Google announced it has formed a partnership with Visible World, an addressable TV ad technology company. The new relationship will give Google TV advertisers the ability to dynamically create several versions of a TV ad, targeted to specific segments, using Visible World’s automated platform.
“This is a big step for the industry,” said Mike Steib, director of Google TV Ads at Google. “Addressability has such
powerful returns for advertisers. Targeted campaigns are so much more impactful than general campaigns.”
The Visible World relationship is the latest in a list of partner deals Google has cut as it ramps up its Google TV product. “To drive adoption as quickly as possible, we need to make sure the ecosystem is working together,” he said. “What advertisers care about is the ability to deliver media and message optimization across all media channels. That’s what [already] happens in direct marketing or online advertising.”
Steib said the deal was prompted by a number of Google and Visible World clients asking the companies to work together.
Visible World said giving clients the ability to target messages across their media plan was its main driver. “Adding Google TV is one more way we’re able to offer our clients the ability to target messages across their media plan,” said Tara Walpert Levy, president of Visible World.
The Google TV Ads platform has been touted as a way for small to midsize companies and major advertisers to promote their products and services on TV. Visible World joins existing advertising systems partners including Core Media and Broadway Systems and ad creation specialists such as Spotmixer and Spotzer. Network and cable partners which carry Google TV ads include Dish Network and several cable channels, including Bloomberg, CBS College Sports, Chiller, CNBC, MSNBC, Oxygen and SyFy.