Why Google TV Advertising is a Marketer's Dream
If you are reading this post and looking for confirmation that Google TV will ultimately be a failure, I suggest you stop now. The discussion of whether or not Google TV will succeed in this (relatively) uncharted territory is a discussion for another day; literally, I will be doing a blog post about it soon. No, the following analysis hinges upon the presumption that Google TV advertising will succeed and that marketers will lap it up. Of course, marketers love to be perceived as part of the latest and greatest advertising breakthroughs, so the latter presumption can be taken as more of an assurance, as discussed below.
Familiarity Breeds Comfort
While marketing specialists like to be on the cutting edge, they also like to use what is proven to work. For interactive marketers, the design of Google AdWords’ interface may be confusing at times, but the quirks and tools are as familiar as an old friend. An already knowledgeable marketer will easily be able to adapt to the new features Google TV advertising provides while gaining comfort from the recognizable AdWords layout. Being able to display more ads without much new training makes marketers happy, and makes Google money.
Targeting Audiences with Pinpoint Precision
Comparing Google TV advertising’s demographic targeting to Google AdWords’ is like comparing a masterpiece to finger-painting. What Google dabbled in with AdWords has been fully realized with Google TV ads, with multiple options for ad targeting. For TV advertising, Google continues to offer ads served upon keywords, but in this case keywords are used to find programs or key times associated with search terms during which to advertise. In addition, Google allows TV campaigns to be picked by network or time, similar to placement targeting in AdWords. Finally, Google expands its reach by offering demographic targeting using information as diverse as income or preferred magazine subscriptions. By offering demographic information based on known preferences rather than trying to anticipate the websites target users will browse, Google virtually ensures that your ad will be reaching the appropriate audience and yielding conversions.
Day to Day Metrics
Time based delivery to consumers mean hours of metrics to scrutinize. Google TV Ads offers the ability for marketers to track their campaign daily, enabling in depth analysis of the ads that are the most effective and those that fall flat. With the ability to evaluate customer reactions, campaigns can be optimized by pausing those that are spending money on “impressions” without recognizable results. A dedicated PPC agency can even optimize to reach target demographics at different times, using Google’s in depth metrics on customer preference to adapt campaigns as quickly as the next day. Google has brought the capabilities of internet based advertising into the TV realm, and has delivered a system that provides the information marketers want to know.
Google TV is Happening, But Why?
Given Google’s overwhelming success as a SE, many businesses are questioning the decision to invest resources in risky opportunities that may not pay off. I suspect Google’s stock holders are in the forefront of this crowd. With billions in revenue resulting from the AdWords platform, Google has already been proven as THE powerhouse online advertiser. Branching out into TV advertising seems not only unnecessary, but a move that will draw focus away from an already lucrative venture. What many people don’t realize is that Google has already diversified into multiple fields, and has its toe in the water in many more. Google loves advertising money, and if Google TV advertising doesn’t appeal to consumers immediately, the detriment to the company as a whole will probably be negligible. A more realistic interpretation of Google TV advertising is as a way for Google to hedge its bets rather than a full transformation of Google’s business model. With the release of Google TV Ads, Google has paved the way for their entry into the TV market. Google TV Ads are already a hit, but the ultimate triumph of Google TV remains to be seen.
Will Google Succeed?
Almost certainly… with advertising. What company wouldn’t want their name splashed across any product associated with Google, given its current success? The story with consumers, and Google TV hardware, is a little different. Google is attempting to break into a genre which in recent memory has undergone the plasma resolution, the 3D revolution, and the LED revolution. The previous generation of each technological revelation has trickled down the marketplace to underdeveloped countries that constitute a large percentage of Google’s traditional consumer base, leaving economically rich countries the only potential buyer of new TVs. Additionally, consumers have already adapted to using laptops and smartphones for many media viewing activities. Although television will probably never be replaced by an iPhone, will consumers be interested in buying yet another device that will separate uses? The technology that will debut in Google TV is rudimentary in comparison to other devices that meld internet capability, gaming and media storage with motion and voice activated technology. Google TV will have to compensate for these deficiencies somehow. Will Google TV succeed? Stay tuned…..
