EchoStar Communications and Google have announced the partnership agreement to introduce the first automated system for buying, selling, delivering and measuring television ads on their networks. With this agreement, Google will have access to a part of DISH Network’s advertising inventory that spans across EchoStar DISH Network’s 125 national satellite programming networks. DISH Network is EchoStar’s pay-TV provider.
With this, Google will sell the ads through an online auction system, with advertisers bidding the amount they are willing to pay per thousand households that view each commercial. Google will send the commercials of the winning bidders to EchoStar, which will then insert them into the television programming.
Charlie Ergen, CEO, EchoStar, said, “DISH Network is focused on improving all aspects of our business, and advertising is no exception. Through this groundbreaking partnership with Google, we are confident that we will be able to bring increased efficiencies to DISH Network’s advertising sales and more accurate, up-to-date viewer measurement with easily accessible online reporting to advertisers.”
“Our partnership with EchoStar is important for us as we begin to offer a TV advertising platform broadly,” remarked Eric Schmidt, CEO, Google. “We think we can add value to this important medium by delivering more relevant ads to viewers, providing better accountability for advertisers and better monetise inventory for TV operators and programmers,” he added.
With this partnership, Google extends its current advertising platform to a national TV audience, with an intention to deliver more relevant and measurable ads. The official communiqué pointed out that EchoStar and Google are working together to provide automated online campaign planning, scheduling, delivery and measurement of ads on the DISH Network.