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.
Google TV – Watch The Overview
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!
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Good wrap up of the announcement Paul! I’m also pretty dam excited about what the future might hold in this space.
Merging the internet with TV and other traditional forms of home entertainment is definitely the way to go and I can’t wait to see where Google takes it.
I personally thought and still think Boxee was a pretty good attempt at merging the two but perhaps where they could improve is making it easier for advertisers to take advantage of the platform. Google no doubt will do a great job of this and ultimately win in the end because of it. Exciting times…
Hi Sam,
Thanks for the comment.
Glad to see someone else is as excited as I am with internet + tv convergence. I currently rent movies through my TiVo and view the internet through a gaming console but I see a future where the integration will be so much smoother.
Boxee is a shining example of this integration and I think Google will have a big challenger on their hands with them. However, in terms of true standalone television/internet integration (as opposed to a separate media server/extender), global acceptance and advertising integration, I just think Google has the right product and enough financial backing to trounce their competitors.
I believe Google will be the Windows or the iPhone in this race and Boxee will be Linux or an Android phone (more powerful but lesser known).
Pretty exciting stuff. This will really take interactive TV to a whole new level, clearing the way for interactive advertisement like booneoakley (http://www.youtube.com/watch?v=Elo7WeIydh8 if you’ve not seen it yet) to take over. This is particularly exciting for us creative types who love to incorporate ‘innovation’ into every second sentence. Can’t wait to see how it goes.
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