Michael Steib, Director of Google TV Ads, stressed at the Television Bureau of Advertising's annual marketing conference in New York that the Web giant is eager to work with broadcasters, in order to bring more ads into the TV market, Broadcasting & Cable reported Thursday.

Google TV Ads, “an end-to-end digital system for buying, selling, measuring and delivering television ads” on Google's Web site, had a trial in 2006 on a California cable system, before it expanded to Dish Network satellite subscribers last May.

The system is now poised to partner with local television, Broadcasting & Cable reported.

According to Steib, an estimated 6,000 to 7,000 national advertisers should be on TV already but currently are not. He pointed out a possible reason - marketers who stick with direct mail and AdSense programmes. “There are not nearly enough people advertising on television today. They think TV isn't for them. We think TV is for them,” he said.

Steib, a former NBC Strategic Ventures executive, stressed the “granular” nature of Google's TV strategy several times during the conference.

“Like Web ads, Google's television ads could be measured for accountability thanks to data pulled from set-top boxes,” he said, according to Broadcasting & Cable.

Steib also said that Google is not going to replace stations' local sales forces, but to add to it. He also added that the template for Google's broadcast-advertising foray was not yet set in stone, Broadcasting & Cable reported.