Below the enemy lines

Everyone always talked about “Above the line” and “Below the line advertising” to distinguish offline (mainstream) from online (niche) channels. My view is that Google has already sent explorers below the enemy lines and will soon start its revolution by providing “above the line” (TV, RADIO, OUTDOORS, PRESS) with an online approach.

In case you did not know it Google is experimenting in the US the following channels:

TV ADVERTISING


TV advertising: what Google is already testing in US is a deal with a cable network where they stream adverts on TV sets…the difference from traditional TV adv is that they stream to you different ads depending on what u watching…same thing as with text advertising…so they are changing the concept of PUSHED TV ads to PULL TV ADS ;))

RADIO ADVERTISING

Google bought a US radio network

DMarc Broadcasting




in January 2006. What they have been testing since is the provision of radio adverts via the Google interface (adwords).

Google Radio advertising will also be a revolution as it will be affordable for deep and flat pockets (Google Robin Hood mission) and will also create massive opportunities for young talented producers of radio spots…Indeed Google is creating the Google Marketplace which is a virtual space where companies can brief agencies and get quotes for producing TV, RADIO and PRESS adverts…but I will dedicate an entire article to the GMarketplace.

PRESS ADVERTISNG

And why not press advertising…such an inefficient market (and we know Larry and Sergey love the opportunities of cutting the middle man and use technology to make the most of any opportunity)…so what is the idea behind? Simple Google buys in bulks Press Spots into any property that has agreed to distribute via AdWords and make it available on an auction basis to its advertisers…Uaoooo…so ideally when all genius marketeers are on holiday in August and there is a lot of unsold inventory even little 77 could buy half a page of The Wall Street Journal…I wonder if they plan to introduce Quality Score on this as well…;)) maybe finally all Bull***t advertisers will pay even more and 77 ends up paying even less..

OUTDOOR ADVERTISING

Last but not least Google is venturing in outdoor advertising. This time I believe they are more moved by the idea to save trees as they do not really need the money coming from this “small” segment of the adverting space. The idea is simple: large, rectangular, glued, (giant) poster advertisng will not exist any more and will be replace by “banners” controlled by AdWords interface.

The beauty of the new electronic posters is that they will broadcast different adverts depending on what their wi-max sensors will tell them about the people passing by, the weather, the time of the day and Veluma only knows what else….Ah this is my first mention of Veluma that is a good friend of Fubal, Sepola and Previt…check wiki to find more.

Ciao

Marco

This entry was posted on Sunday, April 1st, 2007 at 1:59 am and is filed under Search Engine Optimization. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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