For the first time Google TV Ads has begun booking upfront deals with major agencies and advertisers. Deutsch, Saatchi & Saatchi and other agencies, as well as advertisers such as Coldwell
Banker are "coming to the table," says Mike Steib, director of Google TV Ads.
Yesterday Google hosted an event at its offices in New York with more than 100 chief marketing officers of Fortune 500 companies and their agencies. Tens of millions have been committed through the TV spot buying system in the year ahead, say executives. Many of the commitments run for a year starting in September.
Google TV Ads lets marketers tweak their campaigns daily and allows for automated, same-day buying. "What our customers told us is if the planner can put us into the upfront plan, then the buyers are free to utilize the platform in the way...[that] works best for them," Steib says. So far the Google system works best for straight spot buys. Integrated deals will still be done via traditional means, says Peter Gardiner, Deutsch CMO.