform can reach NBCU Cable’s national audience and gain access to viewership data at an unprecedented scale. With this data, advertisers can better understand what consumers are responding to and make real-time adjustments to their campaign to maximize their ROI.

“We’re extremely pleased to join forces with Google on this effort, which will help us develop better accountability and ROI metrics for our advertisers and attract an entirely new group of clients to television advertising,” said Pilot.

On the local level, NBCU and Google have also agreed to work jointly on adapting the Google TV Ads platform for local market use.

“This is a great way to reach clients who are interested in buying television advertising but may not have previously had the resources or ability to do so,” said Frank Comerford, President, NBC Local Media. “A self-service ad platform will be a great complement to our existing sales efforts and help us further connect our clients to their customers.”

As part of the agreement, NBC Universal will maintain its direct relationships with agencies and advertisers and can set parameters around the purchase of the available ad time. NBCU will also gain access to the large base of advertisers using Google’s AdWords™ online advertising program, many of whom are not currently television advertisers. The two companies will share in all ad revenue and explore innovative ways to expand the partnership in the future, including adapting the platform to add local inventory.

As part of their effort to help drive value for advertisers, NBCU and Google will also collaborate on a series of custom marketing and research projects using the Google TV Ads platform. Through its partnership with DISH Network, the Google TV Ads platform can report second-by-second set top box data allowing advertisers to measure viewership of their ads more precisely than ever before. The two companies will also take advantage of joint research that will help advertisers and agencies better understand their media mix and optimize their ad campaigns.