Horseman of
the Google-pocalypse riding the media landscape this week.
On the
face, it’s a deal where Google will auction TV ad inventory from Echostar’s
DISH satellite network to sell in Google’s tried and true auction-based model. While the new deal allows day part targeting, it’s
most likely unsold/remnant (=”crap”) inventory. Spot Runner offers similar auction-based
pricing for remnant cable inventory.
Couple possible
scenarios:
- Nielsen realizes they can’t screw around and (over the objections of the entrenched interests it represents and plays with) suddenly unveils an accelerated effort to get advertisement rankings into their own systems, and creates a viable (and more recognized) competitor to Google’s metrics-supported efforts. This could happen, but the fact that Google wraps in the auction info for true end-to-end analytics will be a tough one to beat without help…
- In the short to long term, assuming Google can quantify and automate branding metrics, not just sales (brrrrrrr), Nielsen gets “extinct”-ed.
DoubleClick
is known as an ad serving company. They are much
more than that, but a core service they provide is handling a significant
portion of the web’s display and rich media advertising. Thank them for those banners you ignore. This sounds like a “pipes” deal – you know,
big players shuffling around ad serving plumbing. But it’s more than that – much more. Right now, Google has access to some of the
biggest advertisers search campaign results data. Through those marketers search advertising
programs, Google knows the words important to them, they know the result of
those terms and they know the value of those terms in real time. And they retain that data. They also know the value of those terms to
those marketers’ competitors. Brrrrrr.
- local efforts (“Google Base”)
- radio experiments (dMarc)
- newspaper ads (http://blog.searchenginewatch.com/blog/061030-085144)
- magazine efforts (http://news.com.com/Google+takes+ad+sales+to+print/2100-1024_3-5844889.html)
- digital out of home (http://www.clickz.com/showPage.html?page=3624571)
- EchoStar deal and
- Potential DoubleClick acquisition,
- add in RFID chips and their vast data warehouses
…Google is positioning themselves to offer marketers a holy
grail or a holy terror: Fully optimizable
end-to-end marketing (with dynamic, real-time results) across all channels.
More on this to come.
Comments