Google shuts the door on its TV Ads division

Michelle Clancy | 31-08-2012

Google has decided to say goodbye to the television advertising business, saying that it will focus instead on enhanced online and mobile opportunities for video ads.

The Internet giant launched Google TV Ads in AdWords in 2007, designed to bring digital buying and measurement technologies to traditional TV advertising. It says that it has seen its Web-focused clients buy traditional TV advertising for the first time thanks to the service. However, given the digital distribution revolution and multiscreen reality for entertainment video, the company has decided to shut the product down and focus instead on digital video opportunities.
"Thanks to all our clients, partners and the team that has worked on Google TV Ads over the past few years," said Google's Shishir Mehrotra, who wrote the blog post announcing the closure. "Our goal is to provide all our customers with the best digital marketing opportunities," he added. "The future of video advertising is extremely bright and we're excited to devote ourselves fully to it."
He said that Google will be "doubling down on video solutions," mentioning YouTube, AdWords for Video, and ad serving tools for Web video publishers. He also mentioned Google's latest (and challenged) baby, Google TV.
"We also see opportunities to help users access Web content on their TV screens, through products like Google TV," he wrote. "Video is increasingly going digital, and users are now watching across numerous devices."
He said that the workers involved in Google TV Ads will be transitioned to other areas of the country, and said that Google will continue to support its partners and its clients' campaigns, as it shuts the product down.