Google Invests In Invidi, Speeds Up TV Ad Market Entry

money/hat

The addressable-advertising TV universe just became more interesting: Google is throwing in some money toward addressable-advertising company Invidi Technologies.

Invidi already has Group M, the world's largest media-buying company, as a major investor. Now Google, and a second round of money from Group M and others, adds another $23 million to the company. Total financing for Invidi is now at $85 million, with Google's investment said to be around $10 million to $15 million, according to reports.

Google is already in the TV selling arena under its TV Ads unit, selling somewhat remnant inventory for small, digital NBC Universal cable networks, as well as Bloomberg TV and Hallmark Channel.

But analysts say those efforts have been slow-moving, especially with the recent weakness in the media economy. Executives say the move into Invidi will speed up Google's entry into the still more lucrative traditional TV advertising market.

advertisement

advertisement

Addressable-advertising technology for traditional TV marketers has been touted as the next holy grail for media. That's because it can target specific viewers with specific targeted messaging, much like Internet ads target Web users.

Other addressable-advertising providers such as Visible World, which can also target viewers in cable "zones" -- selected groups of ZIP codes -- say Google's so far passive investment in Invidi does not appear to pose a threat to their businesses.

Visible World already works with Google as part of Google's TV Ads division. Seth Haberman, chief executive officer of Visible World, stated: "We continue to enjoy our partnership with Google TV. We are happy that there is continued interest and activity in the addressable advertising space. Today's news benefits everyone seeking to further the advertising industry."

Other participants, and repeat investors from Invidi's prior rounds, include Motorola, Menlo Ventures, InterWest Partners, EnerTech Capital, Westbury Equity Partners, BDC Capital and others.

As part of the deal, Shishir Mehrotra, director of product management for Google TV Ads and YouTube Ads, has joined Invidi's board of directors.

Next story loading loading..