• by Laurie Petersen , April 3, 2007

Google's announcement of an automated TV ad-buying system in conjunction with EchoStar could help it to secure more brand advertising dollars.

"A lot of what Google is doing lately is trying to acquire brand advertising dollars. It's trying to create a platform for media buying across all media--online and offline," noted analyst Greg Sterling of San Francisco-based Screenwerk. "I think it's very interesting because they're promising to bring new advertisers in and offer more accountability and targeting."

Among the dozens of charter advertisers who have signed on for the beta are technology company Intel, direct response marketer 1-800-Flowers and online financial services brand E*Trade.

"We're really intrigued by this model because it's really a direct response model," said Steven Jarmon, vice president of brand communications and partnership marketing for 1-800-Flowers, of the Google/EchoStar venture.

"Now I'll know when, where and how much my ads have been watched," Jarmon said. "The measurement and accountability will make our process more efficient and accurate--and much faster."

Jarmon claimed its media planning and buying agency TargetCast is "probably as big a cheerleader as we are. We're always holding their feet to the fire. This makes their job easier."

"We pride ourselves in having a 'test and learn' mantra," said Nick Utton, CMO for E*Trade, another participating advertiser. "At the end of the day, we will test anything that makes sense."

Utton sees E*Trade's involvement with the Google/EchoStar venture as "an overlay complement" to its advertising. "At the end of the day, we're going to be able to optimize our plans in a better way."

"At the moment," he added, we live in a fragmented analog world. "We've never had second-by-second measurement. This is like an industry first."

E*Trade's media agency Starlink was not involved, Utton said, and the financial services company's participation was handled directly with Google. E*Trade has also participated in some of Google's print tests.

Utton viewed the learning that will come from the test as invaluable and enhancing to the agency, and not a threat. "Agencies will be able to use this for non-Google partners as well. It's guaranteed to enhance their work."

Digitas CEO David Kenny, who is digital lead for all Publicis Groupe agencies, concurred that agencies will become more effective with the knowledge this test can yield.

But Kenny saw the consumer impact as the most significant aspect of the announcement.

"Fundamentally, what it means for the viewer is that advertising can be relevant," he said. "We have a lot of clients who will test the pilot."