Google TV Ads announced an update to its service that enables operators to easily opt-in and contribute these narrow slices into the Google TV Ads national inventory pool. As thousands of these slices are aggregated, this pool represents a large national audience that marketers can then customize to their audience goals.
"The new solution aims to deliver higher returns for our operators while integrating with existing industry technology, streamlining time-consuming inventory management tasks such as ordering, trafficking and reporting," informs Google.
Bendbroadband, a Bend, Oregon-based cable company, was the first to trial this new platform, starting in May 2011. Tim Olson, General Manager of Ad Sales for Zolo Media, a division of Bendbroadband, told us: "Google TV Ads generates more revenue, uses our inventory more efficiently and is overall easier to work with...we're generating 4-5 times the revenue we used to."
Google also announced that Cox Media, the advertising division of Cox Communications, the third largest cable operator in the US with more than 6 million total customers, has entered into a strategic partnership with Google TV Ads, adding their inventory to national TV buying network.
Cox becomes the first major cable industry partner to deploy Google's next-generation advertising management solution, a major update to the TV Ads platform.
Google writes Cox is the first major cable operator to choose this new Google TV Ads ad management solution, and moving forward we will be integrating with new partners, including Suddenlink Communications, which reaches 1.2M households.