Google TV Ads Program Adds Hallmark Channel

Network to Get Audience Data Within 24 Hours

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NEW YORK (AdAge.com) -- The notion that Google could do for TV what it's done for the web is starting to gain some traction. Two months after signing up NBC Universal's cable networks as its first clients, Google TV Ads has a new network partner, Hallmark Channel.

Starting in January, the Crown Media cable network will enlist Google's TV Ads platform across its 86-million-household footprint, as well as for the new Hallmark Movie Channel. Google's TV Ads platform uses an auction-based pricing model for remnant cable ad inventory, allowing advertisers to pay only for the exact impressions each ad receives. Ads can be contextually targeted to specific programming, and audience data will be digitally reported to Hallmark within 24 hours. The data will allow Hallmark to see which ads performed best against their consumer target.

96 networks
Google TV is available on 96 national networks through a partnership across EchoStar's Dish Network's footprint of 13 million households, along with Bloomberg Television and NBC Universal's Sci-Fi, Oxygen, MSNBC, CNBC, Sleuth and Chiller.

Bill Abbott, Hallmark Channel's exec VP-ad sales, said the network has been working with Google's system for the past nine months and expects it to bring a crop of new advertisers who wouldn't normally advertise on TV. "It's great for the overall TV business, identifying inventory and bringing new clients to the medium," he said.

Mr. Abbott expects the bulk of the new clients to come from the internet, technology and travel sectors -- "clients who don't necessarily have the wherewithal to do creative themselves, but we can help them create the copy."

Boomers flock to Hallmark flicks
Google's targeting capabilities are particularly appealing to Hallmark's older, boomer-based audience, which have helped the network score millions of viewers for its original movies, with more than 30 new films slated to air in 2009.

"Hallmark Channel's strong family-friendly brand and programming attracts an important viewer demographic that Google TV Ads' advertisers can now access," John Saroff, Google TV Ads' manager-strategic partner development, said in a statement. "Combined with our platform's measurement technology, this collaboration signifies an important step toward making TV advertising more accountable for advertisers and more relevant for viewers."
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