Google TV Ads Pay Off For Summer Hits

Don Draper/AMC's Mad Men

Google TV Ads is pitching Don Draper as a sterling opportunity for advertisers using its online-auction system to meet up with upscale viewers.

Separately, it indicates the noted 2009 White House party crashers might help draw attention to their spots as well.

In a post on the TV Ads blog, Google executive Neha Mandal cites AMC hit "Mad Men" (where Draper is creative director at agency Sterling, Cooper, Draper, Pryce) and Bravo's "Real Housewives of DC" as "prime" advertising real estate, noting that TV Ads can help facilitate an ad buy on the two series.

To be sure, the opportunity has limits for ads purchased through TV Ads, since these shows can only be seen in some homes served by Dish Network.

Neither AMC or Bravo has agreed to place their national inventory up for bid on TV Ads. Google can only offer reach in the Dish universe because Google has a deal with the satellite operator. Some networks have been loath to cede premium placements to an auction-like system that could commoditize its inventory.

Still, reach in Dish homes -- some unknown subset of 14 million -- can drive sales with targeting, Google suggests. "Mad Men" offers a venue to "reach an upscale and educated audience," the company says.

Bravo's Washington version of "Real Housewives" debuts next month and features Michaele Salahi -- who, along with her husband, attended a White House reception last year as allegedly uninvited guests. The purported security breach is not mentioned in her bio promoting the show on Bravo's Web site.

AMC and Bravo won't share in the revenue from ads bought on TV Ads. The spots will air in the inventory Dish is allotted during their shows.

In the blog post, Mandal, a product marketing manager for TV Ads, also mentions AMC's new "Rubicon" as "a great chance to target adults 21-plus who are interested in sci-fi and thrillers." Plus, she cites Bravo's "Rachel Zoe Project" as a strong venue, particularly as appearances by Gwen Stefani and Demi Moore are expected.

Also mentioned is U.S. Open coverage on the Tennis Channel, where an advertiser can buy spots on the network to reach its full 28 million-home footprint, not just Dish homes.

1 comment about "Google TV Ads Pay Off For Summer Hits".
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  1. Paul Benjou from The Center for Media Management Strategies, July 28, 2010 at 9:38 a.m.

    This sounds like just so much hype. It's simply a small test with DISH as an "opportunity". How will success be measured? And how much of the impact will be attributed to the "opportunity".

    Paul Benjou
    Industry Blog: www.MyOpenKimono.com

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