Google and its TV Ads Program

            
 
Case Studies | Case Study in Business, Management, Operations, Strategies Case Studies

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG205
Case Length : 15 Pages
Period : 2006-2008
Pub Date : 2009
Teaching Note : Available
Organization : Google Inc.
Industry : IT, Advertising, Television
Countries : USA, Global

To download Google and its TV Ads Program case study (Case Code: MKTG205) click on the button below, and select the case from the list of available cases:



Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies

Custom Search


Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

"TV, for the most part, has been un-measurable. We're making TV as accountable as the Internet is. We have to prove ourselves. With the Internet, it was a nascent industry when we entered it. In TV, we're novices in an entrenched industry."1

- Keval Desai, Director of Product Management, Google TV Ad Program in 2008.

"The only way that Google is going to take any share on TV is if they can take advantage of data to provide targeted advertising that is not available today."2

- Ross Sandler, an analyst with RBC Capital Markets3 in 2008.

Introduction

On December 03, 2008, Google Inc. (Google) signed a deal with Hallmark Channel to enable advertisers to purchase ad spots on the channel through the Google TV Ads program. In September 2008, Google had entered into similar deals with Bloomberg TV and NBC Universal's cable networks.

All these deals were part of Google's efforts to establish itself outside the Internet, by entering new media domains. The Google TV Ads program was a means to capture a share in the estimated US$ 74 billion TV ad market in the United States.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Google and its TV Ads Program - Next Page>>


Custom Search

1] Brian Morrissey, "Can Google Crack the TV Ad Market?" www.adweek.com, August 25, 2008.

2] Ralph Paglia, "Google Seals Local Cable TV Advertising Deal with NBC - Are Dealers Ready to Rumble?" www.automotivedigitalmarketing.com, September 10, 2008.

3] RBC Capital Markets is ranked among the top 15 global Investment Banks. It provides a number of products and services to institutions, corporations, governments and high net worth clients in 160 countries.

 

Case Studies Links:- Case Studies, Short Case Studies, , Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.