The Nielsen Company and Google have signed a multi-year, strategic relationship to bring demographic data to the Google TV Ads ad platform. Googles TV ad sales platform is currently being tested with EchoStar and will allow advertisers to purchase spots on 94 networks over EchoStar via its online interface. Google’s TV marketplace is currently able to record ad delivery through set top box data, but lacks audience data.
By combining Nielsen demographic data with aggregated set-top box data, Google can provide comprehensive info to advertisers and agencies to help create better ads for viewers and maximize ROI on ad spend. The platform, which has been operational since May, includes ad inventory across hundreds of channels and all dayparts. Second-by-second set-top box data will allow agencies/advertisers to evaluate the reach of an ad and only pay for actual impressions. Advertisers can better understand exactly how their ad is performing and make near real time changes to their TV advertising campaigns to deliver better ads to viewers.
TVBR/RBR observation: This could mean a major leg up for Google TV. Providing second by second quantifiable data may boost rates for inventory it may network down the road–and be an entree for it to gain more prime inventory. The real hook is offering agencies to only pay for actual impressions.