• February 6, 2008

Cannella Response Television, which specializes in television direct response media placement on national cable networks and broadcast stations, announced today that it is among the first companies to use Google TV Ads to plan and place short-form for direct response television.

In buying national television inventory for a short-form DRTV campaign for Central Life Sciences--set to begin airing in March--Cannella's New York office supplemented its "traditional" media buying using the new Google TV Ads platform.

Google TV Ads, currently in Beta test, is an end-to-end digital system for buying, selling, measuring and delivering television ads on all networks carried by Echostar's DISH Network. The automated platform delivers better, more relevant ads to targeted viewers, as well as better measurement, more accountability and greater optimization.

--Tanya Irwin