[opendtv] News: Google Gains on Goal of Controlling And Targeting TV Commercials
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 12 Mar 2007 10:39:55 -0500
KenRadio.com
Google Gains on Goal of Controlling And Targeting TV Commercials
Google Inc. has established a toehold in pursuing of one its next big
ambitions: controlling which television ads viewers see and tailoring
them to consumers' interests. The Mountain View, Calif., company
honed the highly profitable Internet model of search advertising --
that is, selling ads targeted directly at consumers based on the
terms they enter into Web search engines. Last year, the
eight-year-old company racked up more than $10 billion of revenue by
brokering online ads for itself and its partners. Now, Google has
begun a test run serving up TV commercials to cable subscribers in
Concord, Calif., people familiar with the matter say. The pilot
project to bring its approach to cable boxes represents a foray into
the $54 billion U.S. market for TV advertising -- much bigger game
than Google's online turf. Google since last year has been steering
TV commercials to subscribers of cable provider Astound Broadband, a
unit of WaveDivision, according to four people familiar with the
matter. When Astound's customers watch TV, some commercials spots
they see have been sold to advertisers by Google and delivered to the
cable company so they appear in the normal breaks in programming as
other ads do. While the effort is in its early stages, it underscores
how Google could bring changes to how TV commercials are sold and
delivered to viewers. Other Internet companies are also pursuing an
entree into TV advertising, and any major Google success could
eventually challenge the traditional TV and advertising powers.
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