Google Inc(NASDAQ:GOOG) does not want to run a TV ads business
anymore. The Mountain View,
California-based company is closing down the Google TV Ads project which it had
launched in 2007 as an effective way for small businesses to build their brand
as well as improve customer reach.
The company wanted to use its
digital buying and measurement technologies for TV advertising, thereby making ad
buying in this old medium more efficient.
"We launched Google TV Ads in
AdWords to bring digital buying and measurement technologies to traditional TV
advertising," said Google executive Shishir Mehrotra. But buyers, programmers and
distributors did not show much interest.
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Five years later, there is not much evidence that the program was
successful although Google claims to have reached 42 million households and had
even signed agreements with distributors like Verizon.
Google TV Ads has met the same fate as the company’s newspaper and
radio programs which were shelved in 2009.
In comparison the TV ads project has run for a longer period. And unlike what happened in the case of the
radio program, there will be no layoffs this time. Mehrotra says,
"So we've made the hard
decision to close our TV Ads product over the next few months and move the team
to other areas at Google."
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