Hallmark Channel and Google Inc. (GOOG) today announced a deal whereby advertisers can use the Google TV Ads platform to place commercials on both Hallmark Channel and Hallmark Movie Channel programming.
The strategic agreement, the latest evidence of the importance of more tightly targeting consumers with commercials, offers advertisers access to family-friendly programming through the Google program. Hallmark claims its Hallmark Channel was seen in 86 million homes across the U.S. last month.
Starting early next year, advertisers will be able to access both networks' national audiences and receive viewership data. Google TV Ads advertisers – many of them new to the television medium – can then better understand what consumers want and make fast adjustments to their campaigns to maximize ROI, according to the duo.
Google claims TV Ads offers innovative targeting tools and an auction-based pricing system that enables advertisers to find the right context and audience for their message, to only pay for impressions delivered to their ads, and to receive digital reporting within 24 hours.
Hallmark Channel and Hallmark Movie Channel join Google TV Ads’ growing list of inventory partners, which also includes six networks from the NBC Universal family ─ Sci Fi, Oxygen, MSNBC, CNBC, Sleuth, and Chiller ─ along with Bloomberg Television and 96 networks through DISH Network.
Hallmark has big programming plans for 2009, with more than 30 original movies on tap – its largest lineup. Hallmark Movie Channel broadcasts a mix of classic theatrical films, presentations from the acclaimed Hallmark Hall of Fame library, Hallmark Channel original movies and special events.
