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

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