CoreMedia Systems to Integrate Google TV Ads Data
Collaboration Brings Improved Planning and Greater Efficiencies to Television Advertising
Fairfield, NJ, October 16, 2008— CoreMedia Systems Inc., the leading provider of direct response advertising technology, announced today it will integrate data from the Google TV Ads™ advertising platform into CoreDirect. As a result of this integration, data from Google TV Ads campaigns can now be downloaded directly into the CoreDirect media stewardship and analytics system. Within CoreDirect, each Google TV Ads airing is matched with response and sales data from client call centers and Web servers, alongside other media buys and results.
“This is the first major step in what will be an increasingly seamless integration of Google TV Ads data with CoreDirect,” said Gabrielle Schueler, Product Manager, CoreDirect Short Form.
Google TV Ads is a flexible, all-digital system for buying television air time using auction-based pricing. Advertisers choose the price they are willing to pay and only pay for impressions delivered to their ads. Advertisers can also use the flexibility of the Google TV Ads platform to make real-time adjustments to their campaigns to maximize the return on their TV ad investments.
Roman Alemania, Media Supervisor at direct marketing agency DirectPartners in Marina del Rey, CA is part of a team that tested Google TV Ads early on, with excellent results: “The Google TV Ads platform added a whole new layer of planning and buying to our media mix. Now that we can analyze our Google TV Ads data within CoreDirect, we are starting to achieve some of the most efficient response costs in our campaign.”
“The Google TV Ads platform provides advertisers with access to second-by-second data from millions of anonymized set-top boxes, allowing them to measure viewership of their ads more precisely than ever before,” said Keval Desai, Product Management Director for Google TV Ads. “We’re pleased that our partnership with CoreMedia now enables advertisers to easily view their response data for Google TV Ads airings within CoreDirect. As advertisers gain insights from the data, they can optimize their campaigns through the flexible Google TV Ads platform.”
“It is no surprise that our direct response clients are on the leading edge of evaluating new ways to buy and measure media,” said Glenn DeKraker, CoreMedia’s CEO, “The results we’ve achieved from this project are a product of the collaborative efforts of our clients, the Google TV Ads team and our team here at CORE.”
CoreDirect connects with every major data source that direct response agencies use, including ratings, broadcast verification, and competitive intelligence, along with call center and fulfillment results. Spot airings are electronically sourced and analysis reports are completely automatic. Founded in 1992. COREMedia Systems serves more than 100 direct response marketers and agencies, including A. Eicoff, Carat, Halogen, Mindshare, OMG Direct, Quigley Simpson and Zenith Direct.
Google and Google TV Ads are trademarks of Google Inc. All other trademarks are the property of their respective owners.
Based in Fairfield, N.J., COREMedia Systems Inc. was founded in 1992. The company develops and supports CoreDirect, the most widely used technology in America for the planning, purchasing and analysis of direct-response television commercials.
CONTACT: Glenn DeKraker, CEO, COREMedia Systems Inc.: 973-276-0882, or Steve Ellwanger, Press Counsel Group: 203-856-8303.
Corporate website: www.coremedia-systems.com