May 24, 2010
Google TV: A New Frontier in Television Advertising?
A couple of days ago at the 2010 Google I/O conference, Google announced the impending launch of Google TV. This (possibly) game changing platform will work to bring the web and traditional TV closer together than they have ever been before.
There are a multitude of topics and issues that could be discussed in relation to the announcement of Google TV. As a keen Google advertiser myself, however, I would like to concentrate on just one – the shift in thinking that may occur amongst advertisers if Google’s ambition to combine the internet with traditional television is successful.
Although many other companies have attempted to marry these two beasts in the past (Apple TV, Boxee, TiVo etc), none have yet achieved the ‘Holy Grail’ result – widespread adoption of and acceptance of tv/internet integration. Although to most advertisers, this integration has always been the obvious next step in television advertising, until now, there hasn’t really been a platform on offer that smoothly integrates the television and internet into one, seamless media experience.
Enter Google into the equation and the traditional television advertising landscape begins to look a little different. Google, who already have a wildly successful online advertising platform in Google AdWords, will no doubt be looking at integrating their AdWords system into Google TV. Even at this point in time, Google already have a Google TV interface within their AdWords console which allows advertisers to upload TV ads to be viewed by current Google TV owners.
But consider some other future possibilities for a moment…
If Google TV is a success, we may see a new generation of direct response advertising in traditional TV ads.
Imagine a Domino’s TV ad which allows you to click on an AdWords coupon that then takes you to a HD ordering page designed specifically for TVs.
Or an ad for a new song or movie that takes the user directly to a website where they can buy and download that media onto their television.
What is most exciting about this fundamental shift in the way television advertising may soon be provided is that it will now allow a once passive medium to become an extremely active, engaging and (even more) powerful advertising tool.
Only time will tell if Google’s new television platform will gain widespread acceptance but, for now, as a Google Advertiser, I can only sit and think giddily about the future possibilities for online advertising through television.
What do you think about Google TV and the future of TV advertising? Feel free to comment and discuss!