A Closer Look Into Bloomberg Television's Partnership with Google TV Ads

Thursday, April 30, 2009 | 4:15 PM

Over the past year, we've announced many exciting partnerships with TV inventory providers. Today, we take a closer look into the experience of one Google TV Ads inventory partner, Bloomberg Television. Recently, Trevor Fellows, Head of Advertising Sales for Bloomberg Television sat down with us to talk about their experience.

"Bloomberg as a company has thrived because we’ve been open to doing things differently," Trevor says. “We found Google TV Ads to be very logical, and saw the attraction of the value proposition early on." At the top of Bloomberg's wish list was to make inventory accessible to a larger group of advertisers.

“Google TV Ads has helped us understand how a larger pool of advertisers responds when we make inventory easily available,” notes Trevor. “In the first month, we found that nearly 80% of advertisers bidding on our inventory through the Google TV Ads platform had never run on Bloomberg TV before, and those numbers have stayed high.”

Second-by-second data provided to Bloomberg by Google TV Ads shows surprising audience patterns on Sundays. Bloomberg airs coverage of Asian financial markets on Sundays, attracting a spike in weekend viewership.

Set-top-box data provided to advertisers through Google TV Ads is also valuable for our inventory partners. "Google showed us usage heat maps, such as audience viewership behavior during Sunday evening programs focusing on the Asian financial markets,” he says. There was a clear increase in viewership as the Asian markets opened, followed by a steady increase over the course of the night and into the early morning. It’s actionable data that allows us to make informed business decisions, and it’s exactly the type of information our advertising customers want.”

We look forward to growing our relationship with Bloomberg Television and all of our inventory and advertising partners. To learn more about Bloomberg Television, please visit their website.

Posted by Neha Mandal, Associate Marketing Manager for Google TV Ads