If you've run television campaigns before, you know that sight, sound and motion can truly create meaningful connections between brands and customers. So we thought it would be useful to write about a complementary ad format observed by Neilsen to increase brand recall of TV ads by as much as 35%. Google enables you to extend the power of your TV campaign to audiences online by running in-stream video ads. Advertisers can run :15 or :30 second video ads on YouTube and over 90 partner sites across our network to reach engaged online video viewers. In-stream ads enable you to elevate video advertising to an interactive level by enabling click-throughs to designated landing pages. If your goal is to drive offline activity, don't worry: we've also read reports of increased offline response to premium online video advertising.
The unique value of in-stream is its ability to merge the benefits of TV ads and online advertising by providing an engaging experience that is clickable and more directly trackable. Leverage free tools like the Adwords Placement Tool or the YouTube Video Targeting Tool to find content that best reaches your defined audience and customize campaigns through geo-targeting, audience targeting, daypart limitations and enabling conversion tracking to drive and measure effective video impressions.
Sample of in-stream partner sites
Ready to get started? To learn even more about this ad format, we encourage you to view our recent webinar featuring the YouTube Video Targeting Tool which will guide you through the best ways to extend the reach of your TV campaigns through in-stream.
Posted by Andrew Stinger, Account Manager for Google TV Ads
For many businesses, TV advertising is an entirely new medium that is both intriguing and seemingly intimidating. The most common questions we get from advertisers who are newer to TV revolve around how to strategically budget, target and measure TV campaigns.
In response to advertisers' feedback and questions, I'd like to introduce the TV Ads Strategy Guide, a comprehensive resource that aids advertisers in planning, creating and managing successful TV campaigns. Through simple examples and instruction, the guide walks through strategies advertisers might consider when building ads and campaigns. After reading through the guide, you'll have more information to answer questions like: How much do I need to spend? Is this the right medium for my business? What makes a good TV ad?
We hope this guide will be a helpful resource as you plan and launch successful TV campaigns that drive results!
Posted by Neha Mandal, Product Marketing Manager for Google TV Ads
In our final installment of the Power Users series, we’ll cover advanced reporting and measurement capabilities of our platform. As you may know, Google TV Ads delivers precise reporting including impression counts, tuning data and cost metrics; this report type is called the ‘Played Spots Report.’ Beyond these data points, advertisers can also choose to include audience reporting metrics as well.
Our system merges aggregated demographic and psychographic information with viewership data from millions of anonymized set-top boxes to report on the audience composition for your ad airings. Audience metrics include Nielsen VPVH, household income, and category interest information amongst others. Easy to run reports detail the composition, or index for each metric whether or not you chose to target those specific metrics in your campaign. This allows you to see an overall picture of exactly who your ads reached or potentially can reach. Insider’s Tip: Selecting the audience measurement option while creating your ‘Played Spots Report’ will allow you to measure how many W25-54 are REALLY watching your ad, or how Project Runway indexes for consumers with certain interests such as photography, hiking, and over 30 others.
Another useful report type is the ‘Summary Report’ which allows you to analyze how well specific networks and programs deliver against an audience and your clearance goals. For instance, you can run a ‘Summary Report’ to find out which programs are delivering the highest VPVH for W25-54, or combine all played spots on ESPN to see how the overall HHI compares against all spots aired on Speed.
The last report and final tip we have for you, is the ‘Reach and Frequency Report.’ Insider’s Tip: Imagine how powerful it would be to understand not only the reach, but also the frequency of your TV campaigns over a given time frame. As seasoned TV buyers know, understanding how often you are reaching a given audience is as important in determining ad effectiveness as measuring reach. Are viewers motivated to visit your website or purchase from you after seeing your ad just once? Or perhaps the sales cycle is longer and repeat views are needed to move the needle. The ‘Reach and Frequency Report’ makes measuring this extremely easy, and can be viewed weekly or monthly to give you a sense of your creative penetration over the specified date range.
This brings us to the end of our Power Users series, we hope you have found these tips and tricks useful. As our product continues to develop and new product features arise, we’ll be sure to keep you posted and in the know.
Posted by Katie Mason, Account Manager for Google TV Ads
We’re back with another installment of our power users series, where we unveil advanced features and tips that can help advertisers better manage and optimize their TV campaigns. Today, we’ll cover some newer features that are designed to give advertisers more control over where and how ads air within a given campaign. More control is always a good thing, right?
For those of you who have already run several Google TV Ads campaigns, you may have experienced certain campaigns being over-saturated on a couple of networks. Because our auction optimizes for efficiency and value, advertisers may find that their campaign delivers more frequency on a few networks rather than spreading evenly over all of your selected targets. There are now two advanced settings that allow more control over reach and frequency. Within the ‘Settings’ tab of your campaigns, select ‘I prefer my ads aired more often on the national networks’ which will direct the system to try winning spots on our largest national partners first. Note that with this setting, you are opting for a larger reach rather than frequency or efficiency.
The second advanced setting that falls into this bucket is also within the ‘Settings’ tab. Choosing ‘I prefer my ads spread more evenly across networks and times’ will attempt to optimize for reach within your targets. Rather than allowing the auction to accumulate as many of the most efficient spots as possible, this setting assumes that you would rather pay a bit more to have a larger reach across a more varied set of networks and dayparts.
Often times, advertisers want to target specific programs, but have strict daypart restrictions; a situation that was previously tricky to solve for as it required manual blocking of programs that fall within undesirable dayparts. We recently released a feature that makes this much easier and more efficient for advertisers. Just like you can select flights dates for a campaign, you can now choose to simply block specific days and times, also through the ‘Settings’ tab of any campaign. Once you’ve blocked time periods at the campaign level, you are free to target any networks and programs you wish, and our system will ensure that you never air during restricted times!
Finally, you can now block Paid Programming uniformly across an entire campaign. This may not always be the best option if Paid Programming is efficient and produces a positive ROI on your campaigns. However, if you know such content is ineffective, you can now universally block that content from any campaign within the ‘Settings’ tab.
Now that you’re armed with more controls and better targeting capabilities, we hope that you will achieve even greater success using Google TV Ads. Check back next week with our third and final installment of the Power Users series.
Posted by Katie Mason, Associate Account Manager for Google TV Ads
As we say goodbye to the first quarter of 2010 and usher in the new season, we'd like to share our latest product developments to help advanced users make the most of their campaigns. In this first installment of our three part series, we’ll give you the scoop on using our program and audience targeting tools to build and optimize effective campaigns. Are you a Google TV Ads power user? If not, you will be by the end of this series!
If you’re familiar with Google TV Ads’ program targeting tool, you know that advertisers can conduct keyword searches to find relevant media across 98+ cable networks. For example, searching for ‘beauty’ or specific shows like ‘Seinfeld’ will produce a list of targets related to that query. Insider’s tip: Searching for a topic will not only produce a list of exact matches and broad concept targets, you’ll also see ‘related programs’ for each suggested program (as shown below). This advanced feature looks at demographic information to calculate what other programs will reach a similar audience to the shows you’ve selected.
Why is this so powerful? If you’ve identified a list of targets that are effective but want to extend the reach of your ads across similar audiences, the related programs feature will do the work for you in identifying what other targets you should consider. Our system draws from an anonymized sample of millions of set-top-boxes to aggregate viewer demographics and show you exactly where else your audience can be reached.
Similarly, our audience targeting tool helps advertisers select and target a customized TV schedule to reach their specified audience. Simply specify the audience you want to reach by selecting demographic/psychographic traits and interests that characterize your desired audience. For example, searching for ‘women aged 25-34 interested in running’ will yield a list of targets that reach this audience in the highest concentrations.
Insider’s tip: We’ve recently integrated Nielsen’s PRIZM segments into the audience targeting tool. PRIZM is a customer segmentation system which places consumers into 66 segments based on demographics, lifestyles, shopping patterns and media preferences. Now, you can identify the segments which describe your desired audience best and our system will find the media being watched by that audience in the highest concentrations. Using PRIZM segments allows you to search for media that appeals to a very multi-dimensional and specific audience.
Stay tuned for next week’s segment which will cover campaign management shortcuts and more insider tips.
Posted by Christina Duss, Senior Account Manager for Google TV Ads
Last Tuesday, we hosted a webinar to walk advertisers through our new and improved AdWords interface, which allows you to create, manage, and edit campaigns faster and more efficiently than before.
If you missed the webinar, not to worry! We have a great microsite online with training videos to help ease you through the transition, and we are also hosting a second webinar on Wednesday. Hope to see you there. Google TV Ads New Product Overview Webinar Wednesday, August 26th at 10:00AM PT / 1:00PM ET Please register here before the event starts Update: A recorded version of the webinar can be found here, starting at the 3:36 mark.
Advertising on television with Google TV Ads is easy...all you need is an ad that meets our editorial and technical requirements. You can create your ad in any of several ways, from finding a professional through our Ad Creation Marketplace, to using the self-service tool provided by our partner Spotmixer, to producing it yourself.
If you produce your own ad, there are a number of non-linear video editing software packages available for use on personal computers. And now, we make producing your ad even easier if you choose to use two of the more popular video editing systems, Adobe Premiere or Apple Final Cut Pro. For each of these software packages, we've prepared a settings preset file which, once imported, makes exporting a video in the correct format a snap. These files are pre-programmed with the right settings to generate a video that complies with the Google TV Ads technical requirements.
You can download these settings preset files and read instructions on how to use them by visiting our Help Center.
Posted by Marek Jeziorek, Video Operations Manager for Google TV Ads
Are you curious to know exactly how effective your TV ad campaigns are, but have not been tracking your TV campaigns with unique phone numbers or URLs? Worry no more. In addition to the TV Campaigns reports discussed in this post, Google Analytics offers two great ways to track your TV campaign effectiveness.
1. Direct Traffic Report When your customers type your URL directly into their browser, this traffic is classified as direct traffic. All of the TV viewers who type your website URL into their browsers will fall into this category. Therefore, it is important to monitor how your direct traffic is influenced during the time of your active TV campaign.
To access the Direct Traffic report, log in to Google Analytics and choose Traffic Sources -> Direct Traffic. Make sure you select the date range that corresponds to your active TV campaign. The example below features data from a real campaign, and you can see that there is a clear lift in traffic when the TV campaign was running (shown with green labels).
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2. Non-paid search traffic Your customers may search for your company or product on their favorite search engine instead of visiting your website directly. To get a more complete picture of the effect of your Google TV campaign, it's important to monitor your non-paid search traffic as well. Non-paid search traffic is traffic that originates from the natural search results of search engines like Google, Yahoo and MSN. These visitors are accounted for in the Search Engines report.
To access your non-paid search traffic, login to Google Analytics and choose Traffic Sources -> Search Engines. Then click the "non-paid" link to filter out any paid traffic from the engines. In the example below, you can see a noticeable increase in non-paid search traffic on days with active TV Ads (shown with green labels).
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We hope this post provides you with some simple and powerful tools to measure the effectiveness of your Google TV Ads campaign.
Posted by David Wurtz, Associate Product Manager for Google TV Ads
The Google TV Ads team is hard at work building tools to help you create efficient TV campaigns. A few months ago, we launched new Program Targeting and Demographic Search tools, which enable you to reach the right audience when your message is most relevant. This week, we've enhanced the program targeting tool with the launch of Seasonal Searches.
Seasonal searches allows you to review and select programs that are related to a particular season or event that may be relevant to your business. For example, if you are a sporting goods store looking to advertise specials during the upcoming college basketball tournament, simply select "March Madness" from the seasonal searches list, and we'll show you relevant programs such as "NCAA March Madness Central" and "College Basketball Scoreboard". This new feature makes it easy to see the upcoming events that may be relevant to your audience.
To try a seasonal search, look directly beneath the Program Targeting search box. You'll see the upcoming events listed. Clicking on any of these events will show you the TV programs related to that event.
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Posted by David Wurtz, Associate Product Manager and Jeff Lu, Software Engineer for Google TV Ads
A few months back, we launched a new addition to Report Center: Reach and Frequency reports for Google TV Ads. These provide you with insight into how often viewers see your ad, so you can determine whether your campaign is delivering on your goals. Today, we'd like to share a tip about something useful you can do with the data, once you create one of these reports.
You may be curious to know the average frequency for your campaign, or in other words, the average number of times a given television was exposed to your advertisement. Calculating this is simple.
1. Generate a Reach and Frequency Report from Report Center.
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2. Notice how many unique TVs were exposed to your campaign (Reach) and how often (Frequency). For example, in the report below, 50 TVs showed the ad once, another 20 TVs showed the ad twice, and 10 TVs showed the ad 3 times.
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3. To calculate the average frequency for your campaign, divide the total number of exposures, by the number of unique TVs exposed.
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In this example the average number of times a given television showed the commercial was 1.5. Use this formula with your own data to understand how often viewers saw your ad. Then you can adjust your campaign based on these results. For example:
If you wanted to decrease your frequency and increase your reach, you could do so by adding more unique networks for the same dayparts you are using now.
If you wanted to increase your frequency and decrease your reach, you should bid on fewer overall networks.
You can always increase your budget to try to improve both your reach and your frequency, but keep in mind it's harder to achieve higher frequencies than higher reach.
We recently postedabout a new feature called "Copy Campaign" that allows you to copy your settings from a previous campaign to a new campaign. An added bonus to this feature is the ability to customize dayparts down to a half-hour granularity.
For example, instead of targeting the 2:00 to 5:00 PM daypart, you can target 2:00 to 3:30 PM instead. Simply go into the text editor and modify the start and end times:
1. From the targeting page in campaign creation, select from the original list of dayparts
2. Select the "Advanced: Edit networks and dayparts in bulk” link
3. Edit dayparts within the editor and then select “Apply new schedule"
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You are no longer restricted to dayparts in the system! Feel free to create as many custom dayparts as you like, as long as they do not overlap.
Posted by Ajoy Bhambani, Product Specialist for Google TV Ads
To help you save time when creating a new TV campaign, we’ve launched a new feature that allows you to copy your targeting settings from a previous campaign to a new campaign. These settings include network, dayparts, and program targets.
When might you find this useful? Say, for example, you've got a new ad and want to create a new campaign that targets the same networks and dayparts as an existing campaign. Instead of taking the time to manually re-select the same settings, you can copy over all the network and daypart targets from the existing campaign and then modify the details you choose. This will hopefully save you lots of time!
The feature is accessible on the first screen when you click to create a new TV campaign. Simply select from a list of previous campaigns in the drop-down menu at the top of the screen. Once a previous campaign is selected, the existing network and daypart targeting settings will appear. These settings can be changed by selecting the “Advanced: Edit networks and dayparts in bulk” link. Selecting this link will display all the network and dayparts you have targeted. Edits to individual networks and dayparts can be made within the text box or they can exported to a .csv file where changes can be made in bulk in an editing application.
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Now you know how simple it is to copy network and daypart targets from a previous campaign and make any necessary modifications for new targets.
Posted by Ajoy Bhambani, Product Specialist for Google TV Ads
We're excited to announce a new enhancement to our program targeting feature that will provide you with additional, relevant program targeting suggestions. Simply enter a keyword into the TV programs search field on the Target Campaign screen, and Google technology will provide you with suggested relevant TV programs based on all concepts related to your keyword.
As discussed in this post, our program targeting feature is search-based and enables you to target or block specific programs in your campaign schedules. Simply enter a word into the search field, and we'll provide suggested TV programs. Until this week, all search results were based on an exact match between your keyword and the program's title, description, cast, genre, episode information, or network.
This week we've launched a new type of results for your program search, called "broad matches". The great thing about broad match results is that it does the work for you to identify additional concepts that are related to your query and provides results based on those additional related concepts. The broad match results don't just consider the words you enter into the search field, but also consider other sets of words that are related to your keyword in order to determine which TV programs are relevant to you. For example, if you search for programs using the keyword "diapers", you may find a show titled "A Baby Story". Even though the word "diapers" doesn't appear in the program description, our search technology understands that your search is related to things about babies, parenting, and more and will return TV programs relevant to these concepts.
Watch the video below to learn more.
Now you can discover and target even more programming content that is relevant to your business. Program targeting is a great way to reach your target audience when your message is most relevant. If your ad is relevant to the programming content surrounding your ad, you're likely to see better results.
Posted by David Wurtz, Associate Product Manager for Google TV Ads
Join AdWords specialists for an online webinar this Thursday, October 30th from 10:00-11:00 AM PDT, designed especially for those who are new to TV advertising. Sign up here!
Television advertising is a powerful vehicle for driving qualified web traffic and increasing sales volume — turning TV viewers into customers. With Google TV Ads, you can launch an affordable national TV ad campaign right from your AdWords account. It's easy to test without commitment and then make adjustments to maximize your results.
Following the webinar, we'll help you get started with Google TV Ads with a free customized campaign proposal.
Google TV Ads can help you reach new potential customers, build brand recognition, and drive more qualified traffic to your website. We hope to see you at Thursday's webinar.
It’s now easier and less time consuming to create and manage your TV campaigns that you want to air on and off over a given period of time. The new Flight Controls feature allows you to schedule in advance when you would like your campaign to be paused.
Say, for example, you want to run a campaign for the first 2 weeks of each month. The schedule can be set in advance with this new feature. This will save time in managing campaigns that are not always on, since there won’t be any need to continually monitor/track campaign schedules and manually pause on specific date periods. Here's how you'd set up your campaign:
Enter multiple start/end dates that coordinate with campaign flight schedules, when creating a new campaign or editing an existing one.
After adding your first date range, just select “Add another date range,” and another row with start/end date fields will appear.
You can add up to 25 date ranges for a given campaign.
The end date entered for the last date range will serve as the default end date.
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You can still pause your campaigns manually at any time. If a campaign is paused because the current date is outside of your set flight dates, this will be indicated in the current status column as shown below.
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This feature should save you from having to continually monitor campaign schedules that need to be paused on specific dates. Now what will you do with that extra time? Posted by Ajoy Bhambani, Product Specialist for Google TV Ads
Before you create a new television campaign and get your commercial running on the Google TV Ads system, it's important to make sure your ad meets our technical specifications, so that you can upload it without complication. Advertisers that have already created their ad can easily open it in their favorite editing program and follow some simple guidelines to make it Google TV Ads-friendly.
With Google TV Ads, you have access to detailed reports based on second-by-second data from millions of set-top boxes, and you have the flexibility to adjust your campaign on the fly. But how can you take advantage of these benefits to optimize your campaigns for the best ROI? It starts with how you structure your campaign. Here are a few key points that you may want to consider when creating your TV campaign(s) to learn what works best and optimize accordingly.
Include a specific call-to-action in your commercial.
Your call-to-action should be what you plan to measure when evaluating the success of your campaign or specific targets within your campaign.
Ideally, your call-to-action should direct customers to a unique behavior that they wouldn't perform unless they'd seen your TV ad.
Or you may direct customers to visit a unique URL. Read the FragranceNet.com success story that shows how they were able to successfully track and optimize their campaigns using a unique URL.
Make sure you have enough airings to elicit response.
To know what's working, you'll want to reach enough viewers so that the level of response can be observed. We recommend that you spend at least $150 on at least four ad airings in a given day to ensure that you're reaching enough viewers.
We recommend running your campaign for a minimum of four weeks so that viewers have the opportunity to see your ad a few times.
Create separate campaigns with unique phone numbers for each network target.
Review the call and order logs for each campaign (network). If you have one phone number, you can isolate the response by network by rotating the spots at different dayparts, different days of week, or different weeks.
Compare orders placed vs. impressions delivered to find most efficient placements.
On networks that drive more orders per impression you may want to increase your CPM bids to clear more spots on these high performers. Likewise, you may want to decrease CPM bids on those networks that deliver less call volume per impression.
Target multiple networks with multiple creatives, and make each creative/network combo have a different phone number.
Review call logs / order logs for each creative version and placement.
Compare orders placed vs. impressions delivered to learn which ad is most effective at driving calls and where its version is relatively most effective.
Refine the campaign's structure to place each creative version on the more responsive network.
Drop non-engaging ads from rotation.
By keeping these points in mind when creating your TV campaigns, you can evaluate the data in your reports to know what is working best and then use the flexibility of our platform to make changes that can optimize your campaigns.
Posted by Diane Chour & Meredith Papp for Google TV Ads
Ready to get started with Google TV Ads, but don't already have a commercial? No problem! The Google Ad Creation Marketplace has over two dozen TV Specialists to help you create the perfect television ad in an affordable and timely manner. Whether you're interested in using stock footage, pre-produced commercials, or custom ads with on-location filming and live actors, our TV Ad Creation Marketplace covers a wide scope of TV production services, so you can find the Specialist who meets your creative needs at the price you're willing to pay.
Watch how eHealth was able to launch a successful TV campaign using the Google Ad Creation Marketplace to create their custom ad with on-location filming:
Here are some helpful guidelines to consider when using the TV Ad Creation Marketplace:
Request a bid from three to five Ad Creation Specialists. This will give you a variety of prices, ideas and offerings from professionals. Choose the Specialist that meets your needs.
Communicate with your Specialist during the ad creation process. Discuss the price and the deposit, the approval process, and the estimated time for completion. You can find their contact information from within your Ad Creation Marketplace request for bids.
Incorporate tracking mechanisms in your TV creative. Include a unique URL on the bottom of the screen, a coupon code, or unique phone number so that you can better track the responses to your ad. Ask your Specialist to incorporate these elements into multiple shots, so that potential customers will remember them, and consider having different codes for different channels to track which programs bring you the best business.
View the commercial below, to see an example of an ad produced by a Specialists for SmartDiets.com through the Google Ad Creation Marketplace.
Your Specialist will work with you to create your ideal ad. You can easily pay using Google Checkout, and the ad will be uploaded directly to your AdWords account for immediate use in your TV campaigns. View our demo to learn how to get started. Ads can be produced for as low as $79 dollars, so your imagination is the only limit!
Posted by Julie Picquet, Ad Creation Marketplace Specialist
You may already be familiar with how to target or block specific programs in your TV campaigns. Now, one of our newest features allows you to block certain airings of programs by choosing specific networks and dayparts during which you do not want your ad to run. We'll talk later in the post about why this is useful, but first, let's review program targeting.
By clicking on the "Select Programs" tab and entering the program title or subject matter that you are looking for, you can quickly add programs to target in your schedule. In addition, if you click on the "more" link in your search results, you can choose to target the airings of those programs that are on a specific network.
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This can be helpful for two reasons:
If a program you want to target airs on multiple networks, but you feel that only one of those networks has the audience you want to target, you can choose it specifically.
If you only want your ads to air on the network where the program was first run, you can select it and not select other networks that syndicate it.
In addition to specifying the network on which the program airs, you can also be specific about the times. So why might it be beneficial to block certain times when a program airs? The feature is especially useful if you are trying to manage traffic to call centers, and you want your ad to air only during hours of operation.
Trying the new feature is simple:
1. From the "Select/Block programs" tab, search for the program you'd like to target and click "Add."
2. View which networks the program appears on by clicking "more" next to the Sample Synopsis.
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3. Then, from the "Select networks/dayparts" tab, find the networks and dayparts during which you do not want your ad to run, and click the "Block from schedule" button.
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Now that you're armed with the ability to target and block, you can go on creating even more effective campaigns.
Do you want your television ads to reach college age men? Or maybe you want your spots to focus on baby boomers? If so, you'll be happy to know that Google TV Ads offers tools to help you target networks and programs that reach your intended audience, as well as reports to give you insight into how well your ads are reaching that target. Here's how it works:
First, from the Target Campaign screen during campaign set up, you'll want to click on the "Get suggestions by target audience" tab. There, you can select the demographics of your ideal audience, review the networks and dayparts that best reach that audience, and add some or all of the recommendations to your campaign. Learn more about how Google recommends networks and dayparts.
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After your ad airs, you can also run a report to get directional feedback on whether your targeting selections are efficiently reaching your desired demographics. Using the Nielsen data provided by Google TV Ads, you can also make discoveries about those watching your ads. By comparing the demographic compositions of the audiences for the networks, dayparts and programs that perform best in your campaign, you can find commonalities and then edit your campaign targets accordingly. Return to the "Get suggestions by target audience" tab to find and target other networks and dayparts that are rich in that demographic.
It’s important to keep in mind that this data is based on a large survey, and Google TV Ads only reaches a subset of viewers in that survey. Therefore, you’ll want to use this data to get general information about who is viewing the programs you’ve aired on, rather than use it as an exact measure of the demographics of the viewers who have seen your ad.We encourage you to learn more about the Nielsen demographic data as well as other metrics in your Google TV Ads reports.
Sample of in-stream partner sites
