Five years ago, Google introduced Google TV Ads, an auction-based system designed to provide an easy entry for novice TV advertisers. While the system was seen as being successful, and had developed arrangements with stations reaching 42 million homes, Google has decided to shutter the last of its systems for buying and placing ads in traditional media (Google had closed similar systems for radio and newspapers in 2009). Google's TV Ads system will be phased out over the next few months, as current ad campaigns come to an end.
In announcing the close-down, Google executive Shishir Mehrota noted that“video is increasingly going digital and users are now watching across numerous devices … We’ll be doubling down on video solutions for our clients (like YouTube, AdWords for Video, and ad serving tools for Web video publishers. We also see opportunities to help users access Web content on their TV screens, through products like Google TV.”Recent reports suggest that the online advertising market is set to grow significantly. The market for online video advertising, while still young, should meet or exceed the growth rates for online advertising as a whole. In addition, recent research suggests that advertising in online videos is accepted by viewers - if it's seen as a subsidy for content access - and can be effective (particularly in mobile settings), While it's troubling to see a major player dumping traditional media, I suspect that Google's shift in strategy will be successful in the long run.
Source - Google TV Ads Shuttered, MediaDailyNews
No comments:
Post a Comment