May 27th, 2009 | Published in Google TV Ads Blog
Google and...the upfront? Last week when hundreds of media executives and advertisers poured into New York City for the broadcast upfront week, Google hosted our own "TV Ads Tune In" event for brand advertisers. Let's be clear, Google TV Ads is an auction based system and advertisers cannot reserve spots on Google TV Ads ahead of time, but they can certainly include Google TV Ads in their media plans in advance. Several major advertisers and agencies are already doing this. You can read more about in recent press coverage of TV Ads Tune In in the Hollywood Reporter and Broadcasting & Cable.
This event brought together a number of marketing leaders from across Fortune 500 companies, as well as their agencies, to learn more about how Google TV Ads fits into an their upfront and year long media plans. It focused on the importance of targeting and flexibility in a challenging economic environment, as well as the growing use of video as a creative asset across both television and online media.
Google TV Ads fits into your media plan
Matt Derella, a senior sales manager from the TV Ads team, emphasized the need for targeting, accountability and flexibility in media buying. "Marketers want to move past legacy customer proxies and hone in on narrower targets. Google TV Ads, through its millions of set-top-boxes and Equifax data, empowers advertisers to build a custom network of only the right programs for their core audience", said Derella.
Coldwell Banker's approach to multiple screens
Coldwell Banker CMO Michael Fischer shared how he has successfully harnessed the power of YouTube and Google TV Ads. He encouraged advertisers to take smart risks and "think outside the site". In a "down" real estate environment, Fischer has engaged potential home-buyers through a branded site on YouTube. This channel contains thousands of video tours of homes across the United States, all easily located through a Google map interface.
Other presenters included Rich Greenfield, a leading media industry analyst with Pali Capital, who shared his thoughts about the state of the television industry. He delved into current media consumption trends and assured the audience that television is still a force to be reckoned with. Suzie Reider, head of YouTube sales, talked about sponsorship opportunities available through YouTube, including Project:Direct.
Overall, Google TV Ads Tune In 2009 gave attendees a look at how Google TV Ads can be a strategic addition to brand advertisers' media plans.
You can learn more about Google TV Ads through our website: http://www.google.com/tvads.
Posted by Deeksha Hebbar, Associate Marketing Manager for Google TV Ads