Google today through a partnership with SpotMixer, an online tool which allows small to midsize businesses to create TV ads, is now letting users to distribute TV ads. On SpotMixer’s site, business owners can create ads from scratch or with existing media elements from radio or online video ads. They can then use SpotMixer’s templates to add text, music and other elements to the commercials.
Kathleen Farley, VP of product marketing for One True Media, which owns SpotMixer, said the company was focused on cost effectiveness and ease of use. “After creating the ads, users can send it to Google TV, embed the ad on their site, post it to Google Video ads and upload it to YouTube,” she explained. With paid subscriptions, which start at $59 per month, users can create and edit unlimited ads. The average ad takes around 30 minutes to produce.
Using Google AdWords network, users can determine exactly where and how often their ads will run. Once the ad is created, users can go back and edit based on response rates. According to Pat Holman who is launching teleconferencing service parleyconnect.com and using SpotMixer for its TV ads, “If the message isn’t giving me qualified leads, I can change it. If it’s not quite on target and I want to lead in with something besides price, I can do that as well.”
“Google TV is great at giving local access to advertisers,” said Mark Moore, CEO of One True Media. “It also makes it easy for small business owners to target consumers based on a particular demographic, a particular TV program or a specific metropolitan area.”
It can also be effective on a national scale. According to Holman, “We don’t want a local presence. Google TV helps me reach a mass market that’s very broad. I can go as far and as deep as I want to go instead of putting up a billboard locally or doing other local advertising.”
“I always hear people say ‘I never knew I could try TV, and this is affordable,’” Farley said, “This really is the democratization of television advertising.”
