Google and EchoStar Partners in Television Advertising

Google and Echostar now have a new partnership for television advertising.  In this partnerships, there will be the creation of an automated platform for ads running on the 125 networks from DISH Network.  The DISH ad inventory will then be accessed by Google, who will then sell that inventory and track information on purchases. 

The advertising system will work much like AdWords, and the buying of DISH Network ads will use a web-based auction system, much like AdWords.  Reportingn will be real-time, to enable advertisers to track the performance of their ads on a second-by-second basis, and make adjustments to their advertising scheduling accordingly.  Like their online counterpart in AdWords, this program, according to Google's Eric Schmidt, will allow the ads delivered to be more relevant to the view and advertisers. 

The "black box" process for television could make it hard for advertisers because they cannot improve and alter ads as easily as they would be able to online.  Google can offer better measurement statistics with real-time reporting, but with no control ad to run a test against, there is the question of what it is they are able to truly measure.  Still, if Google TV can move beyond the black-box automation it uses online, advertisers may enjoy similar success they can with the online AdWords program.

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