Google Signs Three More Cable Nets For TV Ad Service

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Google has inked deals with three more cable networks -- CBS College Sports, Outdoor Network and Game Show Network -- bringing to 12 the number of national channels that offer some amount of inventory through the Internet company's TV ad-sales service.

The networks currently participating in Google TV Ads are six owned by NBC Universal -- CNBC, Sci Fi Channel, Oxygen, MSBNC, Sleuth and Chiller --  as well as Bloomberg TV, Hallmark Channel and Hallmark Movie Channel.

Google also has a deal with Dish Network to sell ad spots in local ad avails on 96 national channels reaching the satellite TV operator's subscribers.

Mike Steib, director of Google TV Ads, would not disclose how much inventory is moving through the service. But, he said, the company has "built out a very substantial advertiser base" that includes some of the biggest advertisers on TV. According to Google, advertisers that have used the service include Lenovo, Jenny Craig, Priceline and Buy.com.

Google aggregates second-by-second viewing data from more than 4 million of Dish's set-tops. "Set-top data is the way we help our customers put better ads on TV," Steib said.

Cable networks that use Google TV Ads set their own pricing and preferences. In Google's pricing model, advertisers pay only for the impressions that are actually delivered, estimated based on the Dish set-top data.

"If you're the third ad in the pod, and 6% of the audience tuned out, we'll bill you only for the audience you were served," Steib said.

Google TV Ads also lets brand managers identify which programs attract specific desired demographics, with a list of about 60 interests (such as motorcycling or children). That would let an advertiser figure out the best way to target, say, women who make more than $100,000 per year whose interests include motorcycles and gambling.

Steib acknowledged the demographic profiles are projections derived from the Dish set-top sample. But, he added, "We have a statistical level of confidence that no one else can provide today."

Earlier this year, Google ended its attempts to sell ads for newspapers and radio stations.

The company said it remains committed to the TV advertising space.

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