Google TV Ads, which has struggled to
gin up interest as an online TV ad-buying exchange, has begun offering inventory on GSN, the former Game Show Network, for sale on its platform.
One area where Google has hit some bumps is
in trying to find national cable networks willing to sell space via the auction-oriented TV Ads system. With the exception of NBC Universal, none of the other major conglomerates owning cable networks
has come on board. NBCU had initially said it would not place inventory up for bid on its top-tier USA or Bravo outlets.
Some network ad sales executives have complained that an online
auction-type system may turn their inventory into a commodity and lower its value. However, the system is set up so they can turn down a price that is not deemed acceptable.
So-called
independent cable channels have been willing participants -- with Hallmark Channel, Bloomberg TV and the Outdoor Channel selling on the system, and now GSN. (CBS College Sports, the single basic cable
network owned by CBS, is also on board.)
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GSN, formerly branded as the Game Show Network, is jointly owned by Sony Pictures Entertainment and Liberty Media. GSN offers shows such as "Deal or No
Deal," "The Newlywed Game" and poker.
On its TV Ads blog, Google says "more than 65 million people watch the Game Show Network." GSN is available in 69 million homes, although by one measure,
it only averages 315,000 total viewers in prime time.
Advertisers can use TV Ads to buy spots on specific networks that are available in a portion of the homes served by satellite operator Dish
Network.
Google promises advertisers reports on how their ads perform, based on set-top-box data.
Separately, Google said it has launched a contest for small businesses -- the company
believes TV Ads is an entrée for them into TV advertising -- in which they can enter a commercial in a contest and maybe win $25,000 worth of free ads. The contest is being conducted with
SpotMixer, which helps consumers produce their own videos.