Google has just announced a new web based purchasing and analytics system that allows anyone to run television commercials.
The system has been available as a trial program for about a year, and this announcement now opens the system up for everyone to use using this simple process.
- Select your target audience
- Choose the networks, days and times, and the specific programs you want your ad to run on.
– Choose the cost-per-thousand impressions you’re willing to pay
You don’t pay until your ad airs on TV.
Like Adwords, Google is hoping to reduce the complexity of advertising and also providing the necessary self service tools that make the process scalable.
Google’s Ad Creation Marketplace also provides you with the tools to connect with pros who will provide scripting, copywriting, editing, production and voiceovers for your ad.
The interesting thing about Adwords is that it levels the playing field for the advertisers, so big global brands don’t get a significant benefits for large spending volumes. For TV advertising, companies get rewarded by distribution networks for bulk purchasing, effectively reducing the appeal to large brands. However, the transparency of the pricing may have an effect on the TV media buying industry.
Google is no doubt hoping that it can take advantage of monetising video content in the same way it has monetised search.
Video content will continue to grow, and whether the content is consumed via television or online, providing a simple interface that is open to everyone to both sell and buy advertising is going to have wide appeal.