Google TV has signed on DirecTV for Google’s auction-based ad system, reports our friend David Goetzl at MediaDailyNews.
Google TV also represents inventory on Dish Network. Thus Goetzl writes, "[T]he chance to reach 33 million homes — which is a larger reach than many national cable networks — could quiet some who say TV Ads lacks significant reach. Mike Steib, who heads TV Ads at Google, said the DirecTV deal signals that the company could now attract cable and telco TV operators to cede inventory to Google. Cable operators and telcos have more robust local sales operations than satellite operators have typically had."
DirecTV will let Google TV auction off time on 11 of the satellite providers lower-rated cable networks, according to the story.
The article also says, "In addition to DirecTV and Dish time, Google bidders can try for spots running nationally on networks, such as Outdoor Channel and GSN.
"But higher-rated national cable networks — TNT, USA, ESPN — have opted not to provide theirs, fearing it may turn it into a commodity. Steib says TV Ads isn’t meant to supplant face-to-face negotiations for spots on hit shows or on multiplatform deals. It just helps fill time when a network is drawing little demand."