Google Joins Publishers Marketers in Video Ad Marketplace

There's no denying the power of television advertising.

Josh Jacobs, global CEO of Accuen and president of Platforms and Partnerships at the Omnicom Media Group, admitted this in a videoconference today with Google.

Television offers "great story-telling," Jacobs told the Google customer advisory board audience today. "It's a canvas for wonderful things."

But online can be even better for marketers, he said.

Google feels the same.

Google announced today "Google Partner Select," a premium programmatic marketplace they said connects a select set of publishers investing in top-quality video with the brands that want to buy against it. Google discussed its latest Ad venture at the DoubleClick customer advisory board live-streamed from Scottsdale, Ariz. 

It's putting stock into making online video marketing and advertising a "true alternative to television," as Jacobs, a Google partner, put it.

Making Online Video Work

Neal Mohan, Google's vice president of Display and Video Advertising Products, said in a blog post today that Google wants to make digital work for brands.

"To do that," he said, "we have to make online video work for brands and their publisher partners."

Where marketers are investing in high-quality video, it's difficult for them to find the high quality inventory they want, Mohan said. 

"Our publisher partners also want to take advantage of the ease and efficiency of programmatic to connect with top brands, but with transparency and control over how that happens," he said. "In order to grow the marketplace for everyone, we need to invest in the systems that will make it easier for brands and premium publishers to transact at scale."

Mohan compared Google Partner Select to the new Google Preferred, which offers similar capabilities for YouTube.

"Just as Google Preferred is a way for brands to connect with premium content on YouTube, Google Partner Select is a means for brands to do the same across the entire Web," Mohan said today. 

All About Connecting

Google Partner Select will enable marketers and publishers to execute direct, reservation-based sales through the DoubleClick platform.

"This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls and sometimes, yes, a fax machine," Mohan added. "We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content."