Picking their spots with Google TV Ads

Google TV Ads for the first time has begun booking upfront deals with major agencies and advertisers.

Marketers are committing upward of seven figures to buy ads through the TV spot-buying system in the year ahead, with such agencies as Deutsch and Saatchi & Saatchi and advertisers like Coldwell Banker coming to the table, said Mike Steib, director of Google TV Ads.

The company hosted an event Thursday at its New York offices with more than 100 chief marketing officers of Fortune 500 companies and their agencies, who were in town for the network upfronts.

There are fundamental differences between traditional TV buying and Google TV Ads. With the latter, marketers commit only to use the technology to buy spots; they don't agree to buy particular networks or shows. They also set the prices they want to pay and can back out at any time. (partialdiff)