by Amanda Bernard
Google TV Ads allows advertisers to buy smarter TV ads quickly and with relative ease. All one requires to get started are an AdWords account and a 15-120 second digital commercial (actually, if you don’t already have a commercial or if you have one that’s not in digital format, Google can help with that too). Here are the top 5 reasons to try Google TV Ads:
1) Better Reporting
When buying TV air time from a network sales rep, your rep will typically send you a report 2-4 weeks after your spots have aired. This report will contain a detailed list showing what time your TV ads aired during specific programs, gross ratings points delivered by each program as well as total gross ratings points delivered, and the cost of each ad plus any make goods that were received. This all sounds pretty informative, right? So why is Google TV Ads reporting so much better? First of all, Google provides daily – nearly real-time – reporting. Imagine being able to view a performance report the same day your TV ads air! Google’s reports also provide information that is typically more useful for an advertiser – such as recording total impressions instead of gross ratings points. Google describes an impression, as it relates to TV advertising, as “an active television that is tuned to and displays your commercial for 5 seconds or more.” This information is recorded using advanced set-top-box technologies which report accumulated statistics regarding the number of times an ad was viewed and whether it was watched in its entirety. Gross ratings points are a basic metric that “represents the percentage of the target audience reached by an advertisement,” which is calculated by frequency (how many times an ad aired) multiplied by percentage of reach (an estimate of your targeted audience). Besides the benefit of analyzing impressions instead of gross ratings points, Google even tells you how many people viewed your entire ad, including the percentage of your initial audience that was retained for the entire spot. Gross ratings points don’t give you any information about how long your ad retained your audience’s attention. Google also reports the average number of seconds your ad was viewed by people who were watching from the beginning of the ad; valuable information when A/B testing different ad versions – and the reports show the average number of seconds your ad was viewed by people who tuned in at any time during your ad. For those arguing over the validity of live audience statics because of the popularity of TiVo and other DVR equipment, Google is already one step ahead of you. Google provides data for “DVR viewings which happened on the same day, 1 day, 3 days and 7 days after the live airing.” If this isn’t impressive enough, how about the ability to seamlessly integrate your TV Campaigns report into your Google Analytics account? By being able to view your Google Analytics website metrics alongside your Google TV Ads metrics, you can easily calculate your Return On Ad Spend (ROAS) by comparing the number of TV impressions received versus the number of website visits received (or number of phone calls received, if tracking offline conversions).
2) The Ability To Make Quick Changes
Traditionally, TV spots are purchased in advanced with a planned schedule that does not change very much once the campaign begins, unless you happen to notice you aren’t receiving more than normal website traffic and/or phone calls to your business; at which point, you might contact your network sales rep to discuss changing your spot schedule. With Google TV advertising, you can make changes to your campaign with the click of a mouse at any time of day. You can mix and match networks and programs, adjust your dayparts, adjust your budget if you suddenly want to increase awareness for a promotion, and block specific programs, networks or dayparts that aren’t working. Since Google TV Ads work on a CPM bid auction similar to AdWords, you can adjust your bids to ensure you are getting the most impressions for your money, thus potentially spending less than purchasing directly from the networks. Google’s detailed daily reports and the ability to use that data to make changes to your TV campaign allows you the opportunity to optimize your campaign’s performance. Which leads me to reason number three…
3) The Ability To Optimize Your TV Campaigns
I could be wrong, but I’m not sure that the idea of optimizing TV campaigns existed before Google TV. Of course advertisers and agencies have always tried to get the most gross ratings points their budgets allowed for and then waited for indications that the TV ads were working or not working and subsequently making adjustments and changes in time for the next campaign to start. But with Google TV Ads, you can actually think about optimizing your TV campaigns similar to the way AdWords Search and Content campaigns are optimized. Consider A/B testing different ad versions. Google allows you to air multiple versions of your ad so you can test to see which ad is the most successful with your target audience. You can also determine conversion rates across your selection of networks and dayparts and optimize your CPM bid around those that provide the greatest return – all while managing your cost per lead. You can even use Google’s Ads Diagnostic Tool to diagnose any issues that are prohibiting your ads from airing. The Ads Diagnostic Tool identifies issues at the campaign, creative or target level and provides a bid/budget analysis.
4) You Don’t Have To Work With Multiple Network Sales Reps
Google TV allows you to purchase air time on hundreds of networks from one central location; your computer. When working directly with network sales reps, they can only sell air time for the network they work for and/or affiliate networks. This can occasionally work to your advantage because network reps always want to know how much you are spending with other broadcast networks and are sometimes willing to negotiate to win more of your advertising dollars. However, working with more than one network rep is very time consuming: with Google TV Ads, the entire process is automated, meaning you spend less time getting more accomplished and you can view reports and make changes when its convenient for you – which may not be 9-5 Monday through Friday.
5) Google’s Easy To Use Interface
Google uses the AdWords interface for TV campaigns – which means if you are already an AdWords advertiser, it will be that much easier for you. Plus you get the added benefit of having your Search campaigns and your TV campaigns all in one place. Even if you aren’t familiar with the AdWords interface; trust me, it is very user friendly. Although the interface is easy to use, analyzing the data and optimizing your campaigns is not, so you may want to consider hiring a marketing professional to assist with strategy and campaign management.
Category: Google Gossip