Wednesday, October 19, 2011 | 12:11 PM
Labels:
advanced features,
Advertiser Feature,
Google TV Ads,
Launches,
TV Ads Blog
When Searches take place online, business usually follows. Advertisers utilizing Google’s AdWords and Insights for Search data have watched this pattern emerge for years, and we’re excited to now bring similar capabilities to our TV advertisers. As of today, we are pleased to announce the launch of Search Triggers, a new tool offered by Google TV Ads that uses national search trend data to control when and how you deliver your TV ads.
Let’s take a look at how this works. Suppose you own a business that sells grills. The summertime is when you generally run television advertising. But what if it’s a rainy weekend? By tapping into the power of search data, Search Triggers watches for real-time changes in the demand for terms you specify, such as “grills” or “charcoal.” When query volume spikes or declines, the Search Triggers tool automatically adjusts your daily budget up or down accordingly each day so that you’re delivering the right message with appropriate frequency at the right time.
Using search data to optimize your TV campaigns is another way that Google TV Ads is working to make your TV buy smarter. For more information, or to get started with Google TV Ads, visit
google.com/tvads.
Update: Read more about Search Triggers on Mashable
Posted by Jody Shapiro, Google TV Ads Product Manager
Thursday, April 15, 2010 | 8:18 PM
Labels:
advanced features,
Google TV Ads,
Learning resources,
Reporting,
series,
Tips,
TV Ads Blog
In our final installment of the Power Users series, we’ll cover advanced reporting and measurement capabilities of our platform. As you may know, Google TV Ads delivers precise reporting including impression counts, tuning data and cost metrics; this report type is called the ‘Played Spots Report.’ Beyond these data points, advertisers can also choose to include audience reporting metrics as well.
Our system merges aggregated demographic and psychographic information with viewership data from millions of anonymized set-top boxes to report on the audience composition for your ad airings. Audience metrics include Nielsen VPVH, household income, and category interest information amongst others. Easy to run reports detail the composition, or index for each metric whether or not you chose to target those specific metrics in your campaign. This allows you to see an overall picture of exactly who your ads reached or potentially can reach. Insider’s Tip: Selecting the audience measurement option while creating your ‘Played Spots Report’ will allow you to measure how many W25-54 are REALLY watching your ad, or how Project Runway indexes for consumers with certain interests such as photography, hiking, and over 30 others.
Another useful report type is the ‘Summary Report’ which allows you to analyze how well specific networks and programs deliver against an audience and your clearance goals. For instance, you can run a ‘Summary Report’ to find out which programs are delivering the highest VPVH for W25-54, or combine all played spots on ESPN to see how the overall HHI compares against all spots aired on Speed.
The last report and final tip we have for you, is the ‘Reach and Frequency Report.’ Insider’s Tip: Imagine how powerful it would be to understand not only the reach, but also the frequency of your TV campaigns over a given time frame. As seasoned TV buyers know, understanding how often you are reaching a given audience is as important in determining ad effectiveness as measuring reach. Are viewers motivated to visit your website or purchase from you after seeing your ad just once? Or perhaps the sales cycle is longer and repeat views are needed to move the needle. The ‘Reach and Frequency Report’ makes measuring this extremely easy, and can be viewed weekly or monthly to give you a sense of your creative penetration over the specified date range.
This brings us to the end of our Power Users series, we hope you have found these tips and tricks useful. As our product continues to develop and new product features arise, we’ll be sure to keep you posted and in the know.
Posted by Katie Mason, Account Manager for Google TV Ads
Wednesday, April 7, 2010 | 6:02 PM
Labels:
advanced features,
Google TV Ads,
Industry Insights,
Learning resources,
Targeting,
Tips,
TV Ads Blog
We’re back with another installment of our power users series, where we unveil advanced features and tips that can help advertisers better manage and optimize their TV campaigns. Today, we’ll cover some newer features that are designed to give advertisers more control over where and how ads air within a given campaign. More control is always a good thing, right? For those of you who have already run several Google TV Ads campaigns, you may have experienced certain campaigns being over-saturated on a couple of networks. Because our auction optimizes for efficiency and value, advertisers may find that their campaign delivers more frequency on a few networks rather than spreading evenly over all of your selected targets. There are now two advanced settings that allow more control over reach and frequency. Within the ‘Settings’ tab of your campaigns, select ‘I prefer my ads aired more often on the national networks’ which will direct the system to try winning spots on our largest national partners first. Note that with this setting, you are opting for a larger reach rather than frequency or efficiency.The second advanced setting that falls into this bucket is also within the ‘Settings’ tab. Choosing ‘I prefer my ads spread more evenly across networks and times’ will attempt to optimize for reach within your targets. Rather than allowing the auction to accumulate as many of the most efficient spots as possible, this setting assumes that you would rather pay a bit more to have a larger reach across a more varied set of networks and dayparts.
Often times, advertisers want to target specific programs, but have strict daypart restrictions; a situation that was previously tricky to solve for as it required manual blocking of programs that fall within undesirable dayparts. We recently released a feature that makes this much easier and more efficient for advertisers. Just like you can select flights dates for a campaign, you can now choose to simply block specific days and times, also through the ‘Settings’ tab of any campaign. Once you’ve blocked time periods at the campaign level, you are free to target any networks and programs you wish, and our system will ensure that you never air during restricted times!
Finally, you can now block Paid Programming uniformly across an entire campaign. This may not always be the best option if Paid Programming is efficient and produces a positive ROI on your campaigns. However, if you know such content is ineffective, you can now universally block that content from any campaign within the ‘Settings’ tab.
Now that you’re armed with more controls and better targeting capabilities, we hope that you will achieve even greater success using Google TV Ads. Check back next week with our third and final installment of the Power Users series.
Posted by Katie Mason, Associate Account Manager for Google TV Ads
Wednesday, March 31, 2010 | 6:03 PM
Labels:
advanced features,
Learning resources,
series,
Targeting,
Tips,
TV Ads Blog
As we say goodbye to the first quarter of 2010 and usher in the new season, we'd like to share our latest product developments to help advanced users make the most of their campaigns. In this first installment of our three part series, we’ll give you the scoop on using our program and audience targeting tools to build and optimize effective campaigns. Are you a Google TV Ads power user? If not, you will be by the end of this series!If you’re familiar with Google TV Ads’ program targeting tool, you know that advertisers can conduct keyword searches to find relevant media across 98+ cable networks. For example, searching for ‘beauty’ or specific shows like ‘Seinfeld’ will produce a list of targets related to that query. Insider’s tip: Searching for a topic will not only produce a list of exact matches and broad concept targets, you’ll also see ‘related programs’ for each suggested program (as shown below). This advanced feature looks at demographic information to calculate what other programs will reach a similar audience to the shows you’ve selected. Why is this so powerful? If you’ve identified a list of targets that are effective but want to extend the reach of your ads across similar audiences, the related programs feature will do the work for you in identifying what other targets you should consider. Our system draws from an anonymized sample of millions of set-top-boxes to aggregate viewer demographics and show you exactly where else your audience can be reached.
Similarly, our audience targeting tool helps advertisers select and target a customized TV schedule to reach their specified audience. Simply specify the audience you want to reach by selecting demographic/psychographic traits and interests that characterize your desired audience. For example, searching for ‘women aged 25-34 interested in running’ will yield a list of targets that reach this audience in the highest concentrations. Insider’s tip: We’ve recently integrated Nielsen’s PRIZM segments into the audience targeting tool. PRIZM is a customer segmentation system which places consumers into 66 segments based on demographics, lifestyles, shopping patterns and media preferences. Now, you can identify the segments which describe your desired audience best and our system will find the media being watched by that audience in the highest concentrations. Using PRIZM segments allows you to search for media that appeals to a very multi-dimensional and specific audience. 
Stay tuned for next week’s segment which will cover campaign management shortcuts and more insider tips.
Tuesday, January 26, 2010 | 1:37 PM
Labels:
advanced features,
Advertiser Feature,
TV Ads Blog
Advertisers can now automatically receive cost-per-call data through Google TV Ads for television campaigns that utilize Google supplied toll-free phone numbers. This free new feature is designed to give TV advertisers access to richer performance data which allows more effective optimization based on real-time call data.
The system tracks incoming calls and matches each call down to the network, daypart and even program level. Advertisers will find these metrics in their campaign 'Targets' tab which reports data like "Live Inquiries," "Drag Inquiries" (calls that come in a significant time after an ad has aired) and cost-per-inquiry. Our system takes into account the number of impressions, network, and time of day for each ad to help match calls as accurately as possible. In addition, the algorithm has been designed to predict call response with increasing accuracy as it learns from your data over time.
(Click on image for a full-size version)
(Click on image for a full-size version)