Google to go public with TV ads service

Google is currently testing TV Ads service in a closed trial, with advertisers by invitation only, since last June. The service sells 15- and 30-second slots in Dish's local advertising inventory, in online auctions that close 24 hours before air. Now in the next few weeks, the search giant will make the service publicly available to anyone […]

Google is currently testing TV Ads service in a closed trial, with advertisers by invitation only, since last June. The service sells 15- and 30-second slots in Dish's local advertising inventory, in online auctions that close 24 hours before air.

Now in the next few weeks, the search giant will make the service publicly available to anyone who signs up online, said Keval Desai, Google TV Ads product-management director. “We want to open up the floodgates,” Desai said, adding the actual launch date is still a moving target.

Google had fallen behind schedule on the project because it had “completely underestimated the complexity of the deployment,” according to one industry executive, who declined to be identified.

Desai acknowledged that Google, in preparing for the public launch, has had “scalability things we had to work on in the background.” But he maintained that there have been no technical problems or other issues with the service to date.

Advertisers that have bought airtime on the Dish local avails — which are available in all dayparts — include PC manufacturer Lenovo and Priceline.com, as well as much smaller companies, such as online perfume retailer FragranceNet.

“It's people who have very, very large budgets and it's also some people who have never done advertising on TV before,” Desai said.

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Google, Advertising, TV, TV Ads, Dish