Apr
17
2015
New Google Technology Will Change Advertising Forever

Google Fiber is changing TV Ads, SEO, TV Watching and Advertising Forever!

Friends watching sports on TV

 TV advertising sucks!

The ads are horrible! There is no accountability and the waste on ad dollars is in the billions. In the last 5 years, large brands and small companies have been pulling their ad dollars away from traditional channels like newspapers and network TV to go online. Online ads have incredible analytics and we are able to prove the value down to the penny.

With current technology, people are now watching tv on their smart phones, tablets and laptops through streaming services like Hulu.com and Netflix.com.  John Rampton said in a Forbes article “But when a customer is interested in finding a TV show that doesn’t immediately come up in that service’s own search, that customer will often head to Google and enter the search terms, “Watch [Name of Show].” This search effort will typically put an ad for paid options at the top, followed by a variety sites featuring the show available to stream, with plenty of junk results mixed in. It’s a frustrating experience, as anyone who has ever searched for a TV episode or movie online can attest to.”

Just like Google has changed the internet, it has plans to change TV forever! “Like digital ads, advertisers will only pay for ads that have been shown, and can limit the number of times an ad is shown to a given TV. ” If your business is located in Austin, Texas,  Provo, Utah, Kansas City Missouri,  you should check out the Google Fiber website here https://fiber.google.com/smallbusiness/ and I recommend signing up. On a Google Fiber blog posted in January, Fiber is coming to Atlanta, Charlotte, Nashville and Raleigh/Durham markets.

How It Works

Currently testing in the Kansas City market, Google is rolling out a new technology that allows advertisers to measure TV Ads. Traditionally, tv ads have been measure in gross ratings points from a panel of Neilson viewers; this is extremely inaccurate method of data collection. Google briefly explained how the new technology will work “Fiber TV ads will be digitally delivered in real time and can be matched based on geography, the type of program being shown (sports, news, etc.), or viewing history.” 

Just like traditional TV ads, advertisers will be able to purchase air time in between segments called ad breaks. These ads will be able to display on live tv and also DVR recordings, with DVR the ads will be update to date and with more relevant messages. 

Pros:

  1. Better Ad performance
  2. Less annoying tv commercials
  3. Bad advertisers will go away

Cons:George Orwell 1984

  1. Privacy
  2. George Orwell’s predictions in 1984 may become true
  3. Limited availability
  4. It will take years for wide scale adoption.

Rampton also states: “On television, ads often serve as little more than a signal for viewers to tune out or check out what’s on another channel. Online, that whole dynamic can be reversed, and the content produced by a brand can not only find a home that lasts more than 30 seconds, but also become a main attraction for viewers. Creative advertisers can create the modern equivalent of an infomercial, and one that’s intended to be seen by more than just the 3:00 AM television audience.”

Google also says that “viewers can opt out of being shown ads based on their viewing history.” This is especially interesting to me as I am sick of the TV ads that have screaming actors shouting obnoxious ads. Bloomberg is reporting that later this year, YouTube will be releasing a subscription model for streaming services that all users to opt of of advertisements. 

We at Funnel Science believe this will be a game changing technology for tv advertisers and for all of mankind! However, it is now more important than ever to build your video content and youtube channels. This improves SEO rankings, traffic to your website and opportunities to find customers through online advertising. 

About the Author
Alex Fender is a Google Certified Analytics Consultant and is an expert in internet marketing. If you have questions or would like to contact him, he can be reached at (972) 867-3100.