Google's New TiVo Ad Deal Is Good for You, Bad for Networks
Google's New TiVo Ad Deal Is Good for You, Bad for Networks
Posted 11/24/2009 at 7:06pm
| by Ryan Whitwam
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Google has decided to dip its toe in the stream of anonymized user data coming from TiVo. By subscribing to the TiVo data, Google hopes to make ads more useful to both advertisers and viewers. Google’s angle for selling TV ads is that they will only charge for the ads that are actually watched. So, if most people skip an ad, the channel makes almost nothing on it.
Online it’s easy to track impressions via clicks, but having the same scheme on TV upsets the people running the networks. Google already has a similar deal with Dish Network, and this deal just extends their statistical powers. Eventually, the data Google wields will make it painfully clear to advertisers how few ads people actually watch. This has the potential to erode the financial foundation of many television networks.
Neilson data has long been the guiding force behind the value of ads, and the networks are
understandably concerned about possible changes. Google contends this arrangement will simply lower the barrier to entry for TV ads. Will TV networks go along with the plan?
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Tekzel
November 25, 2009 at 5:15am
I watch almost no ads. I got my first tivo, I would guess back in 2001, and since then I watch zero live television. I fast forward through ads, every ONCE in a while one will catch my eye (usually a movie trailer or ad for some nifty electronic gadget) and I will pop back and take a look. But the over welming vast majority get skipped.
They want their ads to get watched? Reduce ads to 30 second spots and have max 2-3 minutes of ads per 30 minute show. As it stands they put WAY too many ads in a show and I just don't have the time to waste watching them.
Techrocket9
November 24, 2009 at 11:05pm
I watch zero ads. I block them by putting up the info screen for the show I am watching and I mute. It still shows about an inch around the perimeter so I know when the show's back.
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