Google Tries to Push TV Efforts in DirecTV Partnership

But Search Company's Try Still Seems Like an Outlier

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NEW YORK (AdAge.com) -- Google's TV-advertising system has found a new inroad through a DirecTV deal, but the effort is still located on the fringes of TV.

Google's TV-ad efforts can now reach up to 30 million satellite households according to the two companies.
Google's TV-ad efforts can now reach up to 30 million satellite households according to the two companies. Credit: AP
Satellite broadcaster DirecTV said today it had formed a partnership with Google that would allow the search giant to sell national satellite inventory on second-tier outlets including Bloomberg, Fox Business, Centric, Fuel, G4, Current, Ovation, Fit, Sleuth, Chiller and TV Guide through the Google TV Ads system across all dayparts, including primetime. DirecTV reaches about 18.7 million households, according to the satellite company.

The move marks an incremental step forward for Google, which has for several years now tried to push forward an image of itself as a broker for all kinds of advertising inventory -- not all of it web-related. The company previously dabbled in the sale of print-ad space as well, buying up low-value inventory in the hopes of selling it to advertisers. In a similar vein, Google has been trying to sell less-desirable TV ad space as well.

The companies said Google's TV-ad efforts can now reach up to 30 million satellite households. Google already has a partnership with DirecTV rival Echostar Communications Corp.

In the fall of 2008, the company inked a three-year deal with NBC Universal that gave it access to TV-ad inventory on channels such as as Sci-Fi, Oxygen, MSNBC, CNBC, Sleuth and Chiller. NBC's hope at the time was that Google might give it access to new categories of advertisers, including local marketers as well as web-based advertisers looking to use TV as a promotional venue.

On the whole, however, Google's TV foray appears to remain a slow-moving experiment, much on the order of interactive and addressable TV advertising.

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