Google lets AdWords users to buy TV ads in US

Google has opened up its TV ad system, which was introduced for a limited number of beta testers in June 2007, to all AdWords advertisers in US. Google TV Ads allows AdWords users to select which TV networks will broadcast the ad and when the ad will run.

Google TV Ads also allows AdWords users to choose the maximum cost-per-thousand impressions that they are willing to pay, and only pay when their ad airs. The system can also suggest relevant television programmes based on matches with the title, programme description, cast, genre, episode information and networks to help advertisers decide where they should run the TV ads.

However, since creating ads for television is more complicated than crafting a few lines of text to appear alongside Google Search keywords, Google is also maintaining the Google Ad Creation Marketplace, a directory of media professionals who can help AdWords users in creating TV ads.

For a limited time, Google has also decided to cover the cost of creating a TV ad, up to $2,000. To qualify for reimbursement, advertisers must create their TV ads through the Google Ad Creation Marketplace and must air their ads by June 30, 2008. In addition, advertisers must run their campaign for a minimum of four consecutive weeks at a minimum average ad spend of $2,000 per week, reports InformationWeek.

“Television is a great way to reach new customers who might not be familiar with your product or service,” Christian Yee of Google writes on AdWords blog. “Research shows that 37% of online search users were prompted to perform a search as a result of exposure to television advertising. Now, you can launch a national television ad campaign right from your existing AdWords account.”