Google Inc. is teaming with Visible World Inc., a well-known New York technology company that uses software to create multiple versions of a given ad, in its push to offer TV advertisers more targeting options, according to a story in the Wall Street Journal.
In an effort to give advertisers more targeting options on TV, Google Inc. is teaming with Visible World Inc., a well-known New York provider of software that creates multiple versions of a given ad, according to a story in the Wall Street Journal.
Written by Suzanne Vranica, the story says Google will combine the technology with its Google TV Ads, an automated auction-based system for buying TV ads by choosing which shows best fits the advertising product or service. Such addressable advertising would send a TV ad promoting a sale on minivans to a household with children, and the same basic ad with a promo for a sports sedan to a childless household.
Google will pay Visible World to use its software, which allows advertisers and their agencies to tweak an ad by changing features such as graphics, music and script, the story says. The software would also permit advertisers to switch out ads on the fly based on results of how they are performing.
WSJ Online subscribers may read the full story here.