- Anthony Crupi, Mediaweek

NEW YORK Google has stirred up further interest in its television advertising platform, signing a deal with Hallmark Channel that will enable clients to buy time on the network via Google TV.

The deal marks the search giant’s latest incursion into the TV ad space. In September, Google hammered out a similar deal with a number of NBC Universal’s cable networks, including Sci Fi Channel, Oxygen, MSNBC, CNBC, Sleuth and Chiller.

Financial terms were not disclosed.

(Related: "Google Turns to Direct Response TV.")

Starting next year, clients will be able to purchase inventory on Hallmark and its spin-off, Hallmark Movie Channel, via Google TV’s auction-based model. In a nod to offering advertisers greater accountability, the Google platform offers a pricing structure whereby clients only for pay for the impressions delivered by their ads.

Transparency is also a selling point. Clients who buy time via Google’s ad platform receive digital reports detailing the number of impressions their spots served up within 24 hours of the original airtime.

“Partnering with Google is a milestone for Hallmark Channel’s continued advertising success,” said Bill Abbott, executive vp, ad sales, Hallmark Channel. “The Google TV Ads platform will allow more advertisers to access the network’s acclaimed roster of family-friendly programming -- entertainment that audiences cherish during the holidays.”