Google taking over TV media buys now?

Google is now giving advertisers buying TV spots through the company access to data that informs its search ad buys with a new product called Search Triggers.


The program will let advertisers adjust their buys if search data shows a new trend emerging. thsi would allow a grill manufacturer might increase their media buy  if searches for “grills” spike or if other related searches, like “barbecues” increase. This a featuer that cant be replicated or offered by a tradtional media buying houses and huge innovation in tactical media planning.

According to Google, agencies are already using search data to make informed decisions about their TV buys, but Google hasn’t linked its Google TV Ads to search data before.  Previously, Google TV Ads let advertisers bid on slots related to what the advertiser was selling.

Google TV Ads, which launched in 2008 with the idea to create a solution for advertisers modeled on Google’s successful AdWords format. This will be the driver that advertisers subscribe to as more customers turn to broadband TV based viewing and allowing a targeted media buy online. If advertisers can get real time search data to then upweight their media at appropriate times then the media spend will become more relevant to the audience. Brilliant innovation!