It's been six months since eBay and Google each launched online systems to buy and sell TV ads. So far the results have been markedly different: Google is off to a promising start while eBay last week admitted it is "disappointed" by the early response. Mike Steib, director of TV ads at Google, said the company's system has sold more than 100,000 spots to "dozens" of marketers, including several of the top 10 advertisers from key ad categories (autos, packaged goods, entertainment, etc.) since its May launch on satellite carrier Dish TV.At eBay, the initial results have been far less encouraging. When the auction site unveiled plans in August 2006 for an electronic marketplace to buy and sell TV ads, it had hoped to attract a broad swath of cable networks to participate. This was in addition to a handful of charter advertisers who had earmarked $50 million to the project, said supporters of the initiative at the time. So far the eBay service has fallen short of those expectations. Only three networks are known to be participating—Oxygen, Ion (formerly Pax TV) and TV One—and only Home Depot and Intel are believed to have purchased time through the system.
http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003658208
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