Tuesday, April 03, 2007


Do people read LONG articles?
I don’t.

That is why I will post on one of my bloggers –
a HIGHLIGHTED VERSION of this story.

The original was 1332 words long.
This version has = 515 words.

NOT every story deserves the SAME NUMBER of words.
Like the TV Show 60 Minutes
they have 3 segments
ALL with the same amount of time.

One Day I expect to see the show with these 3 segments –
Second Coming of Christ
Cure for Cancer
Brown Spots on Bananas
ALL getting the same amount of time.

AdAge = http://adage.com/digital/article?article_id=115896
Google Launches National TV-Ad-Sales Test on Echostar
E-Trade, Intel, Others to Participate in Program That Will Also
Offer Second-by-second Ad Ratings
By Abbey Klaassen Published: April 02, 2007

NEW YORK (AdAge.com) -- Google is making its entree into TV with a bang, announcing it has teamed with Echostar to

offer a national, auction-based ad-sales system for inventory running on 120-plus cable TV networks, and

offering second-by-second commercial ratings for the buys made through the system.

Or marketers could ask a recommendation engine to generate a plan based on the demos a marketer is trying to reach.

Then the advertiser will bid for inventory
on that particular daypart and channel in a blind auction, which means advertisers won't see other bids and will only know what the winning bid price was if they indeed won the auction.

All bidding will be based on household cost-per-thousand viewers,
or CPMs. Google didn't disclose whether Echostar would be able to set a minimum price for its inventory but, said Michael Steib, Google's director of TV, "market dynamics will drive pricing."

If a program generated 1 million viewers, but 50,000 tuned out before the commercial break commenced, Google would only report an audience of 950,000 for the ad.

Google will also use Echostar's set-top box data to provide the second-by-second rating
for each ad so a marketer can see how well the ad held the audience through its 30 or 60 seconds -- and how many tuned out.

"We acknowledge we're entering existing markets and talking about new ways to do things,"
TV test is full of names that spend hundreds of millions on traditional TV advertising.

He also said he intends for video search to eventually be applied to the planning process.

An advertiser could, for example, search for any cooking show that has the word
in the program description and target its ad in that particular program, rather than choosing to be on the Food Network at
4 p.m.

He also cites the importance of the measurement data,
particularly against
small so-called Long Tail networks that don't generate a sizable enough audience to show up on Nielsen's reporting.


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