Can Google, the company that built itself into a half-trillion-dollar colossus by hitting web surfers with the right ad at the right time, ditch the half (at least) of TV spots that go to waste?
It’s trying. The company’s Google Fiber division has been testing TV commercial sharpshooting in Kansas City for 15 months, tempting advertisers with pinpoint placement to deliver commercials to an audience that actually wants to see them.
Advertisers see game-changing promise, a leap toward only reaching the audience they want rather than just the audience of any particular show.
Two TVs in the same home could be tuned into the identical program over Google’s fiber-optic cables, but one commercial plays in the man cave while another airs in the kids’ room. What’s more, if a show is recorded on Monday when one commercial was scheduled, the DVR playback could swap in an updated spot when you watch the show on Wednesday.
Media buyers say the move toward more targeted TV commercials appears increasingly inevitable. The technology has advertisers imagining a fast-approaching world where watching television feels more like cruising the internet — where ads tend to reflect your interests.
Read more: Kansas City Star