MarketingVox writes Google may try to sell TV ads, as a part of extending its advertising program. Read more.
What does this mean to brands and customers?
The era of selling "advertising time" like 45 sec spots, 30 sec spots or sponsorships etc. will be long over. Google will offer "immersion time" rates across media. What does this mean? Google, I think, will offer PPE - Pay per Engagement model to advertisers. I believe Google's "immersion sell" model, will be the killer-app, that network television will find difficult to ignore.
What will google do?
- First they will buy advertising time "wholesale" from TV networks
- Bundle it with accountable clicks to advertiser's websites
- Throw-in targeted advertising based on key words when the customer searches on specific products/brands of the advertiser on the web
- Offer pay per download for TVCs on iPods and to broadband subscribers as and when the customer clicks
- Integrate this with google mobile and have a push and pull application for the customer to interact with mobiles
- Use google talk to provide information. Hence, melding, telecom time with it too!
- Imagine paying a differential rate for sponsorships based on number of customers who engage with a brand!
- Get advertising time paid for, based on accountability, effectiveness and efficiency
- At this point advertising dollars will be bought not at "negotiated rates" but at "engagement rates" from TV networks
- It will breakdown the conversation gap between brands and customers, that network television has created for several decades.
Imagine, why will a brand not pay for about 'an hour of engaged conversation' with a customer? Engagement will be the new metric. For the customer, it will be relatively less interruption marketing and more permission marketing.
Will google become the wholesale re-seller of owning, selling and retailing customer time?