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Google Links Search Data with TV Ads

Google has tweaked its TV ads program to allow advertisers adjust their ads based on the online search trend.

In a blog post (opens in new tab), the company said that it was launching a new tool called Search Triggers, which will allow advertisers to use national search data trends to decide how and when they deliver their TV ads.

"Suppose you own a business that sells grills. The summertime is when you generally run television advertising. But what if it's a rainy weekend? By tapping into the power of search data, Search Triggers watches for real-time changes in the demand for terms you specify, such as "grills" or "charcoal"", explained Jody Shapiro, Google TV Ads Product Manager.

The Search Trigger tool is capable of adjusting the daily TV ad budget up and down based on the rise and decline of online searches based on the product they are advertising. This is the first time that Google has linked its TV ads platform with its online search data although TV advertisers have been using online search data to plan their ad campaigns for some time now.

Google's TV ad business is not as yielding as its online ad business but, the company has great hopes for it as it ventures into the internet based TV media business.

Ravi Mandalia

Ravi Mandalla was ITProPortal's Sub Editor (and a contributing writer) for two years from 2011. Based in Ahmedabad, India, Ravi is now the owner and founder of Parity Media Pvt. Ltd., a news and media company, which specializes in online publishing, technology news and analysis, reviews, web site traffic growth, web site UI. Ravi lists his specialist subjects as: Enterprise, IT, Technology, Gadgets, Business, High Net Worth Individuals, Online Publishing, Advertising, Marketing, Social Media, News, Reviews, Audio, Video, and Multi-Media. He has also previously worked as Dy. Manager - IT Security at (n)Code Solutions.