Is GoogleTV the Next Big Advertising Success Story? - By: Paddy Chang

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A few months ago saw Google announce the launch of Google TV in the US, with the promise of a new interactive television experience. That's the pitch. The reality is that for Google, dominating the online market with search and display and now tapping into mobile with Android, the obvious next big revenue stream will come from digital TV. So is this the future for all or another failed attempt at universally syncing the 2 medias? I'll be looking at why it is so important as a market, what it will mean for both consumers and advertisers and finally if Google has any chance of success.

An obvious market

All relevant studies point to online and TV getting closer and closer together. So close that Google can legitimately consider a move unto uncharted territory. - The usage overlap between online and TV is growing: 28% access the internet on their computer whilst watching TV. This is a 40% increase versus 2010. Source: Mediascope Europe 2010, EIAA - Online is ever more used for TV related content: Watching or downloading TV, film clips up 46% from 2010 for 25-34s and On-Demand TV up 40%. Source: Mediascope Europe 2010, EIAA - Thus leading to the advent of online video advertising: a 145% year on year growth in the UK last year. Source: UK Internet Advertising Bureau / PricewaterhouseCoopers.

So many have tried already such as Samsung and the Yahoo widget already available. But why would Google's launch be a game changer? What is it anyway?

So what is GoogleTV?

Lets start first with the official spiel from the giant itself. Indulge yourself and click on the video below. Basically Google TV is an open source OS, based on Android, which is to be used on TV. Amongst it's key features, you will be able to search any TV content you want, whether on your existing channels, saved files or on the web. It also means a full web browser will be available in the form of Google Chrome. The fact it cleverly uses Android type OS means it will be very easy for developers to roll out apps on both mobile and TV. So as this is a new product, we really have to wait and see if some good apps would make this a clearly useful and new experience. The similar platform also means easy interaction between mobile and TV, beyond using mobile phones as beefed up remote controls. Finally, it will be an intelligent user experience as, very much like the web, you should expect Google TV to remember and target your habits and queries efficiently.

Oh, you clever advertising pro. You can already see the ad potential there. Yep, Google have simply extended their proven AdWord type model to TV. Don't believe me, check it out for yourself. Interested in having completely targeted TV ads at online CPC rates? Queue here please.

The software can be downloaded from retailers online and installed quickly. There are clear instruction manuals that take you through a step-by-step approach. Even the most technically challenged can install software in a few steps. The usage is simple since the navigation is user-friendly. Once you are done with the installation, you can instantly check out the TV channels they offer and find the desired TV program you can watch.

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