26 Sep 2008

Crusaders come in twos

Damn! They strike again... NOT!

Remember when our favourite anti-google crusader Nicholas, launched his 'nuclear strike analysis' on Google TV ads? It was the article when he so cleverly stated that:

"Last we heard from sources on Madison Avenue, Google's TV advertising business was a joke. Only 200 clients had signed up for it in almost a year. "

Are you asking yourself what happened? Why are we on to Nicholas again?

Before we get to that, let us tell you something about crusaders... The thing about them, is that they don't always come alone... Sometimes (if you are lucky enough) you can get two!!

Nicholas got a fair amount of help, when his colleague Owen Thomas decided that he too must join the anti-google-crusade... In his article - Why Google TV ads are doomed to failure - he bravely stated:

"Google's hoping to extract information from its television data, deriving some insights from channel-switching habits. But the information — do viewers care about the ads or not? — likely isn't there. Absent that, Google's systems have no way to refine themselves over time. All Google can promise, then, are cheaper rates for undesirable time slots — or, possibly, implementing technology that forces viewers to watch ads. No wonder TV executives are turning up their noses. Like the typical engineer, Google thinks it can do their job for them."

Well whatdaya know!

Google expands its television ad platform with Bloomberg TV

MG Siegler, of VentureBeat, has obviously something they don't... Patience & a brain...

"The reason Google ads are attractive to those in the television industry is that Google has developed a technology that lets advertisers know which ads are being watched at any given moment. A product that is more attractive to advertisers means a product that is more attractive to the content producers.

If something like this were to catch on, it could revolutionize the television advertising industry. The TV ads run through Google only cost money to advertisers when impressions are being made, just as Google’s online AdSense ads only charge per impressions made or click-throughs, as CNET notes.

Such a move could make television ad buys much more efficient for advertisers.

Also, as more content from the Internet makes its way to television, we could start to see
a merging of the advertising landscapes for both industries. It’s smart for Google to have its hands in both pots."

Tough days for crusaders it seems...

Trevor Fellows, head of advertising sales at Bloomberg, even described what kind of viewers are going to be watching them Google ads:

"The BLOOMBERG TELEVISION audience is the wealthiest and most powerful in cable television...

As high net worth viewers are extremely difficult to quantify using traditional methods, we believe that involvement with Google TV Ads from an early stage will help us and our advertisers learn more about our audience.”

Don't you just hate it, when your "expert" analysis is...

(now, what on earth was I thinking when I pasted this drawing? Any ideas??)

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