Hallmark Channel, Google Sign TV Ad Agreement
After its recent tie-ups with Harris Corporation and Bloomberg
Television network to offer Google TV Ads platform, Google has signed a
deal with Hallmark Channel. The aim is to offer advertisers access to
family-friendly programming through the Google TV Ads program.
Google
says advertisers will now be able to reach even more viewers by using
Google TV Ads platform to place ads on both Hallmark Channel and
Hallmark Movie Channel.
The
network will air in 2009 more than 30 original movies. Hallmark Movie
Channel broadcasts a mix of classic theatrical films, presentations from
the Hallmark Hall of Fame library, Hallmark Channel original movies and
special events.
Using
the Google TV Ads platform, advertisers, starting in early 2009, will be
able to access both networks' national audiences and receive viewership
data. Google TV Ads advertisers – many of them new to the television
medium – can then better understand what consumers are responding to and
make real-time adjustments to their campaigns to maximize
return-on-investment, says Google.
“Partnering with Google is a milestone for Hallmark Channel’s continued
advertising success,” said Bill Abbott, executive VP, Ad Sales, Hallmark
Channel. “The Google TV Ads platform will allow more advertisers to
access the network’s roster of family-friendly programming –
entertainment that audiences cherish during the holidays.”
Google
TV Ads promises greater accountability and relevancy in advertising.
With Google’s targeting tools and auction-based pricing system,
advertisers can find the right context and audience for their
advertising message, only pay for impressions delivered to their ads,
and receive digital reporting within 24 hours.
Hallmark Channel and Hallmark Movie Channel join Google TV Ads’ growing
list of inventory partners, which also includes six networks from the
NBC Universal family—Sci Fi, Oxygen, MSNBC, CNBC, Sleuth, and
Chiller—along with Bloomberg Television and 96 networks through DISH
Network.
“Hallmark Channel’s strong family-friendly brand and programming
attracts an important viewer demographic that Google TV Ads’ advertisers
can now access,” said John Saroff, manager of Strategic Partner
Development for Google TV Ads. “Combined with our platform’s measurement
technology, this collaboration signifies an important step towards
making television advertising more accountable for advertisers and more
relevant for viewers.”
In a similar deal singed about a couple months ago, Bloomberg Television
network will make national cable advertising time in the U.S. available
through the Google TV Ads platform. By offering self-service buying
opportunities through Google TV Ads, the Bloomberg Television network
will expand its reach to a wider range of advertisers, including those
that are new to the medium. Advertisers using the Google platform can
gain access to viewership data, as the platform promises to report
second-by-second data from millions of anonymized set-top-boxes.
And
Harris Corporation decided to integrate its media inventory service with
Google TV Ads. The move is aimed to create a new sales channel for
broadcasters, cable networks, and cable system operators. The Harris
media inventory service provides an automated way for media companies to
supplement existing revenue by making inventory available to new
advertisers through Google TV Ads. The service is currently available
for cable networks using Paradigm traffic and can be adapted to other
Harris and third-party systems.
