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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.



    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...