Beta Launch: Demographic Search for TV Ads

Thursday, December 11, 2008 | 8:55 AM

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This week we’ve launched a new feature to help you reach those viewers who find your message most relevant. You may recall our recent launch of broad match results for program targeting that recommend even more relevant television content associated with your advertising campaign. Now the demographic search feature beta helps you find more relevant television audiences. Both tools are designed to help you determine which ad placements achieve your objectives most efficiently.

With demographic search, you choose the audience attributes you value most, and we’ll present a list of networks and programs whose viewership includes a high concentration of your ad campaign's intended audience. Advertisers can now view recommendations based on three attribute categories: viewers, household data, and interests.

For example, if you're advertising motorcycle accessories and you've found in the past that most of your buyers are adult men, you may want to find content where you can reach those customers. Google TV Ads can now help you locate TV programming that best reaches households that have expressed an interest in motorcycles and where viewers are males between 25 and 49 years old. Simply select those attributes from the drop-down menus, then review recommendations of programs, networks, and times, and add them to your schedule. You can find this new demographic search feature on the "Target Campaign" screen during your campaign setup:

(Click on the image for a full-size version)

The Google TV Ads system recommends networks and programs to help you best reach your desired audience based on anonymized data that we receive from a variety of sources, including historical viewing patterns from millions of set-top boxes through our partnership with Echostar, and anonymized demographic and marketing data from such companies as Equifax and our collaborator Nielsen.

To sum up: the Google TV Ads demographic search feature provides advertisers and agencies with a powerful way to find and reach the viewers for whom their messages are most relevant. TV viewers also benefit, as they will likely start to see more ads that are more relevant to them. Like all Google product features, we will continue to evolve and improve this feature based on feedback from our users.

Posted by Andrew Poon, Product Manager for Google TV Ads