Google Partners with NBC Universal on TV Ads

  |  September 9, 2008   |  Comments

Advertising and research partnership is victory for Google's nascent TV ad delivery efforts.

In the biggest victory yet for Google's nascent TV ad delivery efforts, the company has struck a multi-year deal with NBC Universal to represent inventory on a number of NBC cable stations.

In addition to selling ads on Sci Fi, Oxygen, MSNBC, CNBC and other networks, Google will work with NBCU to develop new ad metrics and conduct research based on viewership data supplied by set top boxes. That data comes courtesy of Google's existing relationship with EchoStar's DISH network.

Mike Pilot, president of NBC Universal sales, said in a statement that the arrangement will help the company "develop better accountability and ROI metrics" for its advertisers, and "attract an entirely new group of clients to television advertising." Those new clients will likely consist of small to mid-sized advertisers not used to buying TV time.

Importantly, the companies said they will jointly adapt the Google TV Ads platform to support locally targeted campaigns. A limitation of the platform to date has been the absence of geo-targeting.

While Google TV Ads has been around in trial mode since spring 2007, it took until May for the company to launch it officially. Even then, distribution was limited to inventory made available through cable partners DISH and Astound. The partnership with NBCU may mark the arrival of Google as a legitimate TV ad seller in the eyes of many media planners.

Whether that turns out to be the case will depend on just how much inventory NBC Universal chooses to make available to Google. The companies were hazy on such details, saying only that NBCU "can set parameters around the purchase of available ad time" and that the deal may expand onto more of its cable nets in the future.

In addition to ad placement services, Google TV Ads offers production referrals for smaller advertisers lacking TV-ready video assets.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!


Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?


    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora,, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...