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.
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!
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.
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.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT