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Google moving into TV ads is an interesting proposition.

The lure of being able to create an automated ad serving system that can serve contextual ads to TV viewers is tantalising for both broadcasters and advertisers in the US.

Google’s trial with cable customers in Concord, California is only a first step towards this utopia, but it is an interesting one.

Sergey and Larry have already moved Google out of the online environment and onto mobile with great success, signing deals around the globe with major mobile operators like Vodafone. With the gap between what is PC and what is TV content becoming ever more blurred and even TV screens and PC screens becoming one and the same Google is hoping to get in at the ground level of what could be a very lucrative market.

However, simply taking the adSense contextual ad system and slapping it onto TV presents a big problem.

Creating multiple small rectangular text ads for different types of customers is not very expensive or time intensive. Creating multiple shiny TV ads is another matter.

It will be interesting to see how this issue is resolved and whether the model will need to be tweaked to better suit the brand advertising environment.