by Dave Zornow
Hallmark Channels are the latest cable networks on Google TV. The service isn’t something consumers can watch — but it’s something Google advertisers will buy.
Using the same auction technology behind Google Ads, advertisers will be able to buy Hallmark Channel and Hallmark Movie Channel online next year. These nets join Bloomberg and NBC Universal channels Sci Fi, Oxygen, MSNBC, CNBC, Sleuth, and Chiller. Google TV’s first client was EchoStar’s DISH Network’s local avails.
Hallmark’s deal isn’t restricting inventory by daypart or advertiser. “The deals will be judged on a case-by-case basis,” says Hallmark spokesperson Jaime Saberito. “There’s no limitation to which advertisers purchase time through Google.”
Sales management sees Google getting into TV as a double-edged sword. On one hand, Google TV is likely to bring new advertisers to the medium which traditional sales channels don’t reach efficiently — if at all. On the other hand, it represents a loss of control over their inventory.
Hallmark Channel is available in 86 million TV households.
Sources: Hallmark Channel, Google Scores NBC Cable, G-G-Google TV, MediaPost