Google and Nielsen Data for TV Ads

Google Inc. is the Internet search leader and is forced to sell more television ads, that is why it focus its attention on Nielsen Co., a influential company.
Nielson is a New York company that sells demographic data to advertisers and television station, for years.
Google will pay Nielsen big sum to get from them detailed information about the kinds of people who watch specific TV shows.

Nielsen will provide specific services, like: viewer’s ages, gender, some personal data, marital status, everything that help advertisers to choose the audience most likely to be interested in their service and products.

If Google has access to all the information that they need, it will be very important, because they will have more tools to target television ads as effectively as it has done on the Internet.

Brad Adgate, the Director of research for Horizon Media, which helps advertisers buy television ads, said that this indicates the fact that Google is very serious about selling more ads in the mainstream media.

Google has been sending TV ads, since May, for 14 million subscribers to EchoStar Communication Corp. Dish Network and Astound Broadband Cable Service. Astound and EchoStar used set- top boxes, which enabled Google to track when commercials were watched and for how long.

Collaboration with Nielsen’s data will help Google to have information on what kind of viewers are watching the commercials. This will be like the cherry on the cake, for Google. Nielson is trying to develop new measurement techniques and to extend its firm into more digital media, such as iPods and mobile phones, which creates more reasons for Google to want the alliance with them.

Keval Desai, the Google’s Director for Product Management for TV ads, said that Google is “thrilled” about its progress in TV advertising, but didn’t offered any financial specifics.

Although Google oriented into TV, radio and print ads, most of its money come from Internet. Google’s innovative idea leaded it to a market value of around $210 billion, being the second after Microsoft Corp., which is from the high- tech industry.

Tags: Google, Nielsen, TV ads, CRM news, data, product management, Microsoft