Harris, CoreMedia back Google TV Ads
Harris and CoreMedia are integrating their systems with Google’s platform for auctioning TV ad time.
CoreMedia Systems says it is working to be able to download data from Google’s TV Ads advertising platform into its CoreDirect media stewardship and analytics system. Separately, Harris said its media inventory service will be integrated with Google TV Ads to create a new sales channel for broadcasters, cable networks and cable system operators.
Google TV Ads is an all-digital system for buying television air time using auction-based pricing. Advertisers choose the price they are willing to pay and only pay for impressions delivered to their ads. Advertisers can also use the flexibility of the Google TV Ads platform to make real-time adjustments to their campaigns to maximize the return on their TV ad investments.
The integration of CoreMedia’s and Google’s systems will combine data sets so that the effectiveness of Google TV Ads can be assessed. Specifically, the combination will allow each airing of Google TV Ads to be matched with response and sales data from client call centers and Web servers, alongside other media buys and results.
"The Google TV Ads platform provides advertisers with access to second-by-second data from millions of anonymized set-top boxes, allowing them to measure viewership of their ads more precisely than ever before," said Keval Desai, product management director for Google TV Ads. "We're pleased that our partnership with CoreMedia now enables advertisers to easily view their response data for Google TV Ads airings within CoreDirect. As advertisers gain insights from the data, they can optimize their campaigns through the flexible Google TV Ads platform.”
CoreMedia says its CoreDirect connects with every major data source that direct response agencies use, including ratings, broadcast verification and competitive intelligence, along with call center and fulfillment results.
The Harris media inventory service provides an automated way for media companies using Harris Paradigm, OSi-Traffic, BMS and Novar traffic systems to supplement existing revenue by making inventory available to new advertisers through Google TV Ads. The service is currently available for use by cable networks using Paradigm traffic and can be easily adapted to other Harris and third-party systems.
Harris explained that as its clients make their inventory available, the Harris media inventory service will facilitate the connection between inventory owners and the Google TV Ads platform. Throughout the sales process, inventory owners will continue to maintain full control over business data such as inventory, rates and sellout levels through the Harris media inventory service.
"The media inventory service provides our customers with a new sales channel for their inventory, attracting new advertisers to television that were previously hard to reach," said Harris Morris, vice president of media and workflow with Harris Broadcast Communications. "We are excited to enable this new outlet for our clients to enhance their inventory value through Google TV Ads' sales channels."
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