The question is not if Google will make it as the dominant Television Advertising company, but when. And yes, I know that all those defenders of the old world view will debate me on this one. To tell you the truth, I am looking forward to it.
For starters, I think that the entire television advertising model is on its way out. We already see the need for alternate sources or means of advertising thanks to the power of technologies like DVR, TiVo, OnDemand, and TV online. Advertising dollars seem to be going to waste more times than not in the tv world.
Secondly, Google has revolutionized the delivery of ads online by controlling the largest network of advertisers and delivering relevant content in all environments. They are an advertising company, and they are damn good at it. So why shouldn’t they try their hand at television?
They already started to look at the possibility. In fact, they set it up so that through your AdWords account, you can set up a commercial that you produced to be aired on stations and in regions that you like. Google acts as the media buyer in this case and uses a bidding system to decide how often and when the ads will show.
This is a nice start, but give it time and I think things will change a great deal. First, the price for ads will go down, with a true bidding system in place, owned and operated by Google (and maybe other likeminded advertising companies). The networks will have to buy into this new system or risk missing out on the last hope of commercial advertising dollars. Second, I think ads will start to become more personalized and content relevant, just like they have become online. This makes commercials easier to deal with for the everyday tv viewer.
I believe that with Google at the helm, ads will be more direct, with ways of tracking success like never before. Spread out the commercials within the show, with more, shorter breaks, and they become part of the viewing experience again. I think Google can save TV advertising. Do you agree?