Testing With Google TV Can Save Money

FOCUS: PRODUCTION

By Beth Vendice, President, Mercury Media Boston

While it appears that Google TV has little to offer in terms of consumer viewing revelations, the program has much to offer DRTV advertising executives looking to improve client results while saving both their agencies and clients money.  Real-time quality scores, second-to-second ratings and affordable beta testing of high profile programming are just a few of the many Google TV offerings that agencies can use to optimize direct response advertising campaigns.

Google TV’s ability to track second-by-second commercial ratings allows agencies to use the program to test various creative executions against one another, looking at performance levels across the span of a commercial and re-editing based on findings.  The result is more effective creative that leads to increased sales.

Additionally, Google TV’s auction model can be used to create real time quality scores.  This is particularly beneficial to direct response agencies because we are able to quickly look at per-spot performance and traffic to both our client’s call centers and websites and adjust our bids accordingly; paying only for future spots that we know will meet our client’s pre-set Pro forma standards.  As long as a spot’s cost matches its relative performance, even the lower rated positions can become valuable inventory.

Google TV also allows agencies to beta test high profile/high cost programming at a very attractive rate.  If performance goals are met, agencies can then make an informed decision regarding larger investments into that media/programming on a national basis.

As marketers move toward pay-for-performance compensation models for TV advertising, demanding real-time measurable results and tactical media buys, testing using Google TV offers a clear advantage to agencies looking to make the most of their client’s money and their own.

Beth is President of Mercury Media Boston and is responsible for leading the strategic direction and day-to-day operations of the national short-form practice.  Since joining Mercury in 2001 she has led the firm to significant year-over-year growth by attracting clients that include Mandalay Bay Resorts Group, LifeLock, Liberty Medical, Boost Mobile, Conair, Vegas.com.

Beth can be reached at bvendice@mercurymedia.com

This article appeared in the August 31, 2009 edition of DM News

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8 Responses to “Testing With Google TV Can Save Money”

  1. boalt Says:

    Beth, nice article. I have used Google TV and run many spots through them. A couple things good and bad:

    Good: There system which is still in BETA has a tendency to run more impressions then you request but they are great a providing credits for these mistakes which work in your favor.

    Bad: If you’re really interested in advertising on a particular time or event, let’s say Monday Night Football, and then game all of a sudden get’s a lot of action, networks will knock you off and accept retail rate customers first, so you can’t count on any spots. This is especially true during the holiday season when there is so much advertising going on and inventory is not as available.

    Overall, it’s been a great place to test TV ads. I recommend using toll free numbers provided by Google to track response and also use unique coupon codes to track which spots worked best.

    Thanks,

    Adam Boalt
    http://boalt.com

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