Google announced the ability to “only pay for the audience delivered on your Google TV Ads campaigns”. “TV Ads has always emphasized accountability – advertisers only pay for the households that’re tuned into their ads. Now, there’s another accountable option for advertisers and agencies: buying based on the demographic audience that’s tuned into your ad.
TV Ads offers a rich set of tools to help you find the networks and shows that best reach your desired audience. We’re now taking that advanced functionality to next level by offering you a choice to bid on and only pay for the relevant audience you’re interested in; you don’t pay for the audience you’re not interested in reaching,” explains Google.
For e.g., if your primarily interested in reaching males 18-49, create a campaign, indicating your preference, and specify you’re willing to pay on a cost-per-thousand impressions basis for in-demo viewers. After you’ve defined an audience, GTA’s tools will help find the spots that deliver that audience in the highest concentrations based on aggregate viewership data, and you choose which networks, dayparts and programs you wish to add to your campaign.
If you indicate that you wanted to bid on an audience, you’ll only pay for the viewers that fall into that audience and were tuned-in to your ad. To measure the number of in-demo viewers for a spot, TV Ads uses a combination of Nielsen viewership data, aggregate demographic data and anonymous set-top-box data. The audience buying option will be available on all cable TV networks and dayparts we carry that’re also measured by Nielsen,” said Google.