Home  › Media › Video
tv

Despite Cox Deal, Google TV Ads Still Clawing Back From NBC Loss

  |  January 9, 2012   |  Comments

Google has yet to erase the inventory losses suffered when NBC Universal pulled out of its TV ad network in 2009.

Google signed a deal with Cox Media, which will add its cable TV inventory to the search giant's television ad network. Despite the new addition, Google has yet to regain the inventory losses it experienced when NBC Universal pulled out of the fledgling network in 2009.

Google TV Ads said Cox Media will add television ad inventory from more than 75 channels, boosting Google's TV ad inventory from cable operators to 42 million households in the U.S., according to a blog post by Mark Piesanen, director of strategic partner development for Google TV Ads.

Google also unveiled a platform update allowing TV partners to add inventory associated with fragmented audience segments in the hopes of generating targeted audiences with enough reach to satisfy national advertisers. The company said the updated system streamlines inventory ordering, trafficking, and reporting. According to the blog post, "Cox is the first major cable operator to choose this new Google TV Ads ad management solution, and moving forward we will be integrating with new partners, including Suddenlink Communications, which reaches 1.2M households."

As with its deals with DIRECTV, Verizon FiOS, and Viamedia, Google's promise to Cox is to bring more national ad dollars to the cable operator, part of Cox Communications.

A Cox spokesperson confirmed the Google TV deal, noting in an email that Cox Media would "wholesale some of our ad spot inventory" to Google.

According to the Google blog post, Mike Zeigler, Cox Media's VP of operations and field management, stated, "Our new partnership with Google TV Ads allows us to reach new market segments through a highly automated and efficient distribution platform."

Google is still clawing its way back to where its TV ad platform was a few years ago. In 2009, Google told ClickZ News its network could reach up to 54 million households, 12 million more than it reaches today. At the time, Google included NBC Universal cable inventory. In October of 2010, NBC Universal and Google ended their two-year television inventory deal.

Google today said it plans to expand its deals with Suddenlink and Cox in order to increase its inventory in the future.

In the past, advertisers have suggested that the Google TV platform is best suited for direct response ad buyers. Some have contended the quality of Google's TV ad inventory is lacking, which could be an obstacle when it comes to attracting brand advertisers who typically seek premium inventory.

Google did not respond to a query by press time.

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...