DirecTV and Google struck a deal under which the Internet giant will sell ads on behalf of the satellite operator across 11 networks, which expands the reach of Google's ad network to some 30 million households including its existing partnership with Dish Network.
Google TV Ads will sell inventory across all dayparts in DirecTV's local avails on Bloomberg, Fox Business, Centric, Fuel, G4, Current, Ovation, Fit, Sleuth, Chiller and TV Guide.
"We are delighted to partner with Google and embark on this initiative together," Bob Riordan, senior vice president of DirecTV Advertising Sales, said in a statement. "Google TV Ads is an excellent advertising tool and will be a tremendous complement to DirecTV's existing suite of innovative assets."
DirecTV and Google have not set a rollout date for the ads. The inventory covered under the deal comprises most of the satellite TV operator's local avails on those 11 networks, although DirecTV reserves a percentage for its own marketing spots, DirecTV spokeswoman Cara Brugnoli said.
The Google TV Ads network, launched in 2008, has served more than 100 billion impressions to date, according to the company. It lets advertisers buy national advertising inventory on several networks including NBC Universal cable channels as well as local avails on about 100 networks through Dish and now through DirecTV.
However, Google has not disclosed the amount of revenue it has generated through the TV advertising system.
DirecTV reaches 18.7 million TV households, while Dish has about 14.3 million subscribers. The two satellite TV operators earlier this year joined hands in an interactive TV advertising initiative, dubbed the Advanced Satellite Advertising Platform (ASAP), to jointly target large marketers.
Separately, Google has embarked on a project called "Google TV," with partners including Dish, Sony, Logitech and Intel, which is designed to provide an integrated way to access TV and Internet content on television. Products based on Google TV, which uses the Android operating system, are expected to debut this fall.