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Home / Articles  / R.I.P. Google TV Ads
Michael RochmesMichael Rochmes

Michael Rochmes is a director of Paid Media at The Search Agency, where he has worked since 2011. Before joining The Search Agency, he was a one-man online marketing team at a small online fashion boutique. Prior to that, Michael was at Experian Interactive Media for five years, where he had various roles including search engine marketing management, landing page testing and managing the development of the company's SEM bid tool.

6 Comments
  • Mike Solomon

    Google (and TSA in the process of trying to sell this) realized two things here.

    1. The people within organization that are responsible for buying TV media are not the same people that buy digital media. So it was always hard to get access and buy in.

    2. The TV media buying industry is an animal unto itself with well worn relationships and ways of doing things. Buying TV on Google is not as much an efficiency play as it is an attribution exercise to understand the lift that TV is driving to digital. Traditional TV buyers might not want to necessarily shift attribution or have their TV buys scrutinized in a new way.

    3. Google realizes that multi-screen behavior is changing the way content is consumed and given the aforementioned reasons, they don’t necessarily need to win the traditional television ad space. If anything it might end up the traditional space continues to erode due to DVRs and consumers consuming content on computers, tablets, and smartphones, as well as connected TVs. Google might not need to win here and ultimately still win the space.

    August 31, 2012 at 12:50 pm Reply
    • Alec Green

      Great post Michael and great insight Mike. Does seem like it’s a relatively small number of advertisers that are mature enough to invest in TV advertising, but not-so-mature as to have an established media-buying agency in place. Despite Google’s best efforts to grow this segment, perhaps there were too many external forces working against it.
      Still, it’s disappointing this wasn’t more successful as TV advertising could certainly benefit from the targeting and offline-online attribution features of AdWords.
      As Michael points out, he inability to geo-target the campaigns was a definite limitation. I have no idea if this was run through Google TV Ads, but in the past week, I’ve seen 20 ads for FarmersOnly.com — “Because city folks just don’t get it” while watching a soccer game at my house in Santa Monica.

      August 31, 2012 at 1:16 pm Reply
  • Martin Gauvin

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    November 30, 2012 at 1:59 pm Reply
  • Frank Pournelle

    As a direct response ad agency, our advertisers made great returns using GoogleTV. But it wasn’t good for the cable operators trying to sell ad time. It just exposed too much REAL information they’ve tried to hide through Nielsen ratings and bundling.

    I think the real causes on GoogleTV’s demise were economics and rate card visibility. The system did too much to expose old world inefficiencies by the cable operators.

    Pay for performance calculations were just too obvious once the rating information came over the next day for all viewers. In essence, you can cut out ineffective ad runs too easily and the broadcasters hated that targeting. With set top box data mashed up against response, an advertiser could excise nonperforming viewership and trim fat ad budgets waaaayyyy to easily.

    So I think Admira and GoogleTV both found huge conflict in maintaining inventory as well as obtaining the underlying data . There was just too much ‘channel’ conflict.

    By joining GoogleTV, multiple system operators (MSOs) had to divulge actual ratings measured by the set top box. On a 100 channel system, that is 19,200 spots a day they want to sell at top dollar.

    It’s my experience that cable operators want to sell on a cost per spot basis. But it’s pretty darn hard for them to get advertiser support at an effective $5-$6 CPMs when the same inventory can be had at auction for as little as $.25 CPM.

    I sure hope someone comes along to replace GoogleTV. I’ll be the first to try it out and support it again.

    January 22, 2013 at 10:43 am Reply
  • Henry Miller

    Technology never ceases to amaze me. Every other say there are new developments and even more interesting things being talked about for future. Endless possibilities makes me even more curious. Wonderful insights here at you blog. Shall keep watching this space for more! 🙂

    June 16, 2016 at 1:07 pm Reply
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