While reading my newest issue of Fast Company this month, I came across a short article that intrigued me. The article profiled Michael Steib, the new director for Google TV ads. That’s right, the Google Ad model isn’t just for web advertising anymore. Google is taking over your television. A look into the future:
“$1,500 for LOST segment 3 Wednesday February 18th going once…..going twice…..SOLD to Victoria’s Secret!”
So perhaps TV ads aren’t exactly going to be auctioned off at Sotheby’s, but you get the idea. The brilliant auction model that has earned Google every boy scout badge in the book is now being applied to television.
What’s so great about the auction model is that your ad could be in post-production today, and on the air tomorrow. No longer does your media plan need to be booked months in advance. Almost as fast as Christian Bale’s flip out was leaked on the internet, you can make snap decisions on where you want your ad placed. The best part? The next day, Google will give you a report on what spots ran, who watched, and how much money it cost you. Forget post-campaign analysis. You’ll get real-time feedback that allows you to tweak your media plan if aren’t getting the results you hoped for.
Watch a demo of how Google TV ads work here.
So how much is that primetime slot worth to you? Bid wisely my friend…this is worth much more than that sold-out Ed Hardy shirt you found on eBay..
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