MARKETING RESEARCH

GOOGLE AND ITS TV ADS PROGRAM

PRESENTED BY
SAKSHI KALRA
SHIKHA CHHABRA
SHEWTA SHARMA
SONAM ARORA
SRI AMBIKA
SECTION : G
History of Google
 In 1996, Larry Page and Brin developed search engine they called BACKRUB.
 In1997, Backrub was renamed as GOOGLE.
 On 15 September 1997, google .com was registered.
 On 04 September 1998,google was formed as a company.
(company grew in size & google offered in many languages)
 By June 2000, google became the most popular search engine.
 In October 2000,google launched Google Adwords.
(text based ads+banner ads)
 In August 2001,Eric was named CEO of google. Page & Brin were named
Presidents of Products and Technology.
 In 2002,intoduced new version of Adwords it included CPC.
History of Google
 In 2003, Adwords with 10,000 advertisers was largest online advertising
company.
 Click through rates(CTR)
 In August 2004 came up with successful ipo at an issue price of US$ 85/share.
 In April 2005 launched new feature for its Adwords called “SITE TARGETING”.
 In November 2006 released its web analytics software called “GOOGLE
ANALYTICS”
(enhanced all aspects of online marketing)
 In October 2006,google acquired online video giant YOUTUBE.
Adwords program
 Text Based Ads
 Cost Per Click
 Click Through Rates
 Site Targeting
 Most approriate ad ti internet consumer
 Could display another ad format like imaging etc.
Entering New Media
In 2006 company announced plan to enter advertising
arena
In November ’06 it launched PRINT ADS PROGRAM
It enabled advertisers to buy advertising space in 50
US newspapers through a bidding process
In December’06 company launched Google Audio
Ads program
This provided advertisers with an online interface for
creating and launching radio campaigns across various
radio stations in USA
Goal
Google’s goal was to build a broad platform for
advertisers to run targeted ad campaigns, that could
be constantly changed according to various matrices
The main aim is to use the amount of the customers to
allocate in various media
To bring in transparency, efficiency and accountability
in other media
In December’06 Google entered in TV advertising market
It aimed to add value to TV advertising by making it
relevant for users
The company viewed that TV advertisers had no
mechanism to get feedback on performance of TV ads due
to lack of appropriate metrics to measure the viewership of
these ads
Google addressed on the above issues in order to provide
information to the viewers about the effectiveness of there
ads and weather there has to have any changes in current
Plan
Google planned to utilize technological advances in
TV industry
It intended to use data from set top boxes to gather
statistics on ad views like no. of times and length of
time the ad is viewed
It developed the TV ad program to sell ad inventory
and provide feedback to advertisers
It planned to sell inventory by auction with minimum
possible bid
The automation was to be made of the entire process
starting from uploading and serving the ad to
responding on its effectiveness
Beta trial
In April’07 , Google launched beta trial program with
cable companies
Astound Broadband- operated in few cities of California
Satellite TV provider Echo Star Communications – dish
network with 125 channels
Selected Advertisements and advertisers were invited in
the trial
The advertisers were provided with the detailed
feedback within 24 hours of the ad being aired
Feedback
The reports contained details :
Analysis of the data from Set top boxes and included a
second by second breakdown of the customer while
viewing the ad
Details about where and when the advertisement is been
aired
The report included how has the advertisement has
performed
 Price of airing ad on basis of CPM pricing
Services offered
For advertisements which lacked expertise to create
their TV commercials, google offered a service called
GOOGLE AD CREATION MARKET PLACE which
provided links for creationg an ad
Google worked with advertisers to improve the quality
and relevance
Google also provided the option of targeting by
demographic groups
In January’08 Google provided advertisers with an
option of bidding on specific shows
In February’08, Google introduced a new feature
called TARGET CAMPAIGN, which provided
advertisers with a relevant list of programs during
which the ad could be aired
BRINGING IT OUT OF BETA
In May 2008, Google brought its TV Ad program out
from the Beta testing phase and made the service
available to all the advertisers.
To educate advertisers
Online tutorials
Webinars
To attract more advertisers
Offer a credit of US $ 2000 on their AdWords account to
advertisers who were ready to take part in a 4-week
campaign using Google TV Ads program.
CONT…..
June 2008
Google incorporated the feedback reports it produced
for advertisers into Google analytics.
The main aim was to measure and analyze the traffic on
websites.

Various deals signed by Google to provide certain tools

to advertisers
SpotMixer (online video advertising service)
Advertisers using the TV Ads program could create
Video ads through SpotMixer at affordable prices.
CONT…..
COREMedia Systems Inc.
It provided direct response advertising services and
technology for planning, purchasing, and analyzing the
impact of direct response commercials.
Harris Corporation
It provided ad inventory management tools like traffic
management and billing systems to media companies.
NBC Universal
It provided some advertising time on NBC channels like
CNBC, Sci Fi and Oxygen to be sold through Google TV
Ads program.
BENEFITS ALL AROUND?
Various benefits derived from the Google TV Ads
include:
Creation of ads
Google helped the advertisers who were interested in
advertising on TV, but could not because of the
apprehensions regarding price and creativity.
Reaching out to Consumers
The data provided by Google was used by the advertisers
to create ads that were more relevant to the target
audience.
BENEFITS ALL AROUND?
Increase the market share
It provided a means to niche networks with devoted but
small viewer ships to gain a larger share of money spent
on TV advertising.
Attracting local advertisers
Google claimed that by using TV Ads program it would
be easy for local TV stations to attract local advertisers.
Easy sale of Ad inventory
Google claimed that through the TV Ads program it
would be easy to sell Ad inventory, that was considered
hard to sell.
BENEFITS ALL AROUND?
Sell Ad inventory at better rates
TV Ads program enabled the sales executives of TV
networks to spend more time making complex, higher
priced deals with advertisers by streamlining the process
of selling ads.
Understanding of strengths and weaknesses
The data gathered as a part of the service helped them
understand the programming strengths and viewer
preferences (like length of ad breaks between
programs).
SUCCESS
Lenovo
STORIES
“65 percent of people who created a customer account
with the site during the time we were running Google TV
Ads had never interacted with a Lenovo site before.”– Gary
Milner, Global Interactive Marketing Manager, Lenovo
Golden Gateway Financial
“I sit here at my computer while I launch national
campaigns that are able to compete head-to-head with
large competitors. Any small business that wants to grow
its customer base through scalable efforts should check
out Google TV Ads.”– Bob Purcell, chief marketing officer,
Golden Gateway Financial.
Competition
Microsoft
competition Canoe

Technolog
Google
y startups

Satellite
Satellite and
and
cable companies
cable companies
CANOE
Group of top 6 US cable operators (US $ 150 Million
 Comcast
 Time Warner cable
 Cox communications
 Cable visions systems
 Bright house networks

Objective:
1. To help advertisers to create ads based on viewing habits
and demographic data
2. To increase the revenue of the TV operators

 Claims to have access to many more viewers

Microsoft corporation
June 2008- Microsoft purchased Navic Networks
 Navic – offered targeting advertising via cable set up
boxes
Objective:
1. Provide data to advertisers that enable them to target
based on the demographic characteristics and geography
 A comprehensive platform – online display, search,
videogames ,and TV advertising
Continued to provide more tools to improve the level
of targeting
In November 2008 entered into a deal with Equifax
Dec 2008 , Google and Hallmark channel announced a
partnership deal
Google’s reach was extended only to 12% of the US
households
TV advertising to be the next major business
opportunity after display advertising
Competition is good for TV industry and for its own
business prospects.