Will Google control Aussie TV ads too? That’s not as mad as it sounds
What follows is a fascinating video that probably won’t happen in Australia. Except it might.
Slate’s Seth Stevenson gave Google TV Ads a whirl and discovered that it’s possible to make an ad and broadcast it on high profile shows (albeit in graveyard slots) for a few hundred bucks.
I recommmend giving it a watch.
(Hat-tip: Drew Weatherstone)
This is a service which is so far only available in the US.
Effectively, it’s almost the same principle as Google AdWords. But you can then schedule your ad against specific channels or even shows. Cheaply.
The reason I say it couldn’t happen in Australia, is the difference in our TV landscape – the free TV players would have nothing to do with it, which only really leaves the Foxtel-Austar axis, who would be unlikely to go down that path.
But despite the lack of a cable culture, the reason that I say it might happen is because of the looming arrival of IPTV as a serious proposition.
Just yesterday I was talking to the CEO of a major media agency. He predicted that TV will eventually be bought (although not necessarily negotiated) and planned from a single point. IPTV will be the driver for it.
Suddenly the Google TV Ads model looks a lot like that.
Tim Burrowes
It could happen indeed but it would be a long way off.
My question is why would Google would be successful at this?
It was not successful with similar launches in radio or newspapers because the value proposition was thin.
Google is a wildly successful search business, I don’t see why they would be good at television and yes I am aware of youtube:)
User ID not verified.
Here’s the problem. Google don’t know anything about the tv business.
This is like saying fox will control the search business because it is successful in tv. Just because adwords is successful doesn’t mean it can be extended into other areas … History demonstrates this.
User ID not verified.
Saw this a couple of weeks ago and it is really quite an impressive interface. Does anyone know if an an Australian company still buy ads (for the US market I mean)?
He gets a thousand hits to a site from an ad that’s essentially about nothing, seems like a perfect way to advertise a mail-order business or something software related.
User ID not verified.
Yes Harley, you are thinking straight. I am tyring to think of something to advertise.
I could see this working very well and I could see it working across the empty inventory in Pay TV
Jimi Bostock
PUSH Agency
Brisbane | Canberra | Sydney | Australia
jimi@pushagency.net
pushagency.net
User ID not verified.
Really interesting, I see no barrier for TV sales houses be they Pay or Free To Air wanting to adopt auction style mechanics to sell off unsold inventory.
The beauty of such a system is that it appears automated, companies/buyers go online book their spots and voila. No presenting of the channel to prospective clients, CPM parameters are entered into the system by the media owners, no wining and dining of said client!
Auctioning airtime such as this isnt new, its been done in the UK for some smaller cable operators to sell DRTV for a while.
User ID not verified.