Google has announced the creation of an automated platform for ads running on EchoStar DISH Network's 125 networks. Google will gain access to DISH ad inventory from across all channels and dayparts; Google's platform will then allow it to sell that inventory and provide measurement on those buys, reports MediaPost.
That program will, according to Google's Eric Schmidt, allow for the ads delivered to be more relevant and therefore more valuable to the viewer and advertisers.
The buying of DISH Network ads will work much like AdWords and use a web-based auction system. The real-time reporting allows advertisers to see how their ads performed on a second-by-second basis and adjust creative or daypart scheduling accordingly. Data will be pulled anonymously from the four million DISH boxes currently in use.
As part of the effort, Google is also launching a SpotRunner-esque program allowing advertisers to create TV ads on the fly. That toolset could attract some smaller companies that haven't tried TV advertising because of the high cost of creating those ads.