Field Reports
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Google Calculating DR Ads
By Jacqueline Renfrow ( jrenfrow@questex.com)
NEW YORK — The Google TV Ads
platform can now automatically provide
an advertiser with a cost-benefit analysis for a direct response ad, reports
MediaPost. Users will receive a spread-sheet that breaks down the cost-per-call
an advertiser receives per spot.
All data
that is generated for an ad
will also carry
a Google-pro-vided toll-free
phone number.
Data collected
provides a guide for users of the auc-tion-based TV Ads system to determine
which networks, dayparts and programming might yield better response rates.
Ads run on this platform can air in
some homes that have national cable
networks and all homes served by Dish
Network television.
The goal for Google, as it has been
since the platform launched, is to gen-
erate an increasing interest in TV Ads
from small business owners that have
never advertised on television before.
And advertisers have always been able
to do cost-per-call calculations through
Google TV Ads, but now the auto-
mated service has
made it easier.
