Is the Future of TV Advertising Dependent on Search?
March 9, 2010
The Wall Street Journal has the Blogosphere abuzz with rumors of Google testing a new set-top box with Dish Network, which would allow people to search television and online video content like YouTube. Google has given the usual "we don't comment on rumor or speculation" statement on the subject.
According to the WSJ, only a small number of Google employees and their families are testing the box, which runs on Google software (Android is implied), and lets users create personalized lineups of shows. The testing has reportedly been going on since last year. Aside from these things, the details are sketchy at best, which can only mean one thing: let the wild speculation commence.
Assuming that this service ever comes to fruition, it could open up a lot of new opportunities for Google to dominate or at least heavily compete in areas in which it isn't dominating already. Rather than doing too much speculation myself, allow me to just list some questions and open this up for discussion:
- What if Google gets exclusive deals with Dish Network as well as other major satellite and cable providers? Google TV Ads already has deals in place to provide ads on close to a hundred cable networks.
- What if Google makes more deals to boost its movie rental selection on YouTube? How big of a player would that make YouTube in the movie rental space? This will be something to keep an eye on with or without this box as Internet-ready TVs permeate the mainstream.
- Will Yahoo and Bing be looking at opportunities like the Google/Dish Network box? Are they already?
- What would widespread integration of web search and television mean for TV advertising?
In the not-too-distant future, we may start to really see TV advertising getting more targeted, which has long been the medium's biggest downfall. People often record shows simply so they don't have to watch the commercials. What if the ads were targeted at the individuals watching the TV? What if they were relevant? Search advertising paved the way for this kind of relevancy, and may just be a key to the future of TV advertising in a world where viewers want their programming on demand.
There I go off on that speculation. This all sounds good in theory, but a lot of puzzle pieces have to fall in place, and a lot of stars have to align for this to become a reality. Deals must be made, and money must be spent. That's not to say the concept is far-fetched.
Consider that advertisers are finding online to be a better option than even the super bowl in some cases. This past Super Bowl, Pepsi skipped a TV spot for the first time in 23 years. TV is going to have to adapt.
Talk to ArisYulianta and Friends... what you think.
Google Introduces Click-To-Call Numbers In Ads
January 29, 2010
The best ad - from the perspective of both users and advertisers - is often something that will immediately let the two sides connect. Google's taken an intelligent step forward, then, by allowing businesses to include clickable phone numbers in their mobile ads.
This should save people who want to call companies a fair amount of time they might otherwise have to spend navigating a site. It'll also spare some smartphone owners the slight embarrassment of having to copy down a phone number on paper while using their multi-hundred dollar devices.
Google's thought of one other way to make things easy on consumers, too. A post on the Google Mobile Blog explained, "[T]he ads and phone numbers you see are based on your location. So, if a store or restaurant has multiple locations, you'll be calling the nearest one, and not making reservations in some other city."
Finally, let's not forget that advertisers should appreciate this new option. According to Google, participants in beta trial saw improved click-through rates and a more or less overall boom in business.
Given all of these advantages, click-to-call mobile ads are liable to become quite popular in the near future.
Have You Read This?
> Google Gives Mobile Users A Link To Popular Images
Google Launches Cost-Per-Call Tracking for TV Ads
January 27, 2010
Google has launched a new feature for Google TV Ads, which lets advertisers automatically receive cost-per-call data through the service for TV campaigns that utilize Google supplied toll-free phone numbers. Google says the feature is designed to give TV advertisers access to richer performance data, which allows more effective optimization based on real-time call data.
"The system tracks incoming calls and matches each call down to the network, daypart and even program level," explains Google's TV Ads team. "Advertisers will find these metrics in their campaign 'Targets' tab which reports data like 'Live Inquiries,' "Drag Inquiries" (calls that come in a significant time after an ad has aired) and cost-per-inquiry."
"Our system takes into account the number of impressions, network, and time of day for each ad to help match calls as accurately as possible," they add. "In addition, the algorithm has been designed to predict call response with increasing accuracy as it learns from your data over time."
To use the feature, advertisers should log into AdWords, create a TV campaign, and sign up for one of Google's 866 numbers (in the phone numbers tab). Then, designate which ad creative corresponds to the number in the Ads tab.
According to Google, advertisers will see data appearing in the cost-per-inquiry columns in the Targets tab of each campaign within a few hours.
Have You Read This?
> Google Obtains Access To TiVo Data
> Google Adds Ovation TV As TV Ad Partner
> Google TV Ads Gets Game (Show Network)
A&E Television Becomes Google TV Ads Partner
December 15, 2009
An advertising program that gives marketers access to little or no popular content isn't worth much. Fortunately for Google, Google TV Ads is moving further and further in the opposite direction, and today, an announcement concerning yet another well-known network was made.
John Saroff wrote on the Official Google TV Ads blog, "We're happy to welcome A&E Television Networks (AETN), one of the largest cable programmers in the US, as our newest inventory partner. Through our partnership with AETN, advertisers will be able to target History International through the Google TV Ads system and reach over 55M homes nationwide."
Saroff then spelled out a few more details, continuing, "Hailed as one of the fastest growing cable networks, History International brings cutting edge content focused on historical events through shows such as Rome: The Rise and Fall of an Empire, Battle360, History's Turning Points, and Lost Worlds -- to name just a few. Advertisers can target exciting shows that bring a core audience of educated and affluent males aged 25-64 who are interested in historical events and global affairs."
Obviously, this development will put Google TV Ads in a better position to generate revenue.
It may cause other networks to give Google TV Ads a second look, too, leading to a sort of snowball effect.
Have You Read This?
> Google Obtains Access To TiVo Data
> Google Adds Ovation TV As TV Ad Partner
> Google TV Ads Gets Game (Show Network)
