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."