Google is set to launch a freely available television advertising platform for marketers, it has been announced.
Google TV Ads will allow marketers to log into a Google-managed interface and place a buy for a spot on over 90 national cable television networks.
The platform’s testing was very successful and could potentially become significant in the Google Ads platform family, executive Michael Steib said.
So far, advertisers interested in Google’s foray into TV ads have only been able to participate by invitation, but this could change “very soon” Mr Steib added.
Advertisers benefit from set-top-box data that gives them an insight into the performance of their spots. The feedback can then be used to make changes to a campaign in near real-time.
Google TV Ads also offers advertisers an insight into how campaigns function simultaneously online and on TV, possibly allowing greater targeting.