Internet Marketing and Social Media Consultants

Google is now providing a way for marketers to test the impact of TV ads on web traffic with real-time results.

Google TV Ads will track the time and network the ads were displayed on and reveal how each ad impacted web traffic at the time. Google will merge this with other analytics to give an idea of the effectiveness of the ad as well.

Since most ads aren’t shown nationally, Google allows users to see how the ad impacted in the market the ad was shown in.

“One of the common complaints with TV and all advertising is that it’s difficult to track success, and when you do get any sort of tracking information, it takes so long [to receive] that it’s difficult to act quickly on.” But the Google TV analytics data “is updated throughout the day, so it allows people to make very quick decisions about what is working and what is not,” said Brett Crosby of Google Analytics.

Google is trying to increase their relevance in TV ads, and this is yet another step. In dubious economic times, marketers are increasingly looking for ways to measure the effectiveness of their campaigns.

Thanks to Douglas Quenqua of the ClickZ Network for the story and quotes.

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