Quantcast

Brin: TV Ads Are Most Like Online Ones

Get the WebProNews Newsletter:
[ Business]

Video advertising online shares close ties with its more well-known sibling, the television ad, and that’s what will make it a success.

Accountability matters for online advertisers. An entire cottage industry has risen from the needs of businesses to campaign online, track those campaigns, and make adjustments to their sites and marketing efforts at a high rate of speed.

Those who have criticized TV ads include Google’s CEO Eric Schmidt. He once opined as to why he has to settle down to watch a football game, only to be bombarded with advertising that simply does not matter to him.

Big advertisers have long asked that question, but with TV the only game in town, they have largely settled for the models run by Nielsen for such measurement.

To Google co-founder Sergey Brin, who talked about video advertising during Google’s conference call, TV and online measurement have something in common:

I also want to, just while on the subject of video ads, just mention TV ads, which we of course have been running now for a while. We’ve really been getting a lot of interest and bookings from advertisers. And the remarkable thing about television is, it’s surprising, but in fact of the offline advertising, it’s the one that’s closest to Internet level accountability and we feel we can bring much greater ROI type accountability to television advertising, much as we’ve done online.

Brin is referring to something we noted back in April 2007 – Google’s TV advertising test run on EchoStar and tiny cable outfit Astound Cable in California. In September, Google sought TV ad reps to work within its sales business.

The idea that Google could make TV advertising much more quantifiable will not be welcome at the major networks, who have already seen upfront ad buys on the decline as advertisers choose to purchase ad space at their pace, not television’s.

Worse, an advertiser that tries out the Google experience, and gets addicted to the kind of data that makes webmasters dreamy-eyed in their AdWords management consoles, may give the networks an unwelcome shove toward a more accountable model of measuring ad performance. Even if that means going to Google with their ad buys.

Brin: TV Ads Are Most Like Online Ones
Comments Off
Top Rated White Papers and Resources

Comments are closed.