Google TV Ads will work with Visible World, a software company that creates customizable TV ads, as the search giant looks to make a greater impact in the “addressable TV” marketplace, the WSJ reported. Terms of the arrangement were not disclosed.
A number of projects in the addressable TV space, which is all about targeting cable TV viewers, have stalled recently. Last month, the multiple MSO-backed Canoe Ventures said it was halting its delay-plagued addressable-TV project to concentrate on a simpler lead-gen offering. Even Google (NSDQ: GOOG) TV Ads appeared to be veering more towards online video ads as it has struggled to gain wider adoption by cable channels. The service is primarily available to advertisers through Google’s deal with EchoStar (NSDQ: SATS). Meanwhile, Cablevision (NYSE: CVC) and DirecTV (NYSE: DTV) have been ramping up their own targeted cable ad service, making for an increasingly crowded, if still nascent, competitive landscape for addressable TV.
Google TV Ads operates an auction-based system for purchasing targeted ads on EchoStar, similar to Google’s specialty online. Under the new arrangement with Visible World, Google will be able to use its software, which lets advertisers and ad firms adjust a spot by altering its graphics, music and as well as the script.
By working with Visible World, which is backed by Comcast (NSDQ: CMCSA) Interactive Capital, Time Warner (NYSE: TWX), Viacom (NYSE: VIA) and ad-holding company WPP Group, Google believes it can attract more marketers by promising to do more customization with the ads, even if it can’t promise wider distribution. “Audiences are more and more fragmented,” Mike Steib, director of Google TV Ads, told the WSJ. “One ad with one message for one audience is not the right thing for everyone.”