Media Ads were launched by Google back in June 2011. At the time, Google was only prepared for the format to be utilised by movie distributors however they did envisage the format growing into other verticals shortly afterwards. This summer, I have seen several examples of use by TV channels in advertising their materials.
This is a great example of promoting the Sky HD experience and Sky’s commitment to sport. The landing page is also a great example containing info around all of Sky’s sports pursuits.
This second example is not only seasonal/timely but also has a great tag in that it contains a ‘latest clip’ and highlights how BBC are up to date with the latest from Wimbledon (as if we didn’t know).
I do not think either channel actually need to run this sort of activity over and beyond their TV advertising and BBC’s general prevalence and association with Wimbledon so I wonder if this has been offered to them for free. The BBC do not normally run a lot of PPC activity so this is an unusual branding exercise.
This does however represent a move by Google towards opening up Media Ads to different types of advertisers which can only be a good thing.