Google In Data Deal With TiVo To Find More Willing Audiences For TV Ads

Google is doing some very interesting things in TV and video advertising these days. Not long ago it licensed Nielsen’s PRIZM audience segmentation data for enhanced audience targeting through TVAds. Google also recently introduced “skippable” pre-roll ads on YouTube. The idea is to find willing audiences and make advertisers (potentially) only pay when someone watches the entire ad or a substantial portion of it. Now Google has done a deal with TiVo.

According to Variety:

TiVo will give highly detailed data never previously reported to Google TV ad clients. Google also has a deal with Dish Network to garner viewer information that it shares with advertisers.

New data provided will include second-by-second viewing information on who’s changing channels and when, who’s fast-forwarding through commercials and anonymous information on viewers themselves. Goal is to align advertisers with viewers who would have a natural inclination to be interested in a product.

Ultimately, Google TV measures how many people saw the ad and then goes back to the advertiser with a pricetag on how much it should pay for a 30- or 60-second spot.

There are two trends here that are converging: so-called “addressable TV” (better targeting) and performance-based ads on TV. There are others pursuing versions of one or both of these approaches: Canoe Ventures, NAVIC (acquired by Microsoft) and Spot Runner.

Although not the only one (e.g., Mixpo, TurnHere), Google is trying to bridge online video and TV and bring the performance-based ad model to TV proper. While performance-based advertising on TV will never entirely take over it could well become pervasive and change the economics of TV production in a dramatic way (read: removing money from the system).

But Google’s overall objective is laudable and consistent with the philosophy behind AdWords and AdSense: to bring better targeting and ad content to willing (TV) audiences and only make advertisers pay for those interested viewers.

Related Topics: Channel: Video | Google: AdWords | Google: TV

Sponsored


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide