Just Finished: Google TV Ads Webinar

By Ian Fernando

I just finished listening to the Google TV Ads Webinar. I was informed by a great friend, Wes Mahler, of this webinar and immediately joined. I was 3 minutes late but it was well worth the session. I do not see myself using Google TV ads but they brought up some great strategies which is typically generic for PPC.

What is Google TV Ads?

Google TV Ads is a flexible, all-digital system for buying more accountable and measurable TV advertising. Using the familiar AdWords interface, you can launch a TV advertising campaign in minutes.

Source: Google TV Ads

The webinar provided a lot of stats and images and used slides to illustrate what they were talking about. They say TV is one of the more popular advertisements and has higher conversions. I do not know if I am allowed to show you the slide because they have another webinar on June 4th 2008.

So just to be safe I will not post any images of the slides that I have viewed via the webinar. But it was very interesting to see Google step into the TV advertising industry. They are doing and taking over the advertising world, I think anyways. The webinar was informative and some aspects of it can be used for traditional PPC. For example:

Creating an effective ad:

  1. Identify you Target Customer
  2. Craft your key message
  3. Support your key message
  4. Decide on a call to action
  5. Pull it all together

This is one of the techniques they show on how to create an effective ad. Looking at this you can use this for a standard PPC campaign and have it be effective. But back to TV Ads. The unique thing about this is they have a marketplace for you to create TV ads, Ad Creation Marketplace.

Ad Creation Marketplace is your place to get started creating your TV ads. You get to see samples and visualize your commercial before it actually goes live. The marketplace can be base on your custom budget, since you are the one spending money. There are services within the Google TV Ad Creation Marketplace for you to use.

The interface is kept consistence with Google Adwords and the simplicity of Adwords as well. TV ads are more specific because you want to target people watching TV at the specific time. Google gives you a great view and breakdown of when your ad should be viewed.

Being specific when your ad should be shown is critical, I think, you want your ads to be viewed by the thousands. Since it will be harder to track on a per click basis, Google TV Ads are measured in CPM (cost per thousand). Tracking TV ads will be a little harder; the only thing I can see is giving unique coupon and links as Google stated. You can see how many people use the specific coupon or use the specific link.

I can see the future in Google TV Ads but it may be harder to track and find the specifics of your targeted audience. I was curious and just watched and listened into the seminar. I am not sure if I will be using the Google TV ads.

Just typed this up fast after the webinar, sorry for any inconsistencies and errors.

Ian Fernando
Involved in the internet space since 2002 and have been through the ups and downs of this online industry. I am a traveling digital nomad, media buyer, online strategist, and many more online titles.

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